Ecotourism Satisfaction

Mohamed Ali Sharafuddin

Department of Business Administration,

St. Theresa International College,

Thailand

Tourists’ Motivations, Experience and Satisfaction

Towards NakhonNayok Province

ContentsIntroductionLiterature ReviewResearch Objective Background of the Study AreaMethodologyResults and DiscussionConclusion and Recommendation

IntroductionAbout Thailand’s Tourism and GDP…

Literature Review Tourists’ perceptions and awareness about

a destination can help to determine the destination’s success or failure (Formica, S. (2002) )

The perceived attractiveness (Um, S., Chon, K. and Ro, Y. (2006) )

Perceived quality (Atilgan, E., Akinci, S. and Aksoy, S. (2003)) of a destination can influence repeat visitations.

Literature Review Danaher, P.J. and Arweiler, N. (1996) established that,

although to some extent the degree of tourist’s satisfaction towards a destination depends on transport and accommodation, the major positive tourist feedback focused mainly on outdoor activities.

When it comes to source of Information, tourists have the opportunity to know about the destination through multiple information sources, such as through word-of-mouth communication from friends or family members, guide books, brochures, Visitor information centre, Travel Agents, Internet and others sources. Also both commercial and social environment have been shown to affect destination choice (Mill, R,C. and Morrison, A.M. (1992)).

Research ObjectiveThis study proposes the following(1)Decision of the tourist to take part in an

eco tour in Nakhon Nayok Province of Thailand

(2)First time visits and tourists’ willingness to participate in future eco tours

(3)The experiences they obtain at the ecotourism sites and the contributing factors and related elements leading to their satisfaction.

Background of the Study Area Nakhon Nayok previously known as “Ban Na (Village of

the rice field)” is the province located in the Central region of Thailand.

The province covers 2,122 square kilometers comprising four districts – Muang, Ongkharak, Pak Phli and Ban Na.

Its geographic significance of being located just 107 Kilometers from Bangkok with its natural attractions of important mountains such as Khao Yai, Khao Khiew, Khao Cha-ngok, and Khao Nang Rong, beautiful rivers, streams, a number of waterfalls such as Sarika Waterfall, Nang Rong Waterfall, Wang Muong waterfall and manmade attractions such as Chulachomklao has made Nakhon Nayok as one of the major tourist’s attractions in Thailand.

Methodology Population Frame: Tourists Sampling: Convenient Sampling Sample Size: 264 Survey Instrument-Questionnaire Scale: Likert’s Scale and Dichotomous

Questions Tools Used for Analysis: Descriptive

Statistics and Factor Analysis Limitations: Limited only to Nakhon

Nayok Province

Results & Discussion Demographic and Social Characteristics of

the Respondents Trip Characteristics of Participants Trip Motivation and Satisfaction (Factor

Analysis)

Results & Discussion-Demographic and Social Characteristics of the Respondents

Among the Sample respondents majority 60% are Male.

Age- 42% of the respondents fall under 25-44 and followed by 15-24years.

Nationality- Major issue arises here, most of them are domestic tourists, which accounts for 91%.

84.8 percent respondents have completed higher education and 44% are working as Professionals, followed by 30% Students.

Results & Discussion-Trip Characteristics of Participants

Most of the respondents are influenced by their friends in planning their tour activity, which is about 61%, 18% decided by themselves. (the reason is most of them are domestic tourists)

Half of the respondents are first time visitors to Nakhon Nayok Province

91 percent of the respondents confirmed that they are willing to revisit the province again. And the rest of the respondents can be turned into positive influence.

Results & Discussion-Trip Characteristics of Participants Most of the respondents are interested to

visit the Nakhon Nayok province with their Friends and Family

Personal reference was the major source of reference “Word of Mouth” 86%, this study also shows that internet (44% )is emerging as a major source of information for ecotourism destinations.

Results & Discussion-Trip Characteristics of Participants This proves that first time visitors are

satisfied with the ecotourism activities they engage and are intended to revisit the destination.

Results & Discussion-Trip Motivation and Satisfaction Motivation- The Motivation factors holds high

Value. (Nature Appreciation, Local Culture, Environmental Protection, Recreation and Relaxation, Nature Knowledge)

9 Tourism activities has been identified as primary options through pilot study. (Nature Trails, Visiting reserved areas of National Park, Wildlife and bird watching, Visiting Dam, Visiting Waterfalls, Cycling, Whitewater rafting, adventure activities and buying souvenirs or crafts.)

Results & Discussion-Trip Motivation and Satisfaction

Motivation M1 M2Nature Appreciation

.622

Local Culture.638

Environmental Protection.867

Recreation and Relaxation.668

Nature Knowledge.801

KMO= 0.646; Bartlett test=354.244 (0.000); Explained variance=71.22%

Results & Discussion-Trip Motivation and SatisfactionActivities engaged in at the ecotourism destination A1 A2 A3Nature Walk .826Visiting National Park .837Wildlife / Bird Watching .901Buying Souvenirs / Crafts .235Adventure Activities .716Whitewater Rafting .729Visiting Reservoirs or Dam .740Visiting Waterfalls .110Cycling .953KMO= 0.736; Bartlett test=798.91 (0.000); Explained variance=68.94%

Results & Discussion-Trip Motivation and SatisfactionThis research proves that there is a strong

linkage existing among tourists motivation, activities they engage and the satisfaction.

Recommendations:The Industry and service providers should

be aware of this need, and respond adequately.

Nakhon Nayok can be promoted as a prominent destination for ecotourism activities to the foreign tourists visiting Thailand with family.