The Behavior and Factors Affecting Revisiting of the Tourists at Natural Site, Don Hoi Lot, Samut Songkhram Province

Abstract

                This research studied about behavior and factors affecting revisiting of the tourists at natural destination, Don Hoi Lot, Samut Songkhram Province. The research had objectives to study about satisfaction to the marketing mix of tourists visiting natural destination, Don Hoi Lot and to study about factors affecting revisiting of the tourists to Don Hoi Lot, Samut Songkhram Province. The researcher gave questionnaires and collected data from the sample of tourists 400, using accidental sampling, searching reliability of questionnaires by using Cronbach’s alpha coefficient which equal to .967.  Percentage and mean were used to analyze the data and logistic regression was applied to test hypotheses

                The result of the research found that most tourists were female (56%).The tourists were 20-30 years old (43%). Regarding education level, majority of the tourists had lower than Bachelor’s Degree (70%). They were school students and university students (35%) and had income of 8,001 – 15,000 Baht (43%). The satisfaction of tourists in products, price, selling places, marketing promotion and overall satisfaction in marketing mix was in moderate level. Most tourists have resident in Bangkok Metropolis and travelled to the natural site, Don Hoi Lot, for 2 – 4 times. Most tourists spent amount of money in travelling in the amount of 500 – 1,000 Baht. Most of them come to the place during festival holidays and come with friends and family. They performed activities of having respect to Prince of Chumphon Shrine, buying fresh seafood, buying dry snail shells, steamed mackerel. The result of hypothesis testing found that the factors reflected to revising of the tourist samples were score of satisfaction in the marketing mix, mangrove forest sightseeing, souvenir buying, Kanom Jak buying, and domicile of the tourists