Factors Influencing Service Management Potential of Cultural Attractions in Chachoengsao Province
Keywords:
Service consumption behaviour, Service management potential, Tourism products, Cultural tourist attractions, Chachoengsao ProvinceAbstract
Purpose: The research objective was to study service consumption behaviour (SCB) factors affecting service management potential (SMP) of cultural tourist attractions.
Method: This research is quantitative research. A questionnaire was used to collect data from 405 Thai tourists. Sampling was done using a non-probability sampling method. The data collection areas were Wat Sothon Woraram Worawihan, Wat Saman Rattanaram, the 100-years Ban Mai Market, and Bang Khla Floating Market in Chachoengsao Province. Data obtained from the questionnaires were analyzed by correlation analysis and multiple regression methods to identify factors influencing service management potential.
Results: The hypothesis was tested using Pearson correlation coefficient, and the test of the statistical significance of the coefficient of correlation at 0.01 illustrated that SCB of tourism product was related to SMP aspect. The hypothesis test illustrated that SCB affected SMP in three aspects: tourist attractions, transportations, and local product. However, SCB in terms of the selection of tourist sites does not impact on SMP in item transportations and local product. while SCB of purchasing of local products does not affect SMP of tourist attractions.
Implications: Recommendations for enlarging SMP were that the tourist attractions should provide more transportation services information, set the transportation fee, improve the tourist sites access, organise tourism activities for learning, emphasise on local products purchasing and assessment of the cost benefits.
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