The Effects of Destination Image on Tourist Satisfaction: The Case of Don-Wai Floating Market in Nakhon Pathom, Thailand
Abstract
The aim of this study was to analyse the effects of a Floating Market’s destination image on tourist satisfaction. A closed-question questionnaire was prepared drawing from the attributes that influence tourist destination satisfaction in the literature. The sample in the study consisted of 200 tourists who visited Nakhon Pathom’s Don Wai Floating Market in January 2018. Multiple regression analyses were applied to empirically test the study’s four hypotheses. The results found that the uniqueness of nature, uniqueness of history, and uniqueness of tourist products are the most critical factors affecting the tourists’ satisfaction at the 95 percent significance level. However, the uniqueness of architecture factor did not have a significant effect on tourist satisfaction. The study for the first time established an empirical relationship between the uniqueness of nature, uniqueness of history, and uniqueness of tourist products of a floating market and tourist satisfaction with a Floating Market as a tourist destination. These insights may help other Floating Markets to better understand the factors that influence tourist satisfaction with such facilities.
Keywords: destination image, floating market, tourism management, tourist satisfaction, Thailand
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