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I COMPARATIVE STUDY of THAI TOURISTS and FOREIGN TOURISTS SATISFACTION TOWARDS GASTRONOMY TOURISM in THAILAND a CASE STUDY OF

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I COMPARATIVE STUDY of THAI TOURISTS and FOREIGN TOURISTS SATISFACTION TOWARDS GASTRONOMY TOURISM in THAILAND a CASE STUDY OF i COMPARATIVE STUDY OF THAI TOURISTS AND FOREIGN TOURISTS SATISFACTION TOWARDS GASTRONOMY TOURISM IN THAILAND A CASE STUDY OF PATTAYA, CHONBURI PROVINCE TANAWAN MAION A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR MASTER DEGREE OF MANAGEMENT IN INTERNATIONAL TOURISM MANAGEMENT FACULTY OF MANAGEMENT AND TOURISM BURAPHA UNIVERSITY MAY 2019 COPYRIGHT OF BURAPHA UNIVERSITY iii ACKNOWLEDGEMENT This thesis successful from Tinikan Sungsuwan, Ph.D. Principle Advisor Assistant Professor Sakchai Setarnawat, Ph.D. Co-Advisor please counseling guidance. As well as various bug fix with the exhaustive the researcher feels very much appreciate it. So I'm very thank you very much at this opportunity. Thank you Assistant Professor Apinya Ingard, Ph.D. Principle Examiner Please give knowledge, counseling, edited and criticism achievements make research work in a fully integrated. And experts all give the courtesy to check and advise edit tools used in research for quality. More than everything to my dear parents who always send me a very meaningful pray. Also to my lovely older sister and my friend in class Master degree for your sacrifice, perseverance, support, understanding and unconditional love. They have always been my source of strength at the time of difficulties. The value of this paper and throw the research offer filial gratitude upon teachers and parents, the patron of all present. That makes me a well-educated and successful today. Tanawan Maion iv 59920356: MAJOR: INTERNATIONAL TOURISM MANAGEMENT; M.M. (INTERNATIONAL TOURISM MANAGEMENT) KEYWORDS: COMPARATIVE/ TOURIST/ SATISFACTION/ GASTRONOMY CHONBURI TANAWAN MAION: COMPARATIVE STUDY OF THAI TOURISTS AND FOREIGN TOURISTS SATISFACTION TOWARDS GASTRONOMY TOURISM IN THAILAND A CASE STUDY OF PATTAYA, CHONBURI PROVINCE. COMMITTEE: TINIKAN SUNGSUWAN, Ph.D., SAKCHAI SETARNAWAT, Ph.D. 108 P. 2019. The purpose of this research focuses on the comparative study of Thai tourists and Foreign tourists satisfaction towards Gastronomy Tourism in Thailand a case study of Pattaya Chonburi Province. Research objective to study comparative study of Thai tourists and foreign tourist satisfaction towards Gastronomy Tourism in Thailand a case study of Pattaya, Chonburi Province. And to study the 7Ps marketing factors that affect to satisfaction of Thai tourist and foreign tourist. The researchers surveyed the population of Thai tourist and Foreign tourists 800 respondents. The respondents are the Thai tourist and Foreign tourists satisfaction to street food Pattaya, Chonburi Province period May 1- August 30, 2018. The information gathered is analyzed using descriptive analysis, One way ANOVA and Regression linear through an SPSS program. The result performs Thai and foreigners were significantly different at the .05 level of significance. 1. Product 2. Place 3. Promotion 4. People and 5. Physical Evident There was no statistically significant difference at .05 level include 1. Price and 2. The process was found to have significant differences when comparing average between Thailand and foreign tourists can be seen clearly foreign tourists are satisfied with the individual tourists than Thailand. 1. Product 2. Place 3. Promotion and 4. Physical evident. It appears that foreign tourist satisfaction than Thai tourists. v CONTENTS Page ABSTRACT ............................................................................................................. iv CONTENTS ............................................................................................................ v LIST OF TABLES .................................................................................................. vii LIST OF FIGURES ............................................................................................... viii CHAPTER 1 INTRODUCTION ......................................................................................... 1 Background of the study ........................................................................... 1 Research question ..................................................................................... 7 Research objective .................................................................................... 7 The scope of the research ......................................................................... 7 Definitions of term ................................................................................... 8 2 LITERATURE REVIEWS ............................................................................ 9 Theory and concepts of satisfaction ......................................................... 9 Theory and concepts of demographic characteristics .............................. 13 Concepts consumer behavior ................................................................... 15 Theory and concepts marketing factor (7Ps) ........................................... 16 Gastronomy (Street food) ........................................................................ 18 Street food in Pattaya, Chonburi ............................................................. 20 Related research ...................................................................................... 26 Conceptual framework ............................................................................ 33 The hypothesis of the research ................................................................ 34 3 RESEARCH METHODOLOGY.................................................................. 35 Research design ....................................................................................... 35 Population and sampling design .............................................................. 35 Research instrument ................................................................................ 36 Data collection ......................................................................................... 37 Assessment of research tools ................................................................... 37 Statistical analysis ................................................................................... 38 vi CONTENTS (CONT.) Chapter Page 4 RESEARCH RESULT.................................................................................. 41 Descriptive statistics ................................................................................ 41 Sea grass information .............................................................................. 13 Remote sensing ........................................................................................ 19 Sensor ...................................................................................................... 27 5 CONCLUSION, RESEARCH RESULT AND DISCUSSIONS ................. 73 Conclusion ............................................................................................... 73 Scope of research ..................................................................................... 74 Research result ......................................................................................... 74 Discussions .............................................................................................. 80 Recommendations for research ................................................................ 81 REFERENCES ........................................................................................................ 83 APPENDIX .............................................................................................................. 88 APPENDIX 1 ................................................................................................... 89 APPENDIX 2 ................................................................................................... 93 APPENDIX 3 ................................................................................................. 100 BIOGRAPHY ........................................................................................................ 108 vii LIST OF TABLES Table Page 1 Related research ........................................................................................... 26 2 Thai tourists of demographic information about of respondents ................. 41 3 Information about customer behavior uses service street food Pattaya, Chonburi Thai tourists .................................................................................. 43 4 Marketing factor (7Ps) affecting the satisfaction Gastronomy Tourism street food Pattaya, Chonburi of Thai tourist ............................................... 45 5 Average and standard deviation of level satisfaction of Thai tourists street food Pattaya, Chonburi ....................................................................... 52 6 Foreigner tourists of demographic information about of respondents 400 people .................................................................................................... 55 7 Information about customer behavior uses service street food Pattaya, Chonburi foreigner tourists 400 people ........................................................ 57 8 Marketing factor (7Ps) affecting the satisfaction Gastronomy Tourism street food Pattaya, Chonburi of foreigner tourists 400 people ............................. 59 9 Average and standard deviation of level satisfaction of foreigner tourist street food Pattaya, Chonburi ....................................................................... 67 10 Multivariate analysis of statistically significant differences between Thai tourists and foreign tourists who have comments on the
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