A STUDY OF TOURIST SATISFACTION IN KHON KAEN NATIONAL MUSEUM FOR SUPPORTING MUSEUM EVENT MANAGEMENT IN KHON KEAN PROVINCE THAILAND

Abstract

This research article aims to: (1) examine tourist satisfaction with cultural tourism at the Khon Kaen National Museum, and (2) propose a model for museum-based event management in Khon Kaen Province. A mixed-methods research design was employed, utilizing 400 questionnaires and in-depth interviews as primary research instruments. The study population and samples consisted of three groups: (1) five representatives from government agencies involved in tourism development in Khon Kaen Province, (2) seven tourism-related business operators, and (3) 400 tourists visiting the Khon Kaen National Museum. Quantitative data were analyzed using descriptive statistics, including frequency distribution, percentage, mean, and standard deviation. Further, model development was conducted through exploratory factor analysis (EFA) to identify variables derived from the questionnaire. These variables were grouped into factors using statistical software, which were subsequently verified through a measurement model to assess model fit. Finally, a structural model was constructed, and findings were discussed in accordance with the research objectives.

Findings revealed that: Tourists expressed a high level of overall satisfaction with cultural tourism components at the Khon Kaen National Museum. The highest satisfaction was associated with attractions. In terms of cultural heritage values, social value was rated highest, while satisfaction with exhibitions was highest for temporary exhibitions. The proposed museum-based event management model comprises three dimensions: Space Management: Clear demarcation of protected antiquities through signage or barriers. Museum Management: Implementation of a knowledge management system concerning the origins of artifacts and archaeological sites. Exhibition Presentation: Artifacts should be interpreted through narratives, belief systems, lifestyles, and historical backgrounds to enhance cultural understanding and visitor engagement.