Music Tourists’ Satisfaction toward the Music Festival Tourism in Khao Kho District, Phetchabun
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Abstract
This research aims to: 1) study tourist satisfaction levels with music festivals tourism in Khao Kho District, Phetchabun, and 2) compare tourist satisfaction with music festivals tourism in Khao Kho District, Phetchabun, classified by personal factors. The study employed a quantitative research design, and data were collected using a structured questionnaire. The sample comprised 400 tourists who attended the music festival in Khao Kho District, Phetchabun, selected through accidental sampling. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics through a one-way analysis of variance (One-Way ANOVA).
The results indicated that the overall satisfaction level of tourists toward the music festival tourism was at the highest level. Among the satisfaction dimensions, attraction received the highest mean score, followed by activity, accommodation, accessibility, ancillary service, and amenity, respectively. Furthermore, there were no significant differences in satisfaction among tourists with different ages, marital statuses, and occupations. However, significant differences at the .05 level were found among tourists of different genders in the aspects of accessibility, amenity, ancillary service, and accommodation. Tourists with different educational levels and average monthly incomes also exhibited significant differences in satisfaction with attraction at the .05 level. In addition, tourists from different regions of residence demonstrated statistically significant differences in satisfaction across all aspects at the .05 level.
The findings of this study can be applied as a guideline for developing music festival tourism in Khao Kho District, Phetchabun. Event organizers and relevant authorities should prioritize enhancing attractions and activities, as these factors contribute most significantly to tourist satisfaction. At the same time, improvements should be made in facilities, accessibility, and service quality to better accommodate the diverse needs of tourists with different genders, educational levels, income levels, occupation, and places of residence. Furthermore, the research findings can serve as valuable information for policy planning, marketing strategies, and tourism management in music festival tourism. This will help enhance tourists’ experiences and promote sustainable tourism development in the area.
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References
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