Tourism Service Quality of Bangnumphung Floating Market

Abstract

The objective of this research were to study the quality of tourism services of Bangnumphung Floating Market based on the service marketing theory which involves product, price, place, promotion, physical evidence, people and process. (Kotler and-Keller, 2003). The research instruments were questionnaires. The 400 populations were selected by convenience sampling. The results demonstrated that the opinion of tourists on tourism service quality of Bangnamphung Floating Market is in a good level whereas the quality of promotion is at moderate level in every aspects, except for the additional events which is in a good level. The majority of the respondents preferred natural tourist attractions. The source of information about the Floating Market was acquired through friends, family and relatives. The reason that respondents wanted to visit is travel easily. The majority of the respondents had used the car to the floating market and they were also accompanied by their family: parents, children, siblings and relatives. The visit frequency is two to three times. The visit length is two to three hours per time. The travel expenditure is 501 --700 baht. The activities is to have meat dish and sweet food. Mostly tourist will return back to the Floating Market. The Hypothesis test were 1) tourism service quality of Bangnamphung Floating Market is in a good level. 2) Tourism service quality had least relationship with all tourists' personal information. 3) With regard to tourist behavior, preferred tourist attraction, mode of transport, kind of persons people are traveling with, frequency visit, visit length, travel expenditure had least relationship with tourism service quality.