ภาพลักษณ์และคุณภาพการบริการของสวนน้ำแบล็คเมาน์เทน จังหวัดประจวบคีรีขันธ์ ที่ส่งผลต่อความพึงพอใจของนักท่องเที่ยว

Abstract

This research aims to study the image and service quality of the Black Mountain water park in Prachuap Khiri Khan Province affecting tourist satisfaction, this research is quantitative. By collecting data with a questionnaire from tourists aged 18 years and above who come to the Black Mountain water park in Prachuap Khiri Khan Province a total of 385 people were sampled by convenience sampling. The statistics used in the data analysis were Multiple Regression Analyses using Enter type. The results show that most Thai tourists are female, aged between 25 - 31 years old, with a bachelor's degree. Most of the occupation a student and the average monthly income is 15,001 - 20,000 baht per month. The results revealed that the image experiences (Beta = 0.27), reputation (Beta = 0.31), attraction (Beta = -0.04), excitement and adventure (Beta = -0.10) affected the satisfaction of tourists visiting Black Mountain water park in Prachuap Khiri Khan Province with statistical significance at 0.05 and the service quality Tangible (Beta = 0.17), Reliability (Beta = 0.14), Assurance (Beta = 0.04), Responsiveness and Access (Beta = 0.20), Courtesy (Beta = 0.24) and Empathy (Beta = -0.04) affected the satisfaction of tourists who came to Black Mountain water park in Prachuap Khiri Khan Province, statistically significant at 0.05.