THE POTENTIAL OF TOURIST ATTRACTIONS AFFECTS SATISFACTION OF VISITORS IN NAN PROVINCE

Abstract

Bearing in mind the status of growing tourism in Nan province of Thailand, this study is directed to validate the relationships between tourist experiences, tourist attraction and tourist satisfaction to forecast behavioral intentions of tourist to cultural attractions in NAN province. The aim behind this study is to examine how tourist attraction mediates tourist experience and satisfaction of tourist. The research model was verified with 8 hypotheses on the subject of the relationships between variables in Thailand tourism context. The current study a is survey-based research conducted in Nan province which is considered attractive tourism spot in Thailand for its culture and national parks. Through purposive sampling data was collected from visitors to 5 tourist attractions in Thailand’s Nan province (N = 306). Structural equation modelling (SEM), employing the SPSS software completed the data analysis. The findings bring forward that relationships between, experiences and satisfaction is shaped by level of attractions. It has been shown that the appearance of experiences is influenced by participation in their creation. The study account for theoretical and practical contributions by mounting new insights in literature and directing tourism industry management to pull of effective plans to give tourists best expression to boost tourist’s satisfaction.