1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND

:

Tourists Satisfaction toward Agro-Tourism Business:
A Case Study of Suphattra Land
*
Pattamet Praditsangthong

400

t-test (ANOVA)
30-39
30,000
(7Ps)



: , ,

Abstract
Agro-Tourism is a form of niche tourism that has been popular in the Thailand. There are many
tourism businesses in the eastern part of Thailand. Suphattra Land is an outstanding agro-tourism
attraction located in Rayong. This study aimed to examine the demographic characteristics and the
*

; Email: pattamet@gmail.com

1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND
impact of marketing mix elements as well as to provide service improvement of Suphattra Lands argotourism business. For improving satisfaction and effectiveness to visitors. The samples used in this study
are 400 Thai visitors. The data collection tool was a questionnaire. The statistics used in data analysis
were the frequency distribution, percentage, mean, and standard deviation. T-test and one-way analysis
of variance (One-Way ANOVA) were used as hypothesis testing statistics. The results of the study showed
that most of Thai visitors are female, aged between 30-39 years old, single with a bachelors degree,
worked in private companies with a monthly income 30,000 baht and above. Thai visitors are satisfied
with the marketing mix (7Ps) at high level. The most satisfaction was the physical surroundings, the
working staffs and the distribution channels, process, product and service, promotion, consecutively. The
least satisfaction factor was the price. The hypothesis testing result indicated that the demographic
factors, including age, occupation and income were significant to the level of customer satisfaction toward
Suphattra Land agro-tourism business.
Key Word: Agro Tourist Business, Suphattra Land, Rayong

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1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND
:

1) 2)
3)

(Quantitative Research) (Questionnaires)

(7Ps)
400
(Sangren, 1999)

SPSS (Frequency),
(Percentage), (Mean) (Standard Deviation: S.D.)

1.
(, 2551: 24)
1)

2)

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1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND
2.
(.)



3 ( , 2552: 28-29)
1)


2) 2

3)



3

3. (Marketing Mix)

( , 2543: 29)
McCarthy (Kotler, 2003: 19) 4Ps
Booms Bitner 3Ps

(1) (Product)
(2) (Price)
(3) (Place)
(4) (Promotion)
(5) (People)
(6) (Process)
(7) (Physical Evidence)



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1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND

61.3
38.8 30-39 35.5 20-29 29.0,
40-49 16.3, 20 10.3, 50-59 7.3 60
1.8 53.3
44.3 2.5 44.8
30.5 24.5
36.8 25.0, / 13.0,
// 11.3, 7.3, 5.8
1.0 30,001 31.0
15,001-20,000 19.3, 10,000-15,000 14.5,
10,000 25,001-30,000 12.8
20,001-25,000 9.8
(7Ps)
, , , , ,
5 , , ,

1

3.55

3.35

3.78

3.39

3.92

3.62

3.94

3.65

S.D.
0.62
0.75
0.67
0.76
0.71
0.71
0.66
0.58

1
3.65
3.94 3.92, 3.78,
3.62, 3.55,
3.39 3.35

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1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND
1)
3.55
3.96 3.63,
3.56, 3.53,
3.46 3.19
2)
3.35
3.49 3.41,
3.36, 3.28
3.22
3)
3.78
3.94 3.88,
3.71
3.61
4)
3.39
3.56
3.47, 3.46
3.08
5)
3.92

4.04 3.94,
3.88
3.82
6)
3.62
3.75
3.66,
3.58
3.47
7)
3.94
4.13
3.96, , 3.95,
3.88,
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1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND
3.86
3.84

30-39 20-29 40-49


/ 30,000 15,001-20,000 10,000-15,000
(7Ps)



1)

,
2)

3)

4)


5)

6)

7)

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1st National and International Conference on Humanities and Social Sciences

October 31, 2014, KU Home, Bangkok, THAILAND

(7Ps)

1)

2)

. 2557. . 1 2557 tourism

awards.tourismthailand.org/th/list-of-award-recipients.php.
. 2551. . : .
. 2552.
. ,
.
. 2543. . : .
. 2554. . 1. : .
Kotler, P. 2003. Marketing Management. Englewood Cliffs: Prentice Hall.
Suzie, S. 1999. A Simple Solution to Nagging Questions about Survey, Sample Size and Validity.
Retrieved April 23, 2014 from www.quirks.com/articles/a1999/19990101.aspx?searchID=622322256
&sort=5&pg=1.

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