A Study On Tourist Satisfaction Level On Visiting Phuket Thailand: A Case Study Of Chinese Tourist

In recent years, Chinese tourist arrivals to Phuket increase rapidly, measuring tourist satisfaction plays an important role in marketing tourism products and services. The purpose of this research is to study the Chinese tourist satisfaction level on visiting Phuket Thailand based on 13 factors that are tourist satisfaction on friendliness of local people, tourist attraction places, local food and Thai food, services, safety and security, transportation, entertainment, price, shop, accommodation, the total cost of the trip is acceptable, the trip worth the money and the trip is very satisfied. The result of the study would lead to the factors that affect Chinese tourist’s satisfaction and find a ways to improve and develop Phuket tourism industry.The methodologies of this study are relevant documents and surveys. All of these methodologies were conducted and done with the cooperation of 200 Chinese tourists. A sample of 200 cases was drawn from Phuket tourist attraction places. Questionnaire with Likert scale is the tool of study and it’s classify into 5 levels which are very satisfied, satisfied, partially satisfied, dissatisfied and very dissatisfied at 0.5397 significant level. And the data collected were analyzed with the Statistical Package for Social Sciences 11.5(SPSS 11.5) for values, frequency distribution, percentage mean and standard deviation, reliability test, compare the satisfaction by t-test analysis, one way ANOVA and multiple regression analysis.The research findings show that the different factors affect Chinese tourist’s satisfaction and the number of Chinese tourists. That is, Chinese tourists were most satisfied by tourist attraction places. The results revealed that the tourist attraction places and friendliness of local people are significant factors in determining the overall satisfaction, whereas local food and Thai food, accommodation and services are significant in satisfaction evaluation. Based on the result of the data analysis, we put forward some recommendation and policy that could improve the satisfaction of Chinese Tourists that come visiting Phuket and promote the further development of the tourism industry...