Research On The Quality Of Tourist Experience In Heritage Tourist Destinations In Nakhon Pathom Province, Thailand

In recent years,with the rise of tourism in Thailand,tourism has gradually become one of the economic pillars of Thailand.Thailand's tourism industry mainly focuses on its rich natural and cultural resources.Tourism is a service industry,the tourists is the cornerstone of each tourism destination development,tourists in the process of all kinds of perceptual experience,directly affect the tourists for the tourist service quality evaluation,thus affecting the development of the tourism destination,as a result,for a tourism destination customer perception experience quality research is necessary.Therefore,the author took the buddhist heritage tourism sites of Thailand as the research area,and quantitatively evaluated the quality of tourists' experience by means of questionnaire survey,and obtained the following research results.(1)the overall evaluation of tourists on the experience quality and the evaluation on the six dimensions of travel agency and tour guide services,heritage tourism scenic spots,tourism transportation services,tourism commodities and shopping services,catering services and accommodation services of the heritage tourism sites in Thailand are all general;Among the 34 evaluation indexes,the average value of tourists' experience evaluation on the order,atmosphere,cultural value,and safety and comfort of tourist vehicles of the heritage scenic spots exceeded 3.40,while the average value of experience evaluation on the remaining 31 indexes was lower than 3.40,and the index that gave favorable comments was less than 10% of all evaluation indexes.(2)from the evaluation dimension of experience quality,the experience evaluation of tourists with different demographic characteristics is not significantly different.Among them,the 21-40 years old male cultural,educational and scientific research personnel of tourist commodities and shopping service,the monthly income of 2000 yuan or less students tourists to catering service,41-60,cultural,educational and scientific research personnel to accommodation services,civil servants to travel agencies and tour guide service,moderate degree of tourists to the experience of heritage tourism scenic spots such as dimension quality evaluation means are significantly higher than other demographic characteristics of tourists,but experience evaluation level there are no obvious differences.(3)according to the 34 evaluation indexes in the six evaluation dimensions of experience quality,the indexes with obvious differences in the experience evaluation of tourists with different demographic characteristics are between 1 and 11.Among them,the company employees and explain to the tour guide service personnel quality and heritage tourism scenic spot,the company management of heritage tourism scenic area should swim,students' ability to catering service personnel,the 21-40 years old tourists on heritage tourism scenic area security and tourism commodity prices,moderate degree of tourists to the order and atmosphere of heritage tourism scenic area and recreational activities,monthly income of 6000 yuan of above tourists to heritage tourism scenic area security and safety of the vehicle comfort,Buddha house local tourists for accommodation facilities characteristic,Buddha Thai tourists outside the office of the order and atmosphere of the experiences of heritage tourism scenic spot good evaluation,The average value of the evaluation is above 3.40,which is significantly higher than that of other demographic characteristics.The average value of employees' experience quality of tourist vehicle drivers and farmers' experience quality of accommodation service personnel is below 2.60,which is significantly lower than that of tourists with other demographic characteristics on these two indicators.There is also a significant hierarchical difference.(4)in order to improve the quality of tourists' experience,Nakhonpathom heritage tourism sites should further strengthen the protection,infrastructure construction and public security management of Nakhonpathom heritage sites,improve the environment of heritage tourism scenic spots and the accommodation services of tourism heritage sites,enhance the diversity of tourism services,and carry out customized tourism services.