A critical analysis on stakeholder perspective-based of Thai tourist behavior towards unique product and service attributes of Songkhla Lake Basin in Muang District, Songkhla Province

Abstract

The growth in the global tourism sector has caused an aggressive competition between tourist destinations to attract potential visitors. Among the same resources, the different choice of destination is determined. This study aims to analyze on stakeholder perspective-based of Thai tourist behavior towards unique product and service attributes of Songkhla Lake Basin (SLB) in Muang District, Songkhla Province. The competitive power of a destination can be increased in a sustainable way when involving community stakeholders. Thus, the study was conducted according to the following objectives: (1) to identify unique products and services of SLB, (2) to study tourist behavior towards SLB, and (3) to investigate tourist perception towards the SLB brand.

The study presents a review of the literature, including relevant concepts and theories that are adapted into the analysis of the stakeholder perspective. Built on the literature, the study employed mixed research methodologies. The questionnaire was used to gather unique product and service information, tourist behavior, and tourist perceptions from 420 Thai tourists who visited SLB. Meanwhile, semi-structured interviews were conducted with all key stakeholders involved in SLB tourism, comprising 13 government organizations, 26 tourism operators, and 11 local communities. The quantitative data was analyzed using descriptive and inferential statistics (Exploratory Factor Analysis (EFA) and T-test analysis), while the findings from semi-structured interviews were extracted using content analysis. Triangulation was a tool of assuring the data validity and conclusions were drawn from a descriptive analysis.

The analysis demonstrated the finding results of tourist behaviors into three stages of the travel: pre-, during- or on-site, and post-travel. SLB unique product and service attributes positively relates to Thai stakeholders’ perception and satisfaction, readiness of the attributes of SLB is therefore considered as the key success factor for the destination. In overall, the study reveals that stakeholders identified SLB attractions at a “very high” prominence level. The unique product consists of natural attractions – cat and rat islands as well as Koh Yo (fresh seafood) and the understanding in tourists, willingness to welcome and creating an impression were identified as unique services of SLB. Considering attributes that influence tourists’ perception of the SLB brand were accessibility and activity as well as destination management.