The Conceptual Framework: Effect of Expectations, Quality of Service and Perceived Values towards Satisfaction of Tourists Visiting National Parks in the Upper Northern Region of Thailand

Abstract

The purpose of this research was to examine the expectations and level of satisfaction with the quality of service and perceived value of national parks in the upper northern region of Thailand. The research framework was drawn from theories about customer satisfaction and tourists’ views on national parks, which were regarded as pristine and ecologically-diverse. It was thought that these parks should have been preserved as sanctuaries and by doing so, it would help create jobs for people in the local community by attracting local and international tourists. This research employed mixed methods with 500 Thai and foreign tourists visiting 31 national parks in 8 provinces in the upper northern region of Thailand that acted as research participants. The research tools were questionnaires and interviews developed from perceived values and image theory. The data were analyzed by using descriptive statistics, inferential statistics and path analysis, and the results were disseminated for academic and commercial purposes.