The Factors Leading to Repeat Visitation of Domestic Tourists to Phitsanulok Province Thailand

The purpose of this paper aims to study the factors leading to the repeat visitation of domestic tourists to Phitsanulok province, Thailand. The researchers adapted quantitative methodology by using the survey questionnaires to identify the factors influencing them to repeat the visit. A convenience sampling method is used to collect the data from the domestic tourists traveling to Phitsanulok from August to October 2018 for 400 subjects (250 women and 150 men). The questionnaire is judged by the 5 points Likert Scale. A result of this study revealed that the main top 3 reasons why they would like to repeat visit Phitsanulok because of the famous Buddha image (mean = 4.66, S. D. = 0.655), followed by a variety of natural attractions (mean = 4.29, S. D. = 0.750), and quality accommodation at reasonable price (mean = 4.22, S. D.= 0.787), while the least factor is deal on package tours (n = 400) (mean = 3.29) (S. D. = 0.769). From the result of the conclusion show that further study should focus on deal on package tours because this study found that the least factor is deal on package tours in Phitsanulok by domestic Thai tourists so it improves to be more reasonable price of deal on package and keep stable the good points that make the tourists impressed in Phitsanulok. Moreover, some suggestions from the tourists is mainly about the accessibility to the tourism areas for the disabled and senior tourists. This is quite important and should be brought to the attention to tourism stakeholders in considering to improve this suggestion to be more efficient so it can attract more tourists not only domestic but also international. The researcher hope that this researcher will be beneficial to both private and public sectors in improving and developing the tourism infrastructures and services to attract more tourists in the future.