Tourists’ Satisfaction and Needs towards the Agrotourism: A Case Study of Saun Lang Ban Learning Center, Tha Pha Sub-district, Banpong District, Ratchaburi Province

Abstract

The purposes of this research were to study 1) tourists’ behavior at Saun Lang Ban Learning Center, 2) tourists’ satisfaction and 3) tourists’ needs. The sample group were 32 tourists visiting at Saun Lang Ban Learning Center by accidental sampling method. The obtained data were collected by questionnaire and analyzed by descriptive statistics. The findings indicated that the majority of tourists were female (65.62%), 29.80 years old on average, with 22,209 baht of monthly income on average. The travelling behavior of most tourists were coming with friends in private cars (37.50%). Travel during weekends and holidays (59.38%) to experience the natural environment (62.50%). Travel expenses were about 500-1,000 baht (34.38%). As a whole, the tourists’ satisfaction of visiting Saun Lang Ban Learning Center was in highest level (  = 4.39). Furthermore, they were most satisfied with tourist services (  = 4.71), followed by tourism resources (  = 4.67), activities (  = 4.10), and travelling (  = 4.07). Moreover, tourists had the highest request for seating areas (90.63%), followed by more restaurants (90.63%), clear directions (84.37%), and educational activities about learning of plant varieties (40.63%).