Satisfaction of Users of Participatory Agrotourism Website through Community-based Development of Ban Bueng Mai, Cha-om Subdistrict, Kaeng Khoi District, Saraburi Province

Abstract

This research aimed to study personal and economic background factors, exposure to information, tourism behavior, and user satisfaction with the website, as well as to compare personal and economic background factors with user satisfaction toward the Ban Bueng Mai Community Website. The website was developed through the participation of the Ban Bueng Mai community in creating an agritourism website using virtual reality technology for the Ban Bueng Mai community, Cha-om Subdistrict, Kaeng Khoi District, Saraburi Province. The research instrument was a questionnaire. The sample consisted of 385 users of agritourism websites. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, t-test, and F-test. The results indicated that most respondents were female, aged between 21–28 years, with an average age of 27.08 years. Most respondents held a bachelor’s degree, were students, and had an average income of 20,501.64 baht per year. In terms of information exposure, most respondents received information through mass media. The majority spent 2 days traveling (74.30%) and traveled primarily for leisure or relaxation purposes (69.34%). Community participation was at a moderate level (mean = 2.08), while overall satisfaction with the website was at a high level (mean = 4.19). The comparative results showed that differences in gender significantly affected satisfaction with the website development at the 0.05 level. Differences in age, occupation, and income significantly affected satisfaction with the website development at the 0.01 level. These findings demonstrate that users’ basic characteristics influence their satisfaction, and the results can be used as guidelines for developing agritourism websites that effectively meet the needs of the target audience.