This research aims to study the expectations and satisfaction of tourists towards Naidum Garden and present the development guideline related to the expectations and satisfactions of tourists. The questionnaire are used to collect data from 300 tourists The methodology of analysis includes descriptive statistics, T-test and F-test with significant level at 0.05.
The research shows that most sample are males (53.3%). The occupation is students (56.3%), ages between 21-30 year old (47.7%), most sample have the highest education level in bachelor degree (50.7 %), residing in the southern part of Thailand (74%), traveling with friends (42.3%). The traveling objective is to purchase souvenirs (8%). Most of them want to return to visit again (95.3%). The tourists have the expectation towards a beautiful scenery and atmosphere of Naidum Garden. Moreover, they are impressive by services. It is easy for visitors to reach Naidum Garden. Therefore, goods and souvenirs are interesting because they are variety. (average = 3.74,3.71,3.70 and 3.70 respectively) while the tourists are satisfied with toilets which have enough number for them at high level. The safety and cleanness of an area are satisfied. The environment is in harmony. The souvenirs are variety. They are also separated zone clearly. However, the traveling is easy for tourists (average of 4.19, 4.16, 4.16, 4.15, 4.13 and 4.12 respectively). In the conclusion, the tourists are satisfied at the highest level (average = 4.31).
When the reachers do hypotheses testing, the tourists expectations and satisfactions of Naidum Garden are followed by hypotheses setting 3 factors from 5 factors. Those are age (F=2.453; Sing=0.46), total earning (F=4.585; sig=.001), and educational level (F=2.703; sig=.046)