Satisfaction in Thai Standard of Tourism Quality

The purposes of this research were to study the level of satisfaction of Thai standard of tourism quality and to recommend guidelines to improve Thai standard of tourism quality. This is a mixed research of qualitative and quantitative method. There were 10 key informants from various people in the tourism industry and there were 200 samples for quantitative research. The findings revealed that there were six categories of standard from high to low level of satisfaction as follows: 1) Tourist destinations must be environmental friendly, 2) Tourist destinations must be unique in cultural heritage, 3) Tourist destinations must offer food & beverages that are clean and hygienic, 4) Tourist destination must offer public restrooms that are sufficiency available, and 5) Tourist destinations must offer reasonable prices. (C) 2015 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).