TOURIST EXPECTATIONS AND SATISFACTION IN THAILAND'S TRAVEL EXPERIENCES OF CONSUMER GENERATION Y

Abstract

Abstract— This study investigates the nuanced interplay between tourist expectations and satisfaction within the context of Thailand's diverse travel experiences. Drawing upon a mixed-methods research design, our exploration delves into the multifaceted factors that influence the perception and contentment of visitors exploring the cultural, culinary, and natural wonders of Thailand. Quantitative analyses reveal a high overall satisfaction level among tourists, emphasizing the significance of cultural immersion, culinary exploration, accommodation quality, engagement with natural attractions, and the integration of technology. The study uncovers cultural authenticity as a central theme, underscoring the pivotal role of genuine experiences in shaping tourists' perceptions. Thai cuisine, recognized for its sensory allure, emerges as a key driver of satisfaction, along with the impact of accommodation quality, the enchantment of natural landscapes, and the convenience of technological amenities. In conclusion, this research not only contributes to a deeper understanding of the complex dimensions of tourist expectations and satisfaction but also provides actionable insights for stakeholders in the tourism industry. By unraveling the intricacies of what enhances the modern traveler's experience in Thailand, this study aims to inform strategies that promote sustainable tourism practices and elevate Thailand's global appeal as a premier travel destination.