A STUDY OF THAI HANDICRAFT SOUVENIRS THAT MEET THE WESTERN- EUROPEAN TOURISTS ' SATISFACTION IN RATTANAKOSIN AREA AND INNER BANGKOK ZONE
The purpose of this research was to study the Thai handicraft souvenirs that was consistent with the satisfaction of tourists in Western Europe. It was divided into basic information from various documents and the field survey data with questionnaires and interviews of 660 tourists who shop in Rattanakosin and inner Bangkok in 2018. It found that the top 3 most Thai handicraft souvenirs in accordance with the satisfaction of the Western- European tourists were Thai ornament products, souvenirs in Thai domestic animal forms and Thai architectures and vehicles. The most satisfaction in the styles of the products was Thai classical style. Secondary was Thai country & folk style and Thai modern style, respectively. The most satisfaction with color was natural color scheme. Secondary was warm colors scheme and classical colors scheme, respectively. For ordinal importance in the factors of the souvenir product selection were beauty, Thai identity and color scheme and the impression of tourism about Thai attractions were Thai food, natural and beautiful scenery and Thai art & architecture, respectively.