Assessment of Activities to Stimulate the Economy on Less Visited Area in Thailand by Government Policy: Amazing Thailand Go Local, Using the Application of SERVQUAL Model.

Abstract

The objectives of this research were 1) To examine expectations and perceptions’ level in tourism stimulus package in less-visited areas as Thailand Government’s policies in the campaign of Amazing Thailand Go Local. 2) To assess the quality and purpose the guidelines of tourism stimulus package in less-visited areas as Thailand Government’s policies in the campaign of Amazing Thailand Go Local by applying SERVQUAL Model. The 400 of questionnaires were conducted to collect data from tourists in less visited areas in 5 regions of Thailand by convenience sampling. The analyzing of this study has been carried out as Frequency, Percentage, Mean and Standard Deviation. The results of this study revealed that overall expectation level areas in high level and overall perception level on tourism stimulus package in less-visited in relatively high. In the quality assessment found that the overall activities of tourism stimulus package had no satisfactions toward this campaign. Nevertheless, the sub-activities of the campaign that appeared to be satisfactory were having Google Local Guide to accommodate traveler to arrange their trip planning, called Enjoy Local. The prominent identity of local was able to enhance tourists’ satisfaction, called SET in the Local. The foods at local restaurants and at tourist destinations had cleaned and fined foods, and its good taste, called Eat Local. For accommodations, there were quality, with facilities and cleanliness, called Local Heroes. Furthermore, building of tourism destinations values and value creation of local products called Local Strength