Factors Affecting Tourists’ Satisfactions in Night Markets: A Study of Ton Tann Green Market in Khon Kaen, Thailand

Abstract

This article utilizes confirmatory factor analysis through the JASP Program, as indicated by loading factors exceeding 0.5, to uncover key factors playing a significant role in the success of an esteemed night market, the Ton Tann Green Market, Khon Kaen, Thailand, including product, pricing, place, people, and facilities. Managing Cronbach’s alpha values at 0.7 ensures the reliability of collected data by assessing internal consistency and convergence. A variety of fit indices were also used to quantify the model’s suitability and ability to represent relationships between observed variables. An appropriate sample size of 305 respondents was determined and the collected data was statistically sound and capable of accurately validating the research findings. Respondents in this survey rated their satisfaction on a five-point Likert scale, revealing valuable information about tourist behavior. The findings are crucial for improving the night market. Tourists can benefit from harnessing these factors, especially younger demographics and tourists satisfied with place, people, price, and facilities. These findings provide crucial recommendations to both policymakers and entrepreneurs, ensuring that the market retains its relevance as a pillar of the Khon Kaen community while simultaneously upholding local traditions. Keywords: Factor analysis, satisfaction, night market, tourism, Khon Kaen.