Abstract
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.
© 2015 The Authors. Published by Elsevier Ltd.
Peer-review under responsibility of Academic World Education and Research Center.
Keywords: Satisfaction, Standard, Tourist Destinations, Tourism Quality.