One of the limitations of this paper came from the use only the quantitative method and the use of Likert fivescale
which may not have an ability to explain the reason behind the level of satisfaction. Hence, the findings may
not be explained the tourists’ experience effectively in the Thai tourism industry. Hence, future research should use
a combination of quantitative and qualitative method or use both Likert five-scale measurement with an in-depth
interview or a focus group to find out the reasons behind each level of satisfaction and dissatisfaction.