This research used Likert scaling to create the set of potential scale items rated on a 1-5 disagree-agree response scale, as shown:
1 = strongly disagree/ mostly dissatisfied.
2 = disagree/ dissatisfied.
3 = undecided/ neither satisfied nor dissatisfied.
4 = agree/ satisfied.
5 = strongly agree/ mostly satisfied.
The research variables for this study fell in three general groups as shown below.
* Group 1 - Tourist satisfaction with management or process in Chiang Mai Walking Street activities:
1.1 Air pollution effects;
1.2 Noise pollution effects;
1.3 Public area management;
1.4 Parking area management;
1.5 Waste management;
1.6 Lighting management; and
1.7 Public rest room.
* Group 2 - Tourist satisfaction with cultural tourism promotion at Chiang Mai Walking Street activities:
2.1 Authentic Thai foods;
2.2 Thai classical performing arts;
2.3 Thai traditional massage;
2.4 Souvenir; and
2.5 Home decorative.
* Group 3 - Tourist satisfaction with the Lanna Thai style products at Chiang Mai Walking Street activities
3.1 Textile/cloth;
3.2 Embroidery;
3.3 Woodcarving;
3.4 Silverware;
3.5 Lacquer ware; and