satisfaction levels toward authentic Thai food and massage at a significance level of 0.01, t test = 4.909 and 4.316 by ranking. This indicates international tourists had higher satisfaction level than Thai tourists in these items. Regarding Thai performing art, international and Thai tourists had different satisfaction levels at a significance of 0.05.
Table 8 (Appendix F) represents the different values tested by t test as summarized from Group 3. International tourists and Thai tourists had different satisfaction levels at a statistical significance level of 0.05, t test = 2.329 indicating that international tourists had higher satisfaction levels than Thai tourists. Regarding textiles/cloths and embroidery, both international and Thai tourists had different satisfaction levels at statistical significance of 0.01, t test= 3.414 and 3.009 by ranking which means international tourists had a higher satisfaction level than Thai tourists. In terms of lacquer ware, international and Thai tourists had different satisfaction levels at statistical significance of 0.10, F test = 1.844, inferring that international tourists had higher satisfaction levels than Thai tourists.
As shown in Table 9's (Appendix G) analysis of variance tested by F test, results indicated that different educational levels were satisfied with those items in Group 1 by the statistical significance level at 0.05, F test = 3.204. The respondents who hold high school degrees were mostly satisfied with a mean value of 22.50; respondents who hold bachelor degrees had a mean value of 20.676; and respondents who hold degrees higher than bachelor had the lowest mean value of 18.294.
When t test analysis of samples was performed (see Table 10 - Appendix G), the samples show the difference in significance level (0.10) as: respondents who hold high school degrees had a higher satisfaction level than respondents who hold higher than bachelor degrees.
Conclusions
This research collected data from the tourists who participated in Chiang Mai Walking Street. In-depth interviews may be a better tool for gathering data from both groups of tourists. Study of related groups of factors between two tourism months as high season (October- February) and low season (March - September), in addition to the number of visiting tourists should be collected.
Factors that influenced the decision making of international tourists' satisfaction level and Thai tourists' satisfaction level are quite similar. The critical factors influencing the tourists' satisfaction level of Walking Street management area are: cultural tourism promotion and production, air pollution effects, noise pollution effects, public area management, parking area management, waste