Is National Park Affinity Related to Visitors’ Satisfaction with Park Service and Recreation Quality? A Case Study from a Thai Forest National Park

The provision of high-quality national park tourism services depends on an understanding the role brand in visitors’ decision-making visiting parks. consideration forest recreation and awareness not only helps to increase quality experiences but also assists management natural resources. This study explored whether affinity can explain differences visitor satisfaction with trip, facilities, loyalty, perceptions as well expenditures. classified 400 on-site visitors Khao Yai National Park into three segments. results indicated that about two-fifths respondents had a low less facilities management. segment reported lower loyalty felt more crowded, while no expenditures for trip were found between