An Evaluation of Cultural Heritage Tourism Destination Attributes for Delighting Visitors: A Case Study of the Ban Chiang Archaeological Site

The purpose of this research was to adopt the refined Kano’s model, customer satisfaction index and the Importance-Satisfaction model to identify and evaluate the quality of tourism destination attributes at the Ban Chiang Archaeological Site in order to provide a reference for improving and enhancing its cultural heritage tourism management. A questionnaire was designed based on the 6A’s framework of tourism destination attributes including attraction, accessibilities, activities, availability, accommodation and ancillary services. A total of 397 valid questionnaires were analysed. The results revealed that all of 30 cultural heritage tourism destinations were one-dimensional quality attributes (O). All attributes resulted in satisfaction when fulfilled and in dissatisfaction when not fulfilled. The satisfaction increment index (SII) of these attributes was between 0.58 and 0.76, while the dissatisfaction decrement index (DDI) was between -0.50 and -1.00. These indicated that all quality attributes were a great influence on customer satisfaction. At the same time, it was found that if all of them were not fulfilled, the influence on customer dissatisfaction became stronger. Furthermore, there were 14 quality attributes categorised under high value-added attributes which could fulfil customers’ satisfaction at a higher level. Among high value-added attributes, there were five attributes that had high SII and high DDI, so the Ban Chiang Archeological Site should fulfil these requirements as its first priority. Only one attribute should be improved immediately while the remaining five attributes should be continuously fulfilled to gain competitiveness in the future.