The Influence of Event Experience Scale Affecting Satisfaction of Thai Tourists in Chiang Rai ASEAN Flower and Art Festival 2024

This research is a survey the event experience scale of tourists' perceptions to participate in Chiang Rai ASEAN Flower and Art Festival 2024 in dimensions of affective engagement, cognitive engagement, physical engagement, and experiencing novelty. Testing the influence of event experience scale on festival satisfaction is an important part of this research. Data were collected using a questionnaire of 400 Thai tourists. Data were analyzed using descriptive statistics and multiple regression analysis. The results found that tourists had the highest level of event experience in terms of affective engagement, followed by physical engagement, experiencing novelty, and cognitive engagement. The event experience scale that influences tourist satisfaction includes affective engagement, experiencing novelty at the statistical significance level of 0.05. However, organizers should create exciting activities, a unique and impressive atmosphere, provide the opportunity to participate in activities to gain a good experience and increase satisfaction in participating in the festival.