ความสัมพันธ์เชิงสาเหตุระหว่างการรับรู้ภาพลักษณ์จุดหมายปลายทาง การรับรู้คุณค่า ความพึงพอใจและความตั้งใจในการกลับมาท่องเที่ยวซ้ำของนักท่องเที่ยวชาวไทย: กรณีศึกษาสวนโมกขพลาราม จังหวัดสุราษฎร์ธานี
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การวิจัยครั้งนี้มีวัตถุประสงค์ 1) เพื่อวิเคราะห์ปัจจัยที่มีอิทธิพลเชิงสาเหตุต่อความตั้งใจในการกลับมาท่องเที่ยวซ้ำของนักท่องเที่ยวชาวไทย: กรณีศึกษาสวนโมกขพลาราม จังหวัดสุราษฎร์ธานี 2) เพื่อเสนอแนะแนวทางในการพัฒนาแหล่งท่องเที่ยวสวนโมกขพลารามให้สามารถดึงดูดนักท่องเที่ยวให้กลับมาเยือนซ้ำ โดยทำการเก็บข้อมูลกับนักท่องเที่ยวชาวไทยที่เดินทางมาท่องเที่ยวซ้ำภายใน 3–6 เดือนที่สวนโมกขพลาราม จังหวัดสุราษฎร์ธานี จำนวน 393 ชุด เครื่องมือที่ใช้ในการวิจัยคือแบบสอบถาม การวิเคราะห์องค์ประกอบเชิงยืนยันและการวิเคราะห์เส้นทางอิทธิพลพบว่า การรับรู้ภาพลักษณ์จุดหมายปลายทางมีอิทธิพลอย่างมีนัยสำคัญต่อการรับรู้คุณค่าทั้งด้านต้นทุนและด้านการบริการ การรับรู้ภาพลักษณ์จุดหมายปลายทางและการรับรู้คุณค่าด้านการบริการมีอิทธิพลอย่างมีนัยสำคัญต่อความพึงพอใจ อีกทั้งความพึงพอใจมีอิทธิพลอย่างมีนัยสำคัญต่อความตั้งใจในการกลับมาท่องเที่ยวซ้ำ และความพึงพอใจเป็นตัวแปรส่งผ่านอิทธิพลของการรับรู้ภาพลักษณ์จุดหมายปลายทางและการรับรู้คุณค่าด้านการบริการไปยังความตั้งใจในการกลับมาท่องเที่ยวซ้ำ ดังนั้น หากต้องการให้นักท่องเที่ยวมีความตั้งใจในการกลับมาท่องเที่ยวซ้ำควรสร้างการรับรู้ภาพลักษณ์จุดหมายปลายทางและการรับรู้คุณค่าให้เกิดประสบการณ์ที่ดีระหว่างการท่องเที่ยวเพื่อให้นักท่องเที่ยวเกิดความพึงพอใจซึ่งจะเป็นปัจจัยที่จะนำไปสู่ความตั้งใจในการกลับมาท่องเที่ยวซ้ำ
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