THE INFLUENTIAL FACTORS TOWARD TOURIST LOYALTY TO COMMUNITY-BASED TOURISM IN THE LOWER NORTHEASTERN PART OF THAILAND
Keywords:
Community-based tourism, Destination image, Service quality, Rourism experience, Tourism perceived value, Tourist satisfaction, Tourist loyaltyAbstract
This research aims to study the factors that influence the loyalty of tourists to the tourism community on the northeastern region of Thailand. The objectives of this research are 1) to study the destination image on a community-based tourism of northeast Lower, service quality, the tourism experience influence on perceived value and satisfaction of tourists, and 2) to determine perceived values and tourists’ satisfaction influence toward the community-based tourism loyalty northeastern part of Thailand. The 400 tourists, who traveled in the area, were selected to be a research sample. The research tools were questionnaire. The data were analyzed by using mean, standard deviation and hypothesis testing by a multiple regression analysis method. The finding indicated that 1) the destination image on a community-based tourism of lower northeast, service quality, the tourism experience influence toward perceived the tourists’ value and satisfaction at statistical significance 0.05 and 0.01 level, and 2) the perceived values and satisfaction of tourists influence toward the community-based tourism loyalty northeastern region of Thailand at statistical significance 0.05 and 0.01 level. Finally, tangibility and assurance (the one aspect of service quality) are not influenced toward the tourists’ satisfaction.
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Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction
on destination loyalty: A structural model. Tourism Management, 26(1), 45-56.
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focus across the firm. (5th ed.). Boston : McGraw-Hill Irwin.
มหาวิทยาลัย.
ดอน นาครทรรพ. (2558). มองภาพใหญ่ ท่องเที่ยวไทย 2558. สัมมนาทิศทางอุตสาหกรรมการท่องเที่ยว
ต่อภาพรวมเศรษฐกิจของไทย โอกาสและอนาคตของธุรกิจท่องเที่ยวและบริการ (หน้า 2).
กรุงเทพมหานคร : ธนาคารแห่งประเทศไทย.
Alegre, J., & Magdalena, C. (2006), “Destination loyalty: consumers’ economic behavior”.
Annals of Tourism Research, 33(3), 684-706.
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral
intension?. Tourism Management, 28, 1115-1122.
Chung, C. C., Lee, H. C., & Lin, C. Y. (2016). The Study of Leisure Experience, Perceived Value
and Behavioral Intentions. Universal Journal of Management, 4(5), 314-321.
Cooper, C., Fletcher, J., Gilbert, D., & Wanhill, S. (1993). In Tourism: Principles and Practice.
Harlow : Longman Scientific and Technical.
Cooper, D. R., Schindler, P. S., & Sun, J. (2006). Business research methods. (9th ed.).
New York : McGraw-hill.
Craggs, R., & Schofield, P. (2011). The Quays in Salford: an analysis of visitor perceptions,
satisfaction and behavioral intention. International Journal of Tourism Research, 13,
583-599. https://doi.org/10.1002/jtr.831
Echtner C. M., & Ritchie, J. R. B. (2003). The meaning and measurement of destination Image.
Journal of Tourism Studies, 2(2), 2-12.
Faullant, R., Matzler, K., & Fuller, J. (2008). The impact of satisfaction and Image on loyalty :
the case of Alpine ski resorts. Managing Service Quality, 18(2), 163-178.
Gounaris, S. P., Stathakopoulos, V., & Athanassopoulos, A. D. (2003). Antecedents to perceived
service quality: an exploratory study in the banking industry. The International Journal
of Bank Marketing, 21(4/5), 168-190.
Hossain, M. J. (2012). Impact of service quality on customer satisfaction: A case of tourism
industry in Bangladesh. International Journal of Research in Finance & Marketing, 2(2),
1-25.
Jay, K., & Hsin, H. H. (2007). Do hoteliers need to manage image to retain loyal customers?.
International Journal of contemporary Hospitality Management, 19(6), 435-443.
Karunaratne, W. M. K. K., & Jayawardena, L. N. A. C. (2010). Assessment of Customer Satisfaction
in a Five Star Hotel-A Case Study. Tropical Agricultural Research, 21(3), 258-265.
Lee, C. K., Yoon, Y. S., & Lee, S. K. (2007). Investigating the relationships among perceived
value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism
Management, 28(1), 204-214.
Lee, F., Lee, C., & Lee, A. (2000). Statistics for Business and Financial Economics. (2nd ed.).
Singapore : World Scientific.
Lemon, K.N., Rust, R.T., & Zeithaml, V.A. (2001). What drives customer equity?. Marketing
Management, 10(1), 20-25.
Mangold, G., & Miller, F. (1999). Word-of-mouth communications in the service marketplace.
Journal of Service Marketing, 13(1), 73-90.
Markovic, S., & Raspor, S. (2010). Measuring Perceived Service Quality Using Servqual : A Case
Study of the Croatian. Hotel Industry Management, 5(3), 195-209.
McDougall, G. H. G., & Levesque, T. (2000). Customer satisfaction with service : Putting perceived
value into equation. Journal of Service Marketing, 14(5), 392-410.
Minh, N. H., Ha, N. T., Anh, P. C., & Matsui, Y. (2015). Service Quality and Customer Satisfaction:
A Case Study of Hotel Industry in Vietnam. Asian Social Science, 11(10).
Munusamy, J., Chelliah, S., & Mun, H. W. (2010). Service quality delivery and its impact on
customer satisfaction in the banking sector in Malaysia. International Journal of
Innovation, Management and Technology, 1(4), 398-404.
Osman, Z., & Sentosa, I. (2013). Mediating effect of customer satisfaction on service quality
and customer loyalty relationship in Malaysian rural tourism. International Journal of
Economics and Management Studies, 2(1), 25-37.
Ozturk, A. B., & Qu, H. (2008). The impact of destination image on tourists’ perceive value,
expectations, and loyalty. Journal of Quality Assurance in Hospitality and Tourism, 9(4),
275-279.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). “A conceptual model of service quality
and implications for future research”. Journal of Marketing, 49(4), 41-50.
Pine, B. J., & Gilmore, J. H. (1999). The Experience Economy. Harvard : University Press Harvard.
Rajan, V. (2015). Factors Affecting Tourist Destination Loyalty A Case Study of Munnar, India as
a Tourism Destination. International Conference on Business, Economics and
Management (ICBEM’15) April 9-10, 2015. Thailand : Phuket.
Rasheed, F. A., & Abadi, M. F. (2014). Impact of service quality, trust and perceived value on
customer loyalty in Malaysia service industries. Social and Behavioral Sciences, 298-304.
Tsiotsou, R. H., & Goldsmith, R. E. (2012). Strategic marketing in tourism service. Bingley,
UK : Emerald Group Pub.
Tung, F. C. (2010). Exploring customer satisfaction perceive quality and image: An empirical
study in mobile services. The Business Review, Cambridge, 14(2), 63-69.
Wirtz, J., & Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and
tie strength on word-of-mouth behavior. International Journal of Service Industry
Management, 13(2), 141-162.
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction
on destination loyalty: A structural model. Tourism Management, 26(1), 45-56.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Service marketing: integrating customer
focus across the firm. (5th ed.). Boston : McGraw-Hill Irwin.
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Published
2018-12-21
How to Cite
บุญศักดิ์ ก., พรหมสุวรรณ ส., วงษ์มณฑา เ., & กีรติจำเริญ ว. (2018). THE INFLUENTIAL FACTORS TOWARD TOURIST LOYALTY TO COMMUNITY-BASED TOURISM IN THE LOWER NORTHEASTERN PART OF THAILAND. Research Community and Social Development Journal, 12(1), 10–28. retrieved from https://so04.tci-thaijo.org/index.php/NRRU/article/view/161661
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