THE STRUCTURAL EQUATION MODELING OF THAI TOURISTS' LOYALTY TO NORTHEASTERN THAILAND

โมเดลสมการโครงสร้างความจงรักภักดีของนักท่องเที่ยวชาวไทยที่มีต่อจุดหมายปลายทาง ในการท่องเที่ยวภาคตะวันออกเฉียงเหนือ ประเทศไทย

  • AJCHARAPAN TANGJATURASOPON คณะบริหารธุรกิจ มหาวิทยาลัยวงษ์ชวลิตกุล
  • BUSAYA VONGCHAVALTIKUL
  • THANAWAN SANGSUWAN
Keywords: Loyalty, Destination, Thai tourists, Northeastern thailand

Abstract

       The research purpose is to develop a structural equation modeling of Thai tourists' loyalty to Northeastern Thailand. There are five factors which are used to support this research: Motivation travel, Destination image, Perceived value, Satisfaction, and Loyalty. The population of this research is Thai travelers who have their destination in Northeastern Thailand. Structural Equation Modeling was used to define the sample of 432 tourists. In addition, the research sampling was indicated the 60 tourist attractions; 3 places in 20 provinces and distributed to travelers who visited those areas. In order to analyze quantitative research (a reliability of 0.97) and the statistics of skewness, kurtosis, multicollinearity, and confirmatory factor analysis (CFA) are revealed. The result shows that a satisfaction is affected by destination image and perceived value. In addition, this relevant to empirical data (Chi-square=333.69, df=124, p=0.06, GFI=0.91, AGFI=0.88, CFI=0.96, TLI=0.95, RMSEA=0.06, RMR=0.01, PATRIO=0.81). To summarize, the five factors are affected to 14% of Thai tourists' loyalty. Royalty is an indicator of attention and interest in returning to the services, this may lead to the willingness of tourist’s revisiting and spending money at the tourist attractions in the future as well as an introducing to the others from the one who got into the services.

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Published
2020-04-01
Section
Research Articles