The Effect of Farm Experience Tourists on Revisit Intention in Chiangmai Province: The Mediating Role of Enjoyment and Place Attachment

Abstract

 Farm Tourism in Chiang Mai have gained in popularity and well-known of tourist in Thailand. The objectives of this study were aimed to study the level and the influential of factors effecting on farm experience Tourists on Revisit Intention in Chiangmai Province: The Mediating Role of Happiness and Place Attachment. This study has employed quantitative research approach, using questionnaires to collect data from 312 Thai tourists who traveled for farm stay in Chiangmai province, and they are members of the Facebook groups of Chiangmai Tourist. The results indicated that the level of happiness and revisit intention are the highest level, and the farm experience and place attachment are high level. The result of the Structural Equation Model (SEM) using AMOS analysis program indicated that the model fit well to the empirical data by the indicators of Chi-Square = 60.822, df = 46, Relative Chi-Square = 1.322, p-value = .070, RMSEA = .032, RMR = .008, GFI = .972, NFI = .982, TLI = .992, CFI = .995. The results of this study will be guide to organizations/businesses both public and private related farm stay business. It can be applied in marketing, managing, and developing for farm stay to success and create long-term competitive advantages.