Structural equation model of the demand for services in Buddhist tourist attractions in Ubon Ratchathani

Abstract

This research aims to: (1) study behaviors and demands of tourists in Buddhist tourist attractions in Ubon Ratchathani; and (2) analyze the structural equation of the model of the demand for services in Buddhist tourist attractions in Ubon Ratchathani. Questionnaires were used to collect data. The samples were: 385 general tourists, people with disabilities, the elderly, families with young children, and pregnant women, who traveled to Buddhist tourist attractions in Ubon Ratchathani. The confirmatory factor analysis of tourist behaviors of the model of demands for services in Buddhist tourist attractions in Ubon Ratchathani showed that most tourists came to the temple to make merit, and they traveled with their families. The factor with the biggest impact was the service. The result of the structural equation analysis of the model of the demand for services in Buddhist tourist attractions in Ubon Ratchathani could be concluded that it was consistent with the empirical data and was statistically significant. It was found that the factor of environment, the building, and the architecture had a positive direct effect on the service, and it had the greatest effect on the change with a coefficient of 0.84.