Causal relationship model of factors influencing sustainability  preferences in community-based tourism in Thailand

Dejawit  Nilwan; Bung-on  Chartrungruang; Supachai  Mukdasanit; Ardchawin  Jaikaew; Sirirat  Trongwattanawuth

Authors

Dejawit Nilwan Business Administration, Management Sciences, Chiang Mai Rajabhat University, Muang, Chiang Mai 50300, Thailand
Bung-on Chartrungruang Business Administration, Management Sciences, Chiang Mai Rajabhat University, Muang, Chiang Mai 50300, Thailand
Supachai Mukdasanit Business Computer, Management Sciences, Chiang Mai Rajabhat University, Muang, Chiang Mai 50300, Thailand
Ardchawin Jaikaew Business Administration, Management Sciences, Chiang Mai Rajabhat University, Muang, Chiang Mai 50300, Thailand
Sirirat Trongwattanawuth Business Computer, Management Sciences, Chiang Mai Rajabhat University, Muang, Chiang Mai 50300, Thailand

Keywords:

Causal relationship model, Community-based tourism, Sustainability preferences

Abstract

The purpose of this research was to study the consistency between the causal
relationship model of factors influencing Sustainability Preferences (SUS) in
Community-Based Tourism (CBT) in Thailand and empirical data, while also
analyzing the direct and indirect effects of variables within the model. The
sample consisted of 200 domestic tourists and 200 foreign tourists, totaling 400
individuals visiting CBT destinations. Descriptive statistics, including frequency,
mean, percentage, and standard deviation, were employed for validation and
analysis, alongside confirmatory factor analysis and path analysis. The findings
indicated a strong fit between the causal relationship model and empirical data
(x2= 98.514, df = 81, p = .09, CFI = 0.996, AGFI = 0.938, GFI = 0.976, RMR =
0.010, and RMSEA = 0.023), so it can be seen that all-important statistical indices
meet the specified criteria. The variables of the model could describe 96 percent
with SUS directly affected by Attractiveness (AT) and Tourist Experiences (TE)
with the effect sizes 0.08 and 0.88, respectively. Moreover, SUS was indirectly
affected by AT and TE through Community Involvement (CI) with the effect size
0.370 and 0.247, respectively.