The Study of the Image of Tourism Influencing Loyalty of Tourists at Bali Hai Pier, Pattaya Chonburi Province for becoming the Eastern Economic Corridor
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Abstract
This purpose of the research is to study the differences between personal information and loyalty of Thai tourists visiting Bali Hai Pier, Pattaya, Chon Buri Province and to study the image of tourism Influencing the loyalty of Thai tourists visiting Bali Hai Beach, Pattaya Province. The samples were 400 Thai tourists visiting Bali Hai Pier, Chon[1] Buri Province, collecting data by using questionnaires, analyzing data by finding percentage, average, and standard deviation. The inferential statistics were tested by Independent Sample t-test, One-way ANOVA and Multiple Regression Analysis.
The results show that most of the samples were female, aged between 21-30 years, with income not over 10,000 baht per month and they were students. The hypothesis testing found that Thai tourists with personal information consisting of different ages and careers had different loyalty in traveling to Bali Hai Pier, Pattaya, Chon Buri province. The tourism image that has influenced the loyalty of Thai tourists who come to Bali Hai Pier, Pattaya, Chon Buri, contained 4 aspects, arranged by the order of importance, were culture and history, physical, economic, and construction respectively, with a statistically significance at the .05 level. The results led us to jointly explain the loyalty of Thai tourists who come to the Bali Hai Pier, Pattaya, Chon Buri province at 54 percent. Therefore, operators and related agencies should promote a variety of tourism activities, preserve beautiful sceneries, arrange routes for convenient transportation to various tourist attractions for tourists coming to Bali Hai Pier, Pattaya, Chon Buri, to be impressed and return to Bali Hai Pier, Pattaya, Chon Buri Province.
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The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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