Causal Factors of Loyalty to Food Fair and Exhibitions in the Southern of Thailand
Article Sidebar
Main Article Content
Abstract
This research aimed to develop a structural equation model of factors influencing loyalty in food fairs and exhibitions in southern Thailand. It consists of trade show image variables, service quality, perceived value, and trust. The sample consisted of 300 people who had participated in food exhibitions and trade shows held in southern Thailand in the past year. Stratified random sampling was used. Data collection tools were online questionnaires, statistics for data analysis, and structural equation modeling using the AMOS program.
The research revealed that the developed structural equation model was consistent with the empirical data (Chi-square = 117.621; df = 95; Chi-square/df = 1.145; p = 0.073; GFI = 0.953; AGFI = 0.932; NFI = 0.956; TLI = 0.987; CFI = 0.991; RMSEA = 0.028, SRMR = 0.019). Factors in the model could explain 49.8% of the variance in loyalty to the food fair in southern Thailand. Trade show image, service quality, and perceived value factors have a direct influence on loyalty and an indirect influence on loyalty through the trust variable, and the trust variable has a statistically significant direct influence on loyalty. This research can be applied to policy by focusing on promoting the image of trade fairs through creative public relations, developing service quality that addresses convenience, safety, and attendee satisfaction, and promoting activities that create business value to encourage long-term attendee loyalty.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Alves, H., Campon-Cerro, A. M., & Hernández-Mogollon, J. M. (2019). Enhancing rural destinations’ loyalty through relationship quality. Spanish Journal of Marketing-ESIC, 23(2), 185-204.
Amphansookko, S. (2024). Factor affecting the loyalty in food exhibition. (Doctor of Business Administration Dissertation). Southeast Asia University, Faculty of Business Administration, Program in Business Administration. (in Thai)
Ardani, W. (2021). Trust drivers and revisit intention of foreign tourists in Bali. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(1), 287-297.
Department of International Trade Promotion. (2023). Guideline to organizing international exhibitions in country. Bangkok: Department of International Trade Promotion. (in Thai)
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). New Jersey: Pearson Education.
Jebbouri, A., Zhang, H., Imran, Z., Iqbal, J., & Bouchiba, N. (2022). Impact of destination image formation on tourist trust: Mediating role of tourist satisfaction. Frontiers in Psychology, 13(1), 1-17.
Jeong, Y., & Kim, S. (2020). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal of Marketing and Logistics, 32(4), 940-960.
Kritmanorote, K., & Disatpundhu, S. (2019). Gastronomy tourism through identity cuisine in 4 regions. Institute of Culture and Arts Journal Srinakharinwirot University, 20(2), 139-151. (in Thai)
Lee, D. H. (2023). The ADEPT service quality model and distinct perceived value for strategic marketing management: The moderating effect of knowledge-learning experience. Asia Pacific Journal of Marketing and Logistics, 35(10), 1-17.
Lee, S. H., & Fenich, G. G. (2018). Reconnoitering relationships among value, trust, affect, and loyalty at association events. Journal of Convention and Event Tourism, 19(3), 1-14.
McKnight, H., Lankton, N. K., Nicolaou, A., & Price, J. (2017). Distinguishing the effects of B2B information quality, system quality, and service outcome quality on trust and distrust. Journal of strategic information systems, 26(2), 118-141.
Purnami, L. D., & Agus, A. A. (2020). The effect of perceived value and mobile game loyalty on in-app purchase intention in mobile game in Indonesia (Case study: Mobile Legend and Love Nikki). ASEAN Marketing Journal, 12(1), 9-19.
Robbins, B. G. (2016). What is trust? A multidisciplinary review, critique, and synthesis. Sociology Compass, 10(10), 972-986.
Siregar, M. R., Siregar, M. I., Saputra, J., Muzammil, A., & Muhammed, Z. (2021). The mediating role of service quality, tourists’ satisfaction and destination trust in the relationship between destination image and tourist revisiting intention. Journal of Environmental Management and Tourism, 6(54), 1603-1616.
Thailand Convention & Exhibition Bureau. (2022). Statistical information. Retrieved 2023, September 1, from https://intelligence.businesseventsthailand.com (in Thai)
________. (2023). TCEB launches 5-year strategic plan toward drive Thai MICE industry towards world MICE. Retrieved 2023, September 1, from https://www.businesseventsthailand.com (in Thai)
Wang, P., Liang, L., Pan, Y., Wang, Y., Li, L., Chen, Y., & Tian, Y. (2022). Relationship quality and exhibitor sustainable willingness to participate in exhibitions: A sociocultural perspective. Frontiers in Psychology, 13(1), 1-17.
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). The effect of service quality, perceived value and mediating effect of brand image on brand trust. Journal of Management and Entrepreneurship, 22(1), 45-56.
Zhang, W. Y., Mai, X., Huang, S. M., & Ju, P. (2020). An empirical study on the influence of atypical visitors’ interactive learning on exhibition brand equity. iBusiness, 12(1), 33-51.
