AN INTEGRATED MODEL OF THE RELATIONSHIPS OF DESTINATION IMAGE, PLACE ATTACHMENT, PERCEIVED VALUE, SATISFACTION, AND TOURIST LOYALTY IN THE ANDAMAN COASTAL PROVINCES

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ณัฏฐชัย กนกวงษ์ไพศาล
ประสงค์ แสงพายัพ
สุรีย์ เข็มทอง
ลี่ลี อิงศรีสว่าง

Abstract

The purpose of this research was to study an integrated model of the relationship of tourist loyalty in the Andaman coastal provinces, test the model by determining whether with the empirical data analysis on the causal relationship among destination image, place attachment, perceived value, satisfaction, tourist loyalty. A research model was proposed in which nine hypotheses were developed. The research employed qualitative research method. The empirical data was collected in a major foreign tourist in the Andaman coastal provinces. A total of 371 questionnaires were returned and complete, and the data were analyzed using Structural Equation Modeling (SEM). The results supported the proposed integrated model: (1) destination image have direct positive influence on place attachment, and perceived value; (2) perceived value have direct positive influence on place attachment, satisfaction, and tourist loyalty; (3) place attachment have direct positive influence on satisfaction, and tourist loyalty; (4) satisfaction have direct positive influence on tourist loyalty; and (5) The path pattern of the relationship that is constructed according to the hypothesis and empirical data, the good of fit index has a good level of acceptance. The theoretical and managerial implications were drawn based on the study findings, and recommendations for future researches were made.

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