Effect of Airport Experiences on Happiness, Satisfaction and Image of Mae Fah Luang-Chiang Rai International Airport
Keywords:
Image, Experience, Satisfaction, Mae Fah Luang-Chiang Rai International AirportAbstract
The objectives of the study were: 1) to study perception of experiences, happiness and satisfaction of the airport's users and perception of Mae Fah Luang - Chiang Rai International Airport’s image; 2) to study the comparison of the perception of experiences, happiness, satisfaction and image of the airport's users classified by personal factors of users; and 3) to study the direct and indirect effects of perceptions of experiences, happiness and satisfaction of users on the perception of the airport's image. A survey was conducted with a total of 400 Thai Nationality airport users, the sample size was calculated by using the Taro Yamane formula. The tools used to collect data is a survey questionnaire that was selected by purposive sampling technique. The Selection criteria are people who have used airport service in the past 2 years. Data were analyzed by using descriptive statistics, independent sample t-test, one-way analysis of variance, confirmatory factor analysis and path analysis. The results of the study found that 1) the perceptions of the airport’s users experiences and the airport's image were at a high level. In addition, the perception of happiness and satisfaction of airport’s users were at a moderate level. 2) The perception of experience, happiness, satisfaction and image was different from each other based on personal factors of users with statistical significant at the level of 0.05. 3) In addition, the perception of sense experience of users had a positive direct effect on happiness and an indirect effects on both satisfaction and perception of the airport’s image with statistical significance at the level of 0.05.
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