Impact of A Mediator on Quality of Walking Street Activity Management and Tourist Impression in Nong Khai Municipality of Nong Khai Province
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Abstract
This study aims to find out the impact of the quality of walking street activity management in Nong Khai Municipality, Nong Khai Province which consists of (1) general activities (2) location (3) goods and services (4) facilities and (5) safety. These five factors affect tourist satisfaction and tourist impression. Moreover, this study also investigates the impact of tourist satisfaction based on tourist impression in order to test the impact of a mediator that affects the quality of walking street activity management and tourist impression in Nong Khai Municipality. The data are collected from 250 Thai tourists who return the questionnaires. The samples were selected by using quota method and estimated by Ordinary Least Squares (OLS) method and the Sobel test (mediating effect). The findings indicate that the quality of Nong Khai walking street activity management on average has a positive relationship on both tourist satisfaction and tourist impression whereas tourist satisfaction has a positive relationship on tourist impression. Moreover, this study shows that tourist satisfaction is a mediator to tourist impression and has a partial mediation. Therefore, Nong Khai Municipality should increase more various walking street activities and improve facilities such as bathrooms and parking areas etc. for enhancing the efficiency of walking street activity management. This quality improvement will benefit in terms of the revisited tourists, distracted new visitors, as well as the expansion of tourism industry in Nong Khai Province.
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