การพัฒนารูปแบบความสัมพันธ์โครงสร้างเชิงสาเหตุปัจจัยที่ส่งผลต่อความจงรักภักดีจากมุมมองการรับรู้องค์ประกอบแหล่งท่องเที่ยว ภาพลักษณ์การท่องเที่ยว ทัศนคติและความพึงพอใจของนักท่องเที่ยวชาวไทยในเขตพื้นที่อำเภอ แม่เมาะ จังหวัด ลำปาง

Authors

รศ.ดร.พัทรียา หลักเพ็ชร, นายกมล เกียรติพงษ์

Published

วารสารศิลปศาสตร์ มหาวิทยาลัยธรรมศาสตร์

Abstract

The objectives of this study were 1) to examine the extent of Thai tourists’ perception toward tourism attributes, destination Image, attitude and destination satisfaction that have an effect on their destination loyalty in Mae Moh, Lampang province; 2) to develop the causal relationship of determinant factors that have an effect on their destination loyalty based on their perceived tourism attributes, destination Image, attitude and destination satisfaction in Mae Moh, Lampang province, and 3) to study guidelines for promoting destination Image from Thai tourists’ perception toward their destination loyalty in Mae Moh, Lampang province. The study was conducted with mixed methodology. It was quantitively conducted by the questionnaires through 660 respondents by using Quota sampling and considering the proportion of the population which was selected from the Convenience Sampling with confirmatory factor analysis (CFA) and the structural Equation Modeling (SEM) techniques, together with in-depth interviews from 14 key informants The results of the research concluded that most Thai tourists are aware of tourist attractions, its image, attitudes, and satisfaction which affect the loyalty of tourism in Mae Moh District, Lampang Province, are marked a “very high” level in all factors. Moreover, the result found that tourism attributes, attitude, destination satisfaction have positive influence on destination loyalty at statistically significant 0.05. On the other hand, destination image has no influence on destination loyalty. Key findings indicate that the stakeholders should focus on enhancing the capabilities of tourist attractions and adopt marketing promotion strategies by studying the attitudes influencing Thai tourists’ sentiments. Additionally, it is crucial to consider the suitability of the activities and image prominence that possibly influence satisfaction levels. The proposed results of the causal relationship of determinant factors that have an effect on Thai tourists’ destination loyalty can therefore be applied to the policymaking regarding tourism in the areas afterwards. In this study, the following policy suggestions for promoting at Mae Moh, Lampang province are hereby proposed based on 4 components; 1) to integrate tourism development and network collaboration; 2) to promote potential development and upgrade tourist attractions’ standardization; 3) to increase the carrying capacity of infrastructures and facilities, and 4) to provide guidelines for niche markets and promote tourist attractions.

The protection of right on health and quality of life for aged people in Thailand . เมือง Cannes, 787th International Conference on on Science, Social Science and Economics (IC3SE) (1-4).