Since the drastic decrease on the number of Thai outbound using travel agent, it raised the research question on the types of the service quality, corporate image and satisfaction which affect behavioral intention from Thai tourists to select the service provided by the outbound travel agents. This study also focuses on relationship between various variables, used by corporate to set marketing strategy, to create competitive advantage, to increase competitive capability, to increase customer satisfaction, repurchase intention, increase positive word of mouth to sustain the business growth. The 330 units of sampling were from Thai tourists in Bangkok who had an experience with travel agent to go outbound at least once in previous one year. The questionnaires were analyzed by Structural Equation Modelling (SEM) analysis under first order and second order confirmatory factor analysis. The study revealed that the most significant factor which affects the selecting of services from outbound travel agents of Thai customers is service quality, which has indirect effect to their behavioral intention to choose travel agent by mediator which is satisfaction.
(2562). ความตั้งใจเชิงพฤติกรรมในการเลือกใช้บริการบริษัทนำเที่ยวต่างประเทศของนักท่องเที่ยวชาวไทย กรณีศึกษา กรุงเทพมหานคร. วารสารบริหารธุรกิจ, 42(164), 1-27.