The causal factors influencing cultural tourism service marketing strategy in the lower central region (bangkok, phra nakhon sri ayudthaya province, samut songkhram province and nakhon pathom province)

Abstract

The purposes of this research were to study the causal factors influencing cultural tourism service marketing strategy in the lower central region and to present the cultural tourism service marketing strategy in the lower central region. The population was the people who travelled to the cultural tourism in the lower central region; the sampling was 400. The research instrument was the questionnaires. The statistics used for the data analysis were percentage, mean, standard deviation and checking the consistency of the model according to the hypothesis for comparing with empirical data using AMOS version 21.

The findings revealed that the model based on hypothesis developed in accordance with empirical data measured from statistical values c² was CMIN = 205.724 D.F.=153. The ratio between the statistics c² and CMIN/DF values =1.3446 GFI = 0.937 can be modified at AGFI = 0.902; error tolerance index between the model based on hypothesis and empirical data were RMR = 0.012, RMSEA = 0.043 with statistics according to all criteria.

          The causal factors influencing cultural tourism service marketing strategy in the lower central region were the participation factor of cultural tourism which had the direct and indirect influences; maximum influence = 0.50, the image factor of cultural tourism = 0.49 and the least cultural tourism service marketing strategy factor = -0.075. Although the cultural tourism service marketing strategy factor will have the least direct influence coefficient, it has the indirect influence through the image factor of cultural tourism; the overall influence = 0.83. Besides, it transmitted through the participation factor of cultural tourism was at 0.50, respectively.