DESTINATION BRAND VALUE OF SAMUI ISLAND

Abstract

This research article aimed to examine the fit of Structural Equation Mode of Destination Brand Value for Samui Island in Surat Thani Province and empirical data. A quantitative research design was employed. Data were collected from a sample of 300 Thai and foreign tourists visiting Samui Island. The sample was selected using convenience sampling, and data were collected through a structured questionnaire. Inferential statistics, specifically First-Order Confirmatory Factor Analysis (CFA), was employed to test the goodness-of-fit between the Destination Brand Value model for Samui Island and empirical data. The results indicate that the model achieved satisfactory goodness-of-fit across all evaluation criteria, as reflected in the following indices: χ²/df = 4.77, GFI = 0.98, AGFI = 0.91, RMSEA = 0.080, and CFI = 1.00. The construct of Destination Brand Value comprises one latent variable with three dimensions: 1) value for money, 2) value for time, and 3) value for effort. There were five manifest variables with factor loadings between 54 to 0.66. The three manifest variables with highest factor loadings were “a pleasant and comfortable experience” (TIM2), “worthwhile preparation effort” (EFF1), and “experiences received are worth the time spent” (TIM1), with factor loadings of 0.66, 0.65, and 0.64, respectively. The findings provide valuable implications for tourism businesses seeking to assess tourists’perceived destination brand value as an indicator of satisfaction and loyalty. These insights can support the development of their competitive advantage strategies.