Relationship Model of Factor Effect Experiential Marketing for Cultural Heritage Tourism: Community Enterprise Baanrimklong Homestay
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Abstract
This research aims to study the relationship model of factor effect experiential marketing for cultural heritage tourism in Baanrimklong homestay community enterprise in the term of studying: relationship model of factors affecting tourist’s experiential marketing for cultural heritage tourism in Baanrimklong homestay community enterprise. Data were collected from 400 tourists by questionnaires and analyzed by frequency distribution, percentage, arithmetic mean, standard deviation, skewness, kurtosis, and the Structural Equation Modeling techniques. The results revealed that the relationship model of factors affecting tourist’s experiential marketing for cultural heritage tourism in Baanrimklong homestay community enterprise from this research is consistent with empirical data, as well as good predictability and accepted at 73.4 percent. Causal relationship characteristics at 0.05 significance level showed that the lifestyle of tourists and motivation for travel in cultural heritage tourism had a causal relationship with tourist’s experiential marketing. Also, the lifestyle of tourists, motivation for travel in cultural heritage tourism, and experiential marketing of tourists have a causal relationship with experiential marketing achievement of cultural heritage tourism in Baanrimklong homestay community enterprise.
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