The Influence of 7Ps on Brand Loyalty of Elderly Tourists in Hunan Province of China to Travel Agencies Operating Tours into Thailand
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Abstract
The research objectives of this paper are as follows: 1) To analyze the influencing factors of Chinese elderly tourists to Thailand on the brand loyalty of travel agencies; 2) The 7Ps theory is used to analyze how to influence the brand loyalty of Chinese elderly tourists to travel agencies through travel experience. The sample is a group of elderly tourists aged 60 and above from Hunan Province, China who went to Thailand. The data of 423 valid questionnaires were collected by cluster sampling and snowball sampling. This paper uses structural equation model (SEM) to analyze the relationship between 7Ps, travel experience and travel agency brand loyalty. The results show that: 1) 7Ps has a significant positive impact on the travel experience of elderly tourists. ; 2) The travel experience of elderly tourists has a significant positive impact on the brand loyalty of Thai travel agencies; 3)7PS has a significant positive impact on the brand loyalty of Thai elderly tourists to travel agencies; 4) The travel experience of elderly tourists plays an intermediary role between 7PS and the brand loyalty of Thai elderly tourists to travel agencies. This study provides academic knowledge and practical enlightenment for tourism enterprises in Thailand, and provides insights for improving the brand loyalty of elderly tourists by effectively utilizing the 7p framework and improving the travel experience of elderly tourists. The study finally fills a key gap in the existing literature and provides valuable guidance to tourism sector stakeholders.
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