Structural Equation Model of Tourist Loyalty toward Dvaravati Civilization Tourist Attraction to be served as a Center of Western Creative Tourism

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Published: Mar 27, 2020
Keywords:
Tourist Loyalty Tourism Image Motivation Satisfaction Dvaravati Civilization

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annop ruangkalapawongse
Faculty of Management Science Suan Dusit University
Sarawan Ruangkalapawongse
Faculty of Management Science Suan Dusit University

Abstract

This research aimed to study the influence on tourist loyalty towards Dvaravati civilization attractions and finding a guideline for creating the loyalty towards Dvaravati civilization attractions. These mixed methods combined with a quantitative and qualitative research. According to the results, it was found that the tourism motivation had a positive direct influence on the tourism satisfaction; the tourism image had a positive direct influence on the tourist loyalty; the tourism satisfaction had a positive direct influence on the tourist loyalty; and the tourism motivation had an indirect influence on the tourist loyalty through tourism satisfaction. With regard to the guideline for creating the loyalty towards the attractions, the operation should be carried out in 3-stage plan as follows: 1st Stage: Tourism improvement plan to attract tourists to visit Dvaravati civilization attractions, 2nd Stage: Tourism promotion plan to increase the number of tourists in Dvaravati civilization attractions, and 3rd Stage: Tourism sustainability development plan to attract new customer groups and increase the return rate of tourists which will affect the tourism and circular economy to be prosperous and sustainable to support the creative tourism center.

Article Details

How to Cite
ruangkalapawongse, annop, & Ruangkalapawongse, S. (2020). Structural Equation Model of Tourist Loyalty toward Dvaravati Civilization Tourist Attraction to be served as a Center of Western Creative Tourism. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 40(1), 18–40. retrieved from https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/215507
Issue
Vol. 40 No. 1 (2020): Junuary - March 2020
Section
Research Articles

ลิขสิทธิ์ของบทความ

ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน

 

Author Biography

annop ruangkalapawongse, Faculty of Management Science Suan Dusit University

เชี่ยวชาญบริหารธุรกิจ และท่องเที่ยว

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