The Analysis of Destination Experience Quality and Satisfaction towards Destination Loyalty for Cruise Passengers in Thailand
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Abstract
This research aims to analyze destination experience quality which affects satisfaction towards destination loyalty for cruise passengers in Thailand. The data were collected at Southern ports of Thailand, Phuket Port and Samui Port, from 440 foreign tourists who had experienced onshore excursions. The purposive sampling was used to identify the sample. A questionnaire
was used as a data collection tool. The data analysis was performed by using confirmatory factor analysis and structural equation model analysis. The findings revealed that destination experienc equality positively influenced on destination satisfaction and destination loyalty. Meanwhile, destination satisfaction positively influenced on destination loyalty. Consequently, destination managers should establish a higher destination satisfaction to create destination loyalty, by developing diverse attractions, improving tourism infrastructure, and enhancing the tourism environment such as
the standard of hygiene and cleanliness at destinations. The practical implications may further enhance tourists’ satisfaction, as well as their intention to revisit this destination as land-based tourists and to give positive recommendations to others.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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