Image and Expectation of Port Management that affect the Motivation of Thai Tourists for Cruise Travel
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Abstract
The study on image perceptions and expectations regarding port management in Thailand is highly significant, serving as a strategic guideline for planning cruise tourism in the country. It aims to enhance the cruise tourism market and attract international cruise lines. This research paper analyzes both the direct and indirect effects of port management perceptions and expectations on the motivations of Thai tourists to engage in cruise tourism. A quantitative research methodology was utilized, gathering data from 400 Thai tourists, including those who had previously participated in cruise tourism as well as those who had not but expressed interest in cruise-related travel. The statistical analysis involved testing the hypothesized model against empirical data using structural equation modeling. This process included evaluating the direct, indirect, and overall influence weights within a causal model to identify the key factors impacting cruise tourism among Thai tourists. The research findings reveal that the image of cruise tourism has a strong positive influence on expectations concerning port management in Thailand, evidenced by a direct influence coefficient of 0.970 (p<0.01). Expectations related to port management demonstrate an influence value of 2.710 (p<0.01), while the influence of motivation for cruise tourism is recorded at 1.750 (p<0.01). Moreover, the image of cruise tourism exerts an indirect effect on the acceptance of motivation for cruise tourism through expectations regarding port management, with an indirect influence coefficient of 2.628 (p<0.01). Specifically, the influence values for the image of cruise tourism, expectations of port management, and motivation for cruise tourism are 0.970 (p<0.01), 2.710 (p<0.01), and 1.750 (p<0.01), respectively. Overall, it is noted that expectations concerning port management have the most significant impact on the acceptance of motivation for cruise tourism, followed by motivation for cruise tourism and the image of cruise tourism, all with statistical significance at the 0.01 level.
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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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