Loyalty of International Tourists Toward Historical Tourism
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Published:
Jan 30, 2020
Keywords:
Historical Tourism, International Tourists, Loyalty
Main Article Content
Abstract
The purposes of this study are; 1) To analyze the level of International Tourists' opinions toward the tourism marketing mix of historical sites, 2) To analyze the level of International Tourists' opinions toward the loyalty of the historical sites, and 3) To analyze the level of International Tourists' opinions toward the tourism marketing mix of historical sites influencing on destination loyalty of historical sites. This study focused on the target population as International tourists visiting Phimai Historical Park and Phanomrung Historical Park from 120 samples by using a questionnaire. The data was analyzed with descriptive statistic methods consisting of mean, standard deviation, and with inferential statistic methods by using Multiple Regression Analysis.
The results of the study revealed that; international tourists had a rather high level of opinion on marketing mix factors of historical tourist sites . There was a high level of Cost to Customer factor opinions . As for the overall factor of loyalty to historical sites, the opinions were at a high level . The intention to recommend is at the highest level in the first order. Besides, factors that positively affect the level of loyalty to the overall historical sites of International Tourists is the factor of cost to customer (= 0.348), the value factors consisting Customer Value, Convenience, Communication, Completion, Corporation, Circumstances, and Connectivity have a positive effect on the level of loyalty to the overall historical sites, but is not acceptable statistically significance.
Article Details
How to Cite
Sobkhunthot, P., Donkwa, K., & Pitsaphol, C. (2020). Loyalty of International Tourists Toward Historical Tourism. WMS Journal of Management, 9(1), 65–80. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/237905
Section
Research Articles-Academic Articles
References
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Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213–217.
Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists’ travel intention. Journal of Destination Marketing & Management, 12(January), 1–11.
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35.
Chen, H., & Rahman, I. (2018). Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 26(September), 153–163.
Chi, C.G.Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624–636.
Chiangphan, N., & Wongsaroj, R. (2017). patčhai thī mī ʻitthiphon tō̜ phrưttikam kānthō̜ngthīeo khō̜ng nakthō̜ngthīeo phēt ying chāo tāng chāt nai Krung Thēp Mahā Nakhō̜n [Factor Affecting to the Travel Behavior of the Foreign Fe-male Tourist in Bangkok]. Journal of International and Thai Tourism, 13(2), 105-123.
Cong, L. C. (2016). A formative model of the relationship between destination quality, tourist satisfaction and intentional loyalty: An empirical test in Vietnam. Journal of Hospitality and Tourism Management, 26(March), 50–62.
Cossío-Silva, F.J., Revilla-Camacho, M.Á., & Vega-Vázquez, M. (2018). The tourist loyalty index: A new indicator formeasuring tourist destination loyalty. Journal of Innovation & Knowledge, 4(2), 71-77.
Deeprasert, J. (2016). patčhai sūan prasom thāngkān talāt thī mī tō̜ lǣng thō̜ngthīeo dān prawattisāt sinlapa watthanatham læ praphēnī khō̜ng čhangwat nakhō̜n phanom [Marketing Mix Factors Affecting Historic, Art, Cultural and Traditional Tourism Sites of Nakhon Phanom Province]. Nakhon Phanom University Journal, 6(3), 41-49.
Department of Tourism. (2014). nǣothāng kānbō̜rihān čhatkān lǣng thō̜ngthīeo [Guidelines for the management of tourism]. Retrieved from http://www.tourism.go.th/assets/portals/1/files/TTS615-2558%20%282%29.pdf
Department of Tourism. (2016). khūmư̄ kānpramœ̄n māttrathān khunnaphāp lǣng thō̜ngthīeo thāng prawattisāt [Evaluation Guide quality standards historic sites]. Retrieved from http://www.tourism.go.th/view/1/
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Erkuş-Öztürk, H., & Eraydin, A. (2011). Factors of global connectivity in antalya’s tourism. Annals of Tourism Research, 38(4), 1300–1321.
Fine Arts Department. (2018). rabop thānkhō̜mūn lǣng mō̜radok thāng sinlapa watthanatham [The database system of cultural heritage sites]. Retrieved from http://mis.finearts.go.th/
Fu, X. (2019). Existential authenticity and destination loyalty: Evidence from heritage tourists. Journal of Destination Marketing & Management, 12(November), 84–94.
Goeldner, C., & Ritchie, B. (2009). Tourism: Principles, Practices and Philosophies. (7th ed.. New Jersey: simultaneously in Canada.
Kaur, S. (2014). Role and effectiveness of marketing service in tourism. Alcide De Gasperi University of Euroregional Economy Johns, Poland.
Khongharn, R. (2017). patčhai sūan prasom thāngkān talāt thī song phon tō̜ kānraprū khunnaphāp bō̜rikān thurakit thō̜ngthīeo khō̜ng nakthō̜ngthīeo tāng chāt sūngʻāyu khēt ʻandāman [The Marketing Mix Affecting the Perception of The Senior Foreigners in Tourism Service Quality: Andaman Area]. Dusit Thani College Journal, 11(Special Issue), 18-30.
Kim, S. S., Timothy, D. J., & Hwang, J. (2011). Understanding Japanese tourists’ shopping preferences using the Decision Tree Analysis method. Tourism Management, 32(3), 544–554.
Koichi, S. (2016). "Co-marketing (Symbiotic Marketing) Strategis,"(Japanese) (5th ed.). Souseisha Book Company.
Kongdit, S., & Ratanapongtra, T. (2015). kān suksā phāplak dān kānthō̜ngthīeo khō̜ng mō̜radok lōk nakhō̜n prawattisāt Phra Nakhō̜n Sī ʻAyutthayā nai sāitā nakthō̜ngthīeo chāo tāng chāt [The Tourism Image of World Heritage Historic City of Phra Nakorn Si Ayutthaya from The View of Foreign Tourists]. Rajamangala University of Technology Suvarnabhumi.
Kongprasert, T., Phasakorncharat, S., & Katawandee, P. (2014). patčhai thī mī itthiphon tō̜ praphēt nakthō̜ngthīeo Yīpun nai čhangwat Chīang Mai [Factors Influencing Type of Japanese Tourists in Chiang Mai]. Journal of Management Sciences, 31(2), 1-33.
Lauterborn, B. (1990). New Marketing Litany: Four P's Passe: C-Words Take Over. Advertising Age, 61(41), 26.
Likert, R. (1967). New patterns of management. New York: McGraw-Hill.
Lonely Planet. (2561). Northeastern Thailand Travel. Thailand-Lonely Planet. Retrieved from https://www.lonelyplanet.com/thailand/northeastern-thailand
Marrocu, E., Paci, R., & Zara, A. (2015). Micro-economic determinants of tourist expenditure: A quantile regression approach. Tourism Management, 50(October), 13–30.
Meleddu, M., Paci, R., & Pulina, M. (2015). Repeated behaviour and destination loyalty. Tourism Management, 50(October), 159–171.
Ministry of Tourism and Sports. (2015). yutthasāt kānthō̜ngthīeo Thai Phō̜.Sō̜. 2558-260 [Thailand Tourism Strategy (2015 – 2017)]. Retrieved from http://www.mots.go.th/ewt_dl_link.php?nid=7114
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Pongsachalakorn, V. (2007). sēnthāng sāi rāt mankhā tham sālā čhāk phra khan sū wimāyapura [The route of "Rachamankha" Dharmasala from Phrakhan to Wimaayapura]. Retrieved from http://oknation.nationtv.tv/blog/voranai/2007/10/02/entry-1
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Potipruek, N., Boonton, W., & Phositiphan, T. (2014). patčhai sūan prasom thāngkān talāt thī mī phon tō̜ kāntatsinčhai mā thō̜ngthīeo čhangwat Chīang Mai khō̜ng nakthō̜ngthīeo chāo Čhīn [Marketing Mix Factors’ Affecting Chinese Tourists’ Decision to Visit Chiang Mai]. FEU Academic Review, 7(2), 132-142.
Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36(September), 12–21.
Rovinelli, R.J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 2, 49-60.
Shaochen, N. (2017). Factors Affecting Chinese Tourists’ Behavior in Pattaya Chonburi Province. The Journal Of Faculty Of Applied Arts, 10(1), 51-61.
Seghir, G. M., Mostéfa, B., Abbes, S. M., & Zakarya, G. Y. (2015). Tourism Spending-Economic Growth Causality in 49 Countries: A Dynamic Panel Data Approach. Procedia Economics and Finance, 23(October), 1613–1623.
Sereerat, S., Serirat, S., Mechinda, P., Lertwannawit, O., Laksitonon, P., Panvanich, O. & Anuchanchanon, J. (2009). kānbō̜rihān kāntalāt yuk mai [Marketing Management]. Bangkok, Thailand: Dhammasan.
Singer, A. J., & Thode, H. C. (1988). Determination of the minimal clinically significant difference on a patient visual analog satisfaction scale. Acad Emerg Med, 5, 1007-1011.
Thatthawat, S., Chatrungruang B., & Taraphitakwong, S. (2016). rūpbǣp sūan prasom thāngkān talāt thī mī phon tō̜ kānlư̄ak chai bō̜rikān čhakkrayān phư̄a kānthō̜ngthīeo khō̜ng nakthō̜ngthīeo chāo tāng chāt nai čhangwat Chīang Mai [Marketing Mix Model of Bicycle Service Selection by Foreign Tourists for Traveling in Chiangmai Province]. Ganesha Journal, 12(2), 250-160.
Tanford, S., & Jung, S. (2017). Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty. Tourism Management, 61(August), 209–220.
Tourism Authority of Thailand. (2018). lǣng thō̜ngthīeo thāng prawattisāt [Historical sites]. Retrieved from http://osthailand.nic.go.th/masterplan_area/userfiles/files/Tourism.pdf
Tourism Authority of Thailand. (2018). sathiti nakthō̜ngthīeo chāo tāng chāt thī dœ̄nthāng khao prathēt Thai [Statistics of foreign tourists traveling to Thailand]. Retrieved from https://www.mots.go.th/more_news.php?cid=498&filename=index
Vaiwanichkun, N., & Udomsri, C. (2011). rabīap withī wičhai thurakit [Business Research Methods]. (24th ed.). Bangkok, Thailand: Chulalongkorn University.
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