Thai Tourist Commitment And Loyalty To Travel By Sea

The purpose of this research is to study factors influencing Thai tourist loyalty concerning travel by sea to create a competitive advantage and value added to seaside attractions. This research employs quantitative analysis. The researcher collected data by interviewing 440 Thai tourists in three seaside locations: Pattaya, Hua-Hin and Samed. The results show that the majority of respondents are female, aged between 25 and 34 years old.  They are a) single with bachelor degrees, b) employed in the private sector with monthly incomes over THB25,001 and c) resident in Bangkok. The results of testing the hypotheses are as follows: 1.         The developed structural equation model of attitudinal loyalty towards seaside attractions in Pattaya was congruent with empirical data as the criterion as follows: (?2 = 486.091, df = 174, GFI = .909, AGFI = .879, RMSEA = .064, RMR = .063 and CFI = .960).  Factors influencing loyalty towards seaside attractions in Pattaya, include the following: a) affective commitment showed the highest level of direct influence = .688 and b) continuance commitment with direct influence = .328 with statistical significance at the .001 level.  Satisfaction with seaside attractions has an indirect influence equal to .743 with statistical significance at the .001 level. 2.         The developed structural equation model of attitudinal loyalty towards seaside attractions in Hua-Hin, as developed by the researcher, includes goodness of fit with empirical data (?2 =472.086, df = 173, GFI = .909, AGFI = .878, RMSEA = .063, RMR = .072 and CFI = .952). Affective commitment has a direct influence on attitudinal loyalty = .724, followed by continuance commitment = .276 with statistical significance at the .001 level. Satisfaction with seaside attractions has an indirect influence equal to .570 with statistical significance at the .001 level. 3. The developed structural equation model of attitudinal loyalty towards seaside attractions in Samed is congruent with empirical data (?2 = 503.853, df = 172, GFI = .900, AGFI = .866, RMSEA = .066, RMR = .080 and CFI = .953).  Affective commitment shows a level of direct influence = .646, followed by continuance commitment = .328 with statistical significance at the .001 level. Satisfaction with seaside attractions has an indirect influence =.547 with statistical significance at the .001 level

Student Loyalty Toward Masters Degree Business Administration Curriculum At Srinakharinwirot University

This research aims to study mixed factors of service marketing affecting student loyalty toward the business administration curriculum at the masters degree level at Srinakharinwirot University. It also examines the relationship between student satisfaction and loyalty in the MBA program. The results show that service marketing mixed factors have influenced student satisfaction in the MBA curriculum by approximately 39.4 percent. The product and service aspect is the most important factor in predicting student satisfaction. Furthermore, the service marketing mix has influenced student attitudinal loyalty toward the MBA curriculum by about 26.7 percent, while the service-marketing mix has influenced student behavioral loyalty by nearly 40.5 percent. Student satisfaction has rather a low positive relation to attitudinal loyalty at the 0.01 level of statistical significance. Student satisfaction has a moderately positive relation to behavioral loyalty at the statistical significance level of 0.01

Participatory, Tourist Consumer Behavior-Based, Integrated Tourism Marketing Plan For Chainat Province

This research aims to study Tourist Consumer Behavior, Tourism Market Segmentation, and Tourism Product Positioning in Chainat Province, Thailand. Quantitative analysis is employed in this study. Four hundred Thai tourists who have traveled to Chainat province at least once are the respondents who filled out the questionnaires. Multiple regression analysis has been used in this study. The majority of the Thai tourists are single females between the ages of 25 and 34, employees in the private sector with monthly incomes lower than Baht 10,000 (about USD 300), and are residents in the central region of Thailand. The results show that attitude toward destination, behavioral intention, and destination equity has strong influences on tourist consumer behavior

A Structural Relationship Between Domestic Tourist Satisfaction, Trust, Switching Barriers And Retention

The objective of this study is to examine the direct effects of satisfaction, trust, and switching barriers on customer retention in Bangkok and Pattaya, Chonburi province. Four hundred and forty questionnaires were distributed as the means of data collection and analyzed using structural equation modeling (SEM).  The results of testing hypotheses are as follows: The developed structural equation model of customer retention in Bangkok was congruent with empirical data as the criterion, as follows: (?2 = 141.098, df = 69, ?2/df = 2.045, GFI = .956, AGFI = .933, RMSEA = .049, RMR = .073, CFI = .979). Factors influencing customer retention in Bangkok included the following: a) satisfaction showed the highest level of direct influence = .225 and b) switching barriers with direct influence = .193, followed by trust = .188 with statistical significance at the .001 level.The developed structural equation model of customer retention in Pattaya was congruent with empirical data as the criterion, as follows: (?2 = 95.438, df = 49, ?2/df = 1.948, GFI = .966, AGFI = .945, RMSEA = .046, RMR = .077, CFI = .982). Factors influencing customer retention in Pattaya included the following: a) switching barriers showed the highest level of direct influence = .251 and b) trust with direct influence = .240, followed by satisfaction = .159 with statistical significance at the .001 level

International Tourists Service Quality Perception And Behavioral Loyalty Toward Medical Tourism In Bangkok Metropolitan Area

This research assesses the relationship between service quality, value, satisfaction, and brand trust on the behavioral loyalty of international tourists acting as medical tourists toward private hospital medical services in the Bangkok Metropolitan area. A quantitative study was performed using 400 international tourists who use medical service from private hospitals in Thailand. Structural equation analysis is used to test the hypotheses. The results indicate that there are significant positive relationships between service quality and value (H1), satisfaction (H2), and brand trust (H3). Value (H4), satisfaction (H5), and brand trust (H6) have significant positive relationships with behavioral loyalty. Service quality has an indirect effect on behavioral loyalty by having value, satisfaction, and brand trust function as mediators. Finally, nationality has no moderating effect on the relationship between service quality and value (H7), satisfaction (H8), and brand trust (H9)

Metrosexual Identification: Gender Identity And Beauty-Related Behaviors

This paper identifies the term metrosexual using the Bem sex role inventory and appearance-related variables, i.e. self monitoring, status consumption, fashion consciousness, cloth concern, and body self-relation. A quantitative study was performed using 263 heterosexual metropolitan men from Bangkok. An ANOVA was used to test the hypotheses. The results indicate that metrosexuals can be described by their gender identity having a high score for femininity, which characterizes feminine and androgynous personality traits. These two groups have high scores for all appearance-related variables, especially self monitoring and body self-relation

An Examination Of Tourists Loyalty Towards Medical Tourism In Pattaya, Thailand

The purpose of this study is to explore the antecedents of tourists’ attitudinal loyalty towards medical tourism in Pattaya (a major tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty towards medical tourism was mainly driven by satisfaction, trust, perceived value, destination familiarity, as well as destination image, respectively. When examining these antecedents between hospital tourists and clinic tourists, the results indicated that trust becomes the most important driver for hospital tourists whereas satisfaction becomes the most important driver for clinic tourists

Thai Silk Product Industry Development In The Northeastern Region Of Thailand

This research aims to study the relationship between independent variables (value, motivation, brand personality, attitude toward product and demographic factor) and dependent variables (purchasing behavior and trend to buy in the future) of Thai silk industry in Northeastern region, Thailand.  Quantitative analysis is allowed in this study. This research includes 400 customers who buy Thai silk in two provinces (Roi-Et and Khon-Khen) in the Northeastern region in Thailand. Multiple regression analysis was employed in this study. The result shows that motivation and value are strong influenced on purchasing behavior and trend to buy product in both provinces. However, brand personality and attitude toward product are partially supported our expectations. 

Student Loyalty toward Master’s Degree Business Administration Curriculum at Srinakharinwirot University

This research aims to study mixed factors of service marketing affecting student loyalty toward the business administration curriculum at the master’s degree level at Srinakharinwirot University. It also examines the relationship between student satisfaction and loyalty in the MBA program. The results show that service marketing mixed factors have influenced student satisfaction in the MBA curriculum by approximately 39.4 percent. The product and service aspect is the most important factor in predicting student satisfaction. Furthermore, the service marketing mix has influenced student attitudinal loyalty toward the MBA curriculum by about 26.7 percent, while the service-marketing mix has influenced student behavioral loyalty by nearly 40.5 percent. Student satisfaction has rather a low positive relation to attitudinal loyalty at the 0.01 level of statistical significance. Student satisfaction has a moderately positive relation to behavioral loyalty at the statistical significance level of 0.01