An Analysis of Destination Reputation, Perceived Value and Environmentally Responsible Behavioral Intention of Domestic Tourists to Scuba Diving in Andaman Coast, Thailand

This research aims to study 1) the effect of destination reputation on the environmentally responsible behavioral intentions of domestic tourists regarding scuba diving at the Andaman coast, and 2) perceived value as a mediator of the relationship between destination reputation and the environmentally responsible behavioral intentions of domestic tourists, scuba diving at the Andaman coast. A quantitative method was used in this study. Data were collected via questionnaire, from 400 domestic tourists, who were scuba diving in the Andaman coastal region. Data were then analyzed via a structural equation model. The results showed that destination reputation did not affect environmentally responsible behavioral intentions. However, destination reputation affected three dimensions of perceived value, namely epistemic value, conditional value, and functional value. Moreover, these three dimensions of perceived value impacted environmentally responsible behavioral intentions. In addition, the three dimensions of perceived value fully mediated the relationship between destination reputation and environmentally responsible behavioral intentions

The Influence of Savings for Investment as a Moderator Variable between Customer Equity and Behavioral Loyalty of Thai Investors

This study aimed to explore how saving for investment affects the relationship between customer equity and behavioral loyalty among stock market investors in Thailand. The study used quantitative research. The sample used, was comprised of 1208 investors in Thailand. Data were collected via questionnaires distributed via mail. Data were analyzed using multi-group structural equation modeling. The findings indicated an adequate fit between the measurement and the equation model. Therefore, this result can be used in the test for the invariability of the structural model. Results showed that for the group of investors with an amount of savings for investment of more than 5 million Baht, the proposed model satisfactorily accounts for any variation in terms of explaining behavioral loyalty (R2 = 0.028). The findings for this group indicated that customer equity significantly and positively affected behavioral loyalty (β = 0.870). For the group with an amount of savings for investment of less than 5 million Baht, the proposed model satisfactorily accounted for any variation in terms of explaining consumer loyalty (R2 = 0.093). The findings for this group also indicated that customer equity significantly and positively influenced behavioral loyalty (β = 0.795)