Causal Factors of Service Quality Affecting Perceived Value and Decision-Making of Mu Te Lu Tourism Travelers in Nong Khai, Bueng Kan, and Udon Thani Provinces
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Abstract
The purposes of this research are to 1) study the components of service quality in Mu Te Lu temples that influence tourists’ value perception and their decision to travel to pay respects to sacred beings and 2) develop a causal factor model of service quality that impacts the value perception and decision-making of Mu Te Lu tourists in the provinces of Nong Khai, Bueng Kan, and Udon Thani. This quantitative research uses convenience sampling to collect data from 400 tourists visiting Mu Te Lu attractions in Nong Khai, Bueng Kan, and Udon Thani provinces. The research instrument used was a questionnaire analyzed using frequency, percentage, mean, and standard deviation. Data analysis was conducted using Structural Equation Modeling (SEM). The research findings revealed that the service quality dimensions of Mu Te Lu temples consist of five dimensions: reliability, assurance, tangibles, empathy, and responsiveness. These dimensions, directly and indirectly, affect value perception and the decision to travel to Mu Te Lu destinations with statistical significance at the 0.01 and 0.001 levels. The results of this study are beneficial both academically and practically, providing jobs and livelihoods to the surrounding community and society. Additionally, these research findings can be used as a benevolent policy to invite Mu Te Lu tourists and other individuals to visit temples while incorporating Dhamma teachings, which will promote sustainable tourism and distribute income to local communities.
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