Factors Affecting Brand Loyalty of Foreign Tourist Destinations in Thailand
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Abstract
This research article aims to study brand perception, brand image, and the perception of brand quality that affects brand loyalty of foreign tourists to the destination brand in Thailand. The sample group used in this research is foreign tourists, who have experience previously traveling to Thailand and those who have not, in a total of 400 people. These people were selected by quota sampling. The instrument used for data collection was a questionnaire construct. The content validity was between 0.67-1.00 and the reliability of the questionnaire was between 0.88-0.93. The data were analyzed by finding the percentage, mean, and standard deviation. One-way Analysis of Variance, the paired difference test using LSD and multiple regression analysis with Entering method.
The results show that: regarding the factors related to brand awareness, respondents have an overall brand awareness at a high level, namely, being able to quickly recognize that Thailand is a tourist destination. On the factors related to brand image, respondents have a high level of an overall brand image including a visit or a trip to Thailand reflecting one’s own identity. For factors related to brand quality awareness, respondents have opinions about brand quality awareness in general at a high level, that is, Thailand always offers quality tourism. The hypothesis testing found that brand awareness of brand image and perception of brand quality affect the brand loyalty of foreign tourist destinations in Thailand. and together can predict 75%.
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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