ตัวแบบสมการโครงสร้าง และการทดสอบความไม่แปรเปลี่ยนของความภักดีต่อแหล่งท่องเที่ยว ระหว่างนักท่องเที่ยวชาวไทย และชาวต่างชาติ ต่ออุทยานประวัติศาสตร์ ภาคตะวันออกเฉียงเหนือ

Pongnarin Pitjatturat; Napan Sinthusiri; Piyamapron Thiamjite; Komkrit Wongkae

doi:10.55766/OWQJ4689

Authors

Pongnarin Pitjatturat Department of Marketing, Faculty of Administration, Rajamangala University of Technology Isan
Napan Sinthusiri Department of Marketing, Faculty of Administration, Rajamangala University of Technology Isan
Piyamapron Thiamjite Department of Marketing, Faculty of Administration, Rajamangala University of Technology Isan
Komkrit Wongkae Department of Business Economics, Mahasarakham Business School, Mahasarakham University

DOI:

https://doi.org/10.55766/OWQJ4689

Keywords:

Destination loyalty, Thai and foreign tourist, Historical park

Abstract

The purpose of this research was to examine the consistency of a structural equation model with the empirical data, which included the study on causal factors affecting the destination loyalty, and the test of non-variation of models between Thai and foreign tourists on Northeastern historical park. The samples were 390 Thai and foreign tourists who visited the Phimai, Phanom Rung, and Phu Phra Bat historical parks. The sampling methods used were purposive sampling and quota sampling, where 130 samples were collected from each location. The conceptual model was determined based on travel career ladder theory, which consisted of 4 main variables namely destination management plan, tourism motivation, perceive value and destination loyalty. The main data collection tool was questionnaires. Lisrel 8.72 was used for data analysis and hypothesis testing. The results revealed that the structural equation model was consistent with empirical data at a good level. Destination loyalty was indirectly caused by destination management plan and tourism motivation thru perceived value. In addition, from structural equation model, there existed a model variation between Thai and foreign tourist.

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