A Structural Equation Modeling and Invariance Testing of Destination Loyalty Between Thai and Foreign Tourist on Northeastern Historical Park

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Pongnarin Pitjatturat
Napan Sinthusiri
Piyamapron Thiamjite
Komkrit Wongkae

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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