Causal Factors of Destination Branding Affecting the Traveler Satisfaction in Thailand World Heritage Sites
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Abstract
The objectives of this paper are to (1) study the causal factors affecting destination branding and traveler satisfaction in Thailand’s World Heritage Sites, (2) study the influence of causal factors affecting destination branding and traveler satisfaction in Thailand’s World Heritage Sites, and (3) create a model of the causal factors affecting destination branding and traveler satisfaction in Thailand’s World Heritage Sites. The sample consisted of 416 travelers in World Heritage Sites of Thailand. Data were collected using a questionnaire. It is an evaluative question using a 5-point Likert’s Scale. The study found that (1) the causal factors affecting destination branding and traveler satisfaction in Thailand’s World Heritage Sites were at a high level in all 3 factors: destination management, destination marketing, and destination competitiveness, (2) The influence paths are consistent with empirical data. The factors can explain 52 percent of destination branding and 81 percent of traveler satisfaction, (3) The theoretical model of the causal factors affecting destination branding and traveler satisfaction in Thailand’s World Heritage Sites is consistent with empirical data. However, the destination marketing has a direct negative influence on destination branding and traveler satisfaction. Travelers value their travel experiences. Marketing strategies or operations in World Heritage sites are not traveler activities.
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1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
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