Factors Influencing Tourist Loyalty to Phatthalung Province’s Tourism Slogan
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Abstract
The objective of this study was to examine the factors influencing tourist loyalty in alignment with the tourism slogan of Phatthalung Province. The sample consisted of 420 Thai tourists who visited Phatthalung under this slogan, selected through quota and accidental sampling. Data were collected using a questionnaire with a reliability coefficient ranging from 0.90 to 0.94, distributed to tourists after their visits. Data were analyzed using LISREL 8.80 software. The study model included three latent variables contributing to tourist loyalty: tourism image, perceived travel value, and tourist satisfaction. The findings indicated that tourism image, perceived travel value, and tourist satisfaction had direct effect on tourist loyalty, with coefficients of 0.23, 0.42, and 0.29, respectively. Indirect factors influencing tourist loyalty included tourism image and perceived travel value, with coefficients of 0.26 and 0.21, respectively. In terms of the knowledge found, perceived travel value was the most significant factor driving tourist loyalty, suggesting that tourists’ sense of value and worthiness of their experience fosters loyalty. It is recommended that relevant agencies and entrepreneurs collaborate to develop a cohesive tourism image and enhance the value of tourism experiences to ensure tourist satisfaction, which leads to tourist loyalty.
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