The Causal Relationship Between Thai Tourists’ Travel Experiences andTheir Travel Behaviours Along Riverside Routesin Phra Nakhon Si Ayutthaya Province
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Abstract
The objective of this quantitative study was to examine the causal relationship between Thai tourists’ travel experiences and their tourism behaviours along the river route in Phra Nakhon Si Ayutthaya Province. A sample of 200 tourists participating in river cruises was randomly selected, and the data were analysed using structural equation modelling.
The findings revealed a significant causal relationship between travel experiences and key outcomes, including destination image, satisfaction, repeat visitation, and word-of-mouth communication. The proposed model demonstrated a good fit with the data, as indicated by the following goodness-of-fit indices: CMIN/DF = 1.66, GFI = 0.91, CFI = 0.95, RMSEA = 0.07, and NFI = 0.91.
This empirical evidence highlighted the critical role of tourist experiences in shaping destination image, enhancing satisfaction, and fostering positive word-of-mouth. The study emphasized the importance for local tourism service providers to understand the causal factors that influence tourist loyalty. Furthermore, it suggested that future research should explore how these factors impact the development of tourism activities that address the evolving needs of tourists.
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