A Model for Developing Tourist Loyalty through Sport Activities in the Sport City Attractions in Thailand
Main Article Content
Abstract
The research had three main objectives. Firstly, it aimed to assess the levels of quality management activities, service innovation, tourism image, value recognition, and loyalty among tourists engaged in sport activities. Secondly, it sought to investigate the influences of quality management activities, service innovation, tourism image, and value recognition on tourist loyalty. Lastly, the research aimed to develop a model for promoting tourist loyalty in sport activities, referred to as the IQIRL Model. The findings indicated that the quality management activities, service innovation, tourism image, value recognition, and loyalty of the participating tourists were all at a high level. Furthermore, the study revealed that quality management activities, service innovation, tourism image, and value recognition significantly influenced tourist loyalty, with a statistical significance level of 0.5. As a result of the research, the developed model for promoting tourist loyalty in sport city attractions in Thailand was named the IQIRL Model (I = Tourism Image, Q = Quality of Sports Activities, I = Service Innovation, R = Value Recognition, L = Loyalty to Attractions).
Article Details
References
BaniMelhem, S., & Albaity, M. (2019). Tourism Service Quality and Destination Loyalty-The Mediating Role of Perceived Value from International Tourists’ Perspectives. University Of Sharjah (Uos). Journal Of Humanities And Social Sciences, 16(2A). doi : 10.36394/jhss/16/2a/5
Boon Liat, C., Nikhashemi, S., & Dent, M. (2020). The chain effects of service innovation components on the building blocks of tourism destination loyalty: the moderating role of religiosity. Journal Of Islamic Marketing, ahead - of - print (ahead-of-print). Doi : 10.1108/jima-02-2020-0061
Cheng, B., Shaheen, M., Cham, T., Dent, M., & Yacob, Y. (2021). Building Sustainable Relationships: Service Innovation at the Pinnacle of Touristic Achievement. Asian Journal Of Business Research, 11(1). doi: 10.14707/ajbr.210103
Crespo Hervás, J., Prado-Gascó, V., & González-Serrano, M. (2020). Perceived Value in Sporting Events (PVSP): A Further Step for the Strategic Management. Sustainability, 12 (14), 5498. doi: 10.3390/su12145498
Jeong, Y., & Kim, S. (2019). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal Of Marketing And Logistics, 32(4), 940-960. doi: 10.1108/apjml-02-2019-0101
Jin, N., Lee, H., & Lee, S. (2013). Event Quality, Perceived Value, Destination Image, and Behavioral Intention of Sports Events: The Case of the IAAF World Championship, Daegu, 2011. Asia Pacific Journal Of Tourism Research, 18(8), 849-864. doi: 10.1080/10941665.2012.711336
Liu, Y., Yang, Z., & Yuan, J. (2020). Embracing Service Innovation and Emerging Technologies: Smart System in World Heritage. 2020 International Conference On Big Data And Informatization Education (ICBDIE). doi: 10.1109/icbdie50010.2020.00102
M., D., Govindarajo, N., & Khen, M. (2019). Effect of service quality on visitor satisfaction, destination image and destination loyalty – practical, theoretical and policy implications to avitourism. International Journal Of Culture, Tourism And Hospitality Research, 14(1), 83-101. doi: 10.1108/ijcthr-04-2019-0066
Meeprom, S., & Silanoi, T. (2020). Investigating the perceived quality of a special event and its influence on perceived value and behavioural intentions in a special event in Thailand. International Journal Of Event And Festival Management, 11(3), 337-355. doi: 10.1108/ijefm-09-2019-0043
Milovanović, I., Matić, R., Alexandris, K., Maksimović, N., Milošević, Z., & Drid, P. (2019). Destination Image, Sport Event Quality, and Behavioral Intentions: The Cases of Three World Sambo Championships. Journal Of Hospitality & Tourism Research, 109634801988392. doi: 10.1177/1096348019883920
Mahmoud, M., Hinson, R., & Anim, P. (2017). Service innovation and customer satisfaction: the role of customer value creation. European Journal Of Innovation Management, 21(3), 402-422. doi: 10.1108/ejim-09-2017-0117
Ruan, W., Zhang, S., Liu, C., & Li, Y. (2020). A new path for building hotel brand equity: the impacts of technological competence and service innovation implementation through perceived value and trust. Journal Of Hospitality Marketing & Management, 29 (8), 911-933.
doi: 10.1080/19368623.2020.1738302
Robinson, S., & Etherington, L. (2006). Customer Loyalty: A Guide for Time Travelers. New York: Palgrave Macmillan.
Shonk, D., Bravo, G., Velez-Colon, L., & Lee, C. (2017). Measuring Event Quality, Satisfaction, and Intent to Return at an International Sport Event : The ICF Canoe Slalom World Championships. Journal Of Global Sport Management, 2(2), 79-95. doi : 10.1080/24704067.2017.1317011
Theodorakis, N., Kaplanidou, K., & Karabaxoglou, I. (2014). Effect of Event Service Quality and Satisfaction on Happiness Among Runners of a Recurring Sport Event. Leisure Sciences, 37 (1), 87-107. doi: 10.1080/01490400.2014.938846
Yeh, Y. (2016). Market orientation and service innovation on customer perceived value. Management Research Review, 39(4), 449-467.
doi: 10.1108/mrr-08-2014-0205
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means- end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.