Structural equation modeling of European tourists traveling by sea in the Gulf of Thailand and Andaman Islands

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Umaporn Boonphetkaew
Issarapong Poltanee


The purpose of this research was to develop a causal relationship model and verify the model’s consistency with the empirical data. The data were collected from 400 European tourists who used to visit the Gulf of Thailand and the Andaman Islands. The data were analyzed by multivariate statistics with a ready-made program that analyzes the structural equation modeling (SEM). The results of the analysis of the structural equation modeling were found to be consistent with the empirical data. The relative chi-square (CMIN/DF) was 1.55, the Compliance Index (GFI) was 0.90, and the comparative fit index (CFI) was 0.97. The root mean square error of approximation (RMSEA) was 0.04, which was considered consistent with the empirical data. The results of the hypothesis test for the causal influence among the latent variables are as follows: travel satisfaction, travel experience, travel intentions, and intentions to recommend traveling. The external variable is the image of a tourist attraction whose direct influence was statistically significant at the 0.001 level. It can be concluded that tourism development to accommodate European tourists must focus on improving the image of tourist destinations. This will stimulate and support tourists’ travel decisions. Getting a good experience while traveling leads to travel satisfaction and the word of mouth on tourists’ decisions to revisit the places in the future.


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