The Influence of Attitudes Toward Tourism Innovation Affecting Tourist Satisfaction Through Technology Acceptance of Aviation Business Sector in New Normal Era
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Abstract
The research aimed to investigate the influence of attitudes towards tourism innovation on tourist satisfaction through technology acceptance in the aviation sector during the new normal era. The objectives are 1) to investigate the level of attitude towards tourism innovation, technology acceptance and tourist satisfaction in the aviation sector; 2) to analyze the influence of attitude towards tourism innovation on tourist satisfaction; 3) to investigate the technology acceptance as a mediating role of the influence of attitude towards tourism innovation on tourist satisfaction in the aviation sector. This study is a quantitative research in which 360 tourists from four airports who were passengers of a low-cost airline were interviewed. The research instrument was a questionnaire and the data was collected through quota sampling. The data were analyzed by Structural Equation Modeling: SEM and path analysis using the AMOS program. The results showed that the level of attitude towards tourism innovation, technology acceptance and satisfaction of tourists was high. Test of hypotheses: Attitude towards tourism innovation had a positive influence on tourist satisfaction but not statistically significant (p < 0.092), attitude towards tourism innovation had a statistically significant positive influence on technology acceptance (p < 0.001), technology acceptance had a statistically significant positive influence on tourist satisfaction (p < 0.001), the mediating role of technology acceptance on the relationship between attitude towards tourism innovation and tourist satisfaction. The research results can help the marketing department of low-cost airlines to develop a marketing strategy to increase tourist or passenger satisfaction and repurchase service.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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