Customer Value on Tourism Products and Services between First-Time and Repeat Tourists: The Study of Tourism in Rattanakosin Island
Keywords:
Customer Value, Free Independent Tourist, First-time Tourist, Repeat TouristAbstract
The significance of customer value as the core of the tourist product and as the starting point of product development in tourism. This conceives customer value as a dynamic variable, experienced before purchase, at the time of use and after use which help to understand the characteristic of tourism products and services that influence on tourists’ spending. The objectives were to study customer value of first-time and repeat FIT tourists and provide a product development guideline to increase tourists on Rattanakosin. A qualitative research design is used. A sample of 15 first-time FIT tourists and 15 repeat FIT tourists were interview. Content analysis and domain analysis were used to analyze customer value.
The results show that the value-expectations of the tourists related to the goals, the criteria for the choice of the product, which affect the decision to buy the products, are to learn, to experience and to relax. During the service process, perceive value are related to functional value (physical performance of the product), emotional value (feelings of the tourist), epistemic value (the product provides novelty), condition value (the result of the specific situation) and experiential value (preference for product attributes). After use process found that the quality of service, quality of staff and quality of program are key main components for tourism products and services during the first time, they are factors related to the technical and functional properties of the service system.
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