Exploring the Factors Influencing Tourist Destination Loyalty: A Case Study of Homestay Entrepreneurs in Thailand
Электронный научный архив УРФУ
Информация об архиве | Просмотр оригинала| Поле | Значение | |
| Заглавие |
Exploring the Factors Influencing Tourist Destination Loyalty: A Case Study of Homestay Entrepreneurs in Thailand
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| Автор |
Muangmee, Ch.
Kanakorn Sawangcharoen Veerapan Pongvatnanusorn Thun Chaitorn Kassakorn, N. Saqib, Sh. E. |
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| Тематика |
TOURIST LOYALTY
ENTREPRENEURS HOMESTAYS MARKETING MIX THAILAND |
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| Описание |
Received 10 July 2023. Accepted 2 November 2023. Published online 27 December 2023.
This research aims to explore the image of the homestay entrepreneurs through service marketing mix, tourist satisfaction, and tourist loyalty toward homestay entrepreneurs and find their tourist destination loyalty model. The data were collected from 440 tourists and were analyzed using descriptive statistics and inferential statistics consisting of confirmatory factor, path, and structural equation modeling. The results showed that the image of the homestays in Samut Sakhon province, service marketing mix, tourist satisfaction, and tourist loyalty toward homestay entrepreneurs in Samut Sakhon province were mostly at high levels. Moreover, confirmatory factors analysis showed that the image of the homestays in Samut Sakhon province has the highest in the “Impression,” the service marketing mix has the highest in “People,” tourist satisfaction has the highest value in “Service quality,” and tourist loyalty toward homestays entrepreneurs has the highest value in the “Repeated use of the service.” Furthermore, it is revealed that the image of the homestays and the service marketing mix have direct and indirect influences on tourist loyalty toward homestay entrepreneurs. With continuous improvement in service quality, affordability, and customer relationship management, homestay entrepreneurs can create positive experiences, enhance value for money, cultivate customer loyalty, and benefit from positive word-of-mouth recommendations, ultimately driving the growth and success of their businesses. |
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| Дата |
2024-03-04T12:12:19Z
2024-03-04T12:12:19Z 2023 |
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| Тип |
Article
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| Идентификатор |
Exploring the Factors Influencing Tourist Destination Loyalty: A Case Study of Homestay Entrepreneurs in Thailand / Chaiyawit Muangmee, Kanakorn Sawangcharoen, Veerapan Pongvatnanusorn, Thun Chaitorn, Nuttapon Kassakorn, Shahab E. Saqib // Changing Societies & Personalities. — 2023. — Vol. 7. Iss. 4. — P. 190–205.
2587-6104 2587-8964 http://elar.urfu.ru/handle/10995/129757 https://www.elibrary.ru/item.asp?id=61912974 10.15826/csp.2023.7.4.258 |
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| Язык |
en
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| Связанные ресурсы |
Changing Societies & Personalities. 2023. Vol. 7. Iss. 4
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| Издатель |
Уральский федеральный университет
Ural Federal University |
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