The Causal Relationships of Key Factor and Behavioral Loyalty of Thai Tourtist to Homestay in the Upper northern Thailand.

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ประจักร์ โกษาวัง นภาวรรณ เนตรประดิษฐ์ จงกลบดินทร์ แสงอาสภวิริยะ

Abstract

The purpose of this research was to study the causal relationship of important factors and behavioral loyalty of Thai tourists towards Homestay tourism in the upper northern region of Thailand. The sample group was 500 Thai tourists in 8 upper northern provinces, namely Chiang Mai, Chiang Rai, Mae Hong Son, Lampang, Lamphun, Phayao, Phrae and Nan. The data collection used in-depth interviews with 20 Thai tourists. Quantitative data were analyzed by descriptive statistics to find the frequency, percentage, mean, a d standard deviation. The element analysis and structural equation models used qualitative data analysis by systematic summary method.


            The results of the research showed that (1) the sample group had opinions on the Homestay image, perceived value, service quality, tourist satisfaction, and behavioral loyalty were at a high level (2) the image of the Homestay had a direct influence on the quality of service and perceived value. The Homestay image had an indirect influence on tourist satisfaction and behavioral loyalty. Service quality had a direct influence on tourist satisfaction and behavioral loyalty. Value perception had a direct influence on tourist satisfaction and behavioral loyalty. Tourist satisfaction had a direct influence on behavioral loyalty. Behavioral loyalty model of Homestay Tourists in the upper northern region was consistent with the empirical data.

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