ความตั้งใจเชิงพฤติกรรมในการใช้บริการของนักท่องเที่ยวภายในประเทศ กรณีศึกษา นักท่องเที่ยวจังหวัดเชียงราย
Domestic Tourists’ Behavioral Intention in Using the Tourism Services: A Case Study of Chiang Rai Province’s Tourists
The purposes of this research aimed (i) to study an important level in SERVQUAL, company image, satisfaction, complaints, and tourists’ behavioral intention, (ii) to analyze the factors of SERVQUAL, company image, satisfaction, and complaints affecting the tourists’ behavioral intention. The sample sizes (n) were 1,500 people with the response rate 100%. The question type was multiple choices with 7 rating scale, not at all important, slightly important, less important, moderately important, somewhat important, very important, and extremely important. The descriptive statistics used to analyze included frequency, percentage, mean, and standard deviation. Structure Equation Model (SEM) is also used to analyze structural relationships. The findings showed that most respondents were female who were aged between 20-30 years old, working in a company as employees, graduating a bachelor’s degree (or equivalent), earning an average monthly income 10,000-20,000 Thai Baht, and having an integrated travel’s type. In general, the SERVQUAL and behavioral intention were highly important, while the company image, satisfaction, and complaints were moderately important. In addition, the SERVQUAL had a positive effect on the company image, satisfaction, and behavioral intention, however it had a negative effect on the complaints. The company image showed a positive influence to the satisfaction and behavioral intention, but displayed a negative influence to the complaints. The satisfaction gave a positive result in the behavioral intention and provided a negative result in the complaints. The research findings can be useful for improving the service quality of tourism business by establishing the appropriate components in order to create the tourists’ behavioral intention in Chiang Rai Province.
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วารสารวิทยาการจัดการ (Journal of Management Sciences) ISSN: 0125-8362