Perceived Value of Tourism Based on the Motto of Songkhla Province
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Abstract
This research article aims to investigate the antecedents and consequences of perceived value in tourism experiences based on the motto of Songkhla Province. The sample consisted of 400 Thai tourists who participated in tourism activities following the provincial motto, selected through convenience sampling. This study presents a model of perceived value in tourism and examines its antecedents and consequences, including tourism image, tourism experiences, tourist satisfaction, tourist happiness, and tourist loyalty.
The results of the structural equation modeling analysis revealed that the antecedents of perceived value in tourism include tourism image and tourism experiences. Both tourism image and tourism experiences have a direct influence on perceived value, with standardized direct effect coefficients of 0.24 and 0.53, respectively. On the other hand, the consequences of perceived value in tourism include tourist satisfaction, tourist happiness, and tourist loyalty. Perceived value in tourism was found to have a direct influence on tourist satisfaction, tourist happiness, and tourist loyalty, with standardized direct effect coefficients of 0.36, 0.42, and 0.28, respectively.
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References
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