The Causal Model of Factors Influencing Brand Equity of Dark Tourism in Kanchanaburi, Thailand
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Abstract
This Article aimed to examine factors influencing Brand equity of Dark tourism in Kanchanaburi. The sample was 300 who are Thai tourists. They were selected by a cluster random sample. The instrument for collecting data was a questionnaire. The data was analyzed by Descriptive statistics and ADANCO was applied for Structural Equation Modeling analysis. Descriptive Statistics, which are frequency, mean, percentage, and standard deviation, Measurement model, and Structural equation modeling were used to present the research results. The results were found as follows;
Interpretation has direct, indirect and significant influence on satisfaction. Destination brand experience has direct and significant influence on satisfaction and destination brand equity. Also, satisfaction has direct and significant influence on destination brand equity. Meanwhile, destination brand image has no significant influence on both satisfaction and destination brand equity.
The research results can be applied to develop Dark tourism appropriately.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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