ANALYSIS OF FACTORS INFLUENCING HOTEL CUSTOMER EXPERIENCE MANAGEMENT IN ROYAL COAST, THAILAND.
Keywords:
Confirmative Factor Analysis;, Customer Experience Management;, West Coast Tourism Development Zone; , Factors per Perception.Abstract
Creating experiences for tourists is part of promoting tourism marketing in Thailand. This research article aimed to analyze the factors influencing the perception of customer experience management. The sample group consisted of tourists staying at hotels in four western coastal tourism development zones, namely Phetchaburi, Prachuap Khiri Khan, Chumphon, and Ranong. The key components under consideration included Hotel Service Touchpoint (TPH), Customer Experience Element (EE), Customer Experience Structure (ES), Marketing Mix (MMP), Thainess (TN), Customer Experience Perception Factors (PCEM), Satisfaction (STF), and Loyalty (LYT), with a sample size of 416, revealing relationships between these elements. The results of the Confirmative Factor Analysis indicated that the customer experience management perception model derived from empirical data, where chi-squared = 344.35, p = 0.06, df = 294, relative chi-squared statistic () = 1.17, CFI = 1.00, GFI = 0.95, AGFI = 0.91, RMSEA = 0.02, demonstrates that different elements can account for variability in customer experience management perception. Specifically, it was observed that the experience component (-0.42), hotel service touchpoint (0.36), experience structure (0.33), Thainess (0.31), and marketing mix (0.06) can influence the perception of hotel customer experience management in the West Coast Tourism Development Zone.
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