A Structural Model of Influential Factors on Tourist Loyalty: An Empirical Study of Floating Markets

Abstract

This research aimed to develop a causal relationship model of influential factors on tourist loyalty towards floating market and test this model with empirical data.

The population consisted of Thai tourists who visited five floating markets that were selected by popularity, representation of local ways of life, local participation, and different locations. A total of 1,000 sample were obtained from these five floating markets; 200 samples were obtained from each floating market. Questionnaires served as the method for data collection. Statistics used were basic statistics and SEM analysis using a computer program.

It was found that there were both direct and indirect factors that affected tourists’ loyalty. The direct factor was tourist satisfaction. The indirect factors were tourism components, destination image, and perceived value. Tourism components had a positive indirect effect on tourist loyalty through destination image. Destination image had a positive indirect effect on tourist loyalty through tourist satisfaction and perceived value. Perceived value had a positive indirect effect on tourist loyalty through tourist satisfaction. Tourist satisfaction had a positive direct effect on tourist loyalty. Considering all factors, destination image had the greatest total effect on the tourist loyalty, followed by tourist satisfaction, tourism components and perceived value, respectively. Therefore, improving destination image, which was influenced by tourism components, may lead to positive perceived value, better tourist satisfaction and increased tourist loyalty.