Model for Strengthening Tourism River Floating Market of Tha Chin River in Thailand 4.0
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Abstract
The objective of this research was to study factors affecting tourism of the floating market of Tha Chin River and to determine a model for strengthening tourism river floating market of Tha Chin River in Thailand 4.0 by using integrated research model, qualitative and quantitative research. Population and sample groups were selected using a step-by-step sampling method from 440 participants from 6 market, which is defined as quota. The key informants were public and private executives, 6 market participants in the Tha Chin River covering 4 provinces and 21 academics. The tools were interview forms, questionnaires, according to research methodology, which were examined by 5 experts. The results of the examination showed that the interview form and questions cover objectives. The interviewee understood the question. The factors affecting tourism of the floating market of Tha Chin River consist of 1) Civil policy, 2) Context of water marketing, 3) Marketing mix, 4) Communication innovation, and 5) Public participation. All have direct influences on the strengthening tourism river floating market of Tha Chin River in Thailand 4.0 which the coefficient of influence is different in detail with statistical significance at the level of .05. 6) Civil policy, Context of water marketing, Marketing mix, Communication innovation, Public participation and Floating market standards are able to jointly predict 95% of the strengthening tourism river floating market of Tha Chin River in Thailand 4.0, passing the criteria as specified. When examining the estimation of the influence coefficient parameters of latent variables studied in the structural equation model, it shows the weight, the composition of the indicators and the latent variables, and the structural model that shows the relationships between the latent variables among themselves according to the research hypothesis.
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