Factors Affecting the Intention to Revisit and the Willingness of Thai Tourists to Recommend the Historical Heritage Sites in Lopburi Province
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Abstract
The objective of this research is to develop a causal relationship model of the influence of perceived hedonic value, perceived historical value, perceived social media value and image of tourist The research article aimed at developing a model of causal relationship from the influences of aesthetic perceived values, historical perceived values, perceived values in term of social media, and the images of tourist attractions toward the building of recognition, satisfaction and willingness to revisit, and willingness to recommend of tourists who visited the historical heritage sites in Lopburi province. The study applied a quantitative research method by employing questionnaires to collect data from tourists who visited the historical heritage sites in Lopburi province, in a total of 610 persons. A sample was obtained by means of quota sampling. The statistics used for content analysis were frequency, percentage, mean, standard deviation (S.D.), and structural equation model (SEM). From the analysis, it is found that a model is consistent with the empirical data with the following findings: Chi-square = 491.658, df = 453, 2/df= 1.086, p-value = 0.102, GFI = 0.956, AGFI = 0.939 and RMSEA=0.012. From the study, the following results are also found: 1) The aesthetic perceived values, historical perceived values, perceived values in term of social media, and the images of tourist attractions have direct and positive influence toward the building of recognition; 2) The aesthetic perceived values, historical perceived values, perceived values in term of social media, the images of tourist attractions, and the building of recognition have direct and positive influence toward the tourists’ satisfaction; 3) The building of recognition and tourists’ satisfaction have direct and positive influence toward the intention to revisit; and 4) The building of recognition and tourists’ satisfaction have direct and positive influence toward the willingness to recommend.
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