Structural Model, Causal Relationship between Psychological Factors Decision making Behavior and Inspiration for Public Mind for Environmental Conservation That has Influence on Ecotourism Behavior at Kham Chanod, Ban Dung District, Udon Thani Province
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Abstract
The research article aimed at developing a structural model of causal relationships between psychological factors for travel decision-making behavior and inspiration for public mind in the environmental conservation that affect ecotourism behavior in Kham Chanod sacred attraction, Ban Dung District, Udon Thani Province. A sample group was acquired by way of quota sampling and consisted of 637 Thai tourists who visited Kham Chanod sacred attraction, Ban Dung District, Udon Thani Province. The instrument for collecting data was a 5-point Likert scale with discriminative index from 0.482 – 0.719 and discriminant validity from 0.932 – 0.953. The statistic used for data analysis was structural equation model (SEM).
From the study, it has been found that a structural model of causal relationships between psychological factors for travel decision-making behavior and inspiration for public mind in the environmental conservation that affect ecotourism behavior in Kham Chanod sacred attraction. The Goodness-of-Fit (GoF) of a model using empirical evidence is measured using the following index of consistency: , p-value = 0.016 RMSEA= 0.028 RMR= 0.0081 NFI=1 NNFI=1 GFI=0.99 AGFI= 0.96. All independent variables have direct effect on ecotourism behavior at a percentage of 81. Factors that have direct effect on ecotourism behavior are the inspiration for public mind in the environmental conservation, and followed by travel decision-making behavior with the effect size of 0.52 and 0.42, respectively. The psychological factors with indirect effect on ecotourism behavior have the effect size of 0.89.
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