บุพปัจจัยเชิงสาเหตุที่มีผลต่อความภักดีของนักท่องเที่ยวชาวไทย ในการมาท่องเที่ยวจังหวัดระนอง

Zerynlapas Koompetchworrak; Chompoo Saisama; Tanapol Kortana

Authors

Zerynlapas Koompetchworrak Doctor of Philosophy Program in Innovation Management, College of Innovation and Management, Suan Sunandha Rajabhat University
Chompoo Saisama Doctor of Philosophy Program in Innovation Management, College of Innovation and Management, Suan Sunandha Rajabhat University
Tanapol Kortana Doctor of Philosophy Program in Innovation Management, College of Innovation and Management, Suan Sunandha Rajabhat University

Keywords:

Tourism Image, Service Quality, Tourist Loyalty, Ranong Province

Abstract

This research aimed to: (1) study the levels of tourism image, tourism marketing mix, service quality, management innovation, and loyalty of Thai tourists visiting Ranong Province; (2) examine the influences of these variables on tourist loyalty; and (3) develop a model of Thai tourist loyalty in Ranong Province. This quantitative research collected data through questionnaires from 520 Thai tourists who had visited Ranong Province. Data were analyzed using descriptive statistics (mean and standard deviation) and inferential statistics through Structural Equation Modeling (SEM). The results revealed that all variables were rated at a high level, with entrepreneurial characteristics receiving the highest mean score. The SEM analysis indicated that the modified model was consistent with empirical data (c²/df = 1.507, RMSEA = 0.031, CFI = 0.987). Management innovation had the strongest direct effect on tourist loyalty (β = 0.462), followed by entrepreneurial characteristics (β = 0.287) and service quality (β = 0.190), respectively. All independent variables collectively explained 42% of the variance in tourist loyalty. The research findings can be applied as guidelines for developing tourism strategies in Ranong Province to enhance sustainable tourist loyalty.

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