การพัฒนาแบบจำลองและมาตรวัดคุณค่าตราสินค้าในมุมมองผู้บริโภคสำหรับแหล่งท่องเที่ยวในประเทศไทยเพื่อประยุกต์ใช้เชิงการสื่อสารการตลาด

Abstract

The purposes of this research were to develop: 1) a conceptual model of Customer-based Brand Equity for Tourism Destination (CBBETD), and 2) a measurement of CBBETD in the Thai context which is reliable, valid and generalized for marketing communications applications. By following Churchill’s (1979) recommendation, a mixed methodology was used by employing both qualitative and quantitative approaches. Qualitatively, depth interviews were conducted with 14 academics in related fields, and 40 tourists who have traveling experience and high loyalty on the selected provinces. Content validity was resulted. Then, quantitative method was used to check construct validity. Specifically, survey was employed with 728 respondents, aged 21 – 65 years old living in Bangkok, and visiting one of the four provinces at least once in the last two years.

Results show that the measurement model of CBBETD which was developed through this research composed of six constructs. The most important one was brand loyalty, followed by perceived value, brand image, brand reliability, brand awareness, and perceived quality, respectively. In addition, the research found that CBBETD had the most positive and direct influence on intention to visit tourism destination, followed by emotional attachment to a tourism destination, satisfaction of a tourism destination, ability of tourism destinations to constantly fulfill the tourists’ needs better than other competitors, willingness to pay premium price for a tourism destination, and had negative, direct influence on perceived risk of tourism destination, respectively.