THE INFLUENCE OF TOURIST BEHAVIOR AND TOURISM MANAGEMENT ON TOURIST’S SATISFACTION OF KHMER CIVILIZATION ROUTE
Keywords:
tourist behavior, tourism management, tourist satisfaction, tourist behavior, tourism management, tourist satisfactionAbstract
This study aims 1) to study the influence of tourist behavior and tourism management on tourist satisfaction of Khmer civilization route and 2) to compare the differences in traveling patterns on tourist behavioral, tourism management and tourist satisfaction on the Khmer civil ization route. The data were collected from tourists visiting ecological and historical sites in Khmer civilization area in Nakhon Ratchasima, Chaiyaphum, Buriram and Surin. The questionnaire was used as a tool to collect data. The results were analyzed by frequency, percentage, mean, standard deviation. Then, the hypotheses were tested by structural equation modeling. The results indicate that tourist behavior and tourism management significant influence on tourist satisfaction on Khmer civilization route tourism. In addition, there are a difference between the historical tour and the ecotourism tour. It was found that historical tourist behavior was higher associated with tourism management than that of ecotourism. In order to satisfy tourists and promote tourism on the path of civilization, the relevant agencies should focus on continuously developing a systematic tourism management and public relations. It will enhance the tourism potential.References
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Chen, F. F., Sousa, K. H., and West, S. G. (2005). Testing measurement invariance of second-order factor models. Structural Equation Modeling 12(3): 471-492.
Department of Tourism. (2015). Tourism Destination Management Standard. Thailand’s standard tourism.
Field, A. P. (2005). Discovering statistics using SPSS (2nd ed.). London: Sage.
Gee, C. Y. and Choy. J. L. (1989). The Travel Industry. New York: Van Nostrand. 98.
Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2010). Multivariate data analysis (7th ed.). New Jersey: Pearson Educational International.
Jittangwattana, B. and Wongpuntanan, P. (2014). Psychology and Quailty of Service Tourism. Bangkok. Chulabook center.
Kline, R. B. (2015). Principles and practice of Structural Equation Modeling (4th ed.). New York: Guilford publications.
Kotler Philip. (2003). Marketing Management. (11th ed.). New Jersey: Prentice Hall Inc. 95.
Management system certification institute (Thailand). (2007). A standard of tourism industry. Accessed, June 24, 2018. From: https://www.masci.or.th/services_other_th.php?servicesid=5& otherid=57
Nakhonchaiburin. (2017). Nakhonchaiburin chaem. Accessed: June 24, 2017, From: https://nakhonchaiburin.wordpress.com/
Parasakul, L. (2012). Tourist Behavior. Bangkok: Chulalongkorn University.
Ployrungroj, R. (2015). Tourist Behavior. Bangkok: Odeon store.
Rattanapong, T. (2015). Effects of engagement and satisfaction are more inclined to come back repeatedly. The attractions in the Province of Nakhon Si Thammarat. Thesis. Master of business administration (Tourism management). Prince of Songkla University.
Ringkananong, W. (2018). Ecotourism management model affects on satisfaction of Thai tourists in Wang Nam Khiao district, Nakhon Ratchasima Province. Independent Study. Master degree of business administration. Rajamangala University of Technology Isan.
Robinson and Etherington. (2006). Customer Layalty : A Guide for Time Travelers. New York : Palgrave Macmillan. 6-8.
Santos, J. R. A. (1999). Cronbach’s Alpha: A tool for assessing the reliability of scales. Journal of extension 37(2) : 1-5.
Schumacker, R. E., and Lomax, R. G. (2004). A beginner's guide to structural equation modeling (2nd ed.). Mahwah, NJ: Lawrence Erlbaum Associates.
Songsuk, S. (2014). Factor affecting Thai tourists’ satisfactions towards the tourist source management Phi Phi Don Island and Phi Phi Lay Island, Krabi Province. SSRU Gradute Studies Journal. 114
South Australian Tourism Commission. (2007). Design Guidelines for Sustainable Tourism Development. Retrieve August 16, 2007 from https://www.tourism.sa.gov.au/tourism.
Sripairoj, Q. and Silanoi, L. (2015), Tourists’ satisfaction on visiting retromarket: A case study of Talat KoKloi (KoKloi Retro Market) at Mueang district, Rayong Province, Thailand, Journal of Cultural Approach 16(30).
Suksanchananun, W. (2016). Tourists’ Expectation and Satisfaction of Home Stay Services at KOH-YOR. WMS Journal of Management 5(1), 60-73
Suksawang, P. (2014). The basics of structural equation modeling. Princess of Naradhiwas University Journal, 6(2), 136-145.
The official site of Tourism Authority of Thailand. (2009). Thailand’s travel information. Bangkok: Ministry of Tourism and Sports.
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Published
2019-06-18
How to Cite
Tungsawat, S. (2019). THE INFLUENCE OF TOURIST BEHAVIOR AND TOURISM MANAGEMENT ON TOURIST’S SATISFACTION OF KHMER CIVILIZATION ROUTE. Journal of MCU Social Science Review, 8(2), 180–191. Retrieved from https://so03.tci-thaijo.org/index.php/jssr/article/view/191963
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