FACTORS AFFECTING DESTINATION LOYALTY AMONG SENIOR JAPANESE TOURISTS: A CASE STUDY OF CHIANG RAI PROVINCE, THAILAND
Keywords:
Destination Loyalty, Quality of Life, Elderly Tourism, Senior Japanese TouristsAbstract
The objectives of this research were: 1. to investigate whether destination attributes of Chiang Rai Province affected destination loyalty among senior Japanese tourists, and 2. to investigate whether the quality-of-life factor affected destination loyalty among senior Japanese tourists towards Chiang Rai Province in Thailand. The research was Quantitative research. The population of this research was a group of Japanese tourists whose age was 55 years and older and who had visited and spent at least two nights in Chiang Rai Province. Online self-administered questionnaire was developed and served as a research instrument for collecting data from 400 respondents. For descriptive statistics, frequency and percentage analyzed the respondents’ personal information and travel behavior. For inferential statistics, multiple regression analysis was performed to investigate the factors influencing destination loyalty towards Chiang Rai Province among senior Japanese tourists.
The results indicated that both destination attributes of Chiang Rai Province and quality of life were the factors that affected destination loyalty towards Chiang Rai Province among senior Japanese tourists. Such dimensions of destination attributes included safety and security, accommodation, activities, and travel services; meanwhile, physical health, emotional well-being, financial circumstance, and family and social relationship were the dimensions of the quality of life.
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