The Development of a Causal Relationship Model of Factors Affecting Tourist Loyalty as Indicated by Thai Tourists’ Perception of Tourism Attributes, Destination Image, Attitude and Destination Satisfaction in Amphoe Mae Moh Lampang Province
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Abstract
The research aims to develop a causal relationship model of factors affecting tourist loyalty related to Mae Moh district tourism, Lampang, which was studied based on Thai tourists’ perception of the destination’s features, their attitude, and their satisfaction towards the destination. The research collected data from 660 Thai tourists using a questionnaire. In the analysis of the exploratory factor and structural equation model, it was found that the attitude and the satisfaction factors directly influence tourists’ loyalty to the destination. On the other hand, the destination’s features and tourists’ attitude indirectly influence tourists’ loyalty at 0.05 statistically significant levels. Moreover, the developed model is consistent with the empirical data. However, the destination’s image does not affect tourists’ loyalty to the destination. A significant finding is that the tourists’ loyalty is influenced by their attitude and satisfaction towards the destination’s features. The study suggests that in order to increase the tourists’ behavioral intention and loyalty, relevant local organizations should effectively improve service capability and strategy in response to the customers’ need. Furthermore, organizations pertinent to area management should pay attention to tourists’ attitudes towards the destination and develop a strategy to improve the destination image to meet their expectations.
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