Sequential Mediation between the COVID-19 Epidemic Situation and Reservice by Tourists in the Mekong River Basin
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Abstract
The aim of this study was to examine the interplay of service quality, satisfaction, and reservice among Thai tourists in eight provinces in Thailand and three neighboring provinces in the Lao PDR, all of which are adjacent to the Mekong River. A survey questionnaire was collected from 400 Thai tourist respondents. The study utilized convenience sampling and employed structural equation model analysis and second-order confirmatory factor analysis. The study also tested sequential mediation using the Sobel Test Formula for Sequential Mediation. The findings of the study indicated that the safety factor during the COVID-19 epidemic had a direct impact on the level of service and reservice by tourists. Additionally, the quality of service indirectly influenced the return visits of tourists by affecting their satisfaction. The results of the sequential mediation test revealed that both service quality and satisfaction served as mediator variables, which had an indirect effect on the relationship between the safety factor during the epidemic and the reservice by Thai tourists. This mediation effect was found to be moderate. The research results recommend that the government should establish standards of safety as it did during the COVID-19 pandemic and encourage businesses offering accommodation to participate in assessments for safe and sanitary practices.
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