The Influence of Perceived Service Quality, Satisfaction, Trust and Commitment on Tourist Loyalty in Chiang Mai Province
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Abstract
This study aimed to examine the goodness-of-fit of a structural equation model (SEM) that explains the causal relationships among factors influencing tourist loyalty, and to investigate the impact of perceived service quality on satisfaction, trust, and commitment, as well as the influence of satisfaction, trust, and commitment on tourist loyalty in Chiang Mai Province. This research employed a quantitative approach using a questionnaire Sample group consisted of 400 tourists in Chiang Mai Province using convenience sampling. Data were analyzed using structural equation modeling. The findings revealed that: 1) the developed structural equation model demonstrated a good fit with the empirical data, meeting all standard goodness-of-fit indices, indicating that the model comprehensively explained the causal relationships among the variables; 2) perceived service quality had significant direct effects on tourists’ satisfaction, trust, and commitment; and 3) Satisfaction, trust, and commitment have a direct effect on tourist loyalty. The results suggest that fostering tourist loyalty may require additional influencing factors, such as perceived service quality and tourism marketing mix elements. provide practical implications for tourism entrepreneurs and destination managers, who can utilize these factors in planning and developing tourism destinations that better align with tourists’ needs, thereby enhancing business sustainability and competitive advantage.
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