การสร้างความภักดีผ่านความสอดคล้องในตนเองและประสบการณ์ สำหรับงานเทศกาล ทางวัฒนธรรม กรณีศึกษางานเทศกาลไหมนานาชาติ ประเพณีผูกเสี่ยว และงานกาชาด จังหวัดขอนแก่น
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การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อศึกษาความสัมพันธ์ระหว่างความสอดคล้องกันในตนเอง ประสบการณ์ความพึงพอใจ และความภักดีของผู้เข้าร่วมงานเทศกาลทางวัฒนธรรมในจังหวัดขอนแก่น เป็นการวิจัยเชิงปริมาณ โดยเก็บข้อมูลจากผู้เข้าร่วมงานเทศกาลไหมนานาชาติ ประเพณีผูกเสี่ยวและงานกาชาด จังหวัดขอนแก่น จํานวน 500 คน ถูกวิเคราะห์โดยการวิเคราะห์องค์ประกอบเชิงยืนยันและโมเดลสมการโครงสร้าง ผลการวิจัยพบว่า ความสอดคล้องในตนเองมีความสัมพันธ์กับความพึงพอใจผ่านการสร้างประสบการณ์ นอกจากนี้ผลการวิจัยยังแสดงให้เห็นว่าความภักดีได้รับอิทธิพลมาจากความพึงพอใจในการเข้าร่วมงานเทศกาลทางวัฒนธรรม งานวิจัยชิ้นนี้สามารถนำผลการวิจัยไปใช้ประโยชน์ในทางปฏิบัติได้โดยผู้จัดงานสามารถนำแนวคิดมาออกแบบและสื่อสารผ่านการโฆษณาและส่งเสริมการขายเพื่อดึงดูดตัวตนที่แท้จริงและเหมาะสมที่สุดของกลุ่มเป้าหมาย
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