อิทธิพลของการรับรู้คุณภาพการให้บริการ ความพึงพอใจ ความไว้วางใจ และความผูกพัน ต่อความภักดีของนักท่องเที่ยวในจังหวัดเชียงใหม่
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การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อตรวจสอบความสอดคล้องกลมกลืนของแบบจำลองสมการโครงสร้าง (SEM) ที่อธิบายความสัมพันธ์เชิงสาเหตุระหว่างปัจจัยที่มีอิทธิพลต่อความภักดี ศึกษาอิทธิพลของการรับรู้คุณภาพการให้บริการ ที่ส่งผลต่อความพึงพอใจ ความไว้วางใจ และความผูกพัน และอิทธิพลของความพึงพอใจ ความไว้วางใจ และความผูกพันที่มีต่อความภักดีของนักท่องเที่ยวในจังหวัดเชียงใหม่ เป็นงานวิจัยเชิงปริมาณใช้แบบสอบถามกับกลุ่มตัวอย่างคือ นักท่องเที่ยวภายในพื้นที่จังหวัดเชียงใหม่ จำนวน 400 คน โดยเก็บรวบรวมข้อมูลแบบตามสะดวก (Convenience Sampling) ทำการวิเคราะห์ข้อมูลโดยใช้แบบจำลองสมการโครงสร้าง ผลการวิจัยพบว่า 1) โมเดลสมการโครงสร้างที่พัฒนาขึ้น มีความสอดคล้องกับข้อมูลเชิงประจักษ์ผ่านเกณฑ์ดัชนีมาตรฐานทุกตัว สะท้อนว่าโมเดลสามารถอธิบายความสัมพันธ์เชิงสาเหตุระหว่างตัวแปรได้อย่างครบถ้วน 2) การรับรู้คุณภาพการให้บริการที่ส่งผลโดยตรงต่อความพึงพอใจ ความไว้วางใจ และ ความผูกพันของนักท่องเที่ยว และ 3) ความพึงพอใจ ความไว้วางใจ และความผูกพันไม่ส่งผลต่อโดยตรงความภักดีของนักท่องเที่ยว ผลแสดงให้เห็นว่า การที่จะทำให้นักท่องเที่ยวเกิดความภักดีต่อแหล่งท่องเที่ยวนั้น อาจจะต้องมีปัจจัยอื่นๆ ที่เป็นตัวกระตุ้น เช่น การรับรู้คุณภาพการบริการ ปัจจัยส่วนประสมทางการตลาดของแหล่งท่องเที่ยว เป็นต้น ซึ่งสามารถใช้เป็นแนวทางให้กับผู้ประกอบการแหล่งท่องเที่ยวได้นำปัจจัยดังกล่าวไปวางแผนการพัฒนาแหล่งท่องเที่ยวให้สอดคล้องกับความต้องการของนักท่องเที่ยว เพื่อเพิ่มโอกาสในการอยู่รอดและเกิดความได้เปรียบทางการแข่งขันของธุรกิจต่อไป
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