Relationship between Marketing Segments the satisfaction and Loyalty of Agricultural Tourists in chaiyaphum Province
Keywords:
Marketing Compound, Satisfaction, LoyaltyAbstract
This research aims to test the relationship between marketing segments. The satisfaction and loyalty of agricultural tourists in Chaiyaphum province. A sample of 420 samples used in the research. The data collection tool is a query. The sample is an agricultural tourist who travels in Chaiyaphum province. Statistics used to analyze data include averages, standard deviations, and structural equation model analysis. Analysis of data by descriptive statistics and content analyss. The research results were found as follows;
The results of the objective results showed that the results of the market analysis influence the satisfaction and loyalty of agricultural tourists. The model is consistent with empirical data and the results of the hypothesis test, accepting all assumptions. The marketing compounds have a direct influence on satisfaction with a weight of 0.92. Marketing compounds have a direct influence on loyalty with a weight of 0.63. Satisfaction has a direct influence on loyalty, with an influence weight of 0.39. Statistically significant at the level of 0.01.
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