The Causal Relationship Model of Local Food Restaurants in Chiang Rai Province Affecting Tourists’ Satisfaction

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Prapaphun Chaiyanont
Sasiwimon Puphoung

Abstract

This research is quantitative research focused on discovering facts and quantitative summary that aimed to study and analyze causal relationship model affecting tourists’ satisfaction towards local food restaurants in Chiang Rai Province. The research methodology used questionnaire to validate the causal relationship model hypothesis that affected the tourists’ satisfaction towards local food restaurants in Chiang Rai Province. The population and samples were 310 Thai tourists visiting Chiang Rai Province. Descriptive statistics and inferential statistics were employed to determine the causal relationship of variables and examine the level of factors showing direct and indirect influence towards the variables by means of Structural Equation Model (SEM) showed that the structural equation model was consistent with empirical data (x2 = 102.909, df = 98, p-value = .058, x2/df = 1.234, GFI = .957, NFI = .972, IFI = .995, CFI = .994, RMR = 0.018,  RMSEA = .028) meaning satisfaction was consistent with the theoretical model at an acceptable level. The results showed that image showed positive influence on tourists’ satisfaction towards local food restaurant in Chiang Rai Province with statistical significance. In addition, image also showed influence through the mediator variable i.e. service quality of local food restaurants in Chiang Rai Province. Also, service quality showed positive influence on tourists’ satisfaction towards local food restaurants in Chiang Rai Province with statistical significance.

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