Influences of Perceived Quality the Expanding Relationship between Destination Image, Satisfaction and Attitudinal Loyalty of Tourists Visiting at Thai OTOP Nawatwithi Communities in the Upper Northern Region of Thailand
DOI:
https://doi.org/10.14456/psruhss.2022.25Keywords:
Perceived Quality, Destination Image, Satisfaction, Attitudinal LoyaltyAbstract
The purposes of this research were (1) to study the perceived level of quality, destination image, satisfaction, and attitudinal loyalty of tourists (2) explore the relationship between perceived quality, destination image, and satisfaction towards loyalty attitudes of tourists (3) investigate the influence of tourist satisfaction as a factor linking destination image with tourist loyalty attitudes and (4) discover the influence of perceived quality as the governing factor both direct and indirect influence that the destination image has on loyalty in the attitudes of tourists. The population was Thai tourists who visit 19 communities of OTOP Nawatwithi, a prototype of 349 communities in Chiang Rai, Chiang Mai, Nan, Phayao, Phrae, Mae Hong Son, Lamphun and Lampang provinces. This research was a quantitative research. The instruments were a questionnaire, data analysis using descriptive statistics for frequency, percentage and standard deviation. Besides, inferential statistics used to analyze the relationship were Path Analysis and Process program. The research results showed that all factors were of high importance. They put quality perception first, followed by satisfaction, destination image, and attitudinal loyalty. The analysis of the causal relationship with the structural equation, it was found that tourists perceived higher service quality of OTOP Nawatwithi community. When the satisfaction of tourists was occurred between the image of the destination and the loyalty attitude this will have an indirect effect on the indirect path that brings the satisfaction of tourists as a link factor, which is a more psychological view of tourists. Taking into account the satisfaction that may be more or less, depending on the expectations of individual travelers, even the quality of the destination area is not perfect. But when tourists perceive the service quality of the OTOP community through their experience causing satisfaction, happiness, and impression from visiting the community. It was also found that the influence of the destination image influenced the loyalty of attitudes when indirectly through the satisfaction of tourists and would be higher when the perceived value of service quality of the OTOP Nawatwithi community was higher.
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