THE CAUSAL FACTORS INFLUENCING THE PERCEIVED VALUE, SATISFACTION OF SERVICE QUALITY AND DESTINATION IMAGE OF HISTORICAL ATTRACTIONS (WORLD HERITAGE SITES) OF AYUTTHAYA HISTORICAL PARK - SUKHOTHAI - SISATCHANALAI AND THE KAMPHAENG PHET OF THAILAND
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Dec 29, 2019
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Abstract
การศึกษาครั้งนี้มีวัตถุประสงค์ เพื่อศึกษาอิทธิพลของปัจจัยเชิงสาเหตุที่มีอิทธิพลต่อ คุณค่าที่รับรู้ ความพึงพอใจในคุณภาพการบริการ และภาพลักษณ์ของแหล่งท่องเที่ยวเชิงประวัติศาสตร์ (มรดกโลก) อุทยานประวัติศาสตร์พระนครศรีอยุธยา-สุโขทัย-ศรีสัชนาลัย และกำแพงเพชรในประเทศไทย โดยเป็นการวิจัยเชิงปริมาณ เก็บข้อมูลจากกลุ่มตัวอย่าง 1,600 คน เพื่อทำการวิเคราะห์สถิติสมการโครงสร้าง
ผลการศึกษาพบว่า ประสบการณ์ของนักท่องเที่ยวมีอิทธิพลต่อคุณค่าที่รับรู้ และความพึงพอใจในคุณภาพของการบริการ ด้านคุณค่าที่รับรู้ ความพึงพอใจในคุณภาพของการบริการ มีอิทธิพลต่อภาพลักษณ์ของแหล่งท่องเที่ยว และความภักดีของแหล่งท่องเที่ยว นอกจากนี้ภาพลักษณ์ของแหล่งท่องเที่ยวมีอิทธิพลต่อความภักดีของแหล่งท่องเที่ยว
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เจริญสุข ช., & อู่อ้น ว. (2019). THE CAUSAL FACTORS INFLUENCING THE PERCEIVED VALUE, SATISFACTION OF SERVICE QUALITY AND DESTINATION IMAGE OF HISTORICAL ATTRACTIONS (WORLD HERITAGE SITES) OF AYUTTHAYA HISTORICAL PARK - SUKHOTHAI - SISATCHANALAI AND THE KAMPHAENG PHET OF THAILAND. Al-HIKMAH Journal, 9(18), 147–167. Retrieved from https://so01.tci-thaijo.org/index.php/HIKMAH/article/view/238561
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Research Article
References
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Bahar Yasin, Fakhri Baghirov & Ye Zhang. (2017). The role of travel experience and gender on travel information source selection. Journal of Hospitality and Tourism Technology, 8 (2), 296-310.
Bradley, M.J., Maples, J.N., Lewis, A., & Berend, K. (2017). Beer tourism in central Kentucky: Identifying on-site experience preferences for Kentucky brewery tourists. Journal of Gastronomy and Tourism.
Chandio AA, Jiang Y, Joyo MA, Noonari S & Sahito JH. (2015). The Role of Microfinance in Fisheries Sector: A Case Study of Ibrahim Hyderi District Karachi (EAST) Sindh Pakistan. Australian Journal of Business and Management Research, 5 (3), 38-47.
Chen, C.-F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28 (4), 1115-1122.
Chiu, W & Leng, H.K. (2016). Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing and Logistics, 28 (1), 23-36.
Chou, C. K., Wu, P. H., & Huang, C. Y. (2014). Service climate, service convenience, service quality and behavioral intensions in chain store restaurants. International Journal of organizational Innovation, 7 (1), 161-170.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and extension. Journal of Marketing, 56, 13.
Crompton, J.L. (1979). Motivations for Pleasure Vacations. Annals of Tourism Research, 6 (4), 408-424.
Eny endah Pujiastuti & Andriani Kusumawati. (2017). Study on Destination Image, Satisfaction, Trust and Behavioral Intention. RJOAS, 1 (61).
Fakeye, P. C, and J L. Crompton. (1991). Image Differences between Prospective, First Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30, 10-16
Hashim Zameer, Anam Tara, Uzma Kausar & Aisha Mohsin. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International Journal of Bank Marketing, 33 (4), 442-456.
Heath, E. and G. Wall. (1992). Marketing Tourism Destinations: A Strategic Planning Approach. Wiley & Sons: New York.
Hunt, J. D. (1975). Image as a Factor in Tourism Development. Journal of Travel Research, 13, 1-7.
Javid Seyidov & Roma Adomaitienė. (2016). Factors Influencing Local Tourists’ Decision-Making on Choosing a Destination: A Case if Azerbaijan. EKONOMIKA, 95 (3). 112-127.
Kangli Qu. (2017). The impact of experience on satisfaction and revisit intention in theme parks: An application of the experience economy. Graduate Theses and Dissertations.
Khan, O, & Rahman, A, A. (2016). Exploring the role of website quality and hedonism in the formation of e- satisfaction and e-loyalty: Evidence from internet users in India. Journal of Research in Interactive Marketing; Bradford, 246-267.
Kim, A. K., & Brown, G. (2012). Understanding Tourist Perspectives on Geotourism Experience: Implications for Destination Development. Tourism review international, 16 (1), 45-57.
Kotler, P. (2000). Marketing management: Analyzing consumer marketing and Buyer behavior (The Millennium). New Jersey: Prentice Hall.
Lan-Lan Chang, Kenneth F. Backman & Yu Chih Huang. (2014). Creative tourism: a preliminary examination of creative tourists’ motivation, experience, perceived value and revisit intention. International Journal of Culture, Tourism and Hospitality Research, 8 (4), 401-419.
Loureiro, S., & González, F. (2008). The Importance of Quality, Satisfaction, Trust, and Image in Relation to Rural Tourist Loyalty. Journal of Travel & Tourism Marketing, 25 (2), 117- 136.
Manthiou, A., Kang, J. & Schrier, T. (2014). A visitor-based brand equity perspective: the case of a public festival. Tourism Review, 69 (4), 264-283.
Mercy Mpinganjira. (2015). Use of e-government services: the role of trust. International Journal of Emerging Markets, 10 (4), 622-633.
Minh Hue Nguyen, Ha Thu Nguyen, Anh Chi Phan, & Yoshiki Matsui. (2015). Service Quality and Customer Satisfaction: A Case Study of Hotel Industry in Vietnam. Asian Social Science, 11 (10).
Nina K. Prebensen & Sara Rosengren. (2016). Experience value as a function of hedonic and utilitarian dominant services. International Journal of Contemporary Hospitality Management, 28 (1), 113-135.
Min-Seong Kim & Brijesh Thapa. (2018). Relationship of Ethical Leadership, Corporate Social Responsibility and Organizational Performance. Sustainability, 10, 447.
Mittal S., Gera R. and Singhvi S.R. (2013). Developing and Testing a Hierarchical Model of Customer Perceived Service Quality for Life Insurance Services. Asia-Pacific Journal of Management Research and Innovation, 9I, 63- 76.
Parasuraman, Zeithaml and Berry. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, 12- 40.
Rajesh K Tyagi, Nikhil Varma & Navneet Vidyarthi. (2013). An Integrated Framework for Service Quality: SQBOK (Service Quality Body of Knowledge) Perspective. Academy of Management Proceedings.
Stephanie Inouye, Ting Chi & Linda Bradley. (2014) Consumer perceived values of Hawaiianattire: the effects of socio-demographic factors. Journal of Fashion Marketing and Management, 18 (4), 507-524.
Tarek Sayed Abdelazim & Abdallah Ali Alajloni. (2016). Towards developing a model to assess the experience of visitors of the Janadriyah festival, Saudi Arabia. International Journal of Tourism Cities, 2 (1), 45-76.
Yousapronpaiboon. K., (2014). SERVQUAL: Measuring higher education service quality in Thailand. 5th World Conference on Educational Sciences WCES 2013, Social and Behavioral Sciences, 116, 1088- 1095.
Sein Min & Chey Chor Khoon. (2013). Demographic Factors in the Evaluation of Service Quality in Higher Education: International Students’Perspective. International Review of Management and Business Research, 2 (4).
Stephanie Hui-Wen Chuah, Malliga Marimuthu & T. Ramayah. (2014). The Effect of Perceived Value on the Loyalty of Generation Y Mobile Internet Subscribers: A Proposed Conceptual Framework. Social and Behavioral Sciences, 130, 532–541
Sweeney, Jillian C. and Geoffrey N. Soutar (2001), Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203-220.
วิชิต อู่อ้น. (2554). การวิจัยและการสืบค้นข้อมูล ทางธุรกิจ. กรุงเทพมหานคร: มหาวิทยาลัย ศรีปทุม.
องค์การบริหารการพัฒนาพื้นที่พิเศษเพื่อการ ท่องเที่ยวอย่างยั่งยืน องค์การมหาชน. (2561). การท่องเที่ยวเชิงสร้างสรรค์. กรุงเทพมหานคร: องค์การบริหารการ พัฒนาพื้นที่พิเศษเพื่อการท่องเที่ยวอย่าง ยั่งยืน องค์การมหาชน.
Aakash Kamble & Praful Sarangdhar. (2015). Assessing Service Quality and Customer Satisfaction in Management Education Using SERVQUAL Model. Journal of Commerce & Management Thought, 6 (2), 369-382.
Ali Asadi, Javad Khazaei Pool & Mohammad Reza Jalilvand. (2014). The effect of perceived price fairness through satisfaction and loyalty on international tourists’ price acceptance of Islamic-Iranian art products. Education, Business and Society: Contemporary Middle Eastern Issues, 7 (4), 201-215.
Allman, H, R. (2017). Motivations and intentions of tourists to visit dark tourism locations. Dissertation. Iowa State University.
Bahar Yasin, Fakhri Baghirov & Ye Zhang. (2017). The role of travel experience and gender on travel information source selection. Journal of Hospitality and Tourism Technology, 8 (2), 296-310.
Bradley, M.J., Maples, J.N., Lewis, A., & Berend, K. (2017). Beer tourism in central Kentucky: Identifying on-site experience preferences for Kentucky brewery tourists. Journal of Gastronomy and Tourism.
Chandio AA, Jiang Y, Joyo MA, Noonari S & Sahito JH. (2015). The Role of Microfinance in Fisheries Sector: A Case Study of Ibrahim Hyderi District Karachi (EAST) Sindh Pakistan. Australian Journal of Business and Management Research, 5 (3), 38-47.
Chen, C.-F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28 (4), 1115-1122.
Chiu, W & Leng, H.K. (2016). Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing and Logistics, 28 (1), 23-36.
Chou, C. K., Wu, P. H., & Huang, C. Y. (2014). Service climate, service convenience, service quality and behavioral intensions in chain store restaurants. International Journal of organizational Innovation, 7 (1), 161-170.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and extension. Journal of Marketing, 56, 13.
Crompton, J.L. (1979). Motivations for Pleasure Vacations. Annals of Tourism Research, 6 (4), 408-424.
Eny endah Pujiastuti & Andriani Kusumawati. (2017). Study on Destination Image, Satisfaction, Trust and Behavioral Intention. RJOAS, 1 (61).
Fakeye, P. C, and J L. Crompton. (1991). Image Differences between Prospective, First Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30, 10-16
Hashim Zameer, Anam Tara, Uzma Kausar & Aisha Mohsin. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International Journal of Bank Marketing, 33 (4), 442-456.
Heath, E. and G. Wall. (1992). Marketing Tourism Destinations: A Strategic Planning Approach. Wiley & Sons: New York.
Hunt, J. D. (1975). Image as a Factor in Tourism Development. Journal of Travel Research, 13, 1-7.
Javid Seyidov & Roma Adomaitienė. (2016). Factors Influencing Local Tourists’ Decision-Making on Choosing a Destination: A Case if Azerbaijan. EKONOMIKA, 95 (3). 112-127.
Kangli Qu. (2017). The impact of experience on satisfaction and revisit intention in theme parks: An application of the experience economy. Graduate Theses and Dissertations.
Khan, O, & Rahman, A, A. (2016). Exploring the role of website quality and hedonism in the formation of e- satisfaction and e-loyalty: Evidence from internet users in India. Journal of Research in Interactive Marketing; Bradford, 246-267.
Kim, A. K., & Brown, G. (2012). Understanding Tourist Perspectives on Geotourism Experience: Implications for Destination Development. Tourism review international, 16 (1), 45-57.
Kotler, P. (2000). Marketing management: Analyzing consumer marketing and Buyer behavior (The Millennium). New Jersey: Prentice Hall.
Lan-Lan Chang, Kenneth F. Backman & Yu Chih Huang. (2014). Creative tourism: a preliminary examination of creative tourists’ motivation, experience, perceived value and revisit intention. International Journal of Culture, Tourism and Hospitality Research, 8 (4), 401-419.
Loureiro, S., & González, F. (2008). The Importance of Quality, Satisfaction, Trust, and Image in Relation to Rural Tourist Loyalty. Journal of Travel & Tourism Marketing, 25 (2), 117- 136.
Manthiou, A., Kang, J. & Schrier, T. (2014). A visitor-based brand equity perspective: the case of a public festival. Tourism Review, 69 (4), 264-283.
Mercy Mpinganjira. (2015). Use of e-government services: the role of trust. International Journal of Emerging Markets, 10 (4), 622-633.
Minh Hue Nguyen, Ha Thu Nguyen, Anh Chi Phan, & Yoshiki Matsui. (2015). Service Quality and Customer Satisfaction: A Case Study of Hotel Industry in Vietnam. Asian Social Science, 11 (10).
Nina K. Prebensen & Sara Rosengren. (2016). Experience value as a function of hedonic and utilitarian dominant services. International Journal of Contemporary Hospitality Management, 28 (1), 113-135.
Min-Seong Kim & Brijesh Thapa. (2018). Relationship of Ethical Leadership, Corporate Social Responsibility and Organizational Performance. Sustainability, 10, 447.
Mittal S., Gera R. and Singhvi S.R. (2013). Developing and Testing a Hierarchical Model of Customer Perceived Service Quality for Life Insurance Services. Asia-Pacific Journal of Management Research and Innovation, 9I, 63- 76.
Parasuraman, Zeithaml and Berry. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, 12- 40.
Rajesh K Tyagi, Nikhil Varma & Navneet Vidyarthi. (2013). An Integrated Framework for Service Quality: SQBOK (Service Quality Body of Knowledge) Perspective. Academy of Management Proceedings.
Stephanie Inouye, Ting Chi & Linda Bradley. (2014) Consumer perceived values of Hawaiianattire: the effects of socio-demographic factors. Journal of Fashion Marketing and Management, 18 (4), 507-524.
Tarek Sayed Abdelazim & Abdallah Ali Alajloni. (2016). Towards developing a model to assess the experience of visitors of the Janadriyah festival, Saudi Arabia. International Journal of Tourism Cities, 2 (1), 45-76.
Yousapronpaiboon. K., (2014). SERVQUAL: Measuring higher education service quality in Thailand. 5th World Conference on Educational Sciences WCES 2013, Social and Behavioral Sciences, 116, 1088- 1095.
Sein Min & Chey Chor Khoon. (2013). Demographic Factors in the Evaluation of Service Quality in Higher Education: International Students’Perspective. International Review of Management and Business Research, 2 (4).
Stephanie Hui-Wen Chuah, Malliga Marimuthu & T. Ramayah. (2014). The Effect of Perceived Value on the Loyalty of Generation Y Mobile Internet Subscribers: A Proposed Conceptual Framework. Social and Behavioral Sciences, 130, 532–541
Sweeney, Jillian C. and Geoffrey N. Soutar (2001), Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203-220.