Service Quality Service Innovation the Accommodation Business Image Value Perception and Tourist Satisfaction which Influence Raft Accommodation at Rachaprapa Dam Khao Sok National Park Tourist Loyalty
Keywords:
Service quality, service innovation, perceived value, business image, tourist satisfaction, tourist loyalty, tourists, houseboat business, Khao Sok National Park.Abstract
The floating accommodation business plays an important role in the economy and society of Thailand. It is an important source of income for bringing in foreign currency, creating jobs, going to the region. The objectives of this research are (1) to study the levels of service quality, service innovation, perceived value, business image of accommodation, tourist satisfaction, and tourist loyalty in the floating accommodation business at Rajjaprapa Dam, Khao Sok National Park (2) to examine the influence of service quality, service innovation, perceived value, business image of accommodation, and tourist satisfaction on tourist loyalty in the floating accommodation business at Rajjaprapa Dam, Khao Sok National Park (3) to develop a model of tourist loyalty in the floating accommodation business at Rajjaprapa Dam, Khao Sok National Park by using a mixed-methods research approach, both quantitative and qualitative. The sample is 400 tourists who used services in the floating accommodation business at Rajjaprapa Dam, Khao Sok National Park. The quantitative research tool is a questionnaire, and the data was analyzed using structural equation modeling. The qualitative research used in-depth interviews. The results of the research found that: (1) Tourist satisfaction in the floating accommodation business had the highest average, followed by tourist loyalty, perceived value, service innovation, business image, and service quality, all at a high level; (2) Service innovation, satisfaction, and perceived value had a direct positive effect on tourist loyalty with statistical significance at the levels of .01, .001, and .001; (3) The model developed by the researcher is called the "SIISPL Model." As service innovation, satisfaction, and perceived value of tourists increase, tourist loyalty also increases. Meanwhile, when service quality, service innovation, and business image of accommodation increase, they result in higher perceived value and satisfaction of tourists until it becomes loyalty that can build confidence for tourists to return to use the service in the floating accommodation business again, as well as recommend others to use the service. This results in the stability and sustainability of the floating accommodation business.
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