Development of Perceived Value among Chinese Tourists toward Lanna Spa Tourism in Chiang Mai Province
Keywords:
Perceived Value, Lanna Spa Tourism, Confirmatory Factor Analysis, Chiang Mai ProvinceAbstract
This article aims to study the confirmatory factor analysis of Chinese tourists' perception of value towards Lanna spa tourism in Chiang Mai Province. The research design is quantitative research. The sample consists of 420 Chinese tourists by cluster sampling and convenience sampling. The research instrument is a questionnaire for confirmatory component analysis. The research results show that Chinese tourists' perception of value towards Lanna spa tourism in Chiang Mai Province has 3 sub-components and 14 questions. The developed structural relationship model is consistent with the empirical data.
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