Components of tourism and tourism management on service quality of tourism agencies using horses in the Royal Thai Army

Abstract

          This article aims to study the components of tourism. management on the quality of service of tourism agencies using horses in the Royal Thai Army This research is a quantitative research. The sample group used in this research was A total of 310 samples of tourists who traveled by using horses in the Royal Thai Army were using a questionnaire as a tool to collect data. Data were analyzed by using descriptive statistics such as frequency, percentage, mean and standard deviation. The hypothesis was tested by analyzing the Partial Least Squares Equation Model (PLS-SEM).

          The results showed that the results of the structural model analysis were of good quality. The decision coefficient R2of the tourism component variable was 0.4727 at the middle level. and service quality was equal to 0.8686, which was at the level of sufficiency. The analysis of the influence of the variables in the 3 routes resulted as follows: 1)Route 1 Management towards service quality. It is a path with a total impact size of 0.9318, all direct impacts. The largest influence size was 3.3559, followed by 2) Route 2, management to tourism component. It is a path with a total impact size of 0.6875, all direct impacts. and 3) Route 3 tourism components to service quality. It is a path with an impact magnitude of 0.0250, all direct effects. A small influence size value is 0.0025.