A Structural Equation Model of Tourism Communication and Community Management Affect Towards Sustainable Tourism

Abstract

         This research aims to test the congruence of the structural equation model of tourism communication and community management affect sustainable tourism, and to analysis a causal of factor affects sustainable tourism. This study was quantitative research. The data collected by questionnaires from 180 respondents who the tourist visited Tai Dam Community at Ban Na Pa Nard, Chiang Khan district, Loei province. The research sampling was convenience sampling. The index of item-objective congruence (IOC) was 0.742 and reliability value of 0.879. The result of study reveals that (1) the structural equation model developed by the researcher was congruent with the empirical data c² = 45.362, df = 36, c²/df =1.260, P-value = 0.263, RMR = 0.013, GFI = 0.954, RMSEA = 0.027 และ CFI = 0.967; shows that The statistical value of the model congruence of the structural equation model of tourism communication and community management affect sustainable tourism with the empirical data, which was according to the assumption. And (2) the latent variable; tourism communication and community management, secondly were influence significant sustainable tourism with the coefficient influence at 0.83 and 0.70, respectively.