Factors influencing destination loyalty of Chinese tourists in Eastern Province Cluster Thailand

Authors

  • มรกต กำแพงเพชร คณะบริหารธุรกิจ มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ
  • แววมยุรา คำสุข คณะบริหารธุรกิจ มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ
  • ณภัทร ศรีนวล คณะบริหารธุรกิจ มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ
  • สุชารัตน์ กู้เกียรติสกุลมั่น คณะบริหารธุรกิจ มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ

Keywords:

Destinations Satisfaction, Destinations Images, Good Value, Destination Loyalty, Chinese Tourists

Abstract

The objectives of this study were to investigate the factors influencing destination loyalty of Chinese tourists in Eastern Province Cluster Thailand. Research was quantitative research and questionnaires were constructed to be a tool to measure concept definition. The data was collected from 400 people and analyzed by multiple regressions linear. The study found that factors high positively affecting to destination loyalty were destinations satisfaction, destinations images and good Value, the significance level .05. The relationship of factors could explain the variation of customer satisfaction to 39.2 percent (R2 = .392). Therefore, Chinese tourists feel confident in safety of eastern region tourism.

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Published

2016-06-20

How to Cite

กำแพงเพชร ม., คำสุข แ., ศรีนวล ณ., & กู้เกียรติสกุลมั่น ส. (2016). Factors influencing destination loyalty of Chinese tourists in Eastern Province Cluster Thailand. Business Administration and Management Journal Review, 8(1), 137–154. retrieved from https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/129759

Issue

Vol. 8 No. 1 (2016): January - June

Section

Research Articles

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