The Influence of Thailand's Reputation on Tourism Brand Equity from the Point of View of Domestic Tourists
Keywords:
Country Reputation, Brand Equity, TourismAbstract
This research aimed to study the influence of Thailand's reputational factors on tourism brand values from the point of view of Thai tourists. The study was quantitative research, collecting data with questionnaires from 400 tourists by simple sampling in Bangkok, Chonburi, Ayutthaya, Surat Thani, Phuket, Chiang Mai, UbonRatchathani, and Sukhothai, 50 persons in each area. Data was analyzed using number, percentage, average, standard deviation, One-way ANOVA and Multiple Regression analysis. It was found that 1) the opinions of Thai tourists on Thailand's reputation, overall at the moderate (average = 3.29, S.D. = 0.79) The highest average side is cultural at the highest level (average = 4.22, S.D. = 0.67) 2) the opinions on Thailand's tourism brand values, overall to a considerable extent (average = 3.54, S.D. = 0.64), the highest average side is the loyalty to the tourist attractions at the highest level (average = 3.90, S.D. = 0.77) 3) the sample has different opinions on Thailand's reputation, and there are different opinions on the value of Thailand's tourism brands. (P-Value = 0.00) 4) Multiple regressions have been found to be the best models that include: (1) Thailand has a good atmosphere such as wholesome weather, optimum temperatures, etc. (2) Thailand has the potential to take care of and protect visitors, (3) Thailand has a diverse society and culture, Thailand's tourism brand values can be forecasted 67 percent (R Square = 0.670)
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