The Influence of Service Quality Components on Behavioral Loyalty of Homestay Tourists: A Case Study of Libong Island, Trang Province
DOI:
https://doi.org/10.55164/ecbajournal.v15i1.257405Keywords:
Service Quality, Value Recognition, Satisfaction, Behavioral LoyaltyAbstract
This research aimed to investigate the influence of service quality components, satisfaction with tourism resources and perceived value of homestay tourism on behavioral loyalty of tourists towards homestay tourism, Ko Libong, Trang Province.Samples of the study which were 385 tourists who had been stayed at homestay in Ko Libong, Trang Province within the past year were gathered by using purposive sampling method. An online questionnaire was used for conducting data. The data were analyzed by using Smart PLS technique for analyzing the causal relationship model using the partial least squares structural equation model (PLS-SEM). The results shown that service quality factors including concrete services and responsiveness to customers, and the satisfaction with tourism resources factors which consisted of activities, accessibility and accommodation influencing behavioral loyalty of homestay tourists in Ko Libong, Trang Province. Additionally, the perceived value of homestay tourism factors effects behavioral loyalty of homestay tourists in Ko Libong, Trang Province.
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