Novelty Seeking Affecting Intention Recommend of Tourists Visit to Banhunlek in Ang Thong Province: The Mediator Role of Tourists Experience
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The research objectives were: 1) to study the level of novelty seeking, tourists experience and intention to recommend; 2) to study the effect of novelty seeking on intention to recommend; 3) to analyze tourists experience as a mediator between novelty seeking and intention to recommend. This study employed quantitative research methods, and questionnaires were used to collect data from 300 Thai tourists who had visited Banhunlek. Descriptive statistics, such as percentage, mean, standard deviation, skewness, kurtosis as well as inferential statistics (Path Analysis), were used to analyze the data. The Structural Equation Model (SEM) was used to determine which dimensions affected intention to recommend.
The results revealed that the level of novelty seeking and tourists experience was high, while intention to recommend was moderate. Additionally, 4 hypotheses were supported. The model was consistent with empirical data: chi-square test of goodness of fit = 31.573, relative chi-square = 1.503, p = .065, RESEA = .041, RMR = .013, GFI = .979, AGFI = .944, NFI = .994, TLI = .996. The variables in the model accounted for 78.9 % of the variance intention to recommend.
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