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Structural Equation Model of Causal Factors Affecting the Intention to Return of Tourists in the Northeastern Historical Parks in Thailand |
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| รหัสดีโอไอ | |
| Title | Structural Equation Model of Causal Factors Affecting the Intention to Return of Tourists in the Northeastern Historical Parks in Thailand |
| Creator | Pongnarin Pitjatturat |
| Contributor | Napan Sinthusiri, Piyamaporn Koomsup |
| Publisher | คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร มหาวิทยาลัยนเรศวร |
| Publication Year | 2561 |
| Keyword | Marketing Mix, Intention to Return, Tourists, Northeastern Historical Parks |
| Abstract | The objectives of this research are to study the causal factors affect that the intention to return of tourists to visit the Northeastern historical parks in Thailand, and to investigate the types of Thai and foreign tourists affect the relationships between marketing mix and the intention to return to the Northeastern historical park in Thailand. The research found that marketing mix has affected the intention to return of tourists the Northeastern historical park in Thailand. And the variable intention to return of Thai tourists was directly influenced by the marketing mix with the magnitude of 1.00, which was statistically significant at the 0.01 level of significance. In contrast, the variable intention to return of foreign tourists was directly influenced by the marketing mix with the magnitude of 0.87, which was statistically significant at the 0.01 level of significance. Also, the Northeastern historical parks or agencies should give priority to products that best preserve to be the most complete. Northeastern historical parks should be control over the price of the product and tourism services to meet the standards for Thai tourists. The Northeastern historical parks should advertise and public relations more effectively accessible to foreign tourists to create a tourism image for the country. |
| Language | ENG |
| URL Website | http://www.bec.nu.ac.th/becic2018/ |
| Website title | BECIC2018 |
