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FACTORS AFFECTING FOREIGN TOURISTS' SATISFACTION AND WILLINGNESS TO PAY MORE FOR VISITING BANGKOK |
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| รหัสดีโอไอ | |
| Creator | Qiumeng Huang |
| Title | FACTORS AFFECTING FOREIGN TOURISTS' SATISFACTION AND WILLINGNESS TO PAY MORE FOR VISITING BANGKOK |
| Contributor | Thitikan Satchabut |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2562 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 11 |
| Journal No. | 2 |
| Page no. | 123-143 |
| Keyword | satisfaction, willingness to pay more, Bangkok tourism |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | The purpose of this research was to investigate factors that affect tourists' satisfaction andwillingness to pay higher fees for visiting Bangkok. The population sampled in this study consisted of tourists who have visited Bangkok. Data was collected during May and June 2016, and it was analyzed using regression analysis. It was found that the tourists' perceptions of destination image, perceived value, and experience quality had a significant effect on the level of their satisfaction, which in turn has a significant effect on their willingness to pay more on travel. These findings could help tourism sector-based businesses better understand destination competition, and find ways of increasing visitors' satisfaction and their willingness to pay higher fees. |
