MEMORABLE EXPERIENCE AFFECTING REVISIT INTENTION OF TOURISTS VISIT TO DREAM WORLD IN PATHUM THANI PROVINCE

ประสบการณ์การท่องเที่ยวที่น่าจดจำส่งผลต่อ ความตั้งใจกลับมาเที่ยวซ้ำของนักท่องเที่ยวที่มาเที่ยว สวนสนุกดรีมเวิลด์ จังหวัดปทุมธานี

Authors

  • Boonpipop Phosing Faculty of Management Science, Silpakorn University
  • Santidhorn Pooripakdee Faculty of Management Science, Silpakorn University

Keywords:

Memorable Tourism Experience, Satisfaction, Revisit Intention

Abstract

The research objectives were as follows: 1) to study the level of memorable tourism experiences, satisfaction, and revisit intention; 2) to examine the effect of memorable tourism experiences on revisit intention; 3) to analyze satisfaction as a mediator between memorable tourism experiences and revisit intention. This study employed quantitative research methods, and questionnaires were used to collect data from 300 tourists who had visited Dream World Theme Park. Descriptive statistics, such as percentages, means, standard deviations, were utilized, along with inferential statistics (Path Analysis), to analyze the data. The Structural Equation Model (SEM) was employed to determine which dimensions influenced the revisit intention. The results revealed that the level of memorable tourism experiences, satisfaction, and revisit intention was moderate. Additionally, four hypotheses were supported. The model was consistent with empirical data: chi-square = 85.039, relative chi-square = 1.288, p = .057, RMSEA = .031, RMR = .012, GFI = .964, AGFI = .935, NFI = .986, TLI = .995. The variables in the model accounted for 73.8% of the variance in revisit intention.

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Published

28-12-2023

How to Cite

Phosing, B., & Pooripakdee, S. . (2023). MEMORABLE EXPERIENCE AFFECTING REVISIT INTENTION OF TOURISTS VISIT TO DREAM WORLD IN PATHUM THANI PROVINCE : ประสบการณ์การท่องเที่ยวที่น่าจดจำส่งผลต่อ ความตั้งใจกลับมาเที่ยวซ้ำของนักท่องเที่ยวที่มาเที่ยว สวนสนุกดรีมเวิลด์ จังหวัดปทุมธานี. วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal, 14(2), 80–94. Retrieved from https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15482