MEMORABLE EXPERIENCE AFFECTING REVISIT INTENTION OF TOURISTS VISIT TO DREAM WORLD IN PATHUM THANI PROVINCE
ประสบการณ์การท่องเที่ยวที่น่าจดจำส่งผลต่อ ความตั้งใจกลับมาเที่ยวซ้ำของนักท่องเที่ยวที่มาเที่ยว สวนสนุกดรีมเวิลด์ จังหวัดปทุมธานี
Keywords:
Memorable tourism experience, Satisfaction, Revisit intentionAbstract
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.Downloads
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วารสารบริหารธุรกิจศรีนครินทรวิโรฒ ยินดีรับบทความวิจัยและบทความทางวิชาการด้านบริหารธุรกิจ เพื่อพิจารณาตีพิมพ์เผยแพร่ในวารสาร ซึ่งทัศนะและข้อคิดเห็นใดๆ ในวารสารฯ ถือเป็นความคิดเห็นและความรับผิดชอบโดยตรงของผู้เขียน มิใช่เป็นความคิดเห็นและความรับผิดชอบใดๆ ของคณะบริหารธุรกิจเพื่อสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ ผู้ประสงค์จะนำบทความหรือบทวิจารณ์ใดๆ ไปเผยแพร่ จะต้องได้รับการอนุญาตจากวารสารเป็นลายลักษณ์อักษร ลิขสิทธิ์บทความที่เผยแพร่ทั้งหมดเป็นของวารสารบริหารธุรกิจศรีนครินทรวิโรฒ
