Exploring the Factors Influencing Tourist Destination Loyalty: A Case Study of Homestay Entrepreneurs in Thailand

Abstract

This research aims to explore the image of the homestay entrepreneurs through service marketing mix, tourist satisfaction, and tourist loyalty toward homestay entrepreneurs and find their tourist destination loyalty model. The data were collected from 440 tourists and were analyzed using descriptive statistics and inferential statistics consisting of confirmatory factor, path, and structural equation modeling. The results showed that the image of the homestays in Samut Sakhon Province, service marketing mix, tourist satisfaction, and tourist loyalty toward homestay entrepreneurs in Samut Sakhon Province were mostly at high levels. Moreover, confirmatory factors analysis showed that the image of the homestays in Samut Sakhon Province has the highest in the “Impression,” the service marketing mix has the highest in “People,” tourist satisfaction has the highest value in “Service quality,” and tourist loyalty toward homestays entrepreneurs has the highest value in the “Repeated use of the service.” Furthermore, it is revealed that the image of the homestays and the service marketing mix have direct and indirect influences on tourist loyalty toward homestay entrepreneurs. With continuous improvement in service quality, affordability, and customer relationship management, homestay entrepreneurs can create positive experiences, enhance value for money, cultivate customer loyalty, and benefit from positive word-of-mouth recommendations, ultimately driving the growth and success of their businesses.

Author Biographies

Chaiyawit Muangmee, Bansomdejchaopraya Rajabhat University, Bangkok, Thailand

Chaiyawit Muangmee is a prominent figure in the field of entrepreneurship, business, and marketing studies. Dr. Chaiyawit earned his Doctor of Business Administration degree from Eastern Asia University, Thailand. Currently, he is working at the Faculty of Management Science, Bansomdejchaopraya Rajabhat University, Bangkok, Thailand. His current interests revolve around the questions of brand management, retail marketing, market research, green entrepreneurial orientation, and eLearning solutions.

Kanakorn Sawangcharoen, Bansomdejchaopraya Rajabhat University, Bangkok, Thailand

Kanakorn Sawangcharoen is a prominent figure in the field of management innovation technologies. Dr. Kanakorn is working at the Graduate School of Bansomdejchaopraya Rajabhat University, Bangkok, Thailand.

Veerapan Pongvatnanusorn, Estate Expert co., Ltd, Bangkok, Thailand

Veerapan Pongvatnanusorn is working at the Estate Expert co., Ltd, Bangkok 10600, Thailand. His area of interest includes brand management, retail marketing, market research, and entrepreneurship with a focus on the agricultural sector.

Thun Chaitorn, Suan Sunandha Rajabhat University, Thailand

Thun Chaitorn is a prominent figure in the field of entrepreneurship, business, and marketing studies. He earned his his Doctor of Business Administration degree from Eastern Asia University, Thailand. Currently, Dr. Thun Chaitorn is working as an Assistant Professor and a Researcher at the College of Logistics and Supply Chain, Suan Sunandha Rajabhat University, Thailand. His specializes in digital marketing, brand management, retail marketing, market research, green entrepreneurial orientation, green logistics, sustainable supply chain, and eLearning solutions.

Nuttapon Kassakorn, Bansomdejchaopraya Rajabhat University, Bangkok, Thailand

Nuttapon Kassakorn is working at the Faculty of Management Sciences, Bansomdejchaopraya Rajabhat University, Bangkok 10600, Thailand. His research interests include digital marketing, brand management, retail marketing, and market research.

Shahab E. Saqib, Government of Khyber Pakhtunkhwa, Pakistan; Chulalongkorn University, Thailand

Shahab E. Saqib is a prominent figure in the field of environmental economics, climate change, and development studies. Dr. Saqib is working as an Associate Professor (Economics) at the Directorate of Commerce Education and Management Science, Higher Education, Archives and Libraries Department, Government of Khyber Pakhtunkhwa, Pakistan. He is currently working as a researcher at the School of Agriculture Resources, Chulalongkorn University, Thailand.

Published
2023-12-27
How to Cite
Muangmee, C., Sawangcharoen, K., Pongvatnanusorn, V., Chaitorn, T., Kassakorn, N., & Saqib, S. (2023). Exploring the Factors Influencing Tourist Destination Loyalty: A Case Study of Homestay Entrepreneurs in Thailand. Changing Societies & Personalities, 7(4). doi:10.15826/csp.2023.7.4.258
Section
Articles