ทัศนคติด้าน 7 Greens ที่มีผลต่อการรับรู้ภาพลักษณ์ด้านการท่องเที่ยวของนักท่องเที่ยวในเกาะสมุย [Tourists’ Attitudes Toward 7 Greens Affecting Tourism Image Perception on Samui Island]
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Published:
Apr 30, 2018
Keywords:
ทัศนคติด้าน 7 Greens ภาพลักษณ์ด้านการท่องเที่ยว เกาะสมุย Attitudes on 7 Greens Tourism Image Samui Island
Main Article Content
Abstract
The purpose of this study is to study different attitudes on “7 Greens” toward the tourism image awareness of “Samui” and to simultaneously set the positions of Samui tourism products. 400 sets of questionnaire were distributed to both Thai and foreign tourists for the data collection. The findings reveal that overall tourist attitudes on “7 Greens” and tourism image awareness are at a high level. In addition, the attitudes on the “7 Greens” affect the tourism awareness of Samui. In order to make Samui become a “Green Island” based on the ideas of “7 Greens”, it is important to create awareness not only among the islanders but also among its tourists to integrally conduct their caring performance as well as sustainably preserve its environment.
Article Details
How to Cite
โชติช่วง ส., เพียรโรจน์ น., ราชรักษ์ ณ., & คงฤทธิ์ ว. (2018). ทัศนคติด้าน 7 Greens ที่มีผลต่อการรับรู้ภาพลักษณ์ด้านการท่องเที่ยวของนักท่องเที่ยวในเกาะสมุย [Tourists’ Attitudes Toward 7 Greens Affecting Tourism Image Perception on Samui Island]. Journal of Business, Innovation and Sustainability (JBIS), 13(1), 124–136. retrieved from https://so02.tci-thaijo.org/index.php/BECJournal/article/view/79367
Section
บทความวิจัย (Research article)
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2. Belch, G. E. and Belch, M. A. (2003). Advertising and promotion: An integrated communication perspective (7th ed). New York: McGraw Hill.
3. Boonmeesrisanga, M. (2013). Factors affecting Thai tourists’ satisfaction and behavior toward Chatsila market in Hua Hin district, Prachuap Khiri Khan province. Veridian E-Journal, Silpakorn University, 6(1), 648-660.
4. Chen, C. F. and Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
5. Chen, Y. (2010). The driver of green brand equity: Green brand image, green satisfaction and green trust. Journal of Business Ethics, 92(3), 307-319.
6. Department of Tourism. (2014). Tourist statistics. Retrieved December 8, 2016, from http://tourism.go.th/subweb/list content/6/167/276
7. Department of Tourism. (2015). Tourist statistics. Retrieved December 20, 2016, from
http://newdot2.samartmultimedia.com/home/11/221/276
8. Echtner, C. M. and Ritchie, J. R. B. (2003). The measurement of destination Image: An empirical Assessment. Journal of Travel Research, 31(4), 3-13.
9. Hallmann, K. and Breuer, B. Z (2010). The image congruence between sport event and destination on behavioral intention. Tourism Review, 65(1), 66-74.
10. Jarumaneerat, T. (2015). A comparative study of the image of tourism products from the perspectives of tourists and the host community: Phuket, Phang-Nga and Krabi. Bangkok: Area-Based Tourism Research Centre for Sustainable Tourism Development, The Thailand Research Fund.
11. Kasemsup, J. (2009). Environmental preservation for sustainable tourism. Environment Journal, 13(3), 34-42.
12. Krejcie, R. V. and Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610.
13. Kuptanont, W. (2008). Management and organizational behavior: Modern management techniques (3rd ed.). Pathum Thani: Rangsit University Press.
14. Lee, J., Hsu, L., Han, H. and Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel’s green image can influence behavioral intention. Journal of Sustainable Tourism, 6(18), 901-914.
15. MGR Online. (2010). Touring throughout Thailand with 7 Greens: Manager online. Retrieved September 19, 2014, from http://www.manager.co.th/Travel/ViewNews.aspx?NewsID=9530000099875
16. Milman, A. and Pizam, A. (1995). The role of awareness and familiarity with a destination: The central Florida case. Journal of Travel Research, 33(3), 21-27.
17. Plangklang, L. (2011). Development and standardize of green tourism case study: Tourism communities in Phranakhon Si Ayutthaya and Angthong provinces. Retrieved September 19, 2014, from http://management.aru.ac.th/ctour/index.php?option=com_content&view=article&id=14&Itemid=13
18. Schiffman, L. G. and Kanuk, L. L. (2004). Consumer behavior (8th ed). NJ: Pearson/Prentice Hall.
19. Sereerat, S., Sereerat, S., Meejinda, P., Anuwitchanont, J. and Lertwannawit A. (2017). Marketing Management. Bangkok: Diamond in Business World Press.
20. Sinjaru, T. (2006). Research and statistical data analysis with SPSS (7th ed.). Bangkok: V Inter Print.
21. Sreshthaputra, A. (2016). ASHRAE energy audit. Energy Saving, 8(87), 32-33.
22. Thurstone, L. L. (1967). Reading in attitude theory and measurement. New York: John Wiley and Sons.
23. Tongsalee, C. (2014). The perception of the image of Hua Hin, Prachuap Khiri Khan provinces. Veridian E-Journal, Silpakorn University, 7(3), 1257-1264.
24. Tourism Authority of Thailand. (2008). 7 Greens Fair. Retrieved September 19, 2014, from http://7greens.tourismthailand.org/th/green_news/detail/848
25. Tourism Authority of Thailand. (2013). Koh Samui. Retrieved January 20, 2015, from http://thai.tourismthailand.org
26. Wisansing, J. (2013). Leaping path toward sustainable management: Case study Samui Island. TAT Tourism Journal, 2(April-June 2013), 14-17.
