KAD KONG TA WALKING STREET MANAGEMENT, LAMPANG PROVINCE: PERSPECTIVES OF THAI TOURISTS
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Abstract
The objectives of this research were 1) to study the motivation towards walking street tourism among Thai tourists, 2) to study the causal relationship based on the model of the loyalty structure equation of Thai tourists in Kad Kong Ta Walking Street, Lampang Province, and 3) to create an appropriate guideline in managing Kad Kong Ta Walking Street, Lampang province based on the perspectives of Thai tourists. The data collection was processed through mixed methods with exploratory sequential design, divided into 2 phases; phase 1 used a qualitative research method with in-depth interviews of 10 Thai tourists who had walking street experiences, and phase 2 used a quantitative research method through structural equation analysis which were collected from questionnaires by 280 Thai tourists.
The research results found that 1) the motivation towards the walking street tourism of Thai tourists depended on the needs of internal/individuals and external factors. When comparing the mentioned motivation with the concept and relevant research works, this enabled to compare the variables to create a tool and hypothesis. These variables included (1) Tour element variable, (2) Holistic experience variable, (3) Satisfaction variable, and (4) Loyalty variable, 2) the influence test results showed that the loyalty of Thai tourists was directly influenced by tour element, holistic experience, and satisfaction factors, and at the same time, it was also indirectly influenced by element of tour, holistic experience and satisfaction factor with significantly statistic level at 0.05, and 3) the appropriate guidelines for managing Kad Kong Ta Walking Street in Lampang province from the perspective of Thai tourists, consisted of a guideline of practices before tourism, during tourism, and after tourism.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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