การรับรู้ภาพลักษณ์ของแหล่งท่องเที่ยวยามราตรีในกรุงเทพมหานคร ของนักท่องเที่ยวหญิงชาวต่างชาติ
คำสำคัญ:
ภาพลักษณ์ของแหล่งท่องเที่ยว, ความพึงพอใจ, ความตั้งใจแสดงพฤติกรรม, แหล่งท่องเที่ยวยามราตรีบทคัดย่อ
การวิจัยในครั้งนี้มีวัตถุประสงค์ 1) เพื่อศึกษาระดับการรับรู้ภาพลักษณ์ของแหล่งท่องเที่ยวยามราตรีของ
นักท่องเที่ยวหญิงชาวต่างชาติที่มีต่อแหล่งท่องเที่ยวยามราตรีในกรุงเทพมหานคร 2) เพื่อวิเคราะห์องค์ประกอบ
เชิงสำรวจของการรับรู้ภาพลักษณ์ของแหล่งท่องเที่ยวยามราตรีของนักท่องเที่ยวหญิงชาวต่างชาติที่มีต่อ
แหล่งท่องเที่ยวยามราตรีในกรุงเทพมหานคร 3) เพื่อเสนอแบบจำลองสมการโครงสร้างการรับรู้ภาพลักษณ์ของแหล่งท่องเที่ยว
ยามราตรีต่อความตั้งใจแสดงพฤติกรรมของนักท่องเที่ยวหญิงชาวต่างชาติโดยมีความพึงพอใจเป็นตัวแปรขั้นกลาง
กลุ่มตัวอย่างที่ใช้ในการศึกษาครั้งนี้คือ นักท่องเที่ยวหญิงชาวต่างชาติที่มีประสบการณ์การท่องเที่ยวในแหล่งท่องเที่ยว
ยามราตรีในกรุงเทพมหานคร จำนวน 400 ตัวอย่าง โดยใช้เทคนิคการสุ่มตัวอย่างแบบบังเอิญ ผลการวิจัยพบว่า
การรับรู้ภาพลักษณ์ของแหล่งท่องเที่ยวยามราตรีของนักท่องเที่ยวชาวต่างชาติหญิงขณะเดินทางท่องเที่ยวแหล่งท่องเที่ยว
ยามราตรีในประเทศไทย แบ่งออกได้เป็น 11 ด้าน และมีการรับรู้ในระดับที่แตกต่างกัน โดยผลการวิเคราะห์
องค์ประกอบเชิงสำรวจ พบว่าการรับรู้ภาพลักษณ์ของแหล่งท่องเที่ยวยามราตรี ประกอบด้วย 4 กลุ่ม คือ 1. ด้านกิจกรรม
และสภาพแวดล้อมทางวัฒนธรรม 2. ด้านอาหาร 3. ด้านความคุ้มค่าและบรรยากาศ 4. ด้านการรักษาความปลอดภัย
โดยพบว่าการรับรู้ภาพลักษณ์ของแหล่งท่องเที่ยวยามราตรีส่งผลต่อความพึงใจอย่างมีนัยสำคัญ และที่สำคัญ งานวิจัยชิ้นนี้ยังเสนอแบบจำลองสมการโครงสร้างแสดงให้เห็นว่า การรับรู้ภาพลักษณ์ของแหล่งท่องเที่ยวยามราตรี ส่งผลทางอ้อมต่อความตั้งใจแสดงพฤติกรรมของนักท่องเที่ยวหญิงชาวต่างชาติ โดยมีความพึงพอใจเป็นตัวแปรขั้นกลาง
อย่างมีนัยสำคัญทางสถิติที่ระดับ 0.05
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Hadi, N. U., Abdullah, N., & Sentosa, I. (2016). An easy approach to exploratory factor analysis: Marketing perspective. Journal of Educational and Social Research, 6(1), 215-223.
Hair, J. F., Anderson, R. E., Tatham, R. L., & William, C. (2010). Multivariate Data Analysis. (7th ed.). New Jersey: Pearson Press.
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Han, H., & Ryu, K. (2007). Moderating role of personal characteristics in forming restaurant customers' behavioral intentions: An upscale restaurant setting. Journal of Hospitality & Leisure Marketing, 15(4), 25-54.
Hankinson, G. (2005). Destination brand images: a business tourism perspective. Journal of Services Marketing, 19(1), 24-32.
Henkel, R., Henkel, P., Agrusa, W., Agrusa, J., & Tanner, J. (2006). Thailand as a tourist destination: Perceptions of international visitors and Thai residents, Asia Pacific. Journal of Tourism Research, 11(3), 269-287.
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Jiang, J., Zhang, J., Zhang, H., & Yan, B. (2018). Natural soundscapes and tourist loyalty to nature-based tourism destinations: the mediating effect of tourist satisfaction. Journal of Travel & Tourism Marketing, 35(2), 218-230.
Jovanoviæ, S., Jankoviæ–Miliæ, V., & Iliæ, I. (2015). Health and hygiene importance for the improvement of tourism sector competitiveness in Serbia and the South-Eastern Europe countries. Procedia Economics and Finance, 19, 373-382.
Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of tourism research, 30(1), 216-237.
Kline, R. B. (2005). Principles and practice of structural equation modeling. (2nd ed.). New York: Guilford Press.
Kristensen, K., Martensen, A., & Gronholdt, L. (2000). Customer satisfaction measurement at post Denmark: results of application of the European customer satisfaction index methodology. Total Quality Management, 11(7), 1007-1015.
Lin, L. P., & Huang, S. C. (2017). Modeling Chinese post-90'2 tourism loyalty to the ex-rival state using the perceived value approach. Tourism and hospitality management, 24(1), 1-18.
Loureiro, S. M. C., & González, F. J. M. (2008). The importance of quality, satisfaction, trust, and image in relation to rural tourist loyalty. Journal of Travel & Tourism Marketing, 25(2), 117-136.
Maser, B., & Weiermair, K. (1998). Travel decision-making: From the vantage point of perceived risk and information preferences. Journal of Travel & Tourism Marketing, 7(4), 107-121.
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MOT. (2017). Tourism Economic Review. Retrieved from https://secretary.mots.go.th/policy/news_view.php?nid=253
Othaganon, P., & Pathomsirikul, Y. (2013). The Model of Service Quality, Destination Image, and Satisfaction Influencing Behavioral Intention of European and American Visitors in Long Stay Tourism. Thammasat Journal, 32 (1), 35-58.
Prayag, G. (2009). Tourists' Evaluations of Destination Image, Satisfaction, and Future Behavioral Intentions—the Case of Mauritius. Journal of Travel & Tourism Marketing, 26(8), 836-853.
Petrick, J. F. (2004). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of Travel Research, 42(4), 397-407.
Petrosillo, I., Zurlini, G., Corliano, M. E., Zaccarelli, N., & Dadamo, M. (2007). Tourist perception of recreational environment and management in a marine protected area. Landscape and urban planning, 79(1), 29-37.
Pett, M. A., Nancy, R. L., & John, J. S. (2003). Making Sense of Factor Analysis, Thousand Oaks, California: Sage Publications.
Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), 333-342.
Ramseook-Munhurrun, P., Seebaluck, V., & Naidoo, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: case of Mauritius. Procedia-Social and Behavioral Sciences, 175, 252-259.
Rittichainuwat, B. N., Qu, H., & Brown, T. J. (2001). Thailand’s international travel image: Mostly favorable. Cornell hotel and restaurant administration quarterly, 42(2), 82-95.
Rohrer, R. (2011). Destination Image, Perceptions of Risk, and Knowledge of China. (Doctoral dissertation) Kent State University, Ohio: USA.
Sangeeta, S. (2013). Module–6 Consumer Behavior. Vinod Gupta School of Management, Indian Institute of Technology: India. Retrieved from http://nptel.ac.in/courses/110105029/pdf
Sharma, P., & Nayak, J. K. (2018). Testing the role of tourists' emotional experiences in predicting destination image, satisfaction, and behavioral intentions: A case of wellness tourism. Tourism Management Perspectives, 28, 41-52.
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2020-06-16
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วิชัยดิษฐ์ ส. ., & บุญศิริ แ. . (2020). การรับรู้ภาพลักษณ์ของแหล่งท่องเที่ยวยามราตรีในกรุงเทพมหานคร ของนักท่องเที่ยวหญิงชาวต่างชาติ. วารสารวิชาการบริหารธุรกิจ สมาคมสถาบันอุดมศึกษาเอกชนแห่งประเทศไทย, 9(1), 215–233. สืบค้น จาก https://so02.tci-thaijo.org/index.php/apheitvu/article/view/242894
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