การรับรู้ภาพลักษณ์และส่วนประสมทางการตลาดที่มีอิทธิพลต่อพฤติกรรมการกลับมาท่องเที่ยวซ้ำในแหล่งท่องเที่ยวเชิงวัฒนธรรม จังหวัดสุพรรณบุรี
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การวิจัยนี้มีวัตถุประสงค์เพื่อศึกษา 1) ความสัมพันธ์ระหว่างการรับรู้ภาพลักษณ์ ส่วนประสมทางการตลาด และพฤติกรรมการกลับมาท่องเที่ยวซ้ำ 2) การรับรู้ภาพลักษณ์และส่วนประสมทางการตลาดที่มีอิทธิพลต่อพฤติกรรมการกลับมาท่องเที่ยวซ้ำในแหล่งท่องเที่ยวเชิงวัฒนธรรม จังหวัดสุพรรณบุรี กลุ่มตัวอย่างคือ นักท่องเที่ยวในจังหวัดสุพรรณบุรี จำนวน 400 คน ใช้วิธีการสุ่มตัวอย่างแบบโควต้า โดยใช้แบบสอบถามเป็นเครื่องมือในการรวบรวมข้อมูล การวิเคราะห์ข้อมูลใช้สถิติเชิงพรรณนา ได้แก่ ความถี่ ร้อยละ ค่าเฉลี่ย และส่วนเบี่ยงเบนมาตรฐาน สถิติที่ใช้ในทดสอบสมมติฐานการวิจัย ได้แก่ สัมประสิทธิ์สหสัมพันธ์แบบเพียร์สันและการวิเคราะห์การถดถอยพหุคูณ ผลการวิจัยพบว่าการรับรู้ภาพลักษณ์มีความสัมพันธ์กับพฤติกรรมการกลับมาท่องเที่ยวซ้ำอย่างมีนัยสำคัญทางสถิติที่ระดับ 0.01 (r = 0.699) ส่วนประสมทางการตลาดมีความสัมพันธ์กับพฤติกรรมการกลับมาท่องเที่ยวซ้ำอย่างมีนัยสำคัญทางสถิติที่ระดับ 0.01 (r = 0.597) การรับรู้ภาพลักษณ์และส่วนประสมทางการตลาดมีอิทธิพลต่อพฤติกรรมการกลับมาท่องเที่ยวซ้ำอย่างมีนัยสำคัญทางสถิติที่ระดับ .01 มีค่าอำนาจในการพยากรณ์ร้อยละ 50.2
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