The impact of Tourist Experience and Museum Service Quality on e-WOM: The Mediating Role of Tourist Engagement
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Abstract
This study investigated the relationships between tourist experience, museum service quality, tourist engagement, and electronic word-of-mouth (e-WOM). The research also examined the mediating role of tourist engagement on the relationships between tourist experience and museum service quality on e-WOM. Using a quantitative research design, data was collected from 330 international tourists who had visited the National Gallery Museum. Questionnaires were used as the primary research instrument, and data was analyzed using descriptive analysis, Pearson's correlation and Structural Equation Modeling (SEM).
The results supported all hypotheses, confirming that the structural equation model fit the empirical data well (df = 1.182, RMR = 0.007, GFI = 0.958, TLI = 0.995, NFI = 0.978, CFI = 0.997, AGFI = 0.993, and RMSEA = 0.024). All variables were found to be at a high level. The findings offer valuable insights for museum executives to develop more effective marketing strategies to serve tourists in the future.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง ซึ่งกองบรรณาธิการไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นลิขสิทธิ์ของวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง หากบุคคลหรือหน่วยงานใดต้องการนำบทความทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อ หรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ก่อนเท่านั้น
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