ผลกระทบเชิงสาเหตุของการรับรู้ความปลอดภัยในการท่องเที่ยวเกาะต่อความภักดีต่อแหล่งท่องเที่ยวเกาะของนักท่องเที่ยวต่างชาติ: กรณีศึกษาเกาะสมุย ประเทศไทย
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มี.ค. 1, 2019
คำสำคัญ:
Safety and Security Tourism Destination Loyalty Island
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บทคัดย่อ
งานวิจัยชิ้นนี้มีวัตถุประสงค์เพื่อศึกษา 1) ระดับการรับรู้ความปลอดภัยก่อนเดินทางและระหว่างเดินทางตามแหล่งท่องเที่ยวเกาะ 2) ระดับความจงรักภักดีต่อแหล่งท่องเที่ยวและ 3) ผลกระทบความปลอดภัยของการท่องเที่ยวเกาะต่อความจงรักภักดีต่อแหล่งท่องเที่ยวของนักท่องเที่ยวชาวต่างชาติ อำเภอเกาะสมุย จังหวัดสุราษฎร์ธานี เครื่องมือที่ใช้ในการเก็บข้อมูลคือแบบสอบถามซึ่งผ่านการพัฒนาจากการสกัดตัวแปรจากงานวิจัยที่ผ่านมาและการสัมภาษณ์เชิงลึกผู้ที่มีส่วนเกี่ยวข้องด้านการท่องเที่ยว ผู้ทรงคุณวุฒิ 3 ท่านและการทดสอบแบบสอบถาม เก็บข้อมูลจากกลุ่มตัวอย่างคือนักท่องเที่ยวชาวต่างชาติในอำเภอเกาะสมุย จำนวน 245 คน โดยการสุ่มแบบไม่ใช้ความน่าจะเป็น วิธีสุ่มแบบสะดวก วิเคราะห์ข้อมูลโดยใช้ค่าเฉลี่ย ค่าความแปรปรวน การวิเคราะห์องค์ประกอบเชิงสำรวจและสมการโครงสร้างโดยโปรแกรม AMOS
รายงานวิจัยพบว่า 1) ระดับความปลอดภัยที่นักท่องเที่ยวรับรู้ก่อนการเดินทางและระหว่างเดินทางอยู่ในระดับปานกลาง 2) ระดับความจงรักภักดีต่อแหล่งท่องเที่ยวอยู่ในระดับมาก และ 3) จากผลวิเคราะห์สมการโครงสร้างพบว่ามาตรวัดความปลอดภัยการท่องเที่ยวเกาะประกอบด้วย 3 ตัวแปรหลัก คือ ความปลอดภัยทั่วไป ความปลอดภัยด้านกิจกรรมท่องเที่ยวและความปลอดภัยในแหล่งท่องเที่ยว และยืนยันว่าความปลอดภัยสำหรับการท่องเที่ยวเกาะมีผลต่อความจงรักภักดีต่อแหล่งท่องเที่ยวของนักท่องเที่ยวต่างชาติ และแสดงให้เห็นว่าความปลอดภัยด้านกิจกรรมการท่องเที่ยวมีความสำคัญมากที่สุดต่อระดับความปลอดภัยในการท่องเที่ยวเกาะ ผู้บริหารการท่องเที่ยวของเกาะสมุยควรให้ความสำคัญต่อการจัดการความปลอดภัยโดยเฉพาะด้านกิจกรรมการท่องเที่ยว
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References
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Hair,Jr., J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate data analysis: A global perspective. London:Pearson.
Jonas, A., Mansfeld, Y., Paz, S. & Potasman, I. (2011). Determinants of Health Risk Perception Among Low-Risk-Taking Tourists Travelling to Developing Countries. Journal of Travel Research, 50, 87-99.
Kekovic, Z. & Markovic, S. (2009). Security as a factor of competitive advantage in tourism. Tourism and Hospitality Management, 15(2), 291-305.
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Kozak, M., Crotts, J.C. & Law, R. (2007). The Impact of the Perception of Risk on International Travellers. International Journal of Tourism Research, 9, 233-242.
Lepp, A. & Gibson, H. (2003). Tourist roles, perceived risk and international tourism. Annals of Tourism Research, 30(3), 606-624.
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Ozdemir, B, Aksu, A, Ehtiyar, R, Çizel, B, Bato Çizel, R and Tarcan Cigen, E. (2012). Relationships Among Tourist Profile, Satisfaction and Destination Loyalty: Examining Empirical Evidences in Antalya Region of Turkey. Journal of Hospitality Marketing & Management, 21:5, 506-540.
Popescu, L. (2011). Safety and Security in Tourism: Case Study:Romania. Forum Geografic, 10(1), 322-328.
Rained - Eudy, R. (2000). Using Structural Eqaution Modelling to Test for Differential Reliability and Validity: An Empirical Demonstration. Structural Equation Model, 7(1), 124-141.
Reisinger, Y. & Mavondo, F. (2005). Travel anxiety and intentions to travel internationally: Implications of travel risk perception. Journal of Travel Research, 48(February), 212-225.
Rittichaninuwat, B.N. & Chakraborty, G. (2009). Perceived travel risks regarding terrorism and disease: The case of Thailand. Tourism Management, 30, 410-418.
Seabra, C., Dolnicar, S., Abrantes, J.L. & Kastenholz, E. (2013). Heterogeneity in risk and safety perception of international tourists. Tourism Management, 36, 502-510.
Seddighi, H.R., Nuttabll, M.W. & Theocharous, A.L. (2001). Does cultural background of tourist influence the desitnation choice? An empirical study with special reference to political instability. Tourism Management, 22, 181-191.
Slevitch, L. and Sharma, A. (2008). Management of Perceived Risk in the Context of Destination Choice. International Journal of Hospitality & Tourism Administration, 9(1), 85-103.
Sönmez, S. and A.R. Graefe (1998). Influence of Terrorism Risk on Foreign Tourism Decisions. Annals of Tourism Research, 25(1):112-144.
Williamson, A., Hatfield, J., Sherker, S. Brander, R. & Hayen, A. (2012). A comparison of attitudes and knowledge of beach safety in Australia for beachgoers, rural residents and international tourists. Australian and New Zealand Journal of Public Health, 36(4), 385-391.
Wolf, E.J., Harrington, K.M., Clark, S. & Miller, M. W. (2013). Sample Size Requirements for Structural Equation Models: An Evaluation of Power, Bias, and Solution Propriety. Educ Psychol Meas, 76(6), 913–934.
World Economic Forum (2015). The Travel & Tourism Competitiveness Report 2015. https://reports.weforum.org/travel-and-tourism-competitiveness-report-2015/downloads/
Xueqing Qi,C. ,Gibson, H.J, & Zhang, J.J. (2009). Perceptions of Risk and Travel Intentions: The Case of China and the Beijing Olympic Games. Journal of Sport & Tourism, 14:1, 43-67.
Yoon, Y and Uysal, M (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26, 45–56.
Allen, J. (1999). Crime against international tourists. NSW Bureau of Crime Statistics and Research, 43, 1-8.
Batra, A. (2008). Foreign Tourists’ Perception Towards Personal Safety and Potential Crime While Visiting Bangkok. An International Journal of Tourism and Hospitality Research, 19(1), 89-101.
Becken, S., Mahon, R., Rennie, H.G., & Shakeela, A. (2014). The tourism disaster vulnerability framework: an application to tourism in small island destinations. Natural Hazards, 71, 95-972.
Boakye,K. A. (2012). Tourist’s views on safety and vulnerability: A study of some selected towns in Ghana. Tourism Management, 33, 327-333.
Brighton, B., Sherker, S., Bramder, R., Thompson, M. and Bradstreet, A. (2013). Rip current related drowning deaths and rescues in Australia 2004-2011. Natural Hazards and Earth System Sciences, 13, 1069-1075.
Campon, A. M., Alves, H., Hernandez, J. M. (2013), Loyalty Measurement in Tourism: A Theoretical Reflection, [in:] A. Matias et al., eds., Quantitative Methods in Tourism Economics, Springer-Verlag Berlin Heidelberg, 13–40.
Chi, C. G. Q., & Qu, H. (2008). “Examining the Structural Relationships of Destination Image, Tourist Satisfaction and Destination Loyalty: An Integrated Approach.” Tourism Management, 29 (4), 624-36.
Cortes, L.M., Hargarten, S.W. and Hennes, H. (2016). Recommendations for water safety and drowning prevention for travelers. Journal of Travel Medicine, 13(1). 21-34.
Cortes, L.M., Hargarten, S.W. and Hennes, H. (2016). Recommendations for water safety and drowning prevention for travellers. Journal of Travel Medicine, 13(1). 21-34.
Evans, J.R. & Berman, B. (1992). Marketing 6th ed. New York:MacMilan.
Fan, X., Thompson, B. & Wang, L. (2009). Effects of sample size, estimation methods, and model specification on structural equation modelling fit indexes. Structural Equation Modelling: A multidisciplinary Journal, 6(1), 56-83.
Fonfe, M. D.C. and Connelly, J. (2015). Drowning in Tourism: An Industry Opportunity to lead the world. Tourism, Leisure and Global Change, 2,105-111.
Fuchs, G. & Reichel, A. (2006). Tourist Destination Risk Perception: The Case of Israel. Journal of Hospitality & Leisure Marketing, 14(2), 83-108.
Geng-Qing Chi, C and Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29, 624–636.
Ghaderi, Z., Mat Som,A.P., & Henderson, J.C. (2012). Tourism crises and island destinations: Experiences in Penang, Malaysia. Tourism Management Perspectives, 2–3,79–84.
Hair,Jr., J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate data analysis: A global perspective. London:Pearson.
Jonas, A., Mansfeld, Y., Paz, S. & Potasman, I. (2011). Determinants of Health Risk Perception Among Low-Risk-Taking Tourists Travelling to Developing Countries. Journal of Travel Research, 50, 87-99.
Kekovic, Z. & Markovic, S. (2009). Security as a factor of competitive advantage in tourism. Tourism and Hospitality Management, 15(2), 291-305.
Kenny, D.A. (2015). Measuring Model Fit. Retrieved on November 20, 2016 https://davidakenny.net/cm/fit.htm
Kline, R.B. (2010). Principles and practice of structural equation modelling. Guilford Press, New York
Kozak, M., Crotts, J.C. & Law, R. (2007). The Impact of the Perception of Risk on International Travellers. International Journal of Tourism Research, 9, 233-242.
Lepp, A. & Gibson, H. (2003). Tourist roles, perceived risk and international tourism. Annals of Tourism Research, 30(3), 606-624.
Mansfeld, Y. and Abraham, P. (2005). Management of Hospitality and Tourism Enterprises: Tourism, Security and Safety : From Theory to Practice. USA: Routledge
McDowall, S. & Ma, E. (2010). An Analysis of Tourist’ Evaluation of Bangkok’s Performance, Their Satisfaction, and Destination Loyalty: Comparing International Versus Domestic Thai Tourists. Journal of Quality Assurance in Hospitality & Tourism, 11, 260-282.
Ministry of Tourism & Sport (2015). Domestic Tourism Statistics; Classify by region and province. https://www.mots.go.th/more_news.php?cid=492&filename =index
Moutinho , L. and Trimble, J. (1991). A Probability of Re-visitation Model: The Case of Winter Visits to the Grand Canyon. The Service Industries Journal, 11 (4), 439-457.
National News Bureau of Thailand (2015). Training for water accident victims or drowned tourists Chaweang Beach. Retrieved on November 20, 2016 from https://thainews.prd. go.th/ centerweb/News/NewsDetail?NT01_NewsID=WNPOL5609180020020
Neumayer, E. (2004). The Impact of Political Violence on Tourism: Dynamic Cross-National Estimation. Journal of Conflict Resolution, 48, 259-280.
Ozdemir, B, Aksu, A, Ehtiyar, R, Çizel, B, Bato Çizel, R and Tarcan Cigen, E. (2012). Relationships Among Tourist Profile, Satisfaction and Destination Loyalty: Examining Empirical Evidences in Antalya Region of Turkey. Journal of Hospitality Marketing & Management, 21:5, 506-540.
Popescu, L. (2011). Safety and Security in Tourism: Case Study:Romania. Forum Geografic, 10(1), 322-328.
Rained - Eudy, R. (2000). Using Structural Eqaution Modelling to Test for Differential Reliability and Validity: An Empirical Demonstration. Structural Equation Model, 7(1), 124-141.
Reisinger, Y. & Mavondo, F. (2005). Travel anxiety and intentions to travel internationally: Implications of travel risk perception. Journal of Travel Research, 48(February), 212-225.
Rittichaninuwat, B.N. & Chakraborty, G. (2009). Perceived travel risks regarding terrorism and disease: The case of Thailand. Tourism Management, 30, 410-418.
Seabra, C., Dolnicar, S., Abrantes, J.L. & Kastenholz, E. (2013). Heterogeneity in risk and safety perception of international tourists. Tourism Management, 36, 502-510.
Seddighi, H.R., Nuttabll, M.W. & Theocharous, A.L. (2001). Does cultural background of tourist influence the desitnation choice? An empirical study with special reference to political instability. Tourism Management, 22, 181-191.
Slevitch, L. and Sharma, A. (2008). Management of Perceived Risk in the Context of Destination Choice. International Journal of Hospitality & Tourism Administration, 9(1), 85-103.
Sönmez, S. and A.R. Graefe (1998). Influence of Terrorism Risk on Foreign Tourism Decisions. Annals of Tourism Research, 25(1):112-144.
Williamson, A., Hatfield, J., Sherker, S. Brander, R. & Hayen, A. (2012). A comparison of attitudes and knowledge of beach safety in Australia for beachgoers, rural residents and international tourists. Australian and New Zealand Journal of Public Health, 36(4), 385-391.
Wolf, E.J., Harrington, K.M., Clark, S. & Miller, M. W. (2013). Sample Size Requirements for Structural Equation Models: An Evaluation of Power, Bias, and Solution Propriety. Educ Psychol Meas, 76(6), 913–934.
World Economic Forum (2015). The Travel & Tourism Competitiveness Report 2015. https://reports.weforum.org/travel-and-tourism-competitiveness-report-2015/downloads/
Xueqing Qi,C. ,Gibson, H.J, & Zhang, J.J. (2009). Perceptions of Risk and Travel Intentions: The Case of China and the Beijing Olympic Games. Journal of Sport & Tourism, 14:1, 43-67.
Yoon, Y and Uysal, M (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26, 45–56.