การวิเคราะห์โมเดลเชิงสาเหตุของความตั้งใจกลับมาเยือนซ้ำของนักท่องเที่ยว ในเขตภาคเหนือของประเทศไทย โดยใช้ตัวแปรการบอกต่อเป็นตัวแปรคั่นกลาง
Year: 2023
Type: article
Study design: Observational Study
Abstract: This research aimed to analyze the causal factors of the northern restaurants' attributes that directly and indirectly affect tourists' revisit intentions in Thailand by using word-of-mouth (WOM) as a mediator variable. This study employed a quantitative research approach. Questionnaires were used to collect data from 400 Thai tourists who came to use the services in the northern restaurants from 17 provinces in the northern region of Thailand. Confirmatory Factor Analysis and Structural Equation Model were used for the data analysis. The results showed that restaurant attributes had a direct influence on word-of-mouth. Word of mouth had a direct influence on revisit intention. Furthermore, restaurant attributes indirectly influenced revisit intention, with the word-of-mouth variable being the mediator variable with a higher value than the other variables. Thus, the northern restaurant entrepreneurs should develop and maintain restaurant attributes, including physical environment, authenticity, and service quality, because these attributes play an essential role in motivating positive word-of-mouth. This theoretical benefit shows the influence of the word-of-mouth variable on the relationship between restaurant attributes and revisits intention. Moreover, word-of-mouth is part of the perception and reflects the restaurant's identity from tourists' perspectives according to the place branding concept. This is good for keeping customers coming back for more and leading to a long-term competitive advantage for the northern restaurants
Institution: Naresuan University
Language: Thai
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7215185342