ความสัมพันธ์ระหว่างคุณภาพงานนิทรรศการกับประสบการณ์งานนิทรรศการ และความภักดีของผู้เข้าร่วมงานสัปดาห์หนังสือแห่งชาติ พ.ศ. 2568
Year: 2026
Type: article
Study design: Observational Study
Abstract: This study aimed to (1) examine the relationship between exhibition quality and visitor experience, (2) investigate the relationship between exhibition experience and visitor loyalty, and (3) test the mediating role of exhibition experience in the relationship between exhibition quality and visitor loyalty toward the National Book Fair 2025. This research adopted a quantitative research approach. The research instrument was a structured questionnaire. The sample consisted of 320 visitors who had attended the National Book Fair 2025. The sample size was determined using the criteria proposed by Hair et al., which recommend a sample size of 10–20 times the number of observed variables at the 95% confidence level. The respondents were selected using convenience sampling. The collected data were analyzed using descriptive statistics, including mean and standard deviation, and structural equation modeling (SEM) was employed to test the proposed hypotheses. The results revealed that (1) exhibition quality has a statistically significant effect on exhibition experience, (2) exhibition experience has a strong influence on visitor loyalty, and (3) exhibition experience serves as a full mediating variable in the relationship between exhibition quality and visitor loyalty toward the National Book Fair 2025, with a significant indirect effect. The structural equation modeling analysis conducted using AMOS indicated that the proposed model demonstrated a good fit with the empirical data, as evidenced by the following fit indices: χ² = 4.183, df = 56, TLI = 0.94, CFI = 0.96, GFI = 0.89, AGFI = 0.83, RMSEA = 0.10, and RMR = 0.16. The hypothesis testing results show that all standardized path coefficients (β) are positive and statistically significant at the 0.001 level, leading to the acceptance of all proposed hypotheses. From a managerial perspective, the findings suggest that exhibition organizers can apply these results to develop experience-based marketing strategies and enhance service offerings to strengthen visitor loyalty and encourage repeat visitation at future editions of the event.
Institutions: Bangkok University, Silpakorn University
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7219488486