| dc.description.abstract | This research is a Mixed Method with the objective: 1) To study a causal
relationship model of factors Influencing the loyalty of Lanna cultural tourism in the
Eastern 2) To examine a causal relationship model of a causal factors influenced the
loyalty of the Lanna cultural tourism in Eastern.3) To study both direct and Indirect
influence and, the total influence of causal factors that influence the loyalty of Lanna
cultural tourism in Eastern. The part of quantitative research; Research was qualitative
research and questionnaire were constructed to be a tool to measure concept
definition. The data was collected tourist traveling to 4 province in the Lanna cultural
group in Eastern region: Chiang Rai province, Phrae province, Nan province, and
Phayao province.
The sample group was divided by the proportion of 4 equal numbers of each
sample. The samples group was divided by proportion of 4 equal; each sample
included 150 participants. The sample were conveniently collected and analyzed by
frequency, percentage, mean, standard deviation, Pearson’s correlation coefficient,
and analysis confirmatory component analyzed at the statistical significance level .05.
Qualitative research using intervenes to collected information from member of chamber
of commerce member of province tourism in Thailand, the provincial tourism member
industry council Thailand, who has4 experiences in tourism.
The hypothesis test found that image tourism, experiences tourism and affect
the perceived of psychological component on tourist loyalty. By the potential tourism
and experience was not affect tourism loyalty. The direct and indirect, and total
influence found that potential tourism has direct influence on tourism loyalty was equal
at .054 and has indirect influence perceived psychology tourism were equal at .034 a
cross with a total influence at .088 were can not significantly. Effect of image tourism
has direct influence on loyalty were equal at .077 and, indirect influences a cross
perceived psychology were equal at .366 with a total influence at .443 were
significantly at the .05. Experience tourism has direct influence on tourism Loyalty were
equal at .059 and has indirect influence a cross perceived psychology were equal at
.252 were total at .311 were can not significantly.
Research results that obtained both public and private sectors related to
tourism management as well as Lanna cultural in Eastern community can be used as a
guiline for developed strengthening and as a policy of suggestion to raise cultural
tourism loyalty in the Lanna Eastern groups, including Chiang Rai, Phayao, Phra, and
Nan have potential that is due to the tourism loyalty of sustainable cultural tourist. | en_US |
