The Study of Tourists’ Motivation, Perceived Value, and Satisfaction to Affect Loyalty at the Cooking School in Thailand

• Main Authors: Ananta Kamonphan, 王純恩
• Other Authors: Hung-Bin Chen
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/47808438121938664429

碩士 === 國立澎湖科技大學 === 觀光休閒事業管理研究所 === 102 === Abstract The subject matter of this research is to exam foreign tourists’ behavioral intention of culinary event or their participation in food related activities at Thai cooking schools. Hence, the study was conducted to investigate the relationship among tourists’ push and pull motivations, perceived value, satisfaction, and loyalty. SPSS and LISREL were used to reveal results of descriptive statistic, confirmatory factor analysis (CFA), and structural equation modeling (SEM). Out of 400 questionnaires, 373 were usable. Therefore, the data from 373 respondents were analyzed in this study. They were tourists visiting to Chiang Mai and selecting culinary tourism at Thai cooking schools, and the results showed that: Most of those tourists were female, age between 21-30 years. They came to Chiang Mai Thai cooking school with their friends and they never been there before. Most of them taken full day course and they were informed of those Thai cooking school from internet. The study proposed that culinary event of tourist loyalty intentions would be affected by their event satisfaction. The findings showed that pull motivations had a positive effect on perceived value; push motivations had a positive effect on loyalty. Perceived value had a positive effect on satisfaction, and finally, satisfaction had a positive effect on loyalty. It is believed that results of the present study will be useful to organizers of culinary events, cooking school, and/or destination managers.