DSpace at Bangkok University >
Graduate School >
Master Degree >
Theses >

Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4256

Title: The Effects of Motivation and Perceived Value on Tourist Satisfaction and Loyalty: A Case of Chinese F.I.T. Tourists to Thailand
Authors: Mengjiao Yang
Keywords: motivation
perceived value
tourist satisfaction
Issue Date: 2019
Publisher: Bangkok University
Abstract: This study aimed to explore the influences of motivation and perceived value on tourist satisfaction and loyalty. The population were fully independent Chinese tourists traveling to Thailand. Self-administered questionnaires in Chinese were used to collect data from 400 convenient samples at Don Muang and Suvarnabhumi Airports. The Index of Item-Objective Congruence (IOC) and Cronbach Alpha Coefficients were used to assure the questionnaire’s validity and reliability. Multiple regression analyses were employed to assess the research questions. Most respondents were single female, aged between 21 – 30 years old, holding a bachelor’s degree and travelling with their families. The analyses showed that motivation and perceived value could statistically explain 96.3% variance in tourist satisfaction. Both factors had almost equal relative effects on satisfaction. Motivation, perceived value and satisfaction could statistically explain 71.6% variance in tourist loyalty with motivation having the highest relative effect (58.84%).
Description: Thesis (M.A.) -- Hospitality and Tourism Industry, Graduate School, Bangkok University, 2019
Subjects: Tourists
Customer loyalty
Advisor(s): Somyot Wattanakamolchai
Duangthida Nanthapirat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4256
Appears in Collections:Theses

Files in This Item:

File Description SizeFormat
Mengjiao Yang.pdf1.79 MBAdobe PDFView/Open
View Statistics

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


  DSpace Software Copyright © 2002-2010  Duraspace - Feedback