THE FACTOR INFLUENCE OF TOURIST’S LOYALTY ON THEIR …

THE FACTOR INFLUENCE OF TOURIST’S LOYALTY ON THEIR REVISIT

INTENTION: IN CASE OF TRAVEL IN PATTAYA CITY

MUTITA TANSIRI

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFFILLMENT OF

THE REQUIREMENTS FOR THE MASTER DEGREE OF

BUSINESS ADMINISTERATION (INTERNATIONAL PROGRAM)

GRADUATE SCHOOL OF COMMERCE

BURAPA UNIVERSITY

JULY 2016

COPYRIGHT OF BURAPHA UNIVERSITY

An independent study of Mutita Tansiri has been approved by examining

committee to be partial fulfillment of the requirements for the Master Degree in

Business Administration (International Program) of Burapha University

Research Advisor

............................................................................................Principal advisor

(Dr. Nont Sahaya)

Examining Committee

............................................................................................Principal examiner

(Dr. Supasit Lertbuasin)

......................................................................Member

(Dr. Savitree Bintasan)

An independent study has been approved by the Graduate School of

Commerce to be partial fulfillment of the requirements for the Master Degree in

Business Administration (International Program) of Burapha University

................................................................Dean of Graduate School of Commerce

(Asst. Professor. Dr. Banphot Wilunrach)

July ......., 2016

ACKNOWLEDGEMENT

I would like to thank the many people who helped me accomplish this

research.Without any the encouragement and support from many people, this research

could not be completed. So, I would like to take this chance to express my gratitude to

all who contributed to this research.

I would like to give sincere thanks to Dr. Nont Sahaya who was my advisor

for his kindness, Invaluable guidance and time devoted throughout the period of

study. I could not have finished my research without his guidance and assistance.

I would like to give sincere thanks to Dr. Supasit Lertbuasin and

Dr. Savitree Bintasan who recommended the right direction and gave me very useful

information and helped me throughout the process of this research.

During the two years study programmed at Burapha University, I am

grateful to be a student MBA program here so I would like to say thank for Burapha

University staff who support my education for their kindness and helpfulness.

In additionally, I would also like to thank my classmate who has assisted and

encouraged me during the research writing period and A very special appreciation to

my parents, my sister who were always there to offer endless love, support, and

understanding.

Finally, I will take full responsibility and apologize for all mistakes and

some ambiguities which might remain in this research.

Mutita Tansiri

iv

57740002: MAJOR: BUSINESS ADMINISTRATION; M.B.A.

(INTERNATIONAL PROGRAM)

KEYWORDS: TOURIST LOYALTY/ REVISIT INTENTION

MUTITA TANSIRI: THE FACTOR INFLUENCE OF TOURIST’S

LOYALTY ON THEIR REVISIT INTENTION: IN CASE OF TRAVEL IN

PATTAYA CITY. ADVISOR: NONT SAHAYA, D.B.A 92 P. 2015.

Tourism has been becoming the major driving force for tourism industries

and brings a lot of income to the country. However, given the challenges of any

tourist destination to remain attractive to loyal tourist overtime and revisiting of

Tourists is measure as the key factors to the successful in Tourism Industry. Thus the

purpose of this study is to investigate the significant factor that influence tourist’s

loyalty on their revisit intention; in case of travel in Pattaya city. The main part is

focused on an analysis factors in term of Tourist loyalty which consist of destinations

image, service quality and perceive value that affect on tourist revisit intention in

cognitive (past experience ), tourist satisfaction, attitude and trust . The study selected

the simple random sampling method with 400 foreign tourists by questionnaires in 16

landmarks of Pattaya City which consist of Pattaya Hill, Mimosa Pattaya, Teddy Bear

Museum, Pattaya Dolphin World, Crocodile Farm, Tiffany Show, Ripley’s believe it

or not museum, Mini Siam, Elephant Village, Nongnooch tropical Garden, Art in

Paradise, Pattaya Water Park ,Under Water world Pattaya , WatYannasangwararam,

KhaoChiChan and Pattaya Floating Market to collect data . For data analysis process

was used statistical instrument for analyze the relationship between each factor via

used SPSS program. In term of hypothesis testing by using multiple linear regression

(MLR), found that in term of tourist loyalty (destination image, perceive value and

service quality) which is independent variable has significant influence to tourist

revisit intention in cognitive (Past experience) , tourist’s satisfaction, attitude and

trust. The study indicated that “service Quality” was the strongest factor influencing

on Tourists’ Visit Intention and service quality results were the significant factors

towards the marketing strategic plans for stimulating foreign tourists to revisit Pattaya

City and expand the numbers of tourist in the future.

CONTENTS

Page

ABSTRACT .......................................................................................................... iv

CONTENTS .......................................................................................................... v

LIST OF TABLES ................................................................................................ vii

LIST OF FIGURES ............................................................................................... ix

CHAPTER

1 INTRODUCTION ...................................................................................... 1

Background and significant of the study ................................................ 1

Research objectives ............................................................................... 5

Research hypotheses ............................................................................. 6

Scope of research .................................................................................. 6

Conceptual framework .......................................................................... 7

Excepted benefit.................................................................................... 7

Definition of terms ................................................................................ 8

2 LITERATURE REVIEWS........................................................................... 10

Determinants of tourist loyalty .............................................................. 10

Destination image ................................................................................. 11

Perceived values.................................................................................... 13

Service quality ...................................................................................... 14

Tourist's revisit intention ....................................................................... 16

Cognitive (Past experience) ................................................................... 16

Attitude ................................................................................................. 17

Tourist’s satisfaction ............................................................................. 17

Trust ..................................................................................................... 19

Related studies ...................................................................................... 19

3 RESEARCH METHODOLOGY ................................................................. 22

Research design .................................................................................... 22

Population and sampling ....................................................................... 22

Research instrument .............................................................................. 24

vi

CONTENTS (CONTINUED)

Chapter Page

Data gathering ....................................................................................... 27

Data analysis ......................................................................................... 27

4 DATA ANALYSIS AND RESULTS .......................................................... 29

Restatement of the purpose .................................................................... 29

Part 1: Statistical analysis of demographic of sample group ................... 30

Part 2: Statistical analysis of travel characteristic ................................... 31

Part 3: Statistical analysis of tourist loyalty toward Pattaya City ............ 34

Part 4: Statistical analysis of tourist revisits intention toward

Pattaya City ........................................................................................... 37

Hypothesis test ...................................................................................... 42

Data gathering and procedures .............................................................. 45

Data processing and analysis ................................................................. 45

Limitations of methodology .................................................................. 46

5 CONCLUSION, DISSCUSSION AND RECOMMENDATION.................. 54

Conclusion ............................................................................................ 54

Discussion in this study ......................................................................... 55

Recommendations in implication for business ....................................... 59

Recommendation for further research .................................................... 61

Limitations of the study ......................................................................... 62

BIBLIOGRAPHY ................................................................................................. 63

APPENDICES ....................................................................................................... 72

APPENDIX 1 ................................................................................................... 73

APPENDIX 2 ................................................................................................... 80

APPENDIX 3 ................................................................................................... 89

BIOGRAPHY ....................................................................................................... 92

LIST OF TABLES

Table Page

1-1 Number of foreign tourist in Pattaya City in year 2010-2015 ....................... 1

1-2 The best of Thailand Awards voted by Chinese Tourists .............................. 3

3-1 The landmarks of Pattaya City ranked ........................................................... 24

4-1 Respondents’ demographic characteristics .................................................... 30

4-2 Respondents’ of travel characteristic ............................................................. 32

4-3 Show number and percentage of 16 landmarks of Pattaya City where

foreign tourist have been visit ........................................................................ 33

4-4 Summary of descriptive statistics of factor influence tourist loyalty

(Destination image) ........................................................................................ 34

4-5 Summary of descriptive statistics of factor influence tourist loyalty

(Perceive value) ............................................................................................. 35

4-6 Summary of descriptive Statistics of factor influence tourist loyalty

(Service quality) ............................................................................................. 36

4-7 Mean ( ), Standard deviation (SD), and level of affecting of factor

influence tourist loyalty ................................................................................. 36

4-8 Summary of descriptive statistics of factor influence tourist revisit

intention (Cognitive (Past experience)) ......................................................... 38


intention (Tourist’s satisfaction) .................................................................. 39


intention (Attitude)......................................................................................... 39


intention (Trust) ............................................................................................. 40

4-12 Mean ( ), Standard deviation (SD), and level of affecting toward

tourist revisit intention ................................................................................... 41

4-13 Model summaries, ANOVA and Coefficients of Multiple regression

analysis (MRA) (Hypothesis 1) ..................................................................... 44

4-14 Model summaries, ANOVA and Coefficients of Multiple regression


viii

LIST OF TABLES (CONTINUED)

Table Page

4-15 Model summary, ANOVA and Coefficients of Multiple regression



analysis (MRA) (Hypothesis 4) .................................................................... 49



4-18 Hypothesis testing by using Multiple regression analysis (MRA) ................. 53

LIST OF FIGURES

Figure Page

1-1 Conceptual framework ..................................................................................... 7

4-1 Hypothesis test diagram ................................................................................... 42

CHAPTER 1

INTRODUCTION

Background and significant of the study

According to fierce competition market, we know that the tourism industry

is one of the largest industries in the world which has taken the majority of GDP in

many countries. It can create the growing opportunities for domestic work, increase

revenues, and more importantly increase the number of tourists in the country.

This study will be conducted in Pattaya city, Thailand. It is because Pattaya

is the world famous destination, and has ranked as the top 3th most visit place in

Thailand in 2011-2015 (see Table 1-1). Pattaya has been generating large income to

Thailand since 2004, which is approximately 9-10% of the GDP in Thailand.

However, the tourism industry is more changeling to Thailand than ever

before due to advanced technology, cost competition, and other government

incentives that encourage the tourists to go to travel in other countries. It is very

significant to us to learn and develop our tourism strategy to maintain the quality and

to increase the quantity of tourists at the same time.

Therefore, the purpose of this research is to study what are the factors that

impact to tourist's loyalty. It will be focused on Destination image, perceive value,

and Service quality that can influence foreign tourist's revisit intention.

Table 1-1 Number of foreign tourist in Pattaya City in year 2010-2015

(TAT Intelligence Center, 2015)

Internal tourism in Chon Buri Pattaya

Year 2010-2015

Type of data 2010 2011 2012 2013 2014 2015

Visitor 8,313,528 8,993,572 9,409,497 10,020,628 9,896,011 9,849.940

Thai 2,953,859 2,817,952 2,726,368 2,904,280 2,884,528 2,998,479

Foreigners 5,359,669 6,175,620 6,683,129 7,116,348 7,011,483 6,851,461

2

Table 1-1 (continued)

Internal tourism in Chon Buri Pattaya

Year 2010-2015

Type of data 2010 2011 2012 2013 2014 2015

Tourist 7,377,162 8,135,924 8,876,924 9,440,676 9,281,860 9,223,060

Thai 2,143,566 2,083,113 2,312,666 2,454,439 2,407,025 2,506,545

Foreigners 5,233,596 6,052,811 6,564,258 6,986,237 6,874,835 6,716,515

Excursionist 936,366 857,648 532,573 579,952 614,151 626,880

Thai 810,293 734,839 413,702 449,841 477,503 491,934

Foreigners 126,073 122,809 118,871 130,111 136,648 134,946

Average length of

stay (Day) 3.17 3.29 3.19 3.23 3.24 3.28

Foreigners 3.50 3.37 3.35 3.40 3.42 3.67

From the above graph, it revealed that over the years number of foreign

tourists visiting Pattaya City have steadily increased between 2010-2013, which

implied that these tourists found that the province have become popular as foreign

tourist attraction and they have continued loyal toward Pattaya City as tourist

destination. But during year 2013 the number of tourist has declined with political

problems faced in Thailand. The number of visitors fell nearly 5% on-year between

January-April, according to data from Thailand’s Department of Tourism. But

however a few months after the military Coup, during the final quarter of the year,

tourism recovered, the number of tourist increase in year 2013 Revealing Pattaya City

still popular for most travelers and the increase showed the customer loyal to Pattaya

City even in unconventional situation.

3

Table 1-2 The best of Thailand Awards voted by Chinese Tourists (Tourism

Authority of Thailand, 2015)

Top 10 best destination

Project: The best of Thailand awards voted by Chinese Tourists

Number Topic Name of the place

1 Best Luxury Hotel W Bangkok

2 Best Boutique Hotel Koh Chang Kacha Resort and Spa

3 Best Resort Hotel Patong Resort Hotel Phuket

4 Best Value Hotel De Lanna Hotel Chiang Mai

5 Best Destination Chiang Mai

6 Best Attraction Floating Market in Pattaya

7 Best Restaurant Sirocco

8 Best Thai Dish Tom Yam Kung (spicy shrimp soup)

9 Best Thai Fruit Durian

10 Best Thai Spa Let’s Relax (Phuket)

11 Best Golf Course Gassan Khuntan Golf and Resort (Lamphun)

12 Best Shopping Mall Siam Centre

13 Best Shopping Area Siam Square

14 Best Airline Thai AirAsia

15 Best Thai Show Muay Thai Live: The Legend Lives

and four attraction place in Pattaya City consist of:

Alcazar Show, Tiffany Show, Nongnooch tropical

Garden and Tiger Zoo

16 Best Festival Songkran Festival

17 Best Medical Service Bangkok Hospital Phuket

Pattaya is ranked as the top ten for most searched city for holiday

destination, accommodation and popular restaurant from Chinese voters in program

“The best of Thailand Awards voted by Chinese tourist” by Thailand tourism

authority in hand with King Power International , private company SINA Corporation

one of the biggest online Chinese service provider with over 600 million peoples

around the world and Jiaranai Entertainment Company set up this program aiming for

service and product competition “The best of Thailand Awards “ they set up this

4

program for product and service provider of Chinese customer to complete among

themselves totaling of 17 categories by considering various tourist destination and

service provider such as accommodation shopping center and the top rating show , by

Chinese tourist putting in one vote per day for their top tourist attraction . After the

vote close it has been seen that there are 5.56 via www.weibo.com and other channel

100 millions times since 8-29 May 2015 which reveal that tourist attraction in Pattaya

City is popular destination for most Chinese traveler.

Thus, this study of tourist’s loyalty has been pointed out in tourism in

Pattaya City as one of the major driving forces to increase tourist’s loyalty to maintain

the number of tourist who come to visit Pattaya city and for increase the number of

tourist in the future.

A successful marketing strategy must be focused on winning new customers,

along with maintaining the existing customers is also important. Nowadays, many

firms has realized that a customer relationship is now significant as a marketing

strategic objective (Oliver, 1999). As a result, to have a strong relationship with

customers can create a competitive advantage to the company (Ganesan, 1994).

In the tourism industry, the destinations can be one of the main factors for

tourists to make a decision. Depend on tourists' experience, they can recommend

family and friends which will potentially increase the number of tourists in the future

(Yoon & Uysal, 2005). However, Chen, and Gursoy (2011) disagreed that the

destination loyalty is not related to the loyalty of tourist due to deficient study.

In marketing literature, one of the most important indicators of company

success is the concept of loyalty (La Barbara & Mazursky, 1983), which can be

deliberated by repeated sales or by recommendation to other consumers (Pine,

Peppers, & Rogers, 1995). A tourist loyal is the significant goal of every tourist

destination. This can be characterized by the amount of time that person revisits the

particular destination, it’s called “tourist loyalty” (Yoon & Uysal, 2005). To be

successful in the tourism industry, it is essential that the destination is fascinated by

tourists. As a result, tourist will recommend the destination to others to make a visit.

Recently, marketing research in the tourism industry is mainly focused on

attractiveness, competiveness of destination in order to meet the satisfaction of

5

customers that will increase the level of tourist loyalty and the perception towards the

Service quality and Destination image.

However, in order to focus on the tourist loyalty, the number of studies has

shown that to create dynamics tourism sector and to distinguish tourist experience is

al so important. In theory of contemporary marketing stated that repeat purchase is

one of the most significant strategies by its beneficial rewards such as creating

positive word-of-mouth, achieving better cost-effective by repeat visitors, and

increasing economic profits. In turn, repeat visitation in tourism is an important fact in

the economy as well as in the individual attraction.

Furthermore, important role of repeat visitation would be in international

tourism flows. There is a high correlation between the current visit towards an

individual and the future visit based on the previous experience. In addition, the

current visitors can give a great influence to other people when they expressed their

perception of the place and a possibility of making a second visit in the near future.

The number of researches has proved that the repeat visitors had a better experience

and higher level of satisfaction than the first time visitor. It can be explained that the

service providers such as restaurant and hotel is given more awareness and priority to

the repeat visitor more than the first time visitor (Gitelson & Crompton (1984).

As a result, this study will be examined the factors of tourist loyalty in terms

of revisit intention in Pattaya City with the main purpose of making the effective

strategic marketing planning to stabilize the number of tourists, and also to persuade

the tourist revisiting to Pattaya city. As a result, this research will be useful source of

information for marketers who want to have a successful business in Pattaya. Most

importantly, it will be valuable to the tourism industry in Pattaya City.

Research objectives

1. To study characteristic of foreign tourist who come to visit Pattaya City.

2. To study the situation of tourist’s loyalty that influences their revisit

intention toward Pattaya City

6

Research hypotheses

The tourist’s loyalty has influence on their tourist revisit intention.

Hypothesis 1: The tourist’s loyalty (Destination image, Perceived value,

Service quality) has influence on their revisit intention in Cognitive (Past experience).


Service quality) has influence on their revisit intention in Tourist satisfaction.


Service quality) has influence on their revisit intention in Attitude.


Service quality) has influence on their revisit intention in Trust.


Service quality) has influence on their revisit intention in Cognitive (Past

experience), Tourist satisfaction, Attitude and Trust.

Scope of research

Scope of content

Study in term of factor which is Destination image, Perceived value and

Service quality of tourist’s loyalty that influence to tourist revisit intention toward

Pattaya City.

Scope of population

The In term of population in this research are foreign tourists in Pattaya City

who visit 16 landmarks in Pattaya City.

Scope of area

The location to survey Pattaya City by collect data from Foreign tourist who

visit Pattaya City. Since Pattaya has various tourist attractions, the researcher has

chosen top 16 spots recommended by the Thaiway Magazine for their significance

and popularity. Thus I, as the researcher will choose these 16 top destinations of

Pattaya City as landmarks to collect data.

Scope of research period

Timeline for collect data is 1 April-May 2016.

7

Conceptual framework

Figure 1-1 Conceptual framework

For the conceptual framework of this study, The dependent Variables

(Tourist revisit intention) was developed through the integration and adaptation of

numerous analysis models which were implemented in the previous relevant studies

and literature reviews by many researchers in the past. Hence, the attributes and

factors in the Tourist revisit intention framework of this study were selected and

adapted from the previous studies to best suit with the environment in Pattaya City.

Simply, the model consists of dependent variable and independent variables. To meet

the objective of this study, the independent variable is denoted as the likelihood of

tourist to revisit Pattaya City in the future or destination loyalty. The independent

variables which determine the revisit intention comprise of (Cognitive (Past

experience), Attitude, Tourist’s satisfaction and trust) the conceptual model is

illustrated in Figure 3.

8

Expected benefit

1. The result from this study will be useful for policy makers to devise plans

to increase tourists' loyalty toward Pattaya City.

2. The result from this study can be adopted by private tourism business

operators to retain more number of loyal tourists, which is the most cost-effective

ways to promote destination tourism.

3. This study will be useful as research evidences for further study

concerning tourists' loyalty.

Definition of terms

Tourist loyalty means the tourist's loyalty can be describe as tourist's attitude

and beliefs regarding the value of perceived destination, which leads to repurchase or

revisit intention.

Destination image means the Destination image is an essential factor for

tourist places and better image of the destination bring more tourists towards

destination .If any tourism authority can create positive image of the destination on

tourist mind then it is easy to be successful in tourism business. Destination image or

image of the country has great influence on the decision making process of the tourist.

If the tourist perceive positive and favorable Destination image on their mind then

they like to often visit their desired tourist place.

Perceived value means the Perceived value is defines the comparison of the

benefits or output with the price of product or service. Perceived value is related with

customer satisfaction. If customers get positive value then they are satisfied and if

they do not get negative value then they are dissatisfied with product or service.

Service quality means the Service quality is customer’s judgment of

standard or quality of the service. Service quality is the core of business prosperity of

service industry. Better Service quality brings more customers and generates more

revenue. It is common psychology of tourist that if they are happy of Service quality

then they are going to be loyal

Revisit intention means the revisit intention means the individual’s

subjective probability that he or she will perform a specific behavior after he or she

9

did it. In this study, revisit intention is tourists’ willingness to visit creative tourism

destination again in the next 12 months. Revisit Intention Revisit intention from

repurchase intentions, a term usually used when discussing buying something.

Repurchase intentions are the customers’ intentions to purchase some goods or

services from the same organization again.

Cognitive (Past experience) means the past experience refers to mainland

traveler’s previous travel experience. While travel experience may include aspects

such as number of past visits, travel mode, transportation, length of stay, and overall

satisfaction.

Attitude means the attitude is an individual’s predisposition to evaluate some

symbol, object, or aspect of the world in a favorable or unfavorable manner. Attitude

serves as a reliable indicator of how people act under given set of circumstances in

many different walks of life. Tourist attitudes comprise cognitive, affective and

behavioral components. Tourist attitude describes the psychological tendencies

expressed by the positive or negative evaluations of tourists when engaged in certain

behaviors.

Tourist’s satisfaction means the tourists’ satisfaction with a trip or a

destination is a result of many aspects, such as their perception of product elements

experienced as well as their expectations before- and during the trip. People go on

holiday to satisfy one or several of their needs, whatever these needs are. To achieve

satisfaction people try to behave in a rational way. They choose, for instance,

activities that they expect will fulfill their needs satisfactorily.

Trust means the trust is regarded as an essential key to maintaining

continuity in the customer provider relationship. Trust is “expectations held by the

consumer that the service provider is dependable and can be relied on to deliver on its

promises”

Foreign tourist means the foreign tourists are foreign persons admitted under

tourist visas (if required) for purposes of leisure, recreation, holiday, visits to friends

or relatives, health or medical treatment, or religious pilgrimage. They must spend at

least a night in a collective or private accommodation in the receiving country and

their duration of stay must not surpass 12 months.

CHAPTER 2

LITERATURE REVIEWS

This chapter will explore various definitions of variables used in this study.

The main parts consisted of the following;

1. Concept and theory of tourist's loyalty

2. Concept and theory of destination image

3. Concept and theory of perceive value

4. Concept and theory of service quality

5. Concept and theory of revisit intention

6. Concept and theory of cognitive (past experience)

7. Concept and theory of tourist satisfaction

8. Concept and theory of attitude

9. Concept and theory of trust

Determinants of tourist loyalty

For tourist’s loyalty can be explained as cognitive and behavioral, or as a

compound between them (Pritchard & Howard, 1997; Bowen & Chen, 2001; Zins,

2001; Dimitriades, 2006), in one approach, tourist loyalty could be described as

tourist's attitude and beliefs regarding the value of perceived destination, which leads

to repurchase or revisit intention (Fournier, 1994; Hawkins, Best, & Coney, 1989);

while another approach states that loyalty is a construct that can be conceptualized by

several perspectives. Cronin and Tayler (1992), Homburg and Giering (2001) measure

loyalty as “future behavioral intention” when another research conceptualized tourist

loyalty as behaviors consisted of continued repurchase and act of recommendation to

friends or relatives (Oppermann, 2000; Chen & Gursoy, 2001; Petrick & Backman,

2002; Yoon & Uysal, 2005). Tourist loyalty is an important goal for every tourist

destination is to make tourist loyal. According to (Oppermann 2000, Yoon & Uysal,

2005), when tourists visit any particular tourist destination multiple times then it is

called tourist loyalty. According to Chen and Gursoy (2001), tourists revisit

perception of any particular tourist destination refers tourist loyalty. When any tourist

11

perceives positive experience about any destination then he or she thinks to revisit the

destination. When tourist is loyal towards any destination then he or she recommends

others to visit that destination (Oppermann, 2000, Chen & Gursoy, 2001). According

to Yoon and Uysal (2005), if tourist gets better service from any tourist destination

then tourist will be loyal towards the destinations. Besides that positive word of

mouth also influence tourist to visit any particular destination.

Factors that influence tourist loyalty

There are many factors leading to tourist loyalty, generally the commonly

agree factor leading to tourist loyalty must consist of satisfaction (Dick & Basu, 1994;

Oliver, 1999). However, literatures diverted when considering factors that lead to

satisfaction, hence tourist loyalty. For Dick and Basu (1994) and Oliver (1999), these

factors included demonstrated service quality, perceived price, customer value, and

perceptions of company performance as determinants of customer satisfaction.

Stepchenkova and Mills (2010) proposed that destination image had influence on

customer satisfaction and loyalty. The following part will explore various definitions

and concepts;

Destination image

According to the theoretical and research tradition in tourism literature,

destination image has been one of the key areas of tourism research for more than

four decades (Stepchenkova & Mills, 2010). The study about effect of destination

image and satisfaction on loyalty has been key research topics in tourism research for

quite some time. Since 1970’s destination image research was first proposed by

Edward Mayo, John Hunt, and Clare Gunn. Later in 1990s, Chon identified the

influence of destination image on traveller's behaviours and satisfaction. Similar study

be Baloglu and McCleary (1999) confirmed that destination image had influence in

tourist’s decision making and travel behavior, while Lee, Lee, and Lee (2005)

emphasized that destination image had a big influence in tourist behaviors and led to

tourist satisfaction, which were divided into two significant factors; first was the

influences of destination choices, and second, post-purchase influences. Lee et al.

(2005) concluded that a person with a more pleasurable destination image identified

more on site experiences led to increased satisfaction and resulted in positive

12

behavioral intentions. However, there were many studied that argued and pointed out

that there were a significant relationship between destination loyalty and destination

image (Rittchainuwat et al., 2001; Ross 1993; Tasci & Gartner, 2007; Wang, Lin,

Yeh, & Lui, 2011). Chen and Tsai (2007) had determined the relations between

destination image which consist of 4 factors, namely trip quality, perceived value,

satisfaction, and inclined behavior. They found that destination image and satisfied

individuals were two very significant variables that influenced tourist behavioral

willingness. These cases revealed that destination image had influences, both directly

and indirectly, on behavioral intentions/ willingness. Tasci, Gartner, and Cavusgil

(2007) determined destination image as “A dreaming and feelings are interactive way

of imaging a destination”. Destination image in the mind of the visitors plays an

important role in their travel purchase decisions and their visiting intentions

(Oppermann, 2000; Pike, 2004). Mostafavi Shirazi and Mat Som (2010) considered

that there was a significant effect of destination attributes on revisit intention in

Penang. They found out that repeated visit was an indicator of loyalty in tourist

destination that is strongly affected by destination attributes. In their study, the most

successful conditions for repeated visitor was diversity of attractions. Hwang, Lee,

and Chen (2006) later emphasized that there were a significant relationship between

tourist involvements, place attachment and satisfaction. The relationship among

destination image, service quality and perceived value impact on tourist satisfaction

and future behavioral intentions (Kim, Holland, & Han, 2012). Hence we can

conclude that Destination image has powerful affect to tourist’s loyalty because the

perception of foreign tourists has effect on tourists’ future behavioral intentions. This

result was further confirmed by Mohamad, Abdullah, and Mokhlis (2012), if tourists

were satisfied with any particular tourist destinations, then they would be interested to

visit that destination many times over and resulted in loyalty to the destinations.

Furthermore they would spread positive word of mouth to their family members,

relatives and friends. Thus, it was important for any tourism destinations to create

tourist loyalty, because once tourists became loyal to the destination, they would

generate continued revenues and recommended to others.

13

Perceived values

Perceived value refers to the value that customers receive or experience by

using a service (Bettman, Luce, John, & Payne, 1998). Perceived value is the best

predictor of behavioral intentions and perceive value is one of the most important

elements for gaining competitive and it is considered to be an important key predictor

for customer satisfaction and loyalty (McDougall & Levesque, 2000; Cronin et al.,

2000). Patterson and Spreng (1997) Cronin et al. ( 2000) conceptualize a model of

perceived value as the link among quality, satisfaction and sacrifices. Woodruff

(1997) indicated that the important mission for tourism managers is to understand

what do customers value and how their needs can be met. and there are several

researchers describe about perceive value in term of tourism (Schechter, 1984; Bolton

& Drew, 1991). Perceived value is defines the comparison of the benefits with the

price of product or service (Zeithaml, 1988; Bigne´ et al., 2000; Teas & Agarwal,

2000). Perceived value is an evaluation of consumers’ feeling (Zeithaml, 1988;

Monroe, 1990). As well as customer’s overall assessment of the utility of a product

based on perceptions of what is received and what is given” (Zeithaml, 1988, p. 14).

And according to utilitarian perspective perceive value is the function of acquisition

and transaction utility (Petrick & Backman, 2002). The perceived value is relationship

between perceived benefits on the one hand and monetary and non-monetary with

highly personalized involvement and abstract level activities. Perceived value is

important in marketing area and is an key element in relationship marketing

(Dumond, 2000; MSI, 2001; Oh, 2003). Because perceived value can relate with

customer satisfaction it can affects how much the customer willing to pay for product

or service. Lovelock (2000) defined perceived value as the compromise between

perceived benefits and perceived costs (Grewal et al., 1998; Bigne´ et al., 2000;

Cronin et al., 2000), there are two factors in perceived value; (1) benefits of the

customers, such as social benefit, economic benefit, relational benefit and (2)

expenses of the customers such as time spend perceived risk. ,price of product or

service. By Zeithaml (1998) give more information about Perceive value that different

customers perceive value in different ways and that the components of perceived

value might be weighted in differently. Thus although there are many studies have

been describe about measurement of perceived value in the tourism field and the

14

structure of perceived value was varies in the existing literature .by all of the studies

conducted in the hospitality and tourism industry the researchers have adopted a

multidimensional approach. Two underlying dimensions of perceived value, cognitive

(functional) and affective (emotional), have been identified (Eid & El-Gohary, 2014).

The cognitive dimension refers to the economic assessment of value made by tourists,

such as price value and quality value (Sweeney & Soutar, 2001). The affective

emotional dimension captures the emotions or feelings generated in travelers by

tourism, such as experiential value. Quality value, emotional value functional value,

price value, and emotional value have been incorporate as a dimensions of perceived

value for tourist in several studies (Lee, Yoon, & Lee, 2007; Yoon & Kim, 2012; Eid

& El-Gohary, 2014).

Service quality

Customer form service expectations from past experiences. The expected

service and the perceive service sometimes may not be equal, thus leading a service

quality gap. The service quality model or the “Gap model ” (Parasuraman et al.,

1985). Hilight the main requirement for delivering high service quality they are

reliability, reponsiveness,competence, access, courtesy, communication, credibility,

security, understanding the customer and tangible. Customers compare perceived

service with expected service. These are three basic outcomes may occur from

disparities in the perceived and expected service:

1. Perceived service exceeds expected service: Maximum positive effect

occurs: significantly affects customer loyalty, resulting in repeat and word of mouth

referral business. Maximum customer satisfaction occurs with a high assurance or

customer loyalty. Ideal scenario bringing in the most customers and customer loyalty.

Successful companies add benefits to their offering that not only satisfy the

customers, but also surprise and delight them. Delighting customers is a manner of

exceeding their expectations.

2. Perceived service equaling expected service: Pained service quality

achieved. This will positively affect customer loyalty, repeat business, and word of

mouth referrals, positive customer satisfaction and customer loyalty.

15

3. Perceived service is below expected service: This would be the worst

scenario. Once customer loyalty is lost, it is difficult, if not impossible to regain back

again. Repeat business is lost. And negative word of mouth comments/reviews may

well result in a loss of potential future customers. This would certainly be a failure

service quality scenario affecting a loss of customer satisfaction and thus, any

possibility of customer loyalty.

While Zeithaml and Bitner (2003), said that service quality is customer’s

judgment of standard or quality of the service by (Shahin & Dabestani, 2001) said that

better service quality brings more customers and generates more revenue because

Service quality is the core of business prosperity of service industry. In tourism

industry managers of every tourist destinations are very concern to improve the

quality of the service because improving in service quality or satisfied their tourist it

can make customer loyal towards the destinations (Tian-Cole & Cromption, 2003).

For Bloemer et al. (1998) and Ganesan (2007) he found out how service quality

influence tourist’s loyalty and he found that service quality can influence customer

loyalty positively and significantly (Akbar et al., 2010; Cronin et al., 2000).

According to Sparks and Westgate (2002) said poor service quality of any particular

service industry can influence customers to switch service providers. It is common

psychology of tourist that if they are happy of service quality then they are going to be

return and going to be loyal and it has been found that service quality positively

influences customer satisfaction and ultimately leads to customer loyalty in the

tourism industry (Kuo, Chang, Cheng, & Lai, 2013). In addition, quality value has a

major influence on tourist behavior (Polo Peña et al., 2013). Tourist service is very

sensitive, intangible, and imperishable. Today’s tourists are very conscious about the

service quality of the tourist destination. If the service quality of any tourist

destination meet the expectation of the tourist then it is easy to attract more tourists

towards that destination and moreover If any particular tourist destination fails to

provide better service then customers will switch to another destination but in

opposite side if they are happy of service quality then they are going to be loyal.

16

Tourist's revisit intention

Tourist's revisit intention was a result of tourist's satisfaction (Um, Chon, &

Ro, 2006). Repurchase intention could be defined as customer’s willingness to

purchase some goods or services from the same organization repeatedly (Hwang,

2008). Revisit intention was a powerful factor that could predict future revisit

behavior (Li et al., 2010). The tourist's revisit intention could be traced to theoretical

origin in the theory of planned behavior. This theory was one of the most popular

conceptual frameworks to study people’s intentions to do a specific behavior (Ajzen,

1991). From consumption process’s perspective, tourists’ behavior could be divided

into three stages, including pre-visitation, during visitation, and post visitation

(Rayan, 2002; William & Buswell, 2003). Future behavioral intentions refer to the

visitor’s judgment about the likeliness to revisit the same destination and willingness

to recommend it to others (Chen & Tsai, 2007). But Beigne et al. (2009) argued that

even customer satisfied of the product or service may switch to rivals because of the

opportunities to achieve better product or service. Other study also found out that

creating customer loyalty was a major determinant of tourist revisit intention (Lam &

Hsu, 2006).

Cognitive (Past experience)

A recalls of their past experience can establish a connection between their

sentiment and the target object because a consumer’s cognition lead to behavior

(Lindquist, 1974). The information on the consumer‘s cognition toward a certain

destination is highly valuable to the marketers. Despite the above factors, the survey

intended to measure tourist revisit intention developed by Dodds et al. (1991) and

Bigne et al. (2005) only include four question; (1) You are willing to visit this

destination again; (2) This destination will be your first choice when you plan for

another trip in the future; (3) You will recommend this destination to other and (4)

You will encourage your friend and family to visit this destination.

17

Attitude

Ragheb and Tate (1993) suggested that tourist attitude has a significant on

tourist satisfaction and can affect tourist loyalty. Because attitudes can lead or

predispose a person to perform in a certain manner (De Young, 1986; Vining &

Ebero, 1990), and Ajzen (1991) Eiser and Pligt (1988) Lee (2007) described that the

intention behind an attitude can affect external behaviors. While Unger and

Wandermman (1985) Vincent and Thompson (2002) said that tourist attitudes consist

of cognitive, affective and behavioral components and he describe about tourist's

attitude as psychological expressed by the positive or negative evaluations of tourists

when they engaged in certain behaviors (Ajzen, 1991; Schiffman & Kanuk, 1994).

Thus we can conclude that the cognitive response is the evaluation made in forming

an attitude, the affective response is a psychological response expressing the

preference of a tourist for an entity and the behavioral component is a verbal

indication of the intention of a tourist to visit or use that entity.

Tourist’s satisfaction

There are many studies about tourist’s satisfaction but It is important to

make it clear about the meaning of tourist satisfaction in this study. Weber (1996)

describe about consumer satisfaction as a key influence for repurchase intentions,

recommend to other and also including with market share. By Shoemaker and Lewis

(1999) have explained about satisfaction in the same way satisfied customers are more

likely to recommend friends, relatives or other potential customers to a product/

service by acting as free word of mouth advertising agents. Satisfaction is defined as

customers’ judgments or response of consumer when they expectation is fulfilled

when a features of the products or service give satisfaction to them Oliver (1999)

satisfaction of customer will be occurred when their perception is the same as they

expect or more than expected Kotler and Keller (2009) confirmed, “Satisfaction can

be reflect a person’s a comparative judgments resulting from a product’s perceived

performance in relation of customer expectation". Zeithaml and Berry (1994)

suggested that customer’s overall satisfaction may be related to their evaluation of not

only service quality (e.g. courtesy, responsiveness, etc.) but also product features (e.g.

18

size of hotel room, room decoration etc.) and price. Same as Kozak and Rimmington

(2000) defined that tourist satisfaction had directly influence to the choice of

destination as well as consumption of products and services. Satisfaction with travel

experience as the major antecedent of revisit intention (Oppermann, 2000; Baker &

Crompton, 2000; Petrik & Backman, 2002; Kozak, 2001; Jang & Feng, 2007;

Alexandris et al., 2006; Chi & Qu, 2008), According to Oliver (1999) described that

Tourist’s satisfaction is the customer’s fulfillment about natural, service , landscapes,

and recreational equipments were attribute which affects the tourist satisfaction. By

Prayag et al. (2011) Prayag (2012) emphasized that Destination image, personal

involvement, place attachment and overall satisfaction influence satisfaction of

tourists. Also (Coban, 2012) Tourist attractions, basic facilities, cultural attractions,

touristy substructures and access possibilities, natural environment, variety and

economical were influence tourist satisfaction. But in term of tourism, satisfaction

has been reveal as outcome of the comparison between expectations and experiences

(Truong & Foster, 2006). When experiences compared to expectations result in

feelings of emotional state, the tourist is satisfied (Reisinger & Turner, 2003) and

leave that destination with their good memory. Even, they agree to pay more for this

service. Later Chen and Tsai (2007) tested the relationship between destination image,

evaluative factors (e.g., trip quality, perceived value, satisfaction) and behavioral

intentions. They found that destination image and satisfaction were two important

variables that have powerful influenced on visitors’ behavioral intention. Their study

revealed that satisfaction influenced behavioral intentions directly and indirectly. In

consumer behavior theory, satisfaction was more defined as the aspect of consumers

experience after they use or consume the product or service. The researchers stated

that the attributes which influence the consumers’ satisfaction are suitable with the

products. But for intangible products, consumers used attributes / dimensions

(Parasuraman et.al., n.d. cited in Zeithaml & Bitner, 2008). Besides that, the tourist’s

psychology condition will also influence their satisfaction. The tourists, who are in

anger or have lots of thought, will not enjoy the tourism travelling, although the

tourism place are beautiful or service are very good.

19

Trust

Trust is defined as the willingness of consumers to ignore deep though when

making decision, (Morgan and Hunt, 1994). Ganesan (1994) stated that trust are

forms lessen the risk and the vulnerability felt in the relationship, so it leads to higher

commitment in relationship. According to Hsu and Chai (2009), brand trust is defined

by the willingness of the tourists to depend on the ability to feel the destination brand

to give and fulfill the promises or more that what the tourists hope for which are built

from the knowledge about the brand. This is suitable with Huang and Chiu (2006),

trust is defined as the willingness to depend on the tourism destination where people

have faith or trust that activities on the tourism destination can be relied on. Oh (1999)

argued on the contrary that tourism image and quality of the destination, instead,

influence satisfaction and tourist revisit intentions. Gwinner, Gremler, and Bitner

(1998) argued that trust played an important roles in the relationship between service

firms and customers. According to them, customer’s satisfaction was an end-result of

excellent product performances, which in turn lead to higher level of confidence in the

provider's reliability and integrity. This level of confidence was sometime coined as

"trust". This high-degree of satisfactory experiences acts as a significant determinant

of repeat-purchase intention (Lankton, Wilson, & Mao, 2010). Trust can affect in the

future purchase intentions of an exchange partner Garbarino and Johnson (1999).

Trust has a positive influence on motivation to improve a commonly beneficial buyer

and seller relationship (Selnes, 1998; Chiu et al., 2012). Thus, in this study the tourist'

revisit intention is defined as "positive tourist's attitudes toward a destination, which

was a result of past experience, that led to satisfaction and trust toward a destination

in the long term"

Related studies

1. This Quantitative research has been conducted by questionnaire to

understand key influencing factors for international tourists visiting Bangkok. Couple

of factors which are considered by international tourists while visiting Bangkok are

1.1 Value for money accommodation.

1.2 Shopping places like Weekends markets, street shopping & Malls.

20

1.3 Behavior of Thai people

1.4 Great restaurants & bars followed by Thai Street Food.

1.5 Relaxation and recreations like spa & massages etc.

The above factors are positively related to the loyalty of tourists towards

Bangkok city in terms of re-visiting or recommending to other travelers via social

media channels. The key to gain more tourists is to focus on enhancing the destination

perception considering key attributes shared above. (Thiumsak & Ruangkanjanases,

2016)

2. This study was identify key factors affecting tourists’ satisfaction as well

as their return intention towards Vung Tau tourist destination. In this case, beach city

of Vung Tau is the tourist destination where quantitative method has been applied via

which questionnaires were delivered to 301 leisure tourist. and the researcher found

that the key influencing factors for revisiting destination is destination image and

destination image are like the details below;

2.1 Natural and Cultural environment

2.2 Infrastructure

2.3 Accessibility

2.4 Local famous cuisine

2.5 Leisure entertainment options.

On contrary, safety and security provided significant negative effect on

revisiting of tourists’ intention.(Khuong & Nguyen, 2015)

3. The aim of this study is to identify key factors influencing the revisiting

visitors of Sabah, Malaysia. Destination Image, relaxation & recreating are the most

important factors for the tourist to revisit Sabah. Regarding the loyalty for destination,

the researcher found that respondents were loyal to Sabah, with positive intent to

revisit and recommended Sabah as a holiday destination (Mat Som, Marzuki, Yousef,

& AbuKhalifeh, 2012).

4. The revisiting of tourists is regarded as the key factors to the successful

Tourism Industry. This study was explore about the significant of the tourism research

in relation to marketing field is one of the strategies to enlarge the numbers of tourists

in Hua-Hin, Prachub khirikhan Province in Thailand where the natural tourist

destinations have been well-known for Thai and foreign tourists. The research aims to

21

study factors of the revisiting of Thai Tourists. The study selected the simple random

sampling method with 385 tourists by questionnaires. The analysis of the data used

logistic regression to identify the significant factors of the revisiting. The study

indicated that service quality results were the significant factors to lead their Trust

towards Thai Tourists to revisit Hua-Hin and expand the numbers of visitors.

(Wattanasaruch 2014)

5. The purpose of this study attempted to investigate the relationship

between the five dimensions of service quality on tourist satisfaction. Since, tourist

satisfaction is considered to be a great predictor for future behavioral intentions in

many nature of tourism destinations, the second purpose of this study was to

investigate the relationship between tourist satisfactions on future behavioral

intentions. This study was examined using SERVQUAL model and analyzed with

multiple regression analysis. This field research was conducted on 28–31 May 2012 at

the Borobudur temple, Magelang, Central Java Indonesia. The model was tested using

data collected from 200 domestic local tourists. The findings of this study showed that

service quality had significant positive relationship with tourist satisfaction and their

revisit Borobudur temple, Magelang, Central Java Indonesia in the future (Canny,

2013).

CHAPTER 3

RESEARCH METHODOLOGY

In this chapter, the research methodology of this study was clarified for the

method of data collection and data analysis by 5 stages as follows.

1. Research design

2. Population and samples

3. Research instruments

4. Data gathering

5. Data analysis

Research design

This research will study about factor that influence of tourist’s loyalty on

their revisit intention; in case of travel in Pattaya City. Researcher start the first

process of research which is the topic selection then starts the second step by design

and create hypothesis and objectives of research for focus on study point. Next,

researcher start literature review from various data resource which related to this

topic. Then, researcher designs conceptual framework of the study and methods for

gather data which these data will be used for data analysis. That researcher study

sample by survey and collect questionnaire totally 400 respondents from foreign

tourist who visit landmarks of Pattaya City (Defined from 16 landmarks of Pattaya

City ranked by Thaiway magazine in year 2016. Final processes are cushion and

recommendation in relation of variables factors which were explained by using

statistical analysis.

Population and sampling

Population

In term of population in this research are foreign tourists in Pattaya City.

Which are the large group information. In fact, it’s difficult to access all consumers.

In this research will use sampling method for representative all target groups which

researcher use random sampling for collect data by choose collect data from foreign

23

tourist who comes to visit landmarks of Pattaya City. By these location is the target

area which has the distribution of sample for comprehensive in term of data

collection.

Sample size

The sample size in this research will use sample size which calculate from infinite

population sample size formula.

When

n0 is the sample size without considering the finite population

correction (fpb) factor

N is population proportion

e is error margin or confident interval

When n0 is the member of tourist who visit Pattaya provinces on years 2014.

Then, from infinite population sample size formula;

Therefore, the sample size in this research is 400 samples.

Sampling method

In this study we using Probability Sampling and Quota Method by

researcher will collect data from foreign tourist who visit top rated attraction place in

Pattaya city ranked by Thaiways magazine by Proportionate and Systematic

Sampling.

K = (Total employee of each company X sample size)/ Total sampling

24

Table 3-1 The landmarks of Pattaya City ranked

Top rated attraction place in Pattaya City Number of Foreign Tourist/ (Person)

1. Pattaya Hill (Pratamnak Hill) 25

2. Mimosa Pattaya 25

3.Teddy Bear Museum Pattaya 25

4. Pattaya Dolphin World 25

5. Crocodile Farm 25

6. Tiffany Cabarets Show 25

7. Ripley's Believe It or Not! 25

8. Mini Siam 25

9.Pattaya Elephant Village 25

10. NongNooch Tropical Garden 25

11. Art in Paradise 25

12. Pattaya Water Park 25

13.Underwater World Pattaya 25

14. Wat Yannasangwararam 25

15.Khao Chichan 25

16. Pattaya Floating Market 25

Total 400

Research instrument

The research instrument use questionnaire for collect the data on factor

influence tourist loyalty on their revisit intention case study in Pattaya City.

Therefore, the questionnaire which will be distributed to respondents was separated

into 4 parts as follows.

Part 1: Questionnaire about demographic characteristics of foreign tourist

who visit the landmarks in Pattaya City by study gender, age, marital status, monthly

income, education level and Occupation.

Part 2: Questionnaire about travel Characteristic consists of number of visits

to Thailand, Length of stay in each times, Purpose of visit, travel companion , and the

25

attraction place in Pattaya City where the tourist have been visit. (Defined from 16

landmarks of Pattaya City)

Part 3: Questionnaire about factor influence tourist’s loyalty toward Pattaya

City.

Part 4: Questionnaire about tourist’s revisit intention toward Pattaya City.

In the 3rd and 4th parts of questionnaire concentrate to focus on level of

affecting on factor that influence tourist loyalty on their revisit intention toward

Pattaya City which were designed to be the Likert scale by rating scale into 5 levels

for respondents to indicate the level of affecting as follows rating.

The questionnaire has 5 levels:

Level Point

Strongly agree 5

Agree 4

Neutral 3

Disagree 2

Strongly disagree 1

Interpretation method for the results of questionnaire by using mean value

follows this formula,

= The highest point – The lowest point

5

= 5 – 1

5

= 0.8

Thus, meaning of the point for each factors are as follows.

Mean score The level of affecting of each factors

Level 5 Mean 4.21-5.00 Strongly agree

Level 4 Mean 3.41-4.20 Agree

Level 3 Mean 2.61-3.40 Neutral

Level 2 Mean 1.81-2.60 Disagree

Level 1 Mean 1.00-1.80 Strongly disagree

26

In term of methods to test the potential of the research instruments of this

research are Validity and Reliability test as followed methods.

Validity

Validity: researcher submitted the processed questionnaire through the

literature review to 3 experts in order to consider and reviewed the Content Validity

by using Index of Concordance: IOC method. Then, to inspect accuracy wording or

appropriateness of the language used to be amended for improvement before actual

investigate (Rovinelli & Hambleton, 1977).

Researcher will use convenience sampling method to select sample form

population. The descriptive statistics and inferential statistics with t-test significant

difference at 0.05 significant levels were used for this study.

Index of Concordance: IOC is the consistent of the question and objective

which value are between (1) to (-1). If questions were absolute with content, IOC

value would approach to 1.00. In contrast, if IOC value was 0.5, questionnaire should

be revised in accordance with the desired objective measurement which calculated by

the following formula.

IOC = ΣR

N

When

ΣR mean Sum score by all experts

N mean Number of experts

Rating score refers:

1 mean The question is consistent with the objectives.

0 mean The question is uncertain consistent with the objectives.

-1 mean The question is not consistent with the objectives.

Reliability

Reliability: researcher created the questionnaire then improved and tested

the Try-out for 30 sets of questionnaire with the population who approach similar to

the sample by using SPSS (Statistical Package for the Social Sciences) program to

determine confidence. The coefficients (Cronbach’s alpha) with Alpha coefficient

above 0.7 was common used for the internal consistency test (Pallant, 2010). The

27

result that researcher calculated for the Cronbach’s alpha determined a coefficient of

0.937 so the internal consistency of questionnaires was accepted

Table 3-2 Reliability statistics testing

Reliability statistics

Cronbach's alpha Cronbach's alpha based

on standardized items

N of items

.897 .898 30

Data gathering

This research is the quantitative research and concern about the factor that

influence tourist’s loyalty on their revisit intention in Pattaya City. The data collection

of this research came from 2 sources consist of secondary data such as text book,

journal, article, thesis, related studies and information from the internet and primary

data by survey questionnaire which directly distribute to respondents for 400 sets of

questionnaires. The survey was conducted at 16 landmarks of Pattaya City in the

period since May 1-31, 2016 as totally 1 month.

Data analysis

In this research, the researcher gather the data from questionnaire to design

the mean of data analysis and use SPSS program to process the data analysis and get

the result of statistical as follows method.

1. Review data and editing: researcher inspects only complete

questionnaires for evaluate and separate out the incomplete questionnaires.

2. Encode the data: raw data gotten by questionnaires then generate to

evaluate information through the SPSS program (Statistical Package for Social

Sciences). After that coded all questions and answer choices in different letter and

number in order to represent the meaning and coded the unanswered question or

missing data as a zero (0). These codes will be completed into the SPSS program

(Statistical Package for the Social Sciences) to analyze the data statistic.

28

Data analysis

Data analysis of collection information from questionnaires by using SPSS

program (Statistical Package for the Social Sciences) has sequence of analysis as

follows,

Descriptive Statistics consist of Frequency, Percentage, Mean and Standard

Deviation will be used in the 1st and 2nd part of questionnaire to explain about

demographic characteristic and travel characteristic of respondents consist of

frequency and percentage for data analysis and also used in the 3rd and 4th part of

questionnaire as factor that influence tourist loyalty on their revisit intention toward

Pattaya City which were used descriptive statistics consist of mean and standard

deviation for data analysis.

Inferential Statistics was used to exam the hypothesis and analyze the

relationships between factors by using MRA (Multiple Regression Analysis) for study

influence of independent variables on dependent variables.

CHAPTER 4

DATA ANALYSIS AND RESULTS

Restatement of the purpose

The result of this quantitative study will hereby be presented the factor

influence tourist loyalty on their revisit intention toward in Pattaya City. This research

has been divided in 4 parts as follows:

Part 1: Statistical analysis of demographic of sample group

Part 2: Statistical analysis of travel characteristic

Part 3: Statistical analysis of tourist loyalty toward Pattaya City

Part 4: Statistical analysis of tourist revisits intention toward Pattaya City

Regarding to data analysis, the descriptive of symbols were used for this

research are as follows;

mean Mean (Arithmetic average)

SD mean Standard deviation

n mean Sample size

t mean t (t-Distribution)

F mean F (F-distribution)

SE mean Standard error

P mean Probability

df mean Degree of freedom

N mean Population size

Part 1: Statistical analysis of demographic of sample group

This part defines the frequency and percentage of demographic data which

are gender, age, marital status, monthly income, education level and occupation.

30

Table 4-1 Respondents’ demographic characteristics (N = 400)

Personal factor Frequency (n) Percentage (%)

Gender

Male 194 48.5

Female 206 51.5

Total 400 100

Age

Less than 20 years old 75 18.8

20-39 years old 178 44.5

40-59 years old 125 31.3

60 years or more 22 5.5

Total 400 100

Marital status

Single 131 32.8

Married 192 47.8

Divorced 51 12.8

Widowed 26 6.5

Total 400 100

Monthly income

Less than $20,000 67 16.8

$20,001 - $40,000 93 23.3

$40,001 - $60,000 159 39.8

$60,001 - $80,000 69 17.3

More than $80,001 12 3

Total 400 100

31

Table 4-1 (continued)


Education level

High school or less 66 16.5

Diploma or Associate degree 97 24.3

Bachelor degree 173 43.3

Master degree or higher 64 16

Total 400 100

Occupations

Company Employee 112 28

Business owner or self

employed

118 29.5

Government officer 98 24.5

Student or other 72 18

Total 400 100

From Table 4-1, the results of travel characteristic revealed that majority of

respondents are female with the contribution of 51.5%. Between the ages of 20-39

years old is the majority which accounts for 44.5% of the total respondents. Most of

them are married 47.8% with average annual income 40,001-60,000 USD. Most

respondents have received good education mainly of their education level were

Bachelor degree 43.3%, followed by diploma or associate degree at 24.3%. Majority

of their occupation were business owner or self-employed 29.5% and followed by

28% were company employee.

Part 2: Statistical analysis of travel characteristic

This part defines the frequency and percentage of travel characteristic

consists of number of visits to Thailand, length of stay in each times, purpose of visit,

travel companion and the attraction place in Pattaya City where you have been visit.

32

(Defined from 16 landmarks of Pattaya City ranked by Thaiway Magazine (Year 2016)

Table 4-2 Respondents’ of travel characteristic (N = 400)


Number of visits to Pattaya

One time 68 17.0

Two times 159 39.8

Three times 141 35.3

More than three times 32 8

Total 400 100

Length of stay in each times

One night 20 5

Two nights 104 26

Three nights 166 41.5

More than three nights 110 27.5

Total 400 100

Purpose of visit

Leisure 130 32.5

Business 100 25

Visit friend or relatives 97 24.5

other 73 18

Total 400 100

Travel companion

Family or relative 67 16.8

Spouse 73 18.3

Friends 134 33.5

Colleagues 69 17.3

Classmates or teacher 14 3.5

One self 43 10.8

Total 400 100

33

From Table 4-2, the results of travel characteristic revealed that 39.8%

visited Pattaya City for two times, stayed in Pattaya about three night 41.5%, and the

main purpose of their visit was leisure (32.5%) and 27.5% of them stay more than

three nights in Pattaya. Nearly half of the respondents (33.5%) travel to Pattaya with

their friends while 18.3% travel with spouse.

Table 4-3 Show number and percentage of 16 landmarks of Pattaya City where

foreign tourist have been visit

Landmarks Frequency (n) Percentage (%)

Select Non selected Select Non selected

1. Pattaya Hill 149 251 37.3 62.8

2. Mimosa Pattaya 179 221 44.8 55.3

3. Teddy Bear Museum 164 236 41 59

4. Crocodile Farm 169 231 42.3 57.8

5. Tiffany Show 207 193 51.8 48.3

6. Ripley's Believe It or Not 153 247 38.3 61.8

7. Khao Chichan 152 248 38 62

8. Pattaya Dolphin World 142 258 35.5 64.5

9. Pattaya Elephant Village 204 196 51 49

10. Nongnooch Garden 223 177 55.8 44.3

11. Art in Paradise 185 215 46.3 53.8

12. Pattaya Water Park 155 245 38.8 61.3

13. Underwater World 167 233 41.8 58.3

14. Wat Yannasangwararam 152 248 38 62

15. Pattaya Floating Market 161 293 40.3 59.8

16. Mini Siam 145 255 36.3 63.8

From Table 4-3, the result among 16 landmarks of Pattaya City, majority of

the respondents 55.8% visited Nongnooch Tropical Garden. Second most visited

destination was Tiffany Show with 51.8% Then followed by Pattaya Elephant Village

with 51% respectively.

34

Part 3: Statistical analysis of tourist loyalty toward Pattaya City

This part is a Likert scale as an interval scale ranging from 1-5. It shows

overall component of factor that influence tourist loyalty that consist of destination

image, perceive value and service quality. The statistical analysis in this part was

analyzed and demonstrated by , Standard deviation (SD), and level of affecting in

each component of factor influence tourist loyalty.

Table 4-4 Summary of descriptive statistics of factor influence tourist loyalty

(Destination image) (N = 400)

Factor influence Tourist loyalty SD Level of affecting

1. Destination image

1.1 Abundance of natural attractions and scene

(beaches, sea, garden and etc.)

1.2 Friendly and helpful of local people toward visitors

safe and secure environment

4.04

3.94

2.31

.743

.715

.828

Strongly Agree

Agree

Agree

Total 3.39 .762 Agree

From Table 4-4, shown that in term of descriptive statistics of destination

image (factor influence Tourist loyalty) found that, Abundance of natural attractions

and beautiful scenery which earn the highest average score with = 4.04 and

SD = .743 following by Friendly and helpful of local people toward visitors

= 3.98) and SD = .715, and followed by safe and secure environment = 3.69) and

SD = .828. Therefore, average of overall factors were weighted at = 3.90) and

SD = 0.762.

35

Table 4-5 Summary of descriptive statistics of factor influence tourist loyalty

(Perceive value) (N = 400)

Factor influence Tourist loyalty SD Level of affecting

2. Perceive value

2.1 Travel in Pattaya City can brings me plenty of

pleasure and happiness

2.2 Travel in Pattaya City give me the chance to meet

loads of different interesting people

2.3 “Visiting the destination is valuable and worth it”

3.92

3.94

2.31

.682

.709

.993

Agree

Agree

Disagree


From Table 4-5, shown that in term of descriptive statistics of perceive value

(factor influence tourist loyalty) found that, Travel in Pattaya City give me the

chance to meet loads of different interesting people earn the highest average score

with = 3.94 and SD = .709 following by travel in Pattaya City can brings me plenty

of pleasure and happiness with = 3.92 and SD = 6.82 and followed by “Visiting the

destination is valuable and worth it” = 2.31 and SD = .993. Therefore, average of

overall factors were weighted at = 3.39 and SD = 0.945.

36

Table 4-6 Smmary of descriptive Statistics of factor influence tourist loyalty

(Service quality) (N = 400)

Factor influence tourist loyalty SD

Level of

affecting

3.1 General quality of service of this tourist destination

offer is valuable and worth it. The quality of activities/

services available (transport, restaurants, leisure activities,

etc.)

3.42 1.061 Agree

3.2 Service staff can pay active attention to your personal

special requirement

3.89

.747

Agree

3.3 “While visiting the place, I received good service” 3.89 .780 Agree


From Table 4-6, shown that in term of descriptive Statistics of service

quality (factor influence tourist loyalty ) found that, “While visiting the place, I

received good service” earn the highest mean = 3.89 and SD = .747 followed by

“While visiting the place, I received good service” = 3.89 and SD = .780 followed

by General quality of service of this tourist destination offer is valuable and worth it.

The quality of activities/ services available (transport, restaurants, leisure activities,

etc.) = 3.42 and SD = 1.061. Therefore, average of overall factors were weighted at

= 3.73 and SD = 0.863.

Table 4-7 Mean (), Standard deviation (SD), and level of affecting of factor

influence tourist loyalty

Tourist loyalty Level of affecting

SD Level Rank

1. Destination image 3.90 0.762 High 1

2. Perceive value 3.39 0.945 Medium 3

3. Service quality 3.73 0.863 Agree 2

Total 3.67 2.57 High

37

From Table 4-7, The statistical analysis of tourist loyalty result can be

demonstrated that the tourist were influenced by destination image is in high level ,

the tourist perceived towards the important of overall of destination image is in high

level = 3.90. For Perceived Value factors, the tourist perceived towards the

important of overall of Perceive value that could be summarized the level of affecting

in medium level = 3.39 and affecting level of Service quality is in high level

=3.73. In contrast, the result from table could be summarized that tourist perceive

towards the important from overall of factor influence tourist loyalty is in high level

= 3.67.

The summarize of factor influence tourist loyalty analysis could be

concluded that among all tourist loyalty factors, the tourist rank the affecting level

from Destination image as the highest degree comparing with others by mean value

= 3.90, the second is Service quality = 3.73 and the lastly Perceive value

= 3.39 which is only factor was weighted in medium level. Therefore, average of

overall factors were weighted at high level with = 3.67.

Part 4: Statistical analysis of tourist revisits intention toward

Pattaya City

This part is a Likert scale as an interval scale ranging from 1-5. It shows

overall component of tourist revisit intention that consist of Cognitive (Past

experience), Tourist’s satisfaction, Attitude and Trust. The statistical analysis in this

part was analyzed and demonstrated by and SD, and level of affecting in each

component of factor that influence tourist loyalty.

38

Table 4-8 Summary of descriptive statistics of factor influence tourist revisit

intention (Cognitive (Past experience)) (N = 400)

Tourist revisits intention SD

Level of

affecting

Cognitive (Past experience)

1.1 If I have a positive experience from a tourism

destination, there is high certainty that I would be

willing to revisit it again.

3.91

.778

Agree

1.2 Positive past experience of a tourism destination

make me want to tell more friends and families about

that destination.

3.81

.809

Agree

1.3 Positive past experience of the destination led to it

being on my top priority for future travel choices.

3.78 .776 Agree


From Table 4-8, shown that in term of descriptive statistics of tourist revisit

intention (Cognitive (Past experience)) found that, If I have a positive experience

from a tourism destination, there is high certainty that I would be willing to revisit it

again earn the highest average score with = 3.91 and SD = .778 following by

“Positive past experience of a tourism destination make me want to tell more friends

and families about that destination” with = 3.81 and SD = .809 and followed by

“Positive past experience of the destination led to it being on my top priority for

future travel choices” = 3.78 and SD = .776. Therefore, average of overall factors

were weighted at = 3.83 and SD = 0.788.

39


intention (Tourist’s satisfaction) (N = 400)

Tourist revisits intention SD Level of

affecting

Tourist satisfaction

2.1 I have positive feelings regarding Pattaya City

2.2 The visit to Pattaya City exceeded my expectation.

2.3 I am satisfied with my decision to visit Pattaya City

3.83

3.76

3.82

.823

.797

.810

Agree

Agree

Agree

Total 3.80 0.81 Agree

From Table 4-9, shown that in term of descriptive statistics of tourist revisit

intention (Tourist’s satisfaction) found that, I have positive feelings regarding Pattaya

City earn the highest average score with = 3.83 and SD = .823 following by “I am

satisfied with my decision to visit Pattaya City” with = 3.82 and SD = .810 and

followed by “The visit to Pattaya City exceeded my expectation” = 3.76 and

SD = .797. Therefore, average of overall factors were weighted at = 3.80 and

SD = 0.81.


intention (Attitude) (N = 400)


affecting

Attitude

3.1 I am pleased that I decided to visit this tourist

destination

3.2 I have wonderful image of Pattaya City as a holiday

destination.

3.3 I feel at home in this tourist destination.

3.76

3.80

3.70

.750

.796

.875

Agree

Agree

Agree


40

From Table 4-10, demonstrated that in term of descriptive Statistics of

tourist revisit intention (attitude) found that I have wonderful image of Pattaya City as

a holiday destination earn the highest average score with = 3.80 and SD = .796

following by “I am pleased that I decided to visit this tourist destination” with

= 3.76 and SD = .750 and followed by “I feel at home in this tourist destination”

= 3.70 and SD = .875. Therefore, average of overall factors were weighted at

= 3.753 and SD = 0.807.


intention (Trust) (N = 400)


affecting

Trust

4.1 Pattaya City represents high level of expertise in

tourism services.

4.2 If I had to decide again I would choose this tourist

destination again.

4.3 I feel I am very loyal to Pattaya City as a destination

choice.

3.82

3.70

3.76

.864

.893

.864

Agree

Agree

Agree


From Table 4-11, demonstrated that in term of descriptive Statistics of

tourist revisit intention (trust) found that “Pattaya City represents high level of

expertise in tourism services” earn the highest average score with = 3.82 and

SD = .864 following by “I feel I am very loyal to Pattaya City as a destination

choice.” with = 3.76 and SD = .864 and followed by “If I had to decide again I

would choose this tourist destination again.” = 3.70 and SD = .893). Therefore,

average of overall factors were weighted at = 3.76 and SD = 0.874.

41

Table 4-12 Mean (), Standard deviation (SD), and level of affecting toward tourist

revisit intention

Tourist Revisit Intention

Level of affecting

SD Level Rank

1. Cognitive (Past experience) 3.83 0.788 high 1

2. Tourist satisfaction 3.80 0.81 high 2

3. Attitude 3.753 0.807 high 4

3. Trust 3.76 0.874 high 3

Total 3.79 0.819 high

From Table 4-12, The statistical analysis of tourist loyalty result can be

demonstrated that the tourist were influenced by Cognitive (Past experience) is in

high level , the tourist perceived towards the important of overall of Cognitive (Past

experience) is in high level = 3.80. For Tourist satisfaction factors, the tourist

perceived towards the important of overall of Tourist satisfaction could be

summarized the level of affecting in Medium level = 3.80 and follow by affecting

level of Attitude is in high level = 3.753 and lastly affecting level of Trust is in high

level = 3.76. In contrast, the result from table could be summarized that tourist

perceive towards the important from overall of factor influence tourist loyalty is in

High level = 3.79.

The summarize of factor influence tourist loyalty analysis could be

concluded that among all tourist loyalty factors, the tourist rank the affecting level

from Cognitive (Past experience) as the highest degree comparing with others by

mean value = 3.83, the second is Tourist satisfaction = 3.80 , Follow by Trust

= 3.76 and the lastly is Attitude = 3.753 Therefore, average of overall factors

were weighted at high level with = 3.79

42

Hypothesis test

This part defined the statistical data in order to conclude whether the null

hypothesis are accepted or rejected which this research study the factor influence

tourist loyalty on their revisit intention ;in case of Pattaya City by using Multiple

regression analysis (MRA) by choosing Enter tactic for data analysis process.

Independent variable Dependent variable

Figure 4-1 Hypothesis test diagram

For the conditions of hypothesis testing which were indicated by MRA

(Multiple regression analysis) with stepwise method, when hypothesis testing result

has significant level less than 0.05 (Significant level 95%), the H0 will be rejected but

when hypothesis testing result has significant level more than 0.05 (Significant level

95%), the H0 will be accepted. The relationship equation of MRA (Multiple

regression analysis) analysis are as below.

43

Ŷ = a + b1X1 + b2X2 + b3X3…+ bkXk + e

When

Ŷ mean Customers’ purchase decision

a mean Constant

b (1-k) mean Coefficient

X1 mean Destination image

X2 mean Perceive value

X3 mean Service quality

Xk mean Independent variable

e mean Tolerances

The data analysis process by using SPSS program with the multiple linear

regression indicated in term of hypothesis testing, the result are as follows,

Results of hypothesis test

Hypothesis testing condition; by each hypothesis must have significant level

less than 0.05 (Significant level 95%) therefore refuse H0 but if hypothesis has

significant level more than 0.05 (Significant level 95%) it will accept H0 which the

result after MRA indicate to table 4-13, 4-14 , 4-15, 4-16 and 4-17 respectively.

44

Table 4-13 Model summaries, ANOVA and Coefficients of Multiple regression

analysis (MRA) (Hypothesis 1)

a. Dependent variable: Cognitive (Past experience)

Hypothesis 1 The tourist’s loyalty (Destination image, Perceived value,

Service quality) has influence on their revisit intention in Cognitive (Past experience).

H0: There is no significant influence between tourist’s loyalty (Destination

image, Perceived value, Service quality) has influence on their revisit intention

(Cognitive (Past experience)).

H1: There is a significant influence between tourist’s loyalty (Destination


(Cognitive (Past experience)).

In Table 4-13 indicate that the R value between independent variable which

is tourist loyalty including with destination image, perceive value and service quality

and dependent variable “Revisit intention” in Cognitive (Past experience) equal to

.509 and R Square equal to 0.259 which mean that the change of revisit intention

25.4% by in term of adjusted R Square equal to .254 and Durbin-Watson equal to

1.376

In additionally the analysis of variance (ANOVA) by the F-distribution

indicated value at 46.218. The coefficients of multiple regression analysis (MRA)

which indicate the analysis result of the independent variable to dependent variable

Model

Unstandardized

coefficients Standardized

coefficients t P-value Collinearity statistics

B SE Beta Tolerance VIF

(Constant) 1.538 .210 7.337 .000

Service .295 .051 .315 5.757 .000 .626 1.598

Destination .183 .055 .178 3.324 .001 .654 1.530

Perceive .143 .052 .131 2.755 .006 .833 1.200

R 0.509

R Square 0.259

Adjusted R square 0.254

F-ratio 46.218 (.0000*)

Durbin-Watson 1.376

45

didn’t have any problem in term of multicollinearity because the tolerance and VIF

value of this hypothesis was .833 and 1.200 respectively that tolerance value of this

factor more than 0.1 and VIF value of this factor were less than 10 which indicated to

independent variable is not have relationship. The lastly, significant level of this

factor equal to 0.000 and 0.015 which less than the significant level at 0.05 as follows

solution:

Unstandardized Ŷ = 1.538 + 0.295X3 *+ 0.183X1 *+0.143X2 + e

Standardized Ŷ = 0.315X3*+ 0.178X1 *+ 0.131X2e

When

Ŷ = Tourist revisit intention in Cognitive (Past experience)

X1 = Destination image

X2 = Perceive value

X3 = Service quality

So it indicated that tourist loyalty including destination image, perceive

value and service quality have significant influence on tourist revisit intention in

Cognitive (Past experience). Therefore, it could be summarized that reject H0 and

accept H1.

46

Table 4-14 Model summaries, ANOVA and Coefficients of Multiple regression


a. Dependent variable: Tourist satisfaction


Service quality) has influence on their revisit intention in “Tourist satisfaction”.



(Tourist satisfaction)).



(Tourist satisfaction)).

From Table 4-14 indicate that the R value between independent variable

which is tourist loyalty including destination image, perceive value and service

quality and dependent variable “Revisit intention” in tourist satisfaction equal to .425

and R Square equal to 0.180 which mean that the change of revisit intention 17.4% by

in term of adjusted R Square equal to .180 and Durbin-Watson equal to 1.447.





Model 2

Unstandardized




(Constant) 1.815 .228 7.967 .000

Service .245 .056 .253 4.404 .000 .626 1.598

Destination .172 .060 .162 2.872 .004 .654 1.530

Perceive .118 .056 .105 2.103 .036 .833 1.200

R 0.425

R Square 0.180


F-ratio 29.019 (.0000*)

Durbin-Watson 1.682

47





solution:

Unstandardized Ŷ = 1.815 + 0.245X3 *+ 0.172X1 *+ 0.118X2 + e

Standardized Ŷ = 0.253X3*+ 0.162X1 *+ 0.105X2e

When

Ŷ = Tourist revisit intention in Cognitive (Past experience)


X2 = Perceive value


So it indicated that tourist loyalty including destination image, perceive

value and service quality have significant influence on tourist revisit intention in

tourist satisfaction. Therefore, it could be summarized that reject H0 and accept H1.

Table 4-15 Model summary, ANOVA and Coefficients of Multiple regression


a. Department valiable: Attitude

Model 3

Unstandardized coefficients

Standardized coefficients

t P-value Collinearity statistics


(Constant) 2.066 .209

9.903 .000

Service .274 .048 .283 5.648 .000 .851 1.175

Perceive .205 .057 .181 3.617 .000 .851 1.175

R 0.390

R Square 0.152


F-ratio 35.664 (.0000*)

Durbin-Watson 1.682

48


Service quality) has influence on their revisit intention in “Attitude”.



(Attitude))



(Attitude).

From table 4-15 indicate that the R value between independent variable

which is tourist loyalty including destination image, perceive value and service

quality and dependent variable “Revisit intention” in Attitude equal to 390 and

R Square equal to 0.152 which mean that the change of revisit intention 14.8% by

in term of adjusted R Square equal to .148 and Durbin-Watson equal to 1.682









solution:

Unstandardized Ŷ = 2.066 + 0.274X3 *+ 0.205X2* + e

Standardized Ŷ = 0.283X3*+ 0.181X2e

When

Ŷ = Tourist revisit intention in attitude


X2 = Perceive value


49

So it indicated that tourist loyalty including perceive value and service

quality have significant influence on tourist revisit intention in tourist attitude.

Therefore, it could be summarized that reject H0 and accept H1.



a. Dependent valiable: Trust

Hypothesis Hypothesis 4 The tourist’s loyalty (Destination image,

Perceived value, Service quality) has influence on their revisit intention in Trust.



(Trust)).



(Trust).

From table 4-16 indicate that the in Table 4-14 indicate that the R value

between independent variable which is tourist loyalty including destination image,

perceive value and service quality and dependent variable “Revisit intention” in Trust

equal to .367 and R Square equal to 0.135 which mean that the change of revisit

intention 13% by in term of adjusted R Square equal to .130 and Durbin-Watson

equal to 1.641.

Model 4

Unstandardized




(Constant) 2.086 .225 9.276 .000

Service .283 .060 .270 4.733 .000 .668 1.497

Destination .158 .066 .137 2.398 .017 .668 1.497

R 0.367

R Square 0.135


F-ratio 30.867 (.0000*)

Durbin-Watson 1.641

50









solution:

Unstandardized Ŷ = 2.086 + 0.283X3 *+ 0.158X1* + e

Standardized Ŷ = 0.60X3*+ 0.66X1+e

When

Ŷ = Tourist revisit intention in trust



So it indicated that tourist loyalty including destination image and service

quality have significant influence on tourist revisit intention in trust. Therefore, it

could be summarized that reject H0 and accept H1.

51



Dependent variable: Tourist revisit intention


Service quality) has influence on their revisit intention in “Cognitive (Past

experience),” “Tourist satisfaction,” “Attitude” and “Trust”.



(Cognitive (Past experience), (Tourist satisfaction), (Attitude) and (Trust)).



(Cognitive (Past experience), (Tourist satisfaction), (Attitude) and (Trust))

From table 4-17 that the R value between independent variable which is

tourist loyalty including destination image, perceive value and service quality and

dependent variable “Revisit intention” in Cognitive (Past experience), tourist

satisfaction, attitude and trust equal to .547 and R Square equal to 0.299 which mean

that the change of revisit intention 29.4% by in term of adjusted R Square equal to

.294 and Durbin-Watson equal to 1.359




Model 4

Unstandardized




(Constant) 1.783 .166 10.773 .000

Service .254 .040 .335 6.288 .000 .626 1.598

Destination .154 .043 .184 3.530 .000 .654 1.530

Perceive .137 .041 .154 3.346 .001 .833 1.200

R 0.547

R Square 0.299


F-ratio 56.270 (.0000*)

Durbin-Watson 1.359

52






solution:

Unstandardized Ŷ = 1.783 + 0.254X3 *+ 0.154X1* ++ 0.137X2 * + e

Standardized Ŷ = 0335X3*+ 0.184X1+*+ 0.154X2+e

When

Ŷ = Tourist revisit intention in Cognitive (Past experience), Tourist

satisfaction, Attitude and Trust



So it indicated that tourist loyalty including destination image and service

quality have significant influence on tourist revisit intention in tourist revisit intention

in Cognitive (Past experience), Tourist satisfaction, Attitude and Trust. Therefore, it

could be summarized that reject H0 and accept H1.

53

Table 4-18 Hypothesis testing by using Multiple regression analysis (MRA)

Hypothesis statement Sig.

value R. value

Result of

hypothesis

H1.1 = The tourist’s loyalty (Destination

image, Perceived value, Service quality) has

influence on their revisit intention in Cognitive

(Past experience).

.000 .574 Accept



influence on their revisit intention in Tourist

satisfaction.

.000 .623 Accept



influence on their revisit intention in Attitude.

.000 .585 Accept



influence on their revisit intention in Trust.

.000 .499 Accept



influence on their revisit intention in Cognitive

(Past experience), Tourist satisfaction, Attitude

and Trust.

.000 .499 Accept

CHAPTER 5

CONCLUSIONS, DISCUSSION AND RECOMMENDATIONS

In this chapter will indicate to the conclusion of the study which is the final

process for this research by the topic of this chapter was listed below:

1. Conclusion

2. Discussion of the study

3. Recommendation in Implication for business

4. Recommendation of further research

5. Limitations of the study

Conclusions

The purpose of this research is study and explore to the influence of tourist

loyalty influence on their revisit intention toward in Pattaya City. Questionnaires were

used to collect data from a total 400 samples who visit landmarks of Pattaya City by

not limited about gender and have age between 18-60 years old. By in data analysis

process was used SPSS program for measured and analyzed the hypothesis which this

research was used multiple linear regression (MLR). Additionally, in term of

demographic factors were used statistic instrument consist of mean, standard

deviation and percentage.

In demographic factors of this research which used collect data consist of

gender, age, marital status , monthly income ,education levels and occupations. After

data collection process, the researcher found that

From the result found that the majority of foreign tourist who visited

Landmarks of Pattaya City are female which equal to 51.5% and male 48.5% in age

between 20-39 years olds 44.5%. Most of them were married 47.8%, have monthly

income $40,001-$60,000 39.8% and Bachelor’s degree level shown in highest

percentage equal to 43.3% and the lowest percentage in term of education level is

master degree or higher which is equal to 16% percentage of occupations: Business

owner or self employed has the highest percentage equal to 29.5% and the lowest

percentage and in term of occupations is student or other which is equal to 18%.

55

In term of travel characteristic factors of this research which used collect

data consist of number of visits to Thailand, length of stay in each times, purpose of

visit, travel companion and the attraction place in Pattaya City where tourist have

been visit. (Defined from 16 landmarks of Pattaya City ranked by Thaiway magazine)

From the result indicated that most of tourist visited Pattaya City for two

times, stayed in Pattaya about three night 41.5%, and the main purpose of their visit

was leisure (32.5%) and 27.5% of them stay more than three nights in Pattaya by

travel to Pattaya with their friends . Majority of the respondents 55.8 percent visited

Nongnooch Tropical Garden. Second most visited destination was Tiffany Show with

51.8 percent. Then Followed by Pattaya Elephant Village with 51 percent

respectively.

Discussion of this study

Pattaya City is a popular tourism destination for tourist from various part of

the world. Even though there are many or a lot of places around the world where

people can travel to, But for Thailand, Pattaya always be a destination that catches the

tourist's heart and soul. Pattyaya is tourist destination on both national levels .its is

filled with many natural tourist spots and man made entertainment venue to fulfill

tourist demand at all level. So no wonder why Pattaya ranked 3th position out of the

top 10 most visited tourist Place in Thailand in terms of international tourists in

Thailand in the year of 2011 and Soon Pattaya is ranked as the top ten for most

searched city for holiday destination, accommodation and popular restaurant from

Chinese voters in program “The best of Thailand Awards voted by Chinese tourist”

by Thailand tourism authority. Therefore, in this study the researcher uses the

relationship between tourist loyalty which consist of Destination image, Perceive

value and Service quality on their revisit intention towards Pattaya City offers to the

tour agency and the Thailand tourism organization to develop the tourism market in

the short and long-term and to segment the different market by the demographic. The

information from this research has clearly target sampling who come to visit Pattaya

City by using questionnaire in landmarks of Pattaya area which consist of 16

locations consist of Pattaya Hill, Mimosa Pattaya, Teddy Bear Museum Pattaya,

Pattaya Dolphin World, Crocodile Farm, Tiffany Cabarets Show, Ripley's Believe It

56

or Not!, Mini Siam, Pattaya Elephant Village, Nong Nooch Tropical Garden, Art in

Paradise, Pattaya Water Park, Underwater World Pattaya, Wat Yannasangwararam,

Khao Chichan and Pattaya Floating Market in Pattaya area by choosing target sample

for data collection as much as possible for benefit to study which in the end of data

collection process this research collected questionnaire equal to 400 samples for using

in data analysis process via Multiple regression analysis (MRA) for hypothesis test by

the result from hypothesis test will show by following below;

Hypothesis1: There is a significant influence between tourist’s loyalty

(Destination image, Perceived Value, Service quality) has influence on their revisit

intention in Cognitive (Past experience).

According to data analysis process, the Multiple regression analysis (MRA)

indicate to the significant level equal to 0.006 and R-value equal to 0.509 which mean

that the independent variable which consist of Destination image, Perceive value and

Service quality have significant influence to tourist revisit intention (Cognitive (past

experience)) by there is not the multicollinearity occur between each independent

variable. The significant value is less than alpha at 0.05 and hypothesis is accepted.

By Service quality greater than other dependent that mean that service is the most

valuable that affect to cognitive (In this case) moreover the result is not consistent

with (Thiumsak & Ruangkanjanases, 2016) His research was study about key

influencing factors for international tourists on their revisit intention in Bangkok city

and the result of his study found that “Destination image is a key factor” on tourist

revisit intention. For the result that not consistent is because of the different area to

collect data (In this case the related study collect data in Bangkok) and differ from

period of time to collect data (In this case the related collect data from Saturday and

Sunday during September – October 2013) and the total of sample size are different

(In this case the total number of questionnaire was 189).

Hypothesis 2: There is a significant influence between tourist’s loyalty

(Destination image, Perceived Value, Service quality) has influence on their revisit

intention (Tourist Satisfaction)).




57

Service quality have significant influence to tourist revisit intention (Satisfaction) by

there is not the multicollinearity occur between each independent variable. The

significant value is less than alpha at 0.05 and hypothesis is accepted. By Service

quality greater than other dependent that mean that service is the most valuable that

affect to tourist revisit intention (Satisfaction) (In this case) moreover the result is not

consistent with (Khuong & Nguyen, 2015). This study was study was identify key

factors affecting tourists’ satisfaction as well as their return intention towards Vung

Tau tourist destination and they found that key influencing factors for revisiting

destination is “Destination image” For the result that not consistent is because of the

different area to collect data (In this case the related study collect data in Vung Tau

City, Vietnam). Hence, because of different geographic and nationality may be affect

to tourist attitude and perceptions and Moreover these two study have different period

of time to collect data and including with the total of sample size are different. (In

this case the total number of questionnaire was 301).


(Destination image, Perceived value, Service quality has influence on their revisit

intention (Attitude).




Service quality have significant influence to tourist revisit intention (Attitude) by

there is not the multicollinearity occur between each independent variable. The

significant value is less than alpha at 0.05 and hypothesis is accepted. By Service

quality greater than other dependent that mean that service is the most valuable that

affect to tourist revisit intention (Attitude) (In this case) moreover the result is not

consistent with (Mat Som et al., 2012). This study is exploring about factors

Influencing Visitors’ Revisit Behavioral Intentions: A case study of Sabah, Malaysia and

the researcher found that the key influencing factors for revisiting destination is

Destination image. For the result that not consistent is because different geographic

and nationality (In this case the related study was study at Kuala Sabah, Malaysia). So

its may be cause of different attitude and perception.

58


(Destination image, Perceived value, Service quality) has influence on their revisit

intention (Trust)).

According to data analysis process, The Multiple regression analysis

(MRA ) indicate to the significant level equal to 0.017 and R-value equal to 0.367

which mean that the independent variable which consist of Destination image,

Perceive value and Service quality have significant influence to tourist revisit

intention (Trust) by there is not the multicollinearity occur between each independent

variable. The significant value is less than alpha at 0.05 and hypothesis is accepted.

By Service quality greater than other dependent that mean that service is the most

valuable that affect to tourist revisit intention (trust) (In this case) moreover the result

is consistent with (Wattanasaruch, 2014). The research aims to study factors of the

revisiting of Thai Tourists in Hua-Hin, Prachub khirikhan Province in Thailand where

the natural tourist destinations have been well-known for Thai and foreign tourists and

the result indicate that Service quality were the significant factors that influence their

trust and lead them loyal with destination and want to revisit Hua-Hin again in the

future.


(Destination image, Perceived value, Service quality) has influence on their revisit

intention in Cognitive (Past experience), Tourist satisfaction, Attitude and Trust.

According to data analysis process, The Multiple regression analysis (MRA)



Service quality have significant influence to tourist revisit intention (Trust) by there is

not the multicollinearity occur between each independent variable. The significant

value is less than alpha at 0.05 and hypothesis is accepted. By Service quality greater

than other dependent that mean that service is the most valuable that affect to tourist

revisit intention in Cognitive (Past experience), Tourist satisfaction, Attitude and

Trust. (In this case) moreover the result is consistent with (Canny, 2013) By this study

attempted to investigate the relationship between the five dimensions of Service

quality on tourist satisfaction. Since, tourist satisfaction is considered to be a great

predictor for future behavioral intentions at the Borobudur temple, Magelang, Central

59

Java Indonesia. The model was tested using data collected from 200 domestic local

tourists. The findings of this study showed that Service quality had significant

positive relationship with tourist satisfaction and their revisit intention in Borobudur

Temple, Magelang,

Recommendation in implication for business

In the world of globalization, people have more chance to interconnect

between countries and regions without boundaries and according to Tourism is one of

the strongest drivers to generate revenue to every country and tourism always be the

trend for the people who love traveling. Tourist destinations have progressively over

the year and nowadays it’s become competitive. So for maintaining the

competitiveness and enhancing Pattaya attractiveness in order to be the top revisit

destination choice of tourists’ decision has become a strong challenge. In this section,

the recommendations will be proposed to the organizations in the tourism industry of

Pattaya in order to augment the competitiveness of Pattaya over other tourist

destination. The recommendations are segregated into three aspects;

1. From the result of hypothesis test indicate that service quality have the most

influence and valuable on tourist loyalty on their revisit intention towards in Pattaya

City which mean that for Pattaya city tourist have been received a good service

quality , and service quality in Pattaya City can bring a loyal tourist towards

destination by make a good relationship and value on them. So this study suggest that,

Pattaya Government and private tour operator should focus on maintain a good

service quality and the most important thing in delivering consistent customer service.

Hence in term of how to make tourist receive the same level of service every time the

Pattaya government and private tour operator should provide training programs for

the employees and tour guides. By the training programs intended to enhance service

quality towards in Pattaya city to preserve good service in tourist mind by the

program should focus on professional quality, professional skills training,

professional ethics training. The training can be provided by the various tourism

enterprises regularly held various training courses, relevant training activities, to form

a formal and long-term training plan , And according to subsequently of this study

60

shows that general quality of service of these tourist destination offer is valuable and

worth it. consist of activities/services available (transport, restaurants, leisure

activities, etc) was the important factor that make the tourists feel satisfied with the

quality of service , then, it is very recommended if the authority of Pattaya can work

together with the tourists attraction place cooperatively to maintain the service of

transport, restaurants, leisure activities and public facilities (i.e. rest room, parking lot

and rest area) to be more comfortable to the tourist for the present and in the future

and they should establish the leadership of tourism in environment protection; by

update existing tourism infrastructure and facilities; improve visitor facilities in tourist

attraction by ask for the corporation from every tourist attractions in Pattaya City for

development.

2. According to result of hypothesis test indicate that destination image has less

influence on tourist revisit intention; incase travel in Pattaya City. But however,

destination image had influence on tourist pre-visit and it plays an important role in

their travel purchase decisions and their visiting intentions (Oppermann, 2000; Pike,

2004). So it is very important to focus on it. Although Pattaya hold a huge tourism

potential, With full range of accommodation and varieties of attraction place but the

problem is the promoting campaigns never produced the desired effects and they

lacked coherence and continuity. So the Pattaya government and private tour operator

in Pattaya should proactively create the relationship and coordination with Tourism

Authority of Thailand in other countries to enhancing promotion and benefit in many

ways. For instance, the coordination could be practical by organizing a tourism fair or

even in major cities of Asia and Europe to promote tourism in Pattaya City. More

over due to subsequently of this study shows "Safe and secure environment" was the

important factor influence on destination image. So, building a positive destination

image is very important for tourism in Pattaya City , because a positive image of

destination will attract more and more visitor come to travel in that destination. The

destination image is very important whether in the long-term or short-term market

development. The researcher suggests the Thailand tourism organization create a city

image of the tourism destination. Thailand tourism organization and Pattaya

Government should strengthen the management of social security by improve the safe

61

image of the tourism destination because Safety in Pattaya is another problem that

effect the destination image of Pattaya City. Negative public security problems will

damage a good tourism image. Therefore Pattaya government should put in more

effort the solve the problems such as, putting in more police officers to take care of

civilians and tourist police at all important tourist destinations to oversee their safety.

to protect robberies and sexual harassment cases that can be seen all the time in

Pattaya City .

3. From the result of hypothesis test the result indicate that perceive have less

influence on tourist revisit intention in case travel in Pattaya City. Perceived value

refers to the value that customers receive or experience by using a service (Bettman,

Luce, John, & Payne, 1998). and according to subsequently of this study shows that "

Travel in Pattaya City can brings me plenty of pleasure and happiness" , " Travel in

Pattaya City give me the chance to meet loads of different interesting people" and

“Visiting the destination is valuable and worth it” was the important factor that make

the tourists feel satisfied when travel in Pattaya City So to satisfaction and

attractiveness and on the tourist destination So they are one of the key attractiveness

which draws foreigners to revisit Pattaya. Thus, the marketers in tourism industry

should substantially communicate the positive image of Pattaya to to create word of

mouth. Simultaneously, the government should create a campaign which educate the

local people about the significance of tourism industry and encourage them to be

friendly and helpful to international tourists.

4. For private tour operator who run the business in Pattaya City. To enhance the

competitiveness in this area. The private tour operator should proactively create the

relationship and coordination with tourism authorities of Thailand in terms of

enhancing promotion by the coordination could be practical by organizing a tourism

fair or even to tourism in Pattaya. In the event, the organizer should offer promotional

package to potential tourists. Moreover, price and quality of service are the key areas

in which tourists are looking for in evaluating the attractiveness and satisfaction on

the tourist destination. The businesses in tourism industry in Pattaya .So for compete

with those of other company and another destinations based on relatively low-price

62

strategy with differentiated and outstanding service quality to influence the tourists to

perceive that the price is value for money. Furthermore, as the tourists have heavily

relied on internet as the source of information in traveling to Pattaya, the businesses in

tourism industry should increasingly implement marketing and sales promotion via

online platform and add more distribution channel to contact with the customer such

as access to customer service by the phone 24 hours or website and E-mail.

Recommendations for further research

This research only focused on the influence of tourist loyalty on their revisit

intention; in case travel in Pattaya, The further research can be extended to study in

another province in Thailand. By further research may use another framework or

added other factors for extended the hypothesis. In addition, the further research can

add the data analysis instrument for develop in term of validity and reliability.

This study is only focus on interpreting the tourist loyalty on their revisit intention of

local Pattaya tourist through quantitative methods. Therefore, its very recommended if

the future studies can develop the similar research by combining quantitative and

qualitative methods, which then the results can be compared and benchmarked to

enrich the academic study of hospitality research in terms of service quality, brand

loyalty and revisit behavioral intentions at various tourist destinations. Nevertheless,

as a limitation of questionnaire survey, there must be a measurement against error in

assessing the respondent’s honesty.

Limitations of the study

From the study “the factors influence tourist loyalty on their revisit

intention; case study in Pattaya City” it appears that the limitations have been issued

as follows:

In this study, the researchers distributed the surveys by the researcher

personally to the respondents who visited Pattaya City. Some tourists travel to Pattaya

by themselves, some tourists was travel with the tour. They come from different

background. And this affected on the questionnaire. Some people can not clearly

63

understand the questionnaires which need more explanations. All these factors may

affect the accuracy of the answer.

The survey has been distributed by the researcher personally to the

respondents who have been traveling in Thailand. Since the data collection time

coincided with rest after visited at tourist attraction place. After visit and finish their

activities from the attraction place they were very tired, so, they may not have a good

mind to do the surveys.

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APPENDICES

APPENDIX 1

Questionnaire

Questionnaire

The factor influence tourist’s loyalty on their revisit intention: Incase of travel in

Pattaya City

Objective:

This questionnaire was designed to collect data which will be used to test

hypotheses include in the independent study of student in Master Degree in Business

Administration (International Program) of Burapha University. Researcher would like

to ask your co-operation in doing questionnaire.

The questionnaire is divided into 3 parts:

Part 1: Questionnaire about demographic of foreign tourist who visit 16

attractions place in Pattaya city. (Determined from 16 landmarks of Pattaya City)

Part 2: Questionnaire about travel Characteristic consists of number of visits

to Thailand, length of stay in each times, purpose of visit, travel companion and the

attraction place in Pattaya City where you have been visit.

Part 3: Question about tourist loyalty toward Pattaya City consists of

destination image, perceive value and service quality.

Part 4: Questionnaire about question about tourist revisit intention toward in

Pattaya City consists of Cognitive (Past Experience), Tourist’s Satisfaction, Attitude

and Trust

75

Instruction: Please mark (/) in the blank that represent that fact.

Part 1: Information about demographic of foreign tourist.

1. Gender:

□ Male

□ Female

2. Age:

□ Less than 20 years old

□ 20-39 years old

□ 40-59 years old

□ 60 years or more

3. Married status:

□ Single

□ Married

□ Divorced

□ Widowed

4. Monthly income:

□ Less than 20,000$

□ $20,001-$40,000

□ More than $80,001

5. Education level:

□ High School or less

□ Diploma or Associate degree

□ Bachelor degree

□ Master degree or higher

5. Occupation:

□ Company employee

□ Business owner or self employed

□ Government officer

□ Student or others

76

Part 2: Travel Characteristic

I would like to ask some questions about your travel characteristic. Please

mark the correct sign () in the box which best describes your travel behavior for

each question.

1. Number of visits to Pattaya

□ One time

□ Two times

□ Three times

□ More than three times

2. Length of stay in each times

□ One night

□ Two nights

□ Three nights

□ More than three nights

3. Purpose of visit

□ Leisure

□ Business

□ Visit friend or relatives

□ Other

4. Travel companion

□ Family or relative

□ Spouse

□ Friends

□ Colleagues

□ Classmates or teacher

□ One self

5. The attraction place in Pattaya City where you have been visit. You can choose

more than one items.

□ Pattaya Hill (Pratamnak Hill)

□ Pattaya Elephant Village

□ Mimosa Pattaya

□ Nongnooch Tropical Garden

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□ Teddy Bear Museum Pattaya

□ Art in Paradise

□ Crocodile Farm

□ Pattaya Water Park

□ Tiffany Show

□ Underwater World Pattaya

□ Ripley's Believe It or Not

□ Wat Yannasangwararam

□ Khao Chichan

□ Pattaya Floating Market

□ Pattaya Dolphin World

□ Mini Siam

Part 3: Question about tourist loyalty toward Pattaya City

I would like to ask about your loyalty toward in Pattaya City (Destination

image, perceive value and service quality). Please indicate how much you agree or

disagree for each statement on the following scale:

No. Statement

Level of Affecting

5 4 3 2 1

Strongly

agree Agree Neutral Disagree

Strongly

disagree

1 Destination Image

1.1 Abundance of natural attractions and

beautiful scenery (beaches, sea, garden

and etc.)

1.2 Friendly and helpful of local people

toward visitors

1.3 Safe and secure environment

2 Perceive Value

2.1 Travel in Pattaya City can brings me

plenty of pleasure and happiness

78

No. Statement

Level of Affecting

5 4 3 2 1

Strongly


Strongly

disagree

2.2 Travel in Pattaya City give me the

chance to meet loads of different

interesting people

2.3 “Visiting the destination is valuable and

worth it”

3 Service Quality

3.1 General quality of service of this tourist

destination offer is valuable and worth it.

The quality of activities/services available

(transport, restaurants, leisure activities,

etc.)

3.2 Service staff can pay active attention to

your personal special requirement

3.3 “While visiting the place, I received good

service

Part 4: Question about tourist revisit intention toward in Pattaya City.

I would like to ask about your intention to revisit Pattaya City. (Cognitive

(Past Experience), Tourist’s Satisfaction, Attitude and trust). Please indicates how

much you agree or disagree for each statement on the following scale:

No. Statement

Level of Affecting

5 4 3 2 1

Strongly


Strongly

disagree

1 Cognitive (Past Experience)

1.1 If I have a positive experience from a

tourism destination, there is high certainty

that I would be willing to revisit it again.

79

No. Statement

Level of Affecting

5 4 3 2 1

Strongly


Strongly

disagree

1.2 Positive past experience of a tourism

destination make me want to tell more

friends and families about that

destination.

1.3 Positive past experience of the destination

led to it being on my top priority for

future travel choices.

2 Tourist’s Satisfaction

2.1 I have positive feelings regarding Pattaya

City

2.2 The visit to Pattaya City exceeded my

expectation.

2.3 I am satisfied with my decision to visit

Pattaya City

3 Attitude

3.1 I am pleased that I decided to visit this

tourist destination

3.2 I have wonderful image of Pattaya City as

a holiday destination.

3.3 I feel at home in this tourist destination.

4 Trust

4.1 Pattaya City represents high level of

expertise in tourism services.

4.2 If I had to decide again I would choose

this tourist destination again.

4.3 I feel I am very loyal to Pattaya City as a

destination choice

The result of data analysis process by using SPSS program

Hypothesis 1: Model summary, ANOVA and Coefficients of multiple

regression analysis (MRA)

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 30.119 1 30.119 111.346 .000b

Residual 107.659 398 .270

Total 137.778 399

2

Regression 33.775 2 16.887 64.463 .000c

Residual 104.003 397 .262

Total 137.778 399

3

Regression 35.730 3 11.910 46.218 .000d

Residual 102.047 396 .258

Total 137.778 399

a. Dependent Variable: Cognitive

b. Predictors: (Constant), Service

c. Predictors: (Constant), Service, Destination

d. Predictors: (Constant), Service, Destination, Perceive

Model R R

Square

Adjusted

R Square

Std.

Error of

the

Estimate

Change Statistics Durbin-

Watson R Square

Change

F

Change

df1 df2 Sig. F

Change

1 .468a .219 .217 .52010 .219 111.346 1 398 .000

2 .495b .245 .241 .51183 .027 13.956 1 397 .000

3 .509c .259 .254 .50764 .014 7.588 1 396 .006 1.376

a. Predictors: (Constant), Service

b. Predictors: (Constant), Service, Destination

c. Predictors: (Constant), Service, Destination, Perceive

d. Dependent Variable: Cognitive

82

Coefficients

Model Unstandardized Coefficients Standardized

Coefficients

t Sig. Collinearity

statistics

B Std. Error Beta Tolerance VIF

1 (Constant) 2.202 .157 14.038 .000

Service .438 .041 .468 10.552 .000 1.000 1.000

2

(Constant) 1.802 .188 9.597 .000

Service .330 .050 .353 6.610 .000 .668 1.497

Destination .205 .055 .199 3.736 .000 .668 1.497

3

(Constant) 1.538 .210 7.337 .000

Service .295 .051 .315 5.757 .000 .626 1.598

Destination .183 .055 .178 3.324 .001 .654 1.530

Perceive .143 .052 .131 2.755 .006 .833 1.200

a. Dependent Variable: Cognitive

Hypothesis 2: Model summary, Anova and Coefficients of multiple


Model Summaryd

Model R R

Square

Adjusted

R Square

Std.

Error of

the

Estimate


Watson R Square

Change

F

Change

df1 df2 Sig. F

Change

1 .387a .150 .148 .56071 .150 70.063 1 398 .000

2 .414b .171 .167 .55431 .021 10.237 1 397 .001

3 .425c .180 .174 .55193 .009 4.424 1 396 .036 1.447




83

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig. Collinearity

statistics


1 (Constant) 2.406 .169 14.227 .000

Service .374 .045 .387 8.370 .000 1.000 1.000

2

(Constant) 2.035 .203 10.006 .000

Service .275 .054 .284 5.076 .000 .668 1.497

Destination .190 .059 .179 3.200 .001 .668 1.497

3

(Constant) 1.815 .228 7.967 .000

Service .245 .056 .253 4.404 .000 .626 1.598

Destination .172 .060 .162 2.872 .004 .654 1.530

Perceive .118 .056 .105 2.103 .036 .833 1.200

a. Dependent Variable: Satisfaction

ANOVAa


1

Regression 22.027 1 22.027 70.063 .000b

Residual 125.127 398 .314

Total 147.154 399

2

Regression 25.173 2 12.586 40.963 .000c

Residual 121.982 397 .307

Total 147.154 399

3

Regression 26.520 3 8.840 29.019 .000d

Residual 120.634 396 .305

Total 147.154 399

a. Dependent Variable: Satisfaction




84



Model Summaryc

Model R R

Square

Adjusted

R Square

Std.

Error of

the

Estimate


Watson R Square

Change

F

Change

df1 df2 Sig. F

Change

1 .353a .124 .122 .56942 .124 56.529 1 398 .000

2 .390b .152 .148 .56097 .028 13.083 1 397 .000 1.682


b. Predictors: (Constant), Service, Perceive

c. Dependent Variable: Attitude

ANOVAa


1

Regression 18.329 1 18.329 56.529 .000b

Residual 129.048 398 .324

Total 147.377 399

2

Regression 22.446 2 11.223 35.664 .000c

Residual 124.931 397 .315

Total 147.377 399

a. Dependent Variable: Attitude


c. Predictors: (Constant), Service, Perceive

85

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig. Collinearity

statistics


1 (Constant)

2.508 .172 14.606 .000

Service .341 .045 .353 7.519 .000 1.000 1.000

2

(Constant) 2.066 .209 9.903 .000

Service .274 .048 .283 5.648 .000 .851 1.175

Perceive .205 .057 .181 3.617 .000 .851 1.175

a. Dependent Variable: Attitude



Model Summaryc

Model R R

Square

Adjusted

R Square

Std.

Error of

the

Estimate


Watson R Square

Change

F

Change

df1 df2 Sig. F

Change

1 .349a .122 .120 .61663 .122 55.322 1 398 .000

2 .367b .135 .130 .61298 .013 5.752 1 397 .017 1.641



c. Dependent Variable: Trust

86

ANOVAa


1

Regression 21.035 1 21.035 55.322 .000b

Residual 151.331 398 .380

Total 172.366 399

2

Regression 23.196 2 11.598 30.867 .000c

Residual 149.170 397 .376

Total 172.366 399

a. Dependent Variable: Trust



Coefficientsa


Coefficients

Standardized

Coefficients

t Sig. Collinearity

statistics


1 (Constant) 2.393 .186 12.870 .000

Service .366 .049 .349 7.438 .000 1.000 1.000

2

(Constant) 2.086 .225 9.276 .000

Service .283 .060 .270 4.733 .000 .668 1.497

Destination .158 .066 .137 2.398 .017 .668 1.497

a. Dependent Variable: Trust

87



Model Summaryd

Model R R

Square

Adjusted

R Square

Std. Error

of the

Estimate


Watson R Square

Change

F Change df1 df2 Sig. F

Change

1 .500a .250 .248 .41364 .250 132.550 1 398 .000

2 .528b .279 .275 .40601 .029 16.090 1 397 .000

3 .547c .299 .294 .40090 .020 11.197 1 396 .001 1.389




d. Dependent Variable: Revisit

ANOVAa


1

Regression 22.679 1 22.679 132.550 .000b

Residual 68.097 398 .171

Total 90.776 399

2

Regression 25.332 2 12.666 76.833 .000c

Residual 65.445 397 .165

Total 90.776 399

3

Regression 27.131 3 9.044 56.270 .000d

Residual 63.645 396 .161

Total 90.776 399

a. Dependent Variable: Revisit




88

Coefficientsa


Coefficients

Standardized

Coefficients

t Sig. Collinearity

statistics


1 (Constant) 2.377 .125 19.057 .000

Service .380 .033 .500 11.513 .000 1.000 1.000

2

(Constant) 2.037 .149 13.674 .000

Service .288 .040 .379 7.274 .000 .668 1.497

Destination .175 .044 .209 4.011 .000 .668 1.497

3

(Constant) 1.783 .166 10.773 .000

Service .254 .040 .335 6.288 .000 .626 1.598

Destination .154 .043 .184 3.530 .000 .654 1.530

Perceive .137 .041 .154 3.346 .001 .833 1.200

a. Dependent Variable: Revisit

APPENDIX 3

Plagiarism checking report

91

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