The results of the study showed that cultural interaction was statistically positive on international tourists' destination attitudes and destination loyalty. Marisa Laokulrach, chair of the committee, for her professional advice and review of the content of the measurement in my dissertation, and assistant professor Dr.
INTRODUCTION
- Importance and Background of the Problem
- Research Questions
- Research Objectives
- Expected Results
- Scope of the Study
- Expected Benefits
- Terminology
Cultural interaction is the study of the cultural interaction process that takes place between tourists visiting a tourist attraction and the people living in the tourist community. Therefore, tourists who remain loyal to tourist attractions at all times are of intrinsic and significant benefit to the sustainable development of the tourism industry.
LITERATURE REVIEW AND RELATED RESEARCH
General Information About Phuket
- Meaning, Significance, and History
- Phuket Physical Data
In short, Phuket's total area is about 570,034 square kilometers or about rai, making it the 76th largest province in Thailand. In the past, China's tin mining industry brought prosperity, but today the region's economic prosperity comes mainly from tourism and the service industry.
Concepts and Theories Related to the Research
- The Concept and Theory of Loyalty
- The Meaning of Loyalty
- The Importance of Loyalty
- Elements of Loyalty
- Elements of the Loyalty Process
- Tourist Loyalty
- Expectation Confirmation Theory (ECT)
- Expectation
- Expectation Confirmation Theory
- Concepts and Theories Related to Cultural Interaction
- The Concept of Culture
- The Definition of Culture
- The Significance of Culture
- Types of Culture
- Elements of Culture
- Cultural Process
- The Concept and Theory of Interaction
- The Definition of Interaction
- Elements of Interaction
- The Interaction Process
- The Importance of Interaction
- Symbolic Interactionism
- The Concept and Theory of Customer Satisfaction
- The Definition of Satisfaction
- The Importance of Factors Affecting Customer Satisfaction
- Components of Satisfaction
- Components of the Satisfaction Process
- The Concept and Theory of Trust
- The Definition of Trust
- The Importance of Trust
- Elements of Trust
- Elements of the Trust Process
- The Concept and Theory of Attitude
- The Meaning of Attitude
- The Importance of Attitude
- Elements of Attitude
- Attitude Formation
Maintaining the same customer base will be one of the factors in the investment cost. Attitude is the feeling of the consumer that has a permanent relationship with the object or the experience of using the product. This could be due to the quality of the product, lack of alternative options or even poor service.
Perceived quality is an assessment of the effectiveness of a product or service based on the actual customer experience. It is the study of the influence of individuals and society on the behavior of people in the same society. According to the Dictionary Office of the Royal Society, contentment means to be pleased and satisfied.
Larzelere and Huston (1980) stated that trust is the consumer's and service provider's confidence in the consistency, responsibility, honesty, fairness, competence and benevolence of the other. Thus, trust is an intangible measure of the relationship between service providers and service recipients. We can conclude that the concept of relationship contains three components, the combination of which results in the complete formation of a person's relationship.
Hypotheses
Conceptual Framework
The expectation arises from the experience of the customer or traveler, and that expectation will be confirmed after using the service or buying the product. On the other hand, if the quality of the product falls short of the customer's expectations, it will cause dissatisfaction. Therefore, it is essential to understand the meaning of the symbol in relation to others.
The results of the study reveal four important cultural dimensions: power distance (PD), individualism/collectivism (IDV), masculinity/femininity (MAS) and uncertainty avoidance (UAI). How much satisfaction a person feels depends on the ability of the product or service to respond to their needs. Marshall (2000) mentioned that trust is a reflection of a person's trust in the honesty of the qualities and abilities of others.
Morgan and Hunt (1994) stated that consumer trust can be assessed by examining customer trust. This can only be achieved if the trusted customer becomes aware of trustworthiness and as a result is more willing to participate in the interaction. Office of the Royal Society (2011) stated that attitude refers to the concept of opinions and attitudes, behavior or feeling of people towards something.
RESEARCH METHODOLOGY
Population and Sample Group
- Population
- Sample Group
Research Procedures
Research Tools
The population used in this study is foreign tourists who have visited tourist attractions in Phuket. As the researcher knows that the number of foreign tourists who visited the attractions in Phuket in 2019 from No. 1. The data in Table 3.1 shows the number of foreign tourists who visited tourist attractions in Phuket every year, aged “-60 years and above " is redundant and you should change this to "18 or over", separated by country and the number of actual samples used from each country.
Due to the ongoing COVID-19 situation, the researcher also distributed online questionnaires to obtain a complete sample group, dividing the number of foreign tourists who traveled to tourist attractions in Phuket in each year by country, aged 18-60 years, in total. of 300 people.
Tool Quality Inspection
Conceptual Framework
- Research Variables
- Independent Variables
- Observable Variables
Research Hypothesis
Statistics Used in Data Analysis
A study of the structural relationships between cultural interaction and tourism destination loyalty in the context of Phuket, Thailand.
Period of Research
To show the inconsistency of conceptual framework of root mean square residuals in standardized score form. RMSEA To show the inconsistency of conceptual framework of root mean square residual by approximation Grade 0-1.00.
Ethics and Etiquette in the Research Process
Summary
For the population investigated in this study, the researcher selected tourists from the five countries with the highest number of tourists visiting Phuket attractions in 2019, a total of 4,711,866 persons or almost 50% of the total number of foreign tourists within that period.
DATA ANALYSIS AND RESULTS
Introduction
NFI (Normal Fit Index) IFI (Incremental Fit Index) RMSEA Roo Mean Square Error of Approximation SRMR Standardized Roo Mean Square Residual t Standardized normal distribution.
Sample Population
- Analysis of the General Data of the Samples
Age, nationality, status, occupation, education and monthly income using the descriptive statistics data for frequency and percentage.
Analysis of the Questionnaire Data from the Sample Group
- Cultural Interaction
- Level of Tourist Destination Loyalty in Phuket Tourist Attractions
- Tourists’ Destination Attitude Toward Tourism in Phuket Attractions . 144
On detailed examination, it can be concluded that the samples had the highest level of trust in the destination of tourists in terms of “I trust the willingness to help of Phuket people” with an average of 3. On detailed examination, it can be concluded that the sample group had the highest level of tourists' destination satisfaction in Phuket's attractions in the topic “I am satisfied with traveling to Phuket by flight” with an average of 3.99, very good, followed by. I am satisfied with the sea transport in Phuket, for example boat, yacht, speed boat” with an average of 3.94, very good.
9 0 , very good, followed by "I am satisfied with the comfort of the accommodation in Phuket" at an average of 3.89, very good. When examined in detail, it can be concluded that the samples had the highest level of tourists' destination satisfaction in the topic of “I am satisfied with the sea activities in Phuket, e.g. driving, canoeing, surfing" with an average of 4. When examined in detail, it was concluded that the samples had the highest level of tourists' destination satisfaction in the subject of "I am satisfied with the amenities of with the variety of shops in Phuket."
7 9 , very good, followed by "I am satisfied with the customer service facilities in Phuket" with an average of 3.72, which was very good.
Results of the Confirmatory Factor Analysis
As for the activities, in general, it was found that the satisfaction of the tourists in the destination in this dimension was at a very good level. In terms of amenities, in general, it was found that the satisfaction of tourists at the destination in this dimension was at a very good level. Therefore, when considering the three statistical values, it can be concluded that the tourists' destination attitude variables had adequate reliability and discriminant validity.
Considering the three statistical values, it can therefore be concluded that the variable of tourists' trust in the destination has adequate reliability and discriminative validity. When dealing with statistics, some indices passed the criteria; therefore, we can conclude that tourist satisfaction in the destination is consistent with empirical data, as shown in Table 4.11. Considering the three statistical values, it can therefore be concluded that the tourist satisfaction variable with the destination has adequate reliability and discriminative validity.
Therefore, when considering the three statistical values, it can be concluded that the tourists' destination loyalty variable has adequate reliability and discriminant validity.
Variable Confidence Scale Test
- Structure Model of Tourists’ Destination Loyalty
- Data Screening
A Structural Model of Tourist Destination Loyalty to Examine the Causal Relationship of Travel Experience Competition, Tourist Trust and Destination Satisfaction Supporting International Destinations Perceived by International Tourists. The results of the causal relationship support model are presented in Table 4.14, including the index and model parameters. As described by the t-value model, values higher than 1.96 indicate that four variables have a significant impact on destination support at p <0.05 levels.
In the SEM main hypothesis test, the researcher examined the data distribution of each analyzed variable by checking the Skewness and Kurtosis values of the data in each variable, where the Skewness should be between -3.0 and 3.0, and the Kurtosis should be between -8.0 and 8.0. However, the multivariate hypothesis from the data distribution test considering the Skewness and Kurtosis values of the single variables was below the acceptable level of 3.0.
Summary of Research Hypothesis Testing Results
The Goodness of Fit Index (GFI) is an index in the group of absolute fit indexes. The GFI value ranged from 0 to 1 and was closer to 1.00, meaning the model was consistent with the empirical data. Criteria to consider: The model was consistent with the empirical data at a good level when the GFI was > 0.
The adjusted fit index (AGFI) is another index in the group of absolute fit indices. For the comparative fit index (CFI), Diamantopoulos and Siguaw (2000); Kaplan (2000) proposed that the criteria for a CFI index should be >.90.
Analysis of Cultural Interaction and Tourist Destination Loyalty
Cultural interaction had a positive effect on tourists' destination attitude in Phuket attractions, both directly and indirectly. This is consistent with hypothesis 2: "Cultural interaction has a positive effect on tourists' destination attitude in a tourist destination." Cultural interaction had a positive effect on tourists' trust in destinations in Phuket, both directly and indirectly.
This was consistent with Hypothesis 3: "Cultural interaction has a positive effect on tourists' destination trust in a tourist destination." This was consistent with Hypothesis 5: "Tourists' destination satisfaction has a positive effect on tourists' destination trust in a tourist destination." This was consistent with Hypothesis 6: "Tourists' destination satisfaction has a positive effect on tourists' destination attitude in a tourist destination."
This was consistent with Hypothesis 7: "Cultural interaction has a positive effect on tourists' destination attitude in a tourist destination."
CONCLUSION, DISCUSSION AND RECOMMENDATION
- Summary of the Study
- Summary of Key Findings
- Demographics of Respondents
- Summary of Views on Cultural Interaction and Tourist Destination
- Structural Relationships of Cultural Interaction and Tourist Destination
- Cultural Interaction and Tourist Destination Loyalty in Phuket
- Discussion of the Results of the Findings
- A Study to Assess the Components of Cultural Interaction and Tourist
- To Analyze the Structural Relationship of Cultural Interaction and Tourist
- To Create Cultural Interaction That Affects Tourist Destination
- Recommendations from the Study
- Academic Recommendations
- Suggestions for Tourism Management
- Policy Recommendations
- Practical Suggestions
- Limitations of Research
This is consistent with hypothesis 2: "Cultural interaction has a positive effect on tourists' destination attitudes in a tourist destination.". This is in line with Hypothesis 3: "Cultural interaction has a positive effect on tourism destination trust." This is consistent with hypothesis 4: "Cultural interaction has a positive effect on tourist satisfaction in a tourist destination."
This is consistent with hypothesis 7: “Cultural interaction has a positive effect on the destination attitude of tourists at a tourist destination.” It was found that cultural interaction had positive effects on tourist destination loyalty in Phuket attractions. Cultural interaction has positive effects on tourists' destination attitudes in Phuket attractions, both directly and indirectly.
This is consistent with hypothesis 7: "Cultural interaction has a positive effect on the tourist's destination stay in a tourist destination".
