Model of casual factors influencing of cultural lanna tourism in eastern

Abstract

This research is a Mixed Method with the objective: 1) To study a causal relationship model of factors Influencing the loyalty of Lanna cultural tourism in the Eastern 2) To examine a causal relationship model of a causal factors influenced the loyalty of the Lanna cultural tourism in Eastern.3) To study both direct and Indirect influence and, the total influence of causal factors that influence the loyalty of Lanna cultural tourism in Eastern. The part of quantitative research; Research was qualitative research and questionnaire were constructed to be a tool to measure concept definition. The data was collected tourist traveling to 4 province in the Lanna cultural group in Eastern region: Chiang Rai province, Phrae province, Nan province, and Phayao province.

The sample group was divided by the proportion of 4 equal numbers of each sample. The samples group was divided by proportion of 4 equal; each sample included 150 participants. The sample were conveniently collected and analyzed by frequency, percentage, mean, standard deviation, Pearson’s correlation coefficient, and analysis confirmatory component analyzed at the statistical significance level .05. Qualitative research using intervenes to collected information from member of chamber of commerce member of province tourism in Thailand, the provincial tourism member industry council Thailand, who has4 experiences in tourism. The hypothesis test found that image tourism, experiences tourism and affect the perceived of psychological component on tourist loyalty. By the potential tourism and experience was not affect tourism loyalty. The direct and indirect, and total influence found that potential tourism has direct influence on tourism loyalty was equal at .054 and has indirect influence perceived psychology tourism were equal at .034 a cross with a total influence at .088 were can not significantly. Effect of image tourism has direct influence on loyalty were equal at .077 and, indirect influences a cross perceived psychology were equal at .366 with a total influence at .443 were significantly at the .05. Experience tourism has direct influence on tourism Loyalty were equal at .059 and has indirect influence a cross perceived psychology were equal at .252 were total at .311 were can not significantly. Research results that obtained both public and private sectors related to tourism management as well as Lanna cultural in Eastern community can be used as a guiline for developed strengthening and as a policy of suggestion to raise cultural tourism loyalty in the Lanna Eastern groups, including Chiang Rai, Phayao, Phra, and Nan have potential that is due to the tourism loyalty of sustainable cultural tourist.