A Structural Equation Model: Thailand’s International Tourism Demand for Tourist Destination
Structural equation modelling (LISREL 8) was used to test the causal relationships between tourist travel motivations (travel cost satisfaction and tourist demographics) and tourist destination (tourism product, tourism product attributes, and tourism product management). A survey containing Likert-type scales was used in collecting data from 203 international tourists who had travelled to Thailand. Using factor analysis, dimensions were identified for scales used in the study: travel cost satisfaction, tourist demographics, tourism product, tourism product attributes, and tourism product management. Results indicated that the travel cost satisfaction of international tourists had a positive influenced on tourism product attributes at 0.07 (t=1.96) with statistics significant at the level of 0.05. Also the travel cost satisfaction had a positive influence on tourism product management at 0.13 (t=4.02) with statistics significant at the level of 0.05. And the tourist demographics had a positive influenced on tourism product at 0.11(t=3.47) with statistic significant at the level of 0.05. As well as tourist demographics, which had a positive influenced on tourism management at 0.11 (t=3.57) with statistics significant at the level of 0.05. The results of the research suggested that if the tourist destinations in Thailand are improved in quality then not only will international tourist revisit Thailand but also the numbers of tourists travelling to Thailand will increase.
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