http://www.thonburi-u.ac.th/Journal/Document/13-2/Journal13_2_12.pdf
ABSTRACT
This research aims to (1) explore the tourist destination image, service marketing mix, tourist satisfaction and
tourist loyalty toward SamutsongkhramProvince(2) analyze the components of the four latent variables (3) analyze
both direct and indirect effects of the tourist destination image, service marketing mix, tourist satisfaction, those affect tourist loyalty toward Samutsongkhram Province (4) find tourist destinationloyalty model for Samutsongkhram Province. This researchis a quantitativeresearch. The samples collected were600. The data were analyzed by using descriptive statistics of percentage, arithmetic means, standard deviation. The inferential statistics consisted of Confirmatory Factor Analysis, Path Analysis and Structural Equation Modeling. The research revealed that: (1) thetourist destination image, service marketing mix, tourist satisfaction and tourist loyalty toward Samutsongkhram Province were mostly at high level. (2) Confirmatory Factors Analysis implied that thetourist destination imagehave the highest in the most impressive elements values. (3) the effect analysis found that the tourist destination image and service marketing mix has direct and indirect influence ontourist loyalty toward Samutsongkhram Province. (4) the constructed model corresponded with the empirical evidence of all variables (χ2 = 39.08, df= 32, χ2 /df=1.22, P = 0.15, RMSEA = 0.01)
