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    FROM PLATE TO PLANET: REDEFINING THE LOW-CARBON TOURISM EXPERIENCE AND INVESTIGATING ITS INFLUENCE ON GASTRONOMY-BASED TOURISTS’ REVISIT INTENTIONS AND ENVIRONMENTALLY RESPONSIBLE BEHAVIORS
    (2025-09-05)
    Suwannakul, Ekkarat
    ;
    Khetjenkarn, Siriporn
    ;
    Suppavorasatit, Inthawoot
    ;
    Na Nan, Tansiphorn
    Gastronomy tourism reflects key sustainability issues and has become an important means of supporting sustainable tourism. Many tourist cities have developed gastronomic and low-carbon travel activities to promote local food through tourism campaigns. However, the concept of low-carbon tourism (LCT) within the gastronomy context has not been explored adequately, and empirical research on the LCT experience from the demand side remains limited. This study employs mixed-methods research. First, the dimensions and attributes of the LCT experience of gastronomy-based tourists were developed and validated. Following the scale development process, a multidimensional LCT experience scale comprising seven dimensions was identified: learning, sensory, escapism, immersive, prestige, affective and sociocultural experience. Second, quantitative data collected from 947 participants were analyzed using structural equation modeling to examine the causal relationships between the LCT experience, experiential satisfaction, destination image, revisit intentions and environmentally responsible behavior among gastronomy-based tourists. The findings offer an extended view of the LCT experience from the perspective of gastronomy-based tourists and contribute to understanding how such experiences shape the tourists’ environmentally responsible behaviors and support sustainable tourism.
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    How the Service Quality of Regional Airport Affects Tourist Satisfaction with Airport Services and Their Intention to Revisit Secondary Cities: An Exploratory Study
    (2024-01-01)
    Suwannakul, Ekkarat
    ;
    Khetjenkarn, Siriporn
    ;
    Wichaidit, Supaporn
    This study aims to identify dimensions for measuring tourists’ perceptions of the service quality of regional airports in secondary tourist cities and to investigate the causal relationship between regional airport service quality, tourist satisfaction with airport services, and revisit intention to secondary tourist cities in Thailand. A total of 886 responses are analyzed using the structural equation modeling technique. This study explored four dimensions to measure the service quality of regional airports, namely, diversion, convenience, the efficiency of airport function, and access. Empirical results reveal the direct effects of three dimensions of diversion, convenience, and access on tourist satisfaction with airport services. This study also found indirect effects of the three dimensions on destination revisit intention through tourist satisfaction. Furthermore, the article affirms a strong link between tourist satisfaction with airport services and their intention to revisit the secondary tourist cities.
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    Examining Service Gaps and Passengers’ Perceived Service Performance of Thailand’s Regional Airports: A Comparative Analysis of Different Characteristics
    (2024-01-01)
    Suwannakul, Ekkarat
    ;
    Khetjenkarn, Siriporn
    ;
    Wichaidit, Supaporn
    This study aims to identify the significant differences between passengers’ perceived importance and performance of service attributes of regional airports in Thailand. The current study also intends to examine how passengers’ characteristics and travel behaviours affect the perceived service performances of regional airports. Questionnaires were used to collect data from Thai passengers at three regional airports in different regions of Thailand. A total of 886 cases were examined using gap analysis and pair-sample t-test. The result reveals significant differences between the importance and performance of all service attributes of regional airports. One-way ANOVA was also used to investigate the effects of passengers’ characteristics (gender, age range, educational level, occupation, and income) and travel behaviours (travel frequency and main travel purpose) on perceived airport service performance. The result indicates significant differences in perceived airport service performance across educational levels, occupations, monthly income ranges, and travel frequencies. This empirical study provides insights for airport managers to prioritise service attributes for improvement. The results of this study can also be used as a guideline for providing customised services for passengers in different segments.
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    Lessons from COVID-19: How the pandemic shaped tourists’ travel intentions and willingness to fly
    (2024-01-01)
    Khetjenkarn, Siriporn
    ;
    Suwannakul, Ekkarat
    This study investigated, using structural equation modelling, the causal relationships between tourists’ perceived COVID-19 measures/situations, desire to travel, travel intention to destination, and willingness to fly. The moderating role of travel anxiety was also examined. Data were collected from 655 Thai tourists who had experienced air travel amid the COVID-19 pandemic in Thailand. The results showed the direct effects of perceived COVID-19 measures/situations on desire and travel intention but not on willingness to fly. Desire to travel mediated the relationships between perceived COVID-19 measures/situations and travel intention and between such perceptions and willingness to fly. Results also revealed the direct effect of travel intention on the willingness to fly. The moderating role of travel anxiety was identified in determining the relationship between perceived COVID-19 measures/situations and desire to travel. The study offers insights into restoring tourists’ confidence to travel during and after the pandemic and mitigating the negative impacts of an identical situation in the future.
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    RELATIONSHIP BETWEEN SELF-SERVICE TECHNOLOGIES’ SERVICE QUALITY, SATISFACTION, ATTITUDINAL AND BEHAVIORAL LOYALTY OF AIRLINE PASSENGERS
    (2022-07-01)
    Suwannakul, Ekkarat
    ;
    Khetjenkarn, Siriporn
    This study aims to examine how the service quality of self-service technologies (SSTs) affects the attitudinal and behavioral loyalty of airline passengers. To examine the service quality in the customer–technology interaction context, this study employs the SSTQUAL scale of Lin and Hsieh (2011). A total of 391 responses were analyzed using a structural equation modelling technique. The results showed that the seven SSTQUAL dimensions reflected the service quality of airline SSTs, supporting the validity of the SSTQUAL scale in the airline context. The study also indicates a strong link between perceived SST service quality and passenger satisfaction. The mediating role of attitudinal loyalty in the link between passenger satisfaction and behavioral loyalty was also revealed. This research improves understanding of the relationship between the service quality of airline SSTs, passenger satisfaction, and two aspects of loyalty.