Sornsaruht, Puris
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Item type:Publication, An Investigation of How Hotel Image, Hotel Service Quality, Guest Loyalty, and Guest Experience Influence Luxury Hotel Guest Revisit intention in Thailand(2024-04-05)This study examines the factors influencing the likelihood of luxury hotel guests returning for future visits. Drawing from existing literature, the author identified five underlying factors and 18 observable factors, leading to the formulation of nine conceptual hypotheses. The sample consisted of 317 guests from ten 5-star luxury hotels in Thailand. Utilizing structural equation modeling (SEM) with LISREL 9.10, it was determined that all variables in the model positively impacted the intention of luxury hotel guests to revisit, explaining 81% of the variance collectively (R2). Among these factors, hotel image emerged as the most significant predictor, followed by hotel service quality, guest loyalty, and guest experience. Notably, it was observed that there were strong connections between guest experience and service quality, as well as hotel image and service quality. Additionally, eight out of nine hypotheses received empirical support. This study underscores the importance of luxury hotels fostering a workforce aligned with the brand's values, as staff play a pivotal role in influencing guest revisit intentions. These findings hold particular relevance as the tourism and hospitality industry navigates the post-COVID-19 recovery phase. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The critical nature of road logistics industry process capability's role in sustainable tourism development(2019-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, An analysis of factors affecting foreign tourist electronic word-of-mouth [eWOM] thai hostel bookings(2020-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Exploring the Antecedents to Innovation Perfoemance in Thai Information Communication Technology Sems(2021-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Antecedents to Thai health food restaurant guest loyalty: A SEM analysis(2020-01-01); Globally, major shifts are occurring in dietary patterns with numerous studies suggesting that eating healthy food is an ever-growing consumer trend. This study, therefore, investigates the interrelationships and effects of marketing communications (MAR), recognition of value (RV), guest trust (GT), and guest satisfaction (GS) on health food restaurant guest loyalty (GL) in Thailand. LISREL 9.1 was used to conduct both a CFA and SEM analysis of the nine hypotheses from a sample of 484 health food restaurants' guests. Results revealed that the factors affecting GL from highest to lowest, were MAR, GT, GS, and RV, with a total effect (TE) value of 0.92, 0.43, 0.22 and 0.17, respectively. Additionally, the amount of variance that GL shared with the others in the analysis was 84% (R<sup>2</sup>). Furthermore, the authors suggest that MAR is now playing an essential role in the eyes of today's digitally enabled consumer, and that restaurant entrepreneurs need to embrace and understand new social media platforms. Restaurant entrepreneurs must also be aware of quick technological change and the reinvention of the traditional dining experience, which is now forcing change on how the restaurant sector operates. Finally, guest loyalty is of critical importance as numerous studies have concluded that the desired outcome of the marketing process is guest loyalty. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Factors affecting an international traveler’s attitude in purchasing online travel services(2019-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Determinants of thai small business leasing customer loyalty: A structural equation model(2019-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, How service quality, guest trust and guest satisfaction affect a five-star hotel's reputation in Thailand(2019-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, An analysis of online purchase intention of Thai hostel accommodations(2019-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Thai gem and jewellery industry business performance: Is continued growth dependent on Tourism?(2019-01-01); Sirijarupat, PrasittisakThailand's gem and jewellery industry is world famous to both the vast assortment of international traders and the 40 million tourists which visit the Kingdom annually. Presently, the sector is third in export value, which in 2018 (including gold) reached nearly $12 billion and employed an estimated 800,000 artisans and craftsmen. Therefore, research was undertaken to determine which variables influenced a Thai gem and jewellery enterprise's business performance (BP). From the five-level questionnaire collected from a sample of 372 entrepreneurs and managers, an initial confirmatory factor analysis (CFA) was conducted on the study's four additional latent variables of firm strategy (FS), product innovation (PI), service innovation (SI), and competitive advantage (CA). LISREL 9.1 was then used to develop a structural equation model (SEM) path analysis. Results revealed that all the causal variables positively influenced BP as the combined variance of influence was 77% (R<sup>2</sup>). Further results showed that the variables having the greatest influence on BP were FS, PI, CA and SI, with total effect values of 0.88, 0.60, 0.16 and 0.02, respectively. There was also an extremely strong interrelationship between FS and PI as r = 1.00, the t-test value = 14.72, and p ≤ 0.01. Personal interviews with industry leaders also noted the importance of the necessity for free-trade agreements, the need for a new generation of trained craftsmen, and the need for continuing Thai government support. Finally, both domestic consumers and foreign tourists are seen as an essential market for future growth.