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Cultural Tourism Experience On Customer Satisfaction: Evidence From Thailand

Author

Listed:
  • Sukanthasirikul, Kanchana

    (Suranaree University of Technology, Thailand)

  • Trongpanich , Wannee

    (Rajamangala University of Technology Isan, Thailand)

Abstract

This study examines the service quality of cultural tourism experience perceived by tourists on their satisfaction and further explores the relationships between perceived value, appraisal emotion, and customer satisfaction. A total of 327 respondents completed a survey conducted at two cultural festivals in Thailand. Using structural equation modeling (SEM) technique, the results reveal the direct and positive effects of the service quality on perceived value, appraisal emotion, and customer satisfaction. This study summarizes the findings and offers some interesting implications for practitioners and researchers.

Suggested Citation

  • Sukanthasirikul, Kanchana & Trongpanich , Wannee, 2016. "Cultural Tourism Experience On Customer Satisfaction: Evidence From Thailand," Journal of Economic and Social Development, Clinical Journals Press, vol. 3(01), pages 01-09, March.
    • Handle: RePEc:ris:joeasd:0145
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    References listed on IDEAS

    as
    1. Scott A. Cohen & Girish Prayag & Miguel Moital, 2014. "Consumer behaviour in tourism: Concepts, influences and opportunities," Current Issues in Tourism, Taylor & Francis Journals, vol. 17(10), pages 872-909, November.
    2. Bolton, Ruth N & Drew, James H, 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 375-384, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Cultural tourism; Satisfaction; Service quality;
    All these keywords.

    JEL classification:

    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists

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