Browsing by Author "Nak Gulid"

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    An examination of tourists' attitudinal and behavioral loyalty: Comparison between domestic and international tourists
    (2009) Panisa Mechinda; Sirivan Serirat; Nak Gulid; P. Mechinda; Marketing Department, Faculty of Business Administration, Rajamangala University of Technology, Thanyaburi, Amphur Thanyaburi, Pathumtani 12110, 39 Moo 1 Rangsit-Nakornnayok Road, Khlong 6, Thailand; email: Lpanisa@yahoo.com
    The purpose of this study is to examine the antecedents of tourists' loyalty (both attitudinal and behavioral) towards Chiangmai (a major tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty was mainly driven by attachment, familiarity and perceived value, whereas behavioral loyalty is driven by familiarity. Only one dimension of pull motivation (history, heritage and knowledge) influenced attitudinal loyalty, whereas none of pull motivation's dimensions had an effect on behavioral loyalty. Regarding push motivation, tourists' desire for novelty negatively influenced behavioral loyalty. Finally, male tourists tended to be more attitudinally and behaviorally loyal, while tourists who had children living with them showed less attitudinal loyalty. © SAGE Publications.
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    International tourists' service quality perception and behavioral loyalty toward medical tourism in Bangkok Metropolitan area
    (2011) Aurathai Lertwannawit; Nak Gulid; A. Lertwannawit; Suan Dusit Rajabhat University, Dusit, Bangkok 10300, Building 1, 295 Rachasima Road, Thailand; email: aurathai@gmail.com
    This research assesses the relationship between service quality, value, satisfaction, and brand trust on the behavioral loyalty of international tourists acting as medical tourists toward private hospital medical services in the Bangkok Metropolitan area. A quantitative study was performed using 400 international tourists who use medical service from private hospitals in Thailand. Structural equation analysis is used to test the hypotheses. The results indicate that there are significant positive relationships between service quality and value (H1), satisfaction (H2), and brand trust (H3). Value (H4), satisfaction (H5), and brand trust (H6) have significant positive relationships with behavioral loyalty. Service quality has an indirect effect on behavioral loyalty by having value, satisfaction, and brand trust function as mediators. Finally, nationality has no moderating effect on the relationship between service quality and value (H7), satisfaction (H8), and brand trust (H9). © 2011 The Clute Institute.