Browsing by Author "Napaporn Janchai"

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    A Study of Thai Massage Service Quality Effect on International Tourist Confidence
    (University of Primorska, 2023-12-27) Napaporn Janchai; Glenn Baxter; Panarat Srisaeng
    Wellness tourism is one of the world’s fastest growing industries (Global Wellness Institute, 2018). Wellness tourism has developed into a very important tourism market segment around the world over the past two decades or so. This is especially so for Thailand, where wellness tourism has become one of country’s most important tourism markets. In addition to attracting high-end tourists from developed and developing countries, wellness tourism also increases the economy of small or developing countries (Jagyasi, 2022). Thai massage has a strong link to wellness tourism as it is a key service for wellness tourism. In terms of the massage business, tourist confidence is the perception of service quality that influences a purchase decision. Service quality and tourist confidence are intertwined, which then leads to income and economic development. Therefore, examining service quality within Thai massage in relation to tourist confidence is important for exploring the crucial factors influencing international tourist confidence in Thai massage. The results of this research may lead to service quality development to encourage confidence among international tourists who are a significant source of foreign revenue. This research aims to examine the effect of Thai massage service quality on international tourist confidence. A survey of 400 international tourists was conducted in Bangkok, Thailand between March and May 2019, using a structured research questionnaire to collect all necessary data, which was then used to test the research hypotheses using multiple regression analysis. The study concluded that three out of five elements of service quality affect international tourist confidence. These elements include ‘Empathy,’ ‘Tangibility,’ and ‘Responsiveness,’ while ‘Assurance’ and ‘Reliability’ did not have a significant effect on tourist confidence. The findings of this research establish an empirical relationship between empathy, tangibility and responsiveness of Thai massage businesses and international tourists’ confidence. This insight of the study may help the massage business to have a better understanding about the elements of service quality that influence international tourist confidence. © 2023 University of Primorska. All rights reserved.
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    A Study of Thai Massage Service Quality Effect on International Tourist Confidence
    (University of Primorska, 2023) Napaporn Janchai; Glenn Baxter; Panarat Srisaeng
    Wellness tourism is one of the worldÕs fastest growing industries (Global Wellness Institute, 2018). Wellness tourism has developed into a very important tourism market segment around the world over the past two decades or so. This is especially so for Thailand, where wellness tourism has become one of countryÕs most important tourism markets. In addition to attracting high-end tourists from developed and developing countries, wellness tourism also increases the economy of small or developing countries (Jagyasi, 2022). Thai massage has a strong link to wellness tourism as it is a key service for wellness tourism. In terms of the massage business, tourist confidence is the perception of service quality that influences a purchase decision. Service quality and tourist confidence are intertwined, which then leads to income and economic development. Therefore, examining service quality within Thai massage in relation to tourist confidence is important for exploring the crucial factors influencing international tourist confidence in Thai massage. The results of this research may lead to service quality development to encourage confidence among international tourists who are a significant source of foreign revenue. This research aims to examine the effect of Thai massage service quality on international tourist confidence. A survey of 400 international tourists was conducted in Bangkok, Thailand between March and May 2019, using a structured research questionnaire to collect all necessary data, which was then used to test the research hypotheses using multiple regression analysis. The study concluded that three out of five elements of service quality affect international tourist confidence. These elements include ÔEmpathy,Õ ÔTangibility,Õ and ÔResponsiveness,Õ while ÔAssuranceÕ and ÔReliabilityÕ did not have a significant effect on tourist confidence. The findings of this research establish an empirical relationship between empathy, tangibility and responsiveness of Thai massage businesses and international touristsÕ confidence. This insight of the study may help the massage business to have a better understanding about the elements of service quality that influence international tourist confidence. © 2023 University of Primorska. All rights reserved.
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    The effects of destination image on tourist satisfaction: The case of don-wai floating market in Nakhon Pathom, Thailand
    (University of Primorska, 2020) Napaporn Janchai; Glenn Baxter; Panarat Srisaeng
    The aim of this study was to analyse the effects of a Floating Market's destination image on tourist satisfaction. A closed-question questionnaire was prepared drawing from the attributes that influence tourist destination satisfaction in the literature. The sample in the study consisted of 200 tourists who visited Nakhon Pathom's Don Wai Floating Market in January 2018. Multiple regression analyses were applied to empirically test the study's four hypotheses. The results found that the uniqueness of nature, uniqueness of history, and uniqueness of tourist products are the most critical factors affecting the tourists' satisfaction at the 95 percent significance level. However, the uniqueness of architecture factor did not have a significant effect on tourist satisfaction. The study for the first time established an empirical relationship between the uniqueness of nature, uniqueness of history, and uniqueness of tourist products of a floating market and tourist satisfaction with a Floating Market as a tourist destination. These insights may help other Floating Markets to better understand the factors that influence tourist satisfaction with such facilities. © 2020 University of Primorska. All rights reserved.
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    The effects of destination image on tourist satisfaction: The case of don-wai floating market in Nakhon Pathom, Thailand
    (University of Primorska, 2020) Napaporn Janchai; Glenn Baxter; Panarat Srisaeng
    The aim of this study was to analyse the effects of a Floating Market’s destination image on tourist satisfaction. A closed-question questionnaire was prepared drawing from the attributes that influence tourist destination satisfaction in the literature. The sample in the study consisted of 200 tourists who visited Nakhon Pathom’s Don Wai Floating Market in January 2018. Multiple regression analyses were applied to empirically test the study’s four hypotheses. The results found that the uniqueness of nature, uniqueness of history, and uniqueness of tourist products are the most critical factors affecting the tourists’ satisfaction at the 95 percent significance level. However, the uniqueness of architecture factor did not have a significant effect on tourist satisfaction. The study for the first time established an empirical relationship between the uniqueness of nature, uniqueness of history, and uniqueness of tourist products of a floating market and tourist satisfaction with a Floating Market as a tourist destination. These insights may help other Floating Markets to better understand the factors that influence tourist satisfaction with such facilities.