Browsing by Author "Sirivan Serirat"

Now showing 1 - 2 of 2
  • Default Image
    Item
    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.
  • Default Image
    Item
    Examining TouristsÕ Attitude Towards the Religious Tourism in Thailand
    (GMP Press & Printing Co.,, 2020) Jirawat Anuwichanont; Sirivan Serirat; Panisa Mechinda; Paiboon Archarungroj
    To date, the religious tourism, one of the fastest emerging modes of tourism in Thailand, not only boosts domestic travel but also contributes significantly to the promotion of Dhamma practice to visitors according to Buddhist principles. Consequently, the examination of the factors as well as touristsÕ underlying expectation and perception influencing the religious tourism, including merit-making and Dhamma-practicing tourism, is vital for the sustainable development of this mode of tourism. Thus, this study was aimed to: (1) explore the influence of the activities related to precepts, meditation and wisdom on meritorious actions and defilements of merit-making tourists and Dhamma practitioners; (2) explore the factors influencing overall satisfaction and future behavioral trends of merit-making tourists and Dhamma practitioners; and (3) compare the differences between expectations and perceptions towards tourism activities. The empirical findings supported the activities related to precepts, meditation and wisdom as the determinants of meritorious actions and defilements as hypothesized. It was noted that the attitudes towards merit-making innovations and Dhamma learning and practicing innovations were found to be the most powerful determinants of overall satisfaction and future behavioral trends. Lastly, expectation and perception towards tourism activities were significantly different. Marketing implications were discussed. Copyright © 2020 GMP Press and Printing.