Now showing items 1-2 of 2

  • Thumbnail

    Cultural interaction and tourist destination loyalty : a case study of Phuket, Thailand 

    Sirachet Chopdee; Sid Suntrayuth (National Institute of Development Administration, 2021)

    The interaction between cultural factors and tourists’ destination loyalty has not yet been widely observed among research scholars. However, the knowledge of the interaction is necessary for understanding how culture is becoming a central factor of attraction in tourism. The objective of this study was therefore to find the possible linkages between cultural interaction factors and the destination loyalty of tourists by using Phuket, Thailand, as a case study. The study employed the satisfaction-loyalty theory in the examination of the role of ...
  • Thumbnail

    The causal model of factors affecting Thai customer loyalty towards e-commerce business 

    Lalita Puangmaha; Patchanee Cheyjunya (National Institute of Development Administration, 2017)

    This research utilizes the mixed method research with the objectives to develop and to examine the consistency between the causal model of factors affecting Thai customers loyalty towards e-commerce business and the empirical data, furthermore to explore the opinions of academics and online marketers in relating to the marketing communication factors influencing Thai customers loyalty to e-commerce business. The research method has been divided consecutively into two parts which are; Part 1: the quantitative research conducting survey methodology ...