Loyalty Model for the Nawatwithi OTOP Tourism Communities in Lower Northeastern Provinces S2 Cluster

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Wichar Kunkum, Boonthai Kaewkuntee, Chamchan Klaywong, Niyom Suwandej

Abstract

The ‘Nawatwithi’ OTOP tourism communities are established from the integration of the identity, ways of life, heritage of wisdom and innovations based on changes. They also utilize the potentials of the communities in terms of image, perceived value, attractiveness, and satisfaction to link to domestic tourism in order to support the community development so that loyalty has been established to the Nawatwithi OTOP tourism communities in the lower northeastern provinces S2 cluster. The objectives of this research were to: 1) study the levels of image, perceived value, attractiveness, satisfaction, and loyalty to the Nawatwithi OTOP tourism communities in the lower northeastern provinces S2 cluster; 2) examine influences of image, perceived value, attractiveness, satisfaction on the loyalty to the Nawatwithi OTOP tourism communities in the lower northeastern provinces S2 cluster; and 3) develop a model for developing the loyalty to the Nawatwithi OTOP tourism communities in the lower northeastern provinces S2 cluster. This research employed a mixed research methodology combining quantitative and qualitative methods. For the quantitative research part, the research sample consisted of 380 tourists and people who involved in tourism in the targeted villages according to the Nawatwithi OTOP Tourism Community Project of the lower northeastern province S2 cluster. The sample size was determined based on the criterion of 20 times the observed variables. They were selected via stratified sampling. Data were collected with the use of a questionnaire and analyzed with a structural equation model. As for the qualitative research component, in-depth interviews were conducted with 20 key informants including experts and specialists involved in the Nawatwithi OTOP Tourism Community Project. Data were analyzed with analytic induction.  The findings showed that: 1) image, perceived value, attractiveness, satisfaction, and loyalty to the Nawatwithi OTOP tourism communities in the lower northeastern provinces S2 cluster were rated at a high level; 2) image, perceived value, attractiveness, and satisfaction had a direct influence on the loyalty to the Nawatwithi OTOP tourism communities in the lower northeastern provinces S2 cluster, with a .05 level of statistical significance, and all of these factors could predict the results by 90 percent; and 3) the model for developing the loyalty to the Nawatwithi OTOP tourism communities in the lower northeastern provinces S2 cluster, developed by the researcher, was called the CSPE Model, consisting of C (referring to concern), S (referring to service); P (referring to place), and E (referring to experience). These findings focus on building strengths through inheriting local wisdom by conserving natural resources and creating activities that are amazing remarkable and unique in each community and transforming them into exciting and impressive attractions that can attract tourists to visit and experience ways of life and environments of the community. The findings also emphasize on the management of environment of tourist attractions so that they are clean, orderly and safe. These factors, together with the quality of service provided by local people in the community can create unforgettable experience to visitors which in turn leads to loyalty and repeat visits. This model of loyalty which is a result of this research can be used to develop other models more effectively.

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