The Influence Of Reputation, Service Quality Satisfaction, Mass Media And Satisfaction Facters On Perceived Value In The Cultural Tourism In The Upper Northern 1 Region Of Thailand
The aim of this literature is to study the direct and indirect influences of reputation, service quality, mass media and satisfaction factors on perceived value in the cultural tourism resources in the upper northern 1 region of Thailand. The current trend in cultural tourism has gained its popularity and the northern Thailand region possesses a variety of tourism resources that facilitates the aspect of cultural tourism. As the upper northern Thailand region has its own unique feature of the Lanna culture; including costume, food and language ZdialectX; that differs from the other parts of Thailand. this may will be a major attribute for attracting visitors or tourists to come for visitation. Cultural tourism business originates the creation of physical, mindful, passional, social and spiritual attributes, as well as, the generation of comfortable, relaxed and refreshed feelings for the tourists. On adopting the perceived value concept for the cultural tourism service business with the emphasis on service quality in the tourism resources, satisfaction on special characteristics of the resources and mass media can establish reputation towards sustainment. Therefore, a study on the influence of reputation, service quality, mass media and satisfaction factors on perceived value in the cultural tourism resources in the upper northern 1 region of Thailand will have the impact on customers satisfaction and the related Organizations who take care of the resources, in terms of, the improvement on service quality and physical features. This is to establish appreciation and satisfaction that leads to the perceived value of the cultural tourism resources. In addition, it may well be a response in accordance to the national policy and strategy which puts the emphasis on tourism business, promoting uniqueness, art of being Thai and being beneficial to the tourists, as well as, organizations in the Future. This research is a mixed-methods study that develops from a review of related literatures following the concept from Thailand tourism Organization(2015.The population employed for this study is 500 tourismts in the upper northern 1 region of Thailand, namely: chiangmai, Mae Hongson, Lamphun and Lampang provinces. The on-site survey is conducted by collecting the questionnaires at the tourism sites. The collected quantitative data is analyzed by the PLS structured Equation. The Qualitative data is collected by the individual interview with a questionnaire for analysis of the content. Finally, all collected data and information are analyzed For the relationship among the factors that influences on the perceived value of the cultural tourism resources.
Keywords- cultural tourism resources, perceived value, satisfaction, mass media, service quality, reputation