Factors Influencing The Repurchasing Behavior of Tourists Staying in Resorts, Lampang Province
The purpose of this research was (1) to study the product, price, place, promotion, physical evidence, satisfaction and repurchasing behavior and (2) to examine factors influencing the repurchasing behavior of tourists staying in resorts, Lampang province. The sampling group consisted of 450 tourists staying in resorts, in Lampang. The research tool was questionnaire for data collection. The findings were described by descriptive statistics for data analysis. The statistics were employed with percentage, standard deviation and inferential statistics with Structure Equation Model by Smart PLS technique.
The outcomes of the opinions towards product, price, place, promotion, physical evidence, satisfaction and repurchasing behavior revealed that all factors were valued as high level. According to the Structure Equation Model, the findings indicated that the physical evidence was the most direct effect towards satisfaction, followed by promotion. Lastly, satisfaction had direct effect towards repurchasing behavior of tourists.
Keywords- Marketing Mix�s, Physical Evidence, Satisfaction, Repurchasing Behavior of Tourists staying in Resorts.