THE ORIGINALITY IMAGE OF THAILAND’S CULTURE AFFECTING ON QUALITY AND VALUE PERCEPTION BASED ON THAI SENIOR TOURIST

Pharatt Run (The Management Department, Institute of Science Innovation and Culture (ISIC), Rajamangala University of Technology Krungthep, Thailand)
Surachai Traiwannakij (The Management Department, Institute of Science Innovation and Culture (ISIC), Rajamangala University of Technology Krungthep, Thailand)
Marlon Rael Astillero (The Management Department, Institute of Science Innovation and Culture (ISIC), Rajamangala University of Technology Krungthep, Thailand)
Ada Marie Mascarinas (The Management Department, Institute of Science Innovation and Culture (ISIC), Rajamangala University of Technology Krungthep, Thailand)
Guiyu Su (The Management Department, Institute of Science Innovation and Culture (ISIC), Rajamangala University of Technology Krungthep, Thailand)

International Journal of Economics, Business and Accounting Research (IJEBAR)
Vol 7, No 1 (2023): IJEBAR, VOL. 07 ISSUE 01, MARCH 2023

The research aimed to study the causal relationship between the originality image of Thailand's culture, quality perception, and value perception based on Thai Senior Tourists. The questionnaires were constructed as a research tool for collecting data from 787 samples of Thai Senior Tourists who visited Thai cultural tourism. The data were analyzed by using second-order confirmatory factor analysis. The research findings indicated that the confirmatory factor model of the original image of Thailand's culture affecting quality and value perception based on Thai Senior Tourists had validity, and the developed causal relationship model was confirmed with the empirical data (Chi-square = 21.013, df = 19, P = 0.336, CMIN/DF = 1.106, GFI =0.994, AGFI=0.986, NFI= 0.995, IFI= 0.999, CFI=0.999, RMSEA =0.012) and the developed causal relationship model between the originality image of Thailand's culture, quality perception, and value perception based on Thai Senior Tourists had predicting ability at a reasonable and acceptable level at 64.8 % with its acceptance more than 40% Keywords: Originality image of Thailand's culture; Perception of quality; Perception of value