THE CULTURAL TOURIST DESTINATION STANDANDS WHICH INFLUENCE TOURIST’S LOYALTY AT BOROM RACHA KANCHANA PISEK ANUSORN TEMPLE (LENG NOEI YI II) NONTHABURI

Abstract

This research examined the Cultural Tourist Destination Standards which Influence Tourist’s Loyalty at Borom Racha Kanchana phisek Anusorn Temple (Leng Nei Yi II). The purposes of the research were (1) to study the opinions of tourists toward The Cultural Tourist Destination Standards at Borom Racha Kanchana phisek Anusorn Temple; (2) to study the level of Tourist’s Loyalty of Borom Racha Kanchana phisek Anusorn Temple ; (3) to study the level of Loyalty classified by demographic of the respondents; and (4) to study the influence of the three Cultural Tourist Destination Standards upon Tourist’s Loyalty at Borom Racha Kanchana phisek Anusorn Temple.    The research was a survey research.  The researcher collected quantitative data by questionnaire survey.

The results revealed that tourists with different gender, age, status, occupation, education, income, travel starting point, donation amount (making merit) and methods of suggesting this tourist destination to other people had different levels loyalty to the destination at the statistical significance level of .05.   The results of Multiple Regression Analysis revealed that Cultural Tourist Destination Standards affected Tourist’s Loyalty to Borom Racha Kanchana phisek Anusorn Temple at the statistical significance level of .01 The dimension of Tourism Management could explain variance of Loyalty by 45.3 percent.