Structural equation model analysis of experiential marketing factors, tourist satisfaction and revisit intention of Thai tourists who participated in surfing activities in Phang Nga Province

Abstract

This research aimed to: 1) study experiential marketing factors, tourist satisfaction, and revisit intention of Thai tourists participating in surfboard activities in Phang Nga Province; 2) develop a structural equation model of experiential marketing factors, tourist satisfaction, and revisit intention of Thai tourists participating in surfboard activities in Phang Nga Province; and 3) validate the structural equation model of experiential marketing factors, tourist satisfaction, and revisit intention of Thai tourists participating in surfboard activities in Phang Nga Province. This quantitative research employed questionnaires as data collection instruments with 600 Thai tourists participating in surfboard activities in Phang Nga Province to confirm the consistency of the study with the quantitative research hypotheses. The data collected from the sample were analyzed using Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM). The results revealed that: 1) experiential marketing, tourist satisfaction, and revisit intention were overall at the highest level; 2) the results of second-order confirmatory factor analysis of experiential marketing, tourist satisfaction, and revisit intention showed that the goodness-of-fit indices met the specified criteria; 3) the results of second-order confirmatory factor analysis of experiential marketing factors, tourist satisfaction, and revisit intention of Thai tourists participating in surfboard activities in Phang Nga Province using AMOS software yielded the following model fit indices: Chi-Square/df (χ²/df) = 2.185, P-Value = 0.174, GFI = 0.990, AGFI = 0.977, CFI = 0.999, TLI = 0.997, NFI = 0.993, RMR = 0.005, RMSEA = 0.021, indicating that the goodness-of fit indices met the specified criteria.