The Confirmatory Factor Analysis of Spa Health Tourists’ Loyalty in Andaman Province
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Abstract
The purpose of this research is to examine the fit of the measurement model of factorial structure for spa health tourists’ loyalty. Data is collected from visitors of hotels, resorts and spas, which include foreigners from Russia, Australia, Germany, and the United Kingdom. Based on survey data gathered from 200 samples, the study was conducted. Foreign tourists, or European visitors who have used indoor spa services in hotels and resorts in rural districts, made up the sample group used in this study. For every kind of tourist, spa, hotel, and resort location, a random sample is provided. only four-level hotels and resorts were chosen. There are sixty-four places in all. A threshold of 50% of the total number of hotels and resorts was used to select the number of hotels for data collection, resulting in 32 locations. Proportional stratified random sampling was employed in each province to choose the hotels and resorts. There were nine hotels and resorts in the province of Krabi; two in the province of Phang Nga; and twenty-one in the province of Phuket. The researcher randomly drew the names of hotels and resorts in each province to meet the specified numbers. Every hotel and resort provided six to seven samples, and data collection was divided equally among all of the establishments. The data gathering only included foreign guests who had completed their spa treatments.
The results of the confirmatory factor analysis of loyalty among spa health tourists in the Andaman region provinces showed that the measurement model for loyalty variables of spa health tourists in the Andaman region provinces, including tourist satisfaction, perceived values, marketing experience, tourist incentives were consistent with empirical data. This consistency is evidenced by the following goodness-of-fit indices: the chi-square goodness-of-fit test, χ²/df = 2.33, p< .001, RMSEA = 0.07; NNFI = 0.93; CFI = 0.90; and SRMR = 0.06.
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