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247
Indicators of Tourism City Reputation in Thailand
1
, Ph.D.
2
“”
(Qualitative Research)
5
18 3
(Quantitative Research)
979
(Exploratory Factor Analysis)
93 9 1.(Emotional
appeals) 2.(Tourism governance) 3.
(Infrastructure) 4.(Society) 5.(Way of life) 6.
(Localness) 7.(Products and Services) 8.(Communications)
9.(Policy)
(α) = .973
1
2
248
,,
Abstract
This research “Indicators of Tourism City Reputation in Thailand” aims to explore
the criteria of tourism city reputation’s indicators through perception of each stakeholder
group in Thailand. This also includes an exploratory study of corporate reputation’s
indicators to create the new indicators to specifically measure city reputation in tourism.
The research methodology is consisted of both qualitative and quantitative approaches.
Qualitatively, each group of stakeholders have been interviewed such as residents,
visitors, private sectors, public sectors, and investors. This was conducted in a total of 18
interviewees in three different types of tourism destination including Bangkok as
recreational and entertainment tourism city, Kanchanaburi province as natural tourism
city, and Ayudhya province as historical and cultural tourism city. Quantitatively, primary
data were collected by survey questionnaire from 979 respondents and was statistically
analysed by Exploratory Factor Analysis to categorize factors and variables for measuring
tourism city reputation. Results of this exploratory research with Cronbach’s alpha (α)
exceeding .973 revealed that the indicators for tourism city reputation in Thailand were
consisted of 93 variable items and can be categorized into 9 factors namely emotional
appeals, tourism governance, infrastructure, society, way of life, localness, products and
services, communications, and policy.
Keywords: Tourism city reputation, Tourism city stakeholders, Indicators
(Corporate reputation)
10
(Harmaakorpi, Kari
& Parjnen, 2008)
(Begg, 1999; Lever, 1999; Porter, 1990)
(
249
(Berg & Braun, 1999; Anholt, 2007)
(Place reputation)
(Carmeli, 2002; Carmeli & Tisher, 2004)
(Residents) (Visitors)
(Investors)
(Berg & Braun, 1999)
(Puente, Garcia & Mazagatos,
2012)
(Country reputation)
(City reputation)
King (1993)
Gottman (1983)
Hall (2002) Campbell (2003)
(Gordon,
2006)
(Ritchie & Maitland, 2007)
(Dube & Gordon, 2000)
(Daum, 2005) Covell
(1993)
250
(Tourism destination reputation)
(Nguyen & Leblanc, 2001)
Arigas, Montero & Yrigoyen (2015) Boisen (2007)
(Residents) (Visitors) (Public sector) (Private
sector) (Investors) 4 (Credibility)
(Reliability) (Trustworthiness) (Responsibility)
World Travel and Tourism (1992)
3.5 12
130 7
4 Theobald (1995)
(Gross output) (Value added)
(Capital investment) (Employment) (Tax
contribution)
(
251
.. 2558 3.6
18
(, 2558)
1.
(Corporate reputation)
(Herbig & Milewicz,1993) Trotta & Cavallaro (2012)
(2557)
(Corporate Identity)
(Corporate Image) Griffin (2014)
252
(Actions) (Decisions) (Announcements)
(Tourism destination)
.. 1950
.. 1992
(Destination)
(Residents) (Theobald, 1995)
Ritchie & Crouch (2003) Cooper (1998)
(Management)
(Coordination) (Geographical locations)
(Services) (Infrastructures)
Marchiori et al. (2010)
(Benefits and
Characteristic of the products) (Offering price benefits)
Swarbrooke (1995) 3
(Natural) (Man-maded)
(Cultural)
(2559)
4 1.2.3.
4.
5
1.2.3.4.5.
(
253
Swarbrooke (1999) Dabphet (2013)
(Importance) (Knowledge) (Skills) (Power)
4
1.
6
2.18
() (
) ()
3.
4.(Exploratory
factor analysis) 979
(Construct validity) (Reliability)
(Cronbach’s alpha coefficient)
14 76
10
1. 2. 3. 4.
5. 6. 7.
8.9.10.
254
1
AMAC Reputation Measurement (Fortune magazine, 1995)
8
8
WMAC Reputation Measurement (The Financial Times,
2000)
8
8
Corporate reputation scale developed from Keller’s
brand equity model
(Caruana & Chircop, 2000)
12
12
Corporate reputation scale developed from Keller’s
brand equity model (Gains-Ross, 1997)
5
13
Reputation Quotient (Fombrun, 2000)
6
20
Reptrak system (Reputation institute, 2006)
7
23
City Reptrak (Reputation institute, 2011)
3
13
Indicator for Measuring Competitiveness in tourism
(Dupers & MacCallum, 2013)
4
11
Destination reputation model (Marchiori et al., 2002)
7
22
Resident support for tourism development: The role of
residents’ place image and perceived tourism impacts
(Stylidis et al., 2014)
5
29
The destination is where I live! Resident’s perception of
tourism impacts
(Renda, Mendes & do Valle, 2014)
4
42
Residents and Tourism: What Is Really at Stake?
(Easterling, 2005)
4
14
Measuring comparative destination performance: A study
in Spain and Turkey. (Kozak, 2002)
8
44
(
255
Perspectives of Hotel Investors on Kenya’s
Competitiveness as a Tourism Investment Destination
(Ndivo, 2013)
5
31
10
76
5 18
3 5 1.
2.3.4.
5.
1
2
3
4
5
256
5
23
5
95 10 16
11 3
13 6
11 6
22 2 5
(Reliability)
34 α .969
(Construct validity)
979
261 (26.7) 707 (72.7)
18 29 (3) 18 - 25 500 (51.1)
26 - 33 291 (29.7) 33 159 (16.2)
458 (46.8) 270 (27.6)
99 (10.1) 100 (
10.2) 6 (.6) 46 (4.7)
Kaiser-
Meyer-Olkin (KMO Measure of sampling adequacy)
(KMO = .961)
2
Kaiser-Meyer-Olkin Measure of sampling adequacy
.961
Bartlett’s test of sphericity
Approx. Chi-square
58730.435
df
4371
Sig.
0.000
(
257
16 (Eigen
values) 1 (Orthogonal factor rotation)
Varimax 9
21 (λ = 28.609)
20 (λ = 5.112)
18 (λ = 4.365) 10 (λ = 4.074)
8 (λ = 2.300) 2
(λ = 1.874) 6 (λ = 1.843)
6 (λ = 1.707) 2 (λ =
1.563)
3
28.609
30.44%
30.44%
5.112
5.44%
35.87%
4.365
4.64%
40.52%
4.074
4.33%
44.85%
2.300
2.45%
47.3%
1.874
1.99%
49.29%
1.843
1.96%
51.25%
1.707
1.82%
53.07%
1.563
1.66%
54.73%
93 2
‘’ (r = .094) (Discrimination)
‘’ (Communaity) .5
258
α .973
(Construct validity) (Reliability)
4
Eigen values
% of Variance
Factor loading
28.609
30.435
.415
.547
.398
.430
.430
()
.421
.619
.590
.655
.621
.613
.488
(
259
.512
.643
.598
.452
.550
.611
.614
.689
.416
21
Eigen values
% of Variance
Factor loading
5.112
5.439
.390
.429
.377
.446
.525
.434
260
.648
.453
.769
.753
.649
.636
.653
.763
.631
.758
.661
.408
.490
.418
20
Eigen values
% of Variance
Factor loading
4.365
4.643
()
.404
.604
.512
(
261
.538
.683
.663
.580
.485
.628
.587
.781
.780
.728
.613
.523
.455
.485
.361
18
Eigen values
% of Variance
Factor loading
4.074
4.334
.628
.627
262
.400
.777
()
.800
.812
.683
.785
.664
.675
10
Eigen values
% of Variance
Factor loading
2.300
2.447
.413
.570
.605
.588
.434
.768
.721
(
263
.465
8
Eigen values
% of Variance
Factor loading
1.874
1.994
.483
.535
2
Eigen values
% of Variance
Factor loading
1.843
1.961
.409
.540
.497
.506
.500
.386
6
Eigen values
% of Variance
Factor loading
1.707
1.816
264
.382
.572
.683
.674
.405
.493
6
Eigen values
% of Variance
Factor loading
1.563
1.662
.497
.544
2
Post & Griffin (1997)
(Evaluative school) Fombrun & Riel (1997)
(
265
Jovicic Ilic (2012)
Mowfort & Munth (2003)
(Empirical method)
Johnstone (1981)
10
Likert scale
Likert scale
5
(2552)
AMAC,
Reputation QuetientSM Reptrak
(Products & Services) (Social responsibility)
(Workplace environment) (Vision & Leadership)
(Innovation) (Financial performance)
City reptrak Fombrun Riel
2012
266
(Advanced economy)
(Effective government)
(Appealing environment)
10
1.2.3.4.
5.6.7.
8.9.10.
9 1.
2.3.4.
5.6.7.8.9.
Herbig & Milewicz (1993)
Trotta & Cavallaro
(2012)
(Swarbrooke, 1999) (2550)
(
267
1. 3
3
2. 1
1
3.
5
1 1
4.
(Exploratory factor analysis)
(Confirmatory factor analysis)
5.
268
(2558). 2.2
5 12.4 . Retrieved from
, http://www.tourism.go.th/home/details/11/83/24467
(2557).:
. , 8(2), 149–173
(2552). . ,
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