Project Period : 2 years Nowadays, consumers are becoming more value conscious and focusing on price and value as the primary reason in obtaining product and service. Thus, the impact of price perception on airline loyalty was aimed to examine in this study. Moreover, numerous empirical studies have extensively investigated perceived value and commitment as a unidimensional measure in the product and service setting. However, research scholars argued that this unidimensional conceptualization lacks validity and fails to provide marketing practitioners specific direction for improving perceived value and commitment. Thus, the impacts of the multi-dimensional conceptualization of perceived value (quality, emotional response, monetary price, behavioral price and reputation) and commitment (informational complexity, position involvement and volitional choice) along with brand trust and brand affect on airline loyalty were also investigated. The association between loyalty constructs and loyalty consequences was also examined. In addition, the moderating effect of uncertainty avoidance and price perception on the aforementioned was also taken into account. The self-administered questionnaire was employed as the research means in collecting data from both Thai and international samples.The empirical results partially supported the significant impact of perceived value, commitment, brand trust and brand affect on airline loyalty as hypothesized. Consistent with previous studies, the impacts of loyalty constructs on loyalty consequences were significantly supported. The moderating effects of uncertainty avoidance and price perception on the aforementioned relationships were significantly apparent. Implications of the results including the development and improvement of perceived value, commitment, brand trust, brand affect, uncertainty avoidance and price perception are discussed. Future researches should focus on examining the impact of other pricing factors on airline loyalty.

The purpose of this study is to explore the antecedents of tourists’ attitudinal loyalty towards medical tourism in Pattaya (a major tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty towards medical tourism was mainly driven by satisfaction, trust, perceived value, destination familiarity, as well as destination image, respectively. When examining these antecedents between hospital tourists and clinic tourists, the results indicated that trust becomes the most important driver for hospital tourists whereas satisfaction becomes the most important driver for clinic tourists.

The purpose of this study is to investigate the relative impact of competitiveness factors and destination equity on tourist’s loyalty toward Koh Chang (Chang Island) one of the famous tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty was mainly driven by destination equity (destination image and destination awareness). The competitiveness factors that significantly influence domestic tourists are (1) location of destination, (2) quality of service and (3) natural resources while the competitiveness factor that influence international tourists is natural resources.

ABSTRACT

Nowadays, the growing concern of environmental sustainability does not only influence consumers demand but also how companies run their own business. Consumers are more conscious about the environment and demanding environmental friendly products and services. Consequently, the tourism industry currently faces increasing demands from consumers to achieve levels of environmental responsiveness. Thus, companies strive to implement environmentally friendly and socially responsible practices to gain competitive advantage, while still maintaining commercial success. Moreover, empirical evidence indicated that companies increased environmental support results in the development of customer trust and commitment as well as higher profitability. Thus, this study attempts to investigate the antecedents of loyalty in the hotel industry by examining the impacts of attitude toward the hotels environmental concern, subjective norms, perceived value and destination competitiveness on customers future intentions. Also, the comparative examination of these relationships between high and low environmental concern groups was included. Results revealed that perceived value is, followed by destination competiveness, the most powerful predictor of future intentions in both high and low environmental concern groups. In addition, attitude towards the hotels environmental concern significantly influenced future intentions solely in high environmental concern group. Contrary to our expectation, subjective norms exerted no significant effect on future intentions in both groups.