The purpose of this study is to examine the antecedents of tourists' loyalty (both attitudinal and behavioral) towards Chiangmai (a major tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty was mainly driven by attachment, familiarity and perceived value, whereas behavioral loyalty is driven by familiarity. Only one dimension of pull motivation (history, heritage and knowledge) influenced attitudinal loyalty, whereas none of pull motivation's dimensions had an effect on behavioral loyalty. Regarding push motivation, tourists' desire for novelty negatively influenced behavioral loyalty. Finally, male tourists tended to be more attitudinally and behaviorally loyal, while tourists who had children living with them showed less attitudinal loyalty.

This research assesses the relationship between service quality, value, satisfaction, and brand trust on the behavioral loyalty of international tourists acting as medical tourists toward private hospital medical services in the Bangkok Metropolitan area. A quantitative study was performed using 400 international tourists who use medical service from private hospitals in Thailand. Structural equation analysis is used to test the hypotheses. The results indicate that there are significant positive relationships between service quality and value (H1), satisfaction (H2), and brand trust (H3). Value (H4), satisfaction (H5), and brand trust (H6) have significant positive relationships with behavioral loyalty. Service quality has an indirect effect on behavioral loyalty by having value, satisfaction, and brand trust function as mediators. Finally, nationality has no moderating effect on the relationship between service quality and value (H7), satisfaction (H8), and brand trust (H9).

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.

This paper identifies the term metrosexual using the

This research aims to study mixed factors of service marketing affecting student loyalty toward the business administration curriculum at the masters degree level at Srinakharinwirot University. It also examines the relationship between student satisfaction and loyalty in the MBA program. The results show that service marketing mixed factors have influenced student satisfaction in the MBA curriculum by approximately 39.4 percent. The product and service aspect is the most important factor in predicting student satisfaction. Furthermore, the service marketing mix has influenced student attitudinal loyalty toward the MBA curriculum by about 26.7 percent, while the service-marketing mix has influenced student behavioral loyalty by nearly 40.5 percent. Student satisfaction has rather a low positive relation to attitudinal loyalty at the 0.01 level of statistical significance. Student satisfaction has a moderately positive relation to behavioral loyalty at the statistical significance level of 0.01.