http://www.repository.rmutt.ac.th/xmlui/handle/123456789/50 2026-04-05T11:53:58Z 2026-04-05T11:53:58Z Jirawat Anuwichanont Panisa Mechinda http://www.repository.rmutt.ac.th/xmlui/handle/123456789/109 2020-09-24T04:30:57Z 2010-01-01T00:00:00Z

Title: Perceived Value toward the World Heritage and the Moderating Effect of Destination Familiarity Authors: Jirawat Anuwichanont; Panisa Mechinda Abstract: Despite the widespread recognition that perceived value is a major precursor of tourists’ satisfaction, few researchers have addressed it in terms of the multidimensional measure. Thus, this study was aimed to explore the relative effects of multidimensional value on tourists’ satisfaction towards Ayutthaya world heritage. The results of structural equation modeling (SEM) substantiate the importance of value dimensions, including quality, emotional response, monetary price and reputation, as the determinants of tourists’ satisfaction, except behavioral price. Moreover, the link between tourists’ satisfaction and destination loyalty was significantly supported while the moderating effect of destination familiarity on this relationship was not apparent.

2010-01-01T00:00:00Z Pimpa Hirankitti Panisa Mechinda Suwimol Manjing http://www.repository.rmutt.ac.th/xmlui/handle/123456789/107 2020-09-24T04:30:56Z 2009-01-01T00:00:00Z

Title: Marketing Strategies of Thai Spa Operators in Bangkok Metropolitan Authors: Pimpa Hirankitti; Panisa Mechinda; Suwimol Manjing Abstract: This research aims to study the general information on the spa business, marketing strategies and results of the operations of the day spa and resort/hotel spa operations. The sample used for this research was 45 Thai spa operators in Bangkok. It used questionnaire as the tool for collecting information. The research results found that most operators had been in business between 3-4 years, with 12-15 employees, had the ratio of Thai customers about 42-67 percent, and foreign customers 33-70 percent. There were about 356-491 customers used the service per month. The marketing strategy of the spa business was to give priority on the product, which was to provide diversity. The physical characteristics were the atmosphere inside the shop and the basic equipment. The service was the process of providing efficiency, on the spa therapy was hospitality, the reception was speed and efficiency, the marketing promotion was advertising via the Web site, and the price was set suitably corresponding to the service quality.

2009-01-01T00:00:00Z