The Originality Image of Thailand’s Culture Affecting on Quality and Value Perception Based on Thai Generation Y Tourists

Abstract

This research aims to study the causal relationship model between originality image of Thailand’s culture, which is a quality perception towards the perception of value of Thai Generation Y tourists. The research tool was a questionnaire. Data were collected from a sample of 809 Thai Generation Y tourists with Thai cultural tourism experience and using second order confirmatory factor analysis. The results of the research revealed that the affirmative component model of originality image of Thailand’s culture affects the perception of quality and value in the perspective of Thai Generation y tourists along with validity and consistent with empirical data: 1) the originality image of Thailand’s culture had a positive correlation with the perception of quality in the Thai Generation Y tourism perspective 2) the originality image of Thailand’s culture correlated both directly and indirectly through the perception factor of quality on the perception of value in the perspective of Thai Generation Y tourists and 3) the perception of quality was directly related to the perception of the Thai Generation Y tourists

Keywords- originality image of Thailand’s culture; perception of quality; perception of value