ISSN: 2222-6990
Open access
The Historic City of Ayutthaya as cultural capital for tourism which indicates a
growing trend to Niche tourism market and competitive situation under the quality
assurance as the World Heritage site and to meet the demand of tourists. It is an urgent
improvement and development for service quality in tourism based on the quality standard
of cultural tourism at all levels. This information can be used to predict visitors’ behavioral
intentions at the Historic City of Ayutthaya and achieve the vision of the Blueprint for new
tourism, therefore; the researcher was interested in studying the impacts of the service
quality in tourism on visitor’s behavioral intentions at the Historic City of Ayutthaya. Data
were collected from a total of 400 purposive Thai visitors at four archeological attractions
which gained in popularity at the Historic City of Ayutthaya by means of a questionnaire.
The statistics used to analyze the data were Pearson Product Moment Correlation and
Stepwise Multiple Regression Analysis.
The findings revealed that the service quality in tourism was positively related with
visitors’ behavioral intentions. Factors of service quality in tourism affecting visitors’
behavioral intentions at the Historic City of Ayutthaya included Activities, Information
Service, and Health and Safety.
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