DIGITAL MARKETING, INTEGRATED MANAGEMENT, AND SATISFACTION: A CAUSAL MODEL OF CRUISE TOURISM IN THE INDONESIA-MALAYSIA-THAILAND GROWTH TRIANGLE (IMT-GT)
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Abstract
This research aims 1) to study the importance of digital marketing, service quality, integrated management, and tourist satisfaction with cruise services, 2) to confirm the causal influence model of digital marketing, service quality, and integrated management on tourist satisfaction consistent with empirical data, and 3) to study the causal influence model of digital marketing, service quality, and integrated management on tourist satisfaction for cruise services in the Indonesia-Malaysia-Thailand Growth Triangle. This quantitative research is done with a sample group of tourists using cruise services in the trilateral economic zone, 480 cases. Data was analyzed using descriptive statistics to find the percentage, mean, and standard deviation, and inferential statistics were analyzed using SEM.
The research results found that all factors were rated at the highest importance level, with service quality being the most important, followed by digital marketing and integrated management. Tourist satisfaction was rated at a high level. The model is consistent with empirical data with a Chi square=80.84, df.=69, p-value=0.1559, RMSEA=0.027, RMR=0.015, NFI=0.98, NNFI=0.99, GFI=0.98, AGFI=0.95. All index values meet the criteria for consideration. The structural equation analysis found that the causal influences of digital marketing, service quality, and integrated management on satisfaction were consistent with empirical data at a statistical significance level of 0.05. Digital marketing, service quality, and integrated management factors collectively explained 11% of the variance in satisfaction. Digital marketing had a direct positive influence on service quality and integrated management. Integrated management had a direct positive influence on satisfaction, but service quality directly negatively influenced satisfaction. Digital marketing had no direct influence but an indirect influence through service quality and integrated management on customer satisfaction at a significant level of 0.05.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ ไม่ใช่ความคิดเห็นและความรับผิดชอบของผู้จัดทำ บรรณาธิการ กองบรรณาธิการ และคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละเรื่องเป็นความคิดเห็นของผู้เขียนบทความแต่ละท่าน
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