i

ii

Editors:

K. Kuperan a/l K.V.S.N. Viswanathan

Siti Aznor Ahmad

Soon Jan Jan

Norehan Abdullah

Roslina Kamaruddin

ISBN 978-983-44592-5-3

Published by

Universiti Utara Malaysia

06010 UUM Sintok, Kedah MALAYSIA

Copyright © 2013 School of Economics, Finance & Banking

Design © 2013 School of Economics, Finance & Banking

All rights reserved. No part of this publication may be reproduced in any form or by any

means without prior permission from the copyright holders.

iii

TABLE OF CONTENTS Paper

ID Title Page

#2 Inclusive Cyber: Communication Network To Accelerate Information Of Cocoa

Agribusiness By Cocoa Sustainability Program 1

#4 The Effect Of Export Market Orientation On Export Performance: Empirical Evidence

From The Manufacturing Small And Medium Enterprises 8

#8 Product And Business Life Cycle Of Franchise Format Business In Indonesia 18

#11

Development of A Training Programme Curriculum For Small And Medium

Enterprises (SMEs) 28

#14

Appraisal Of Participatory Rural Entrepreneurship Development In Orashi Region Of

Rivers State, Nigeria 39

#15 Assessment Of Small Enterprises’ Need For Business Assistance To Optimize The

CSR Of Holcim Indonesia Public Ltd. Cilacap Plant 52

#18

Proof Of Deindustrialization On Manufacturing Sector In Central Java Province 66

#19

Model Of Carp Fish Farmer Income Improvement Through The Establishment Of

Carp Fish Farmers' Cooperative At Beji Village Kedungbanteng Sub-District

Banyumas Regency

84

#20 Resource Use Efficiency Of Small And Medium Scale Handicraft Entrepreneurs In Sri

Lanka: A Stochastic Frontier Production Function Approach 92

#22 Influence The Characteristics Of Innovation, Knowledge And Risk Perception On

Delay 107

#27 Solidarity Factor In Cultivating Entrepreneurial Culture Among The Minangkabau’s

Sub-Ethnic Group, West Sumatera Indonesia 117

#29 Lifelong Learning For Rural Community Development 137

#31 Enhancing The Effectiveness Of The Islamic Microfinance Programme Based On The

Lembaga Zakat Selangor Experience 151

#32 Malaysian SMEs Performance and the Government Business Support Service: The

Moderating Effects of Absorptive Capacity 165

#37 Addressing Felt Needs And Gingering Community Participation: Putting Rural

Development In Perspective 176

#43 Identification Of Poor People Based On Behavior, Life Quality, And Social Capital At

Coastal And Mountainous Areas 182

#48 Enhancing Student’s Entrepreneurial Skills 192

#52 Perceived Competitiveness And Innovativeness Of Small Andmedium Enterprises

Products Against Chinese Creative Goods: Case Of Indonesia 199

#58 Community to Address Waste Problem Through Organic WasteConsensus Building on

Local Processing Into Biomethagreen and Biogas 209

#59 Price Risk And Efficiency Of The Use Of Input At Soybean Farming In Banyumas

Regency Central Java Province 215

#60 Financial Performance Of Farmer Women Groups In Banjarnegara Regency 220

#61 An Exploratory Study Of Accounting And Financial Planning On Agribusiness Farmer

Women Groups In Banjarnegara Regency, Central Java, Indonesia 227

#62 The Economic Development Model Of Sub-District Sumpiuh, Banyumas Regency 237

#67 The Effect Of Financing And Investment Policies Toward SMEs Competitiveness 245

#68

The Prospect For Starting Entrepreneurship In Printing Business Based On Small

Medium Enterprise For Economic Student And Alumni In Banyumas District Region-

Central Java

253

#69 Collectivist Value-Based EntrepreneurialManagement Model In Indonesia 264

#77 The Impact Of Content Based Information On Entities Without Public Accountability's

Financial Accounting Standards (Sak Etap) For Investment Decision Making In SMEs: 272

iv

A Case Of BPRs In Banyumas Residency, Indonesia

#82 The Financial Performances Of Indonesian Chinese Merchandising SMEs 284

#83 Factors Affecting Taxpayers Willingness To Pay SMEs Tax In Kelom Geulies SMEs

In Tasikmalaya,Indonesia 294

#85 Relationship Among Tour Resource Attributes And Tourists Expectation Toward

Service Satisfaction In Culture And Ecotourism Resource Visits 304

#87 Determinants of interest of people to choose Islamic banks 315

#89 Equity Based Syariah Financing Issues For Small And Medium Enterprises (SMEs) In

Service Sector 329

#91 Entrepreneurial characteristics and the success of rural women entrepreneurs in business

339

#92 Islamic Mode Of Financing: A Panacea To The Nigeria’s External Debt Burden 353

#93 Effect of entrepreneurial, marketing capabilities, innovation and business strategy toward competitive advantage of small and medium enterprises in northern region of Thailand

370

#94 Structural effect of business environment entrepreneurship and determinant toward the family business performance in upper northern region of Thailand

387

#95

Cooperative Among Small Medium Enterprises And Coordination Among Public

Agencies As A Social Model To Reinforce An Industry Cluster: A Case Study Of

Batik Cluster In South-Central Java, Indonesia

410

#96 Behavior Modification Of Farmers Into Entrepreneurial And Rural Development: Case

Studies In Vocational Gemawang Village 422

#99 Role Of Islamic Banks In Promoting Enterpreneurship Orientation And Innovative

Behaviors Of Small Medium Enterprises (SMEs) In Rural Area 429

#104 The Application Of The Open Innovation In SME 445

#105 Linking strategy and innovation 454

#113 Does entrepreneurial intention and entrepreneurial orientation matter towards academic

commercialization 460

#114 Setting Up The Entrepreneurial Process In The Family Business: The Case Of Family

Business Successors In The Lippo Group, Indonesia 469

#115 Needs Assessment Of Productive Activities To Promote Improved Productivity And

Income Of The Poor (Case Study In Banyumas Regency ) 480

#1014 Supply Chain Risk Management Framework For Malaysian SMEs 492

#1015 Does microfinance reduce poverty? Evidence from Nigeria poverty eradication programme

502

#1018 The Prevalence Of Non-Communicable Diseases And Its Impact On Doctor Visits

Among The Elderly In Kedah, Malaysia 513

#1022 Rural Healthcare Services: The Case Of The Nothern States Of Malaysia

521

#1024 Entrepreneurship Drain In The Agricultural Sector: Implications For Rural

Development 530

#1025 Rural Development In Large Development Projects: The Case Of Compensation In

Bakun Hydroelectric Dam Project 541

#1027 The Impacts Of Rural-Urban Migration On Economic Growth And Unemployment In

Malaysia 552

#1035 Study On The Composition Of Qualified Entrepreneurs' Abilities - Innovation

Capability And Entrepreneurship Characteristic 562

#1036 Speeding Up The Construction And The Perfection Of Chinese Rural Public Service

System 568

#1037 Institutional Environment And Political Connection - -Evidence From Private

Companies In China 572

#1039 Rural Public Service And Anti-Poverty In Stretches Of Poverty-Stricken Areas 583

#1040 Level Of Education, Population Overflow And Family Economic Development In 593

304

RELATIONSHIP AMONG TOUR RESOURCE ATTRIBUTES AND TOURISTS EXPECTATION TOWARD SERVICE SATISFACTION IN CULTURE

AND ECOTOURISM RESOURCE VISITS

Boonthawan Wingwon 1, Chaiyutha Lertpachin 2 and Atchara Meksuwan 3

1 - 2 Department of Management Sciences, Ph.D. program,

Lampang Rajabhat University, Thailand.

3 Ph.D. Student, Department of Management Sciences, Ph.D. program,

Lampang Rajabhat University, Thailand.

Abstract The purpose of this research was to survey tour resource attributes and tourists expectation which had

effect toward service satisfaction in culture and ecotourism resource visits. The sampling group was

578 visiting tourists of both Thai and foreigners in 13 districts of Lampang province. It was survey

research to analyze data with descriptive statistics to find percentage, average, standard deviation and

inferential statistics to analyze structural equation model with SMART-PLS.

The structural equation model analysis revealed that tour resource attributes had the most direct effect

toward the tourists demand and expectation and followed by the tourists demand and expectation had

direct effect toward service satisfaction of users and tour resource attributes had direct effect toward service

satisfaction. Furthermore, tour resource attributes had the most indirect effect toward service satisfaction

of visited tourists.

Keywords: Tour Resource Attributes / Tourists Expectation / Service Satisfaction

1. Introduction Tourism industry played a key important role toward social and economic system of the country in

generating investment, work employment, income distribution throughout various groups of population of

both urban and rural communities (Andereck and Other, 2005). It was also the appropriate channel in

publicizing and exchanging culture with favourable physical outcomes in improving public utility,

convenient facility and landscape of such tourism sites. It yielded the following benefits to all relevant

stakeholders, i.e. (1) sentiment aspect of pleasant tour resource for relaxation which as one of the key aspect

of travel site selection, social aspect of generating community revenues from the tourism which in turn

would yielded better way of life and improved quality of life. Community also had affection and passion

toward their natural resources and forming conservative groups to upkeep such tour resource, (3) economic

aspect of generating revenues, various professions, e.g. accommodation business, tour guide,

restaurant, souvenir shop and transportation business which were the source of revenues of government

sector in collecting business taxes and duties from entrepreneurs, (4) environment aspect of creating

community conscious and awareness on conservation and preservation in handling tour resources with

care and with professional and efficient managerial system and (5) culture aspect of maintaining

community identity, e.g. dress, traditional folk dance that exhibited local wisdoms, for instance on the

building architecture, temple, dwelling, etc .

Thailand confronted with severe impacts on tourism on numerous occasions, for instance in year 2005,

the number of tourists was declined by 1.15% from the southern 3 provinces incident and the central

plain flood had effect the confidence of the East Asia tourists group who were very sensitive on the

safety and security news and had effected on the tourist travelling behaviour, e.g. terminating the trip or

changing the visiting plan to other nearby locations instead.

305

Hence, Ministry of Tourism and Sports had developed the National Tourism Development Plan

2012-2016 to support tourism industry since it was the top revenue generator of service section of the

country. Furthermore, it was also the generator of many related business, e.g. hotel accommodations,

restaurants, cafeterias, souvenir shops and transportation which in turn would generating investment,

work employment and revenue distribution throughout community.

The data on inbound tourists, incomes, spending and average stays of tourists had increased during the

past decade. Even though, Thailand was impacted from the problems and tourism crises, however it

revealed aftermath that the growth rate of tourism was recovered shortly back to the same level. The trend

on the number of tourists was increased with number of inbound tourists to approximately 9 million persons

with the accumulated growth rate of 5% annually. The average growth rate of tourists was ranked 7th

in Asia with Malaysia and Vietnam were ranked 1st and 2nd in 2010. Within the same time period,

Thailand had the highest number of tourists at 15.8 million persons as per below figure 1.

Fig. 1: Illustration on Number of Tourists by Country during the Past 10 Years

Sources: Tourists Statistics, Tourism Department (2011)

Figure 1 illustrated the number of tourists by country during the past 10 years. It revealed that

Thailand had the international renowned identity as “Land of Smile” and as the city of civilization with

historical monuments, architecture, traditional cultures, way of life and the well preserved geographical

environment. It stimulated the needs of both domestic and international tourists to visit Thailand or in

other words, the urge to visit numerous sites throughout Thailand and fulfilled experiences which did

not have at own place. It yielded the continue increase of revenues or spending in tourism industry as it

could be observed from the increasing of revenue trend and revenue statistics from tourism in year

2010 with the revenue of 585.9 thousand million Baht during year 2005-2010. It revealed that revenue

from tourism in Thailand had continued to increase at the annual growth rate of 11.90% per annum

(National Tourism Development Plan 2012-2016, p. 11).

Lampang province was a location with abandon tourism resources with geographic prominent point

of 7 parks and one national park. It push Lampang province as the outstanding natural environment and

Lampang province had continued to promote the ecotourism in many provincial parks (Department of

National Park Wildlife and Plant Conservation, 2011).

Further to the natural resources, Lampang province also had the diversity of ethical groups, way of

life and cultural dwelling. The study of Angoor (2006) had concluded that the culture tourism and the

local wisdom were received well popularity among Thai and international tourists, in particular the tourist

China Malaysia Hong Kong Thailand Japan Singapore Korea Indonesia India Vietnam

Increase rate

Number of Tourists (Year)

Unit: Million

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group who wanted to know about the way of life and the beauty of cultural tradition, e.g. dressing,

tradition and traditional living, for instance, the location uniqueness of each district. Even though there were

expansions and growth on many places in Lampang province, there were still certain problems arisen on

the internal environment of each tour resource with deteriorate or damage of the architecture, abandon

wastes, water pollution, including the occurred social problems. Certain tour resources were deteriorated

and damaged due to the lack of appropriate care from relevant parties, the short of coverage on

informative data of travelling routes, or the lack of awareness and attention from the villagers, village

chiefs and the consumers toward the tour resources (Sangkakorn, 2008) resulting in the failure in

meeting tourist expectation.

From the site survey and small group seminar with relevant stakeholders and related literature

review on tourism revealed that the tourist expectation, the varied community requirements of each

location, history or legend of culture and eco tourism resources were sometimes pulled the strength of each

site attraction in Lampang province to drive activities, exhibition or other cultural events for the

awareness of Thai and international tourists but was not fulfilled a complete coverage. Hence, it led to

this research study.

2. Research Objectives 2.1 To study the opinion level of attributes, tourist expectation and service satisfaction toward the

cultural and ecotourism

2.2 To study the correlation of attributes, tourist expectation and service satisfaction toward the cultural

and

3. Scope of Research This research covered 13 districts of Lampang province, i.e. (1) Muang Lampang district, (2) Hangchat

district. (3) Kokkha district, (4) Sobprab district, (5) Thern district, (6) Jhahom district, (7) Sermngam

district, (8) Ngao district, (9) Maemok district. (10) Phan district, (11) Maetha district, (12) Maeprik

district and (13) Wangnua district, with the purpose to study culture and ecotourism through the analysis of

specific attributes, tourist expectation and tourist satisfaction. The population was 1,878 visiting Thai

and foreign tourists of tourist sites.

4. Relevant Literature reviews

4.1 Resource Based View Theory Managing resource for the competitive capability (Romanelli, 1987) was the attempt to source or

to utilize existing limited resources for most benefits in business operation, to align with opportunity of

each situation. Industry would have competitive advantage from the variety of resources (Wernerfelt, 1984,

p. 172) which were the resources that organization owned and led to competitive advantage for business

sustainability by focus on resource value, rareness, difficulty to substitute and difficulty to imitate (Barney,

1991, p. 99).

The existing resources could be either tangibles, e.g. capital investment, raw materials, tooling

equipments and technology or intangibles, e.g. personnel relationship, trade mark, innovation, knowledge,

experience skills, wisdom, networking, voice of organization and information data (Wingwon, 2012).

Another bundling with resource was the capability which was hard to analyze and view as intangible

resource. The key element of capability was the skill of each individual, group or industry that related to

each another (Grant, 1991, pp. 114-135) which would yielded success in the long term.

307

4.2 Specific Attributes Specific attributes of effective tour resources or organized tourism location events the key important

impact element toward tourists or atmosphere of the organized tourism events. It had impact toward

tourist satisfaction (Hede, at al, 2004) but not included the distance (Chi and Qu, 2008; Swarbrooke

and Horner, 1999), context or other related attributes, e.g. cultural art, dancing art, folk play, legend

and unique local wisdom which attracted tourist interests and generated enjoyment among audiences or

tourists who used services, e.g. convenience seating, clean, fresh air and comfortable temperature,

including the safety and security of the such tour resource. This research study aligned with the tourism

study of Chi and Qu (2008) which revealed that safety and security had priority over the satisfaction

on location and participation. Furthermore, tourists confirmed that specific attributes of tour resource

was the effect element toward customer satisfaction in various type of tourism context (Swarbrooke

and Horner, 1999).

4.3 Consumer expectation Kitlertphiroj (2004, pp. 64-67) stated on the expectation of consumers that consumers purchased the

products or services to meet their own needs. Consumers would appraise outcomes of purchasing in

comparison with their expectation (Kotler, 1980). If the outcomes met their expectation, then consumer

would build satisfaction. The needs had fundamentally base from sub-conscious of individual consumer.

When consumers had needs or sometime called needs awareness, consumers would try to find way to

meet their own needs.

Saengsuwan, et al (2004, p. 7) quoted on consumer expectation that customer expectation and the

received experiences from the product purchase and product usage were customer expectation building

from one knowledge, experience, product opinion, benefits on the product mix, product trial,

recommendation and experience from past customers (Lam and Zhang, 1999). Business must delivered

products with value to meet customer expectation, since customer received value as expectation

would generate satisfaction. But if such received value was lower than expectation, it would generate

dissatisfaction (Zeithaml, Berry and Parasuraman, 1993).

4.4 Tourist Satisfaction Tourist satisfaction is defined as post-consumption evaluation on a specific product or service

(Westbrook and Oliver, 1991), and was one of the key judgments which tourist would make regarding

the tourism service. Hence, it was a well-established, long-standing focus marketer attention (Yuksel and

Yuksel, 2002).

There were many tourism and hospitality studies on factors affecting the level of tourist satisfaction. In

the tourism research on destinations, Chi and Qu (2008) in assessing Taiwanese tourist satisfaction in

South East Queensland by selecting 33 destinations to measure tourist satisfaction, and distinguished seven

key factors: lodging, dining, shopping, attractions, activities. Heung and Qu (2000) examined the

satisfaction levels of Japanese tourists to Hong Kong with 31 travel attributes. Mazanec (2006) studied

tourist satisfaction with ski resorts using six satisfaction indicators: ease of access, situation at ticket

selling points, level and variety of prices, cableways and ski lifts, skiing area, skiing runs, services, and

restaurants. In the hospitality research, Yuksel and Yuksel (2002) investigated restaurant selection and

foodservice evaluation by measuring the level of tourist satisfaction with dining based on 10 factors: service

quality, product quality, menu diversity, hygiene, convenience and location, noise, service speed, price

and value, facilities, and atmosphere.

From the literature reviews, the researcher had specified research hypothesis as below,

H1: Specific Attributes had effect toward Expectation

H2: Specific Attributes had effect toward Consumer Satisfaction

H3: Expectation had effect toward Consumer Satisfaction

308

5. Research Methodology

5.1 Population and Sampling Group

Population of this research was 1,878 Thai and foreign tourists who utilized tourism services from

13 districts. The sampling group was tabulated to 578 persons under sampling formula of Taro Yamane

(1970).

5.2 Collection Data Tool

Researchers applied questionnaire as the tool for this research by constructing from the modifying of

concepts, theories and relevant research outcomes. It was divided into 3 sections with section 1 for

individual basis profile data, section 2 for measuring on attributes of tour resources, tourist expectation and

satisfaction of tourism consumers, and section 3 for open end questions. The tool was checked and

verified by specialists, including the questionnaire reliability test by applying available statistics

program in finding reliability on Cronbach’s alpha coefficient and with 5 measureable levels of Likert

(1970).

5.3 Data Collection

Researchers had compiled primary data with questionnaire as the research survey tool by coordinating

with Lampang tour entrepreneurs, chief of local government officers, representatives of Lampang

Tourism Association in collecting data from sampling units of each culture and eco-tourism sites.

Thereafter, research team had jointly transcribed data by program package and analyzed content data.

5.4 Data Analysis

Analysis data from the survey questionnaires was applied with descriptive statistics to find average,

frequency, standard deviation and inferential statistics to analyze structural equation model with Smart

PLS program and analyzed content data.

309

Fig. 2: Analysis Outcomes of Structural Equation Model Variables

Figure 2 revealed that specific attributes of tour resources had highest direct effect toward the

expectation of tourism consumers with correlation path value equal to 0.585, R2 value equal to 0.342;

and followed with expectation of tourism consumers had direct effect toward satisfaction of tour resources

with correlation path value equal to 0.414, R2 value equal to 0.433. The specific attributes of tour resources

had direct effect toward satisfaction of tour resources with correlation path value equal to 0.324, R2 value

equal to 0.433. Furthermore, the specific attributes had indirect effect toward the satisfaction of tour

resources with correlation path value equal to 0.242, R2 value equal to 0.433.

5.5 Hypothesis Test From hypothesis test on relationship among tour resource attributes and tourists expectation toward

service satisfaction in culture and ecotourism visits could be concluded as followed:

Table 1: The analysis of Direct Effects, Indirect Effects and Total Effects

Antecedent R2 Effect Dependent Variable

Satisfaction Expectation

Attributes -

DE 0.324 0.585

IE 0.242 0.000

TE 0.566 0.585

Expectation 0.342

DE 0.414 N/A

IE 0.000 N/A

TE 0.414 N/A

DE N/A N/A

Satisfaction 0.433 IE N/A N/A

TE N/A N/A

Note: TE = Total Effect, DE = Direct Effect, IE = Indirect Effect, N/A = Not Applicable

Attributes = Specific Attributes of Tourism Sites, Satisfaction = Satisfaction of Tourism Sites,

Expectation = Expectation of Tour Resources Consumers

310

Table 2: Loading, Composite Reliability and Average Variance Extracted

Construct/Item loading

t-stat CR AVE

Specific Attributes of Tour Resources 0.895

0.517

1. Having conservation on culture tour resources 0.68

7

9.739

2. Renowned culture tour resources 0.73

8

13.82

5

3. Variety of art exhibition, performance and way of life 0.70

7

11.61

1

4. Organizing culture tourism events on yearly basis 0.70

7

10.73

0

5. Having unique products and souvenirs 0.71

6

10.02

6

6. Having unique history and cultures from other provinces 0.76

6

12.39

8

7. Production and distribution sources of quality products in

international markets

0.71

2

10.79

0

8. Province located at the strategic center of Northern region with

capability to be developed to economic center

0.71

8

10.04

9

Expectation of service consumers 0.85

2 0.59

1

1. Gain experience and impression on new tour resources 0.74

2

11.29

9

2. Safety / security and convenience of tour resources 0.76

8

11.54

2

3. Hospitality from villagers and service providers 0.82

6

20.56

3

4. Standard and cleanness of tour resources 0.73

6

12.68

5

Satisfaction of Service Consumers 0.83

7 0.50

8

1. Natural plentiful and beautiful of tour resource 0.72

5

11.19

5

311

2. Clear communication signs / logos / information 0.75

1

13.72

5

3. Quality of basic public utility (electricity / water / mobile phone

network)

0.73

4

12.52

5

4. Convenience of community atmosphere and environment 0.63

9

6.363

5. Friendliness of staff or service related personnel 0.71

0

10.39

7

Table 2 revealed that all indicators had high positive loading value between 0.639-0.826 and with

statistical significance level of 0.05 on all indicators, with high CR value between 0.837-0.895 and

with AVE value between 0.508-0.591 which indicated that each indicator was able to effectively indicate it

own latent variables and with high reliability.

Table 3: Outcomes of Composite Reliability Analysis

Construct CR AVE R2 Construct

Attributes Expectation Satisfaction

Attributes 0.895 0.517 - 0.719

Expectation 0.852 0.591 0.342 0.585 0.769

Satisfaction 0.837 0.508 0.433 0.566 0.603 0.712

Table 3 revealed that composite reliability value and AVE value of every variable had higher

value than 0.50 which indicated that all questions of each indicator were able to measure the value

with reliability and correlation value of each individual indicator within the same variable had higher

correlation value than correlation of the different variable. It indicated that measurement of each

construct was able to effectively measure own context which confirmed its composite reliability.

6. Outcomes Discussion

6.1 Section 1: Basic Data of Respondents

It revealed that majority of respondents were female in gender with average age of 50-59 at the most

and followed with average age of 29-39 years old, with domicile at Northern region, with married marital

status, with undergraduate educational level, with profession in government and private enterprises,

with income revenue between 15,001-25,000 Baht, with tour travel of 1-3 time per annum, with own tour

planning, with travelling objective of relaxation and with the travelling duration of 1-3 days per trip.

The tourism target was to tour in Lampang province and then stopped over other places. Majority

would travel during weekend, by private vehicles, search for information on tour resources before

commencing journey and were not stay over in Lampang province. The attraction of tour resources in

Lampang province was culture events, e.g. Saloon Luang / Horse Carts Festival and the traditional pay

homage to Wat Phra That Lampang Luang. The area for improvement was the cleanness of tourism sites.

312

6.2 Section 2: Opinions on specific attributes, expectation and satisfaction of tourism consumers

The majority of opinions toward specific attributes of tour resources were rated high with the total

average of 3.96 and the review on individual item revealed that the conservation of culture tour resource

was with the highest average value and followed by the renowned culture tour resources, having unique

history and cultures over other provinces, organizing culture tourism events on yearly basis, production

and distribution sources of high quality ceramics in international markets, province located at the strategic

center of Northern region with capability to be developed to economic center, variety of art exhibition,

performance and way of life and lastly was having unique products and souvenirs.

The majority of opinions toward expectation toward tour resources of Lampang province were rated

high with the average total value of 4.13 and the review on individual item revealed that the gain

experience and impression on new tour resources was rated the highest and followed by the safety /

security and convenience of tour resource, standard and cleanness of tour resources and lastly was hospitality

from villagers and service providers.

The majority of opinions toward satisfaction toward tour resources of Lampang province were rated

high with the average total value of 4.02 and the review on individual item revealed that the community

context and environment supported tourism was rated the highest and followed by the natural plentiful and

beautiful of tour resource, quality of basic public utility (electricity / water / mobile phone network, clear

communication signs / logos / information and lastly was friendliness of staff or service related personnel.

6.3 Section 3: Outcomes of correlation analysis of specific attributes, expectation of service consumers and satisfaction of service consumers of cultural and ecotourism.

The outcomes of structural equation model analysis revealed that specific attributes of tour resources

had direct effect toward the expectation of service consumer of tour resources at the most level which

in line with concept of Kotler (1980) which stated that consumer would evaluated the outcomes from

the purchase of products or services by comparing with own expectation and if the outcomes matched

with expectation then customers would generate satisfaction.

The following was the expectation of service consumers of tour resources had direct effect toward the

satisfaction of tour resources which aligned with the concept of Saengsuwan, et al. (2004, p. 7) which quoted

that expectation of service consumer was the expectation of customer on the thing received from the

purchase an use of such products. The expectation of customers was created from the knowledge, perception,

opinion on the product, benefits of product mix, product trial, recommendation and experience from past

customers (Lam and Zhang, 1999). Business must delivered products with value and aligned with customer

expectation, since once customer received value as own expectation, it would generate satisfaction and

if received value was lower than expectation would generated dissatisfaction (Master and Prideaux,

2000).

Specific attributes of tour resources had direct effect toward the satisfaction of service consumer of

tour resources covering from safety, cleanliness, community hospitality, convenience communication, tasty

foods and availability of accommodation, organized activities aligned with tourist requirement,

location of tour resources and attractive elements in pulling tourists to the tour resources was conformed with

313

research of Hede, et al (2004) which presented that the attributes of efficient tour resources or organized

locations were the important effect factor toward tourists. In addition, tourists confirmed that specific

attributes of tour resources was the effect factor toward the satisfaction of customers in the tourism

context of various types (Swarbrooke and Horner, 1999).

Furthermore, specific attributes of tour resources had indirect effect toward satisfaction of service

consumer of tour resources as per research of Chi and Qu (2008) which revealed that safety and security

factors had priority over satisfaction of service consumers and organized location and stakeholder

participation by having indirect effect toward satisfaction of service consumers of tour resources as well.

7. Research Recommendations

7.1 There should be further research on adventure tourism as demand by tourists which would yield

benefits to entrepreneurs of tourism industry.

7.2 There should be concrete integrating of relevant stakeholders of tourism industry in align with the

Thai government policy.

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