อิทธิพลของการรับรู้เทคโนโลยีการจัดงานเศรษฐกิจเทศกาลต่อความตั้งใจในการมาท่องเที่ยวซ้ำของนักท่องเที่ยวชาวมาเลเซีย

Abstract

The objective of this research was to study how factors of Perceived Festival Economy Event Technology on Malaysian Tourists' factors of event experience satisfaction and factors of revisit intention. The research was conducted using a quantitative methodology. The population of this study is Malaysians' perception of event technology within the concept of festival economy for event experience satisfaction and revisit intentions. Set the appropriate sample size at 400 people. The researcher uses a simple random sampling of Malaysian tourists who travel to Hat Yai, Songkhla. By using a questionnaire collection method in collecting data. The study revealed that event experience satisfaction affect revisit intentions with statistical significance at the level of 0.05 Moreover event experience satisfaction affect revisit intentions factors explained the variance of revisit intentions at 51% whereas event experience satisfaction affect revisit intentions show a regression coefficient of the predictors in the standard score at 0.71 However, government sector and private sector can be used to create prosperity from the MICE industry for the common interest in all sectors of society.