The Conceptual Framework: The Relationship between Organizational Image, Perceived Value, and The Satisfaction and Loyalty of Tourists at Thai OTOP Nawatwithi Communitie.
Abstract: The purposes of this research were 1.) To examine the level of importance in terms of organizational image, perceived values, level of satisfaction and loyalty of the tourists visiting Nawatwithi OTOP community and 2.) To study the relationship between organizational image, perceived values, satisfaction, and loyalty of the tourists visiting Nawatwithi OTOP community. This research followed the Nawatwithi OTOP community tourism project, which integrated community identity and lifestyle with tourism through the application of new innovations. This project was established to highlight the attractions of the local community’s wisdom, lifestyle, culture and creativity with the aim of increasing the income of individuals in the community and thus obviate the need to look for work elsewhere.This research employed the mixed method with a number of 500 tourists as the participants in 50 Nawatwithi OTOP communities, and the research tools were questionnaires, which were constructed based on customer satisfaction and organizational image theory in order to examine relationships or factors that affected tourist loyalty. The resulting data were analyzed using the AMOS program to produce descriptive and inferential statistics, and structural equation modeling (SEM). The results were disseminated for both academic and commercial purposes.