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    A study on Myanmar tourists’ loyalty based on Thailand as a destination brand 

    Lun, Nang; Batra, Adarsh (2016-06)

    This study aims to investigate Myanmar tourists’ loyalty toward Thailand as a destination brand by testing the relationships of brand loyalty with brand awareness, brand image, brand quality, and brand value. This study is based on non-probability convenience and judgment sampling with 384 respondents of Myanmar tourists who have visited Thailand during October and November 2015. The questionnaires were distributed at the air ticket check-in areas of Suvarnabhumi and Don Mueng International airports in Bangkok. The data were analyzed by ...