Value Co-Creation Strategy Model to Enhance the Environment and Bicycle Health on Tourism Area of Khung Bangkachao

Abstract

This research aims to determine strategies for creating shared values affecting the engagement of cyclists in Kung Bang Krachao, Phra Pradaeng District, Samut Prakan Province. The research method used includes a combination of quantitative and qualitative research. The sample group consists of 384 cyclists and 3 groups of key informants, including 1) 5 bicycle rental operators, 2) 5 people of area administrators, community leaders, and tour guides, and 3) 7 tourism entrepreneurs, totaling 17 people. The quantitative research results indicated that the mean satisfaction value on the cycling route was 4.25 (S.D. = 0.62), reflecting a high level of satisfaction. The analysis of model consistency using the Goodness of Fit Index (GFI) of 0.988 and the root mean square error of approximation (RMSEA) of 0.027 indicated that the model is clearly consistent with the empirical data. The building of shared value by bicycle rental business entrepreneurs, area administrators, community leaders, tour guides, and tourism service operators all influence the satisfaction and engagement of tourists cycling in Bang Krachao. The most influential factor is the administration of areas and facilities, especially safe cycling routes, which has a standardized factor loading (β) of 0.891 and a predictive coefficient (R²) of 0.795 Community participation in tourism activities, such as organizing local markets and servicing tour guides, has a direct influence (DE) of 0.635 and a total influence (TE) of 0.906. The analysis of the relationship between service quality and overall satisfaction revealed that the correlation coefficient (r) was 0.812, reflecting the impact of good management, such as increasing the number of clean toilets and improving the rest areas. Tourists provided an average satisfaction score of 4.25 (S.D. = 0.62), which is in the high range. Organizing activities linked to community lifestyles, such as cultural tours, tree planting, and environmental conservation activities, has an indirect influence (IE) of 0.575 and a construct reliability of 0.875. The participation of knowledgeable and interesting storytelling tour guides helped create memorable experiences and promote word-of-mouth recommendations, which has a score of standardized factor loading of 0.889 (R² = 0.791).