Bangkok Nightlife’s Destination Image Perception of Foreign Female Tourists
Keywords:
Destination Image, Satisfaction, Behavioral Intention, NightlifeAbstract
The purpose of this research was 1) to study the level of foreign female tourists’
destination image perception of Bangkok’s nightlife, 2) to analyze Exploratory Factor Analysis (EFA)
of foreign female tourists’ destination image perception of Bangkok’s nightlife, and 3) to propose
a model of the influence of destination image of Bangkok’s nightlife perceived by international
female tourists toward the behavioral intention under mediating effects of satisfaction. The samples
of 400 respondents were used by accidental sampling technique in Bangkok nightlife areas. The
result showed that nightlife destination image was divided into 11 aspects with difference level.
Moreover, EFA result showed the difference of 4 groups of nightlife destination image including:
1. cultural environment and activities, 2. cuisine, 3. value and atmosphere, and 4. safety and
security. The result also revealed that structural equation modeling of nightlife destination image
had a significant effect on satisfaction and had indirectly affected toward behavioral intention
under mediating effects of satisfaction at the significance level of 0.05.
References
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Bruce, V., Green, P. R., & Georgeson, M. A. (2003). Visual perception: Physiology, psychology & ecology. East Sussex, England: Psychology Press.
Byrne, B. M. (2001). Structural equation modeling with AMOS, EQS, and LISREL: Comparative approaches to testing for the factorial validity of a measuring instrument. International journal of testing, 1(1), 55-86.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35.
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122.
Chen, J. S., & Uysal, M. (2002). Market positioning analysis: A hybrid approach. Annals of tourism research, 29(4), 987-1003.
Cherdchamadol, P., & Sriboonjit, J. (2013). The factors influencing customer satisfaction with chain budget hotels in Bangkok. Retrieved from
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Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), 18-23.
De Bortoli, M., & Maroto, J. (2001). Colours across cultures: Translating colours in interactive marketing communications. Retrived from http://www.globalpropaganda.fresa.net/articles/TranslatingColours.pdf
Echtner, C. M., & Ritchie, J. (2003). The meaning and measurement of destination image. Journal of tourism studies, 14(1), 37-48.
Giraldi, A., & Cesareo, L. (2014). Destination image differences between first-time and return visitors: An exploratory study on the city of Rome. Tourism and Hospitality Research, 14(4), 197-205.
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Jiang, J., Zhang, J., Zhang, H., & Yan, B. (2018). Natural soundscapes and tourist loyalty to nature-based tourism destinations: the mediating effect of tourist satisfaction. Journal of Travel & Tourism Marketing, 35(2), 218-230.
Jovanoviæ, S., Jankoviæ–Miliæ, V., & Iliæ, I. (2015). Health and hygiene importance for the improvement of tourism sector competitiveness in Serbia and the South-Eastern Europe countries. Procedia Economics and Finance, 19, 373-382.
Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of tourism research, 30(1), 216-237.
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Kristensen, K., Martensen, A., & Gronholdt, L. (2000). Customer satisfaction measurement at post Denmark: results of application of the European customer satisfaction index methodology. Total Quality Management, 11(7), 1007-1015.
Lin, L. P., & Huang, S. C. (2017). Modeling Chinese post-90'2 tourism loyalty to the ex-rival state using the perceived value approach. Tourism and hospitality management, 24(1), 1-18.
Loureiro, S. M. C., & González, F. J. M. (2008). The importance of quality, satisfaction, trust, and image in relation to rural tourist loyalty. Journal of Travel & Tourism Marketing, 25(2), 117-136.
Maser, B., & Weiermair, K. (1998). Travel decision-making: From the vantage point of perceived risk and information preferences. Journal of Travel & Tourism Marketing, 7(4), 107-121.
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MOT. (2017). Tourism Economic Review. Retrieved from https://secretary.mots.go.th/policy/news_view.php?nid=253
Othaganon, P., & Pathomsirikul, Y. (2013). The Model of Service Quality, Destination Image, and Satisfaction Influencing Behavioral Intention of European and American Visitors in Long Stay Tourism. Thammasat Journal, 32 (1), 35-58.
Prayag, G. (2009). Tourists' Evaluations of Destination Image, Satisfaction, and Future Behavioral Intentions—the Case of Mauritius. Journal of Travel & Tourism Marketing, 26(8), 836-853.
Petrick, J. F. (2004). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of Travel Research, 42(4), 397-407.
Petrosillo, I., Zurlini, G., Corliano, M. E., Zaccarelli, N., & Dadamo, M. (2007). Tourist perception of recreational environment and management in a marine protected area. Landscape and urban planning, 79(1), 29-37.
Pett, M. A., Nancy, R. L., & John, J. S. (2003). Making Sense of Factor Analysis, Thousand Oaks, California: Sage Publications.
Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), 333-342.
Ramseook-Munhurrun, P., Seebaluck, V., & Naidoo, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: case of Mauritius. Procedia-Social and Behavioral Sciences, 175, 252-259.
Rittichainuwat, B. N., Qu, H., & Brown, T. J. (2001). Thailand’s international travel image: Mostly favorable. Cornell hotel and restaurant administration quarterly, 42(2), 82-95.
Rohrer, R. (2011). Destination Image, Perceptions of Risk, and Knowledge of China. (Doctoral dissertation) Kent State University, Ohio: USA.
Sangeeta, S. (2013). Module–6 Consumer Behavior. Vinod Gupta School of Management, Indian Institute of Technology: India. Retrieved from http://nptel.ac.in/courses/110105029/pdf
Sharma, P., & Nayak, J. K. (2018). Testing the role of tourists' emotional experiences in predicting destination image, satisfaction, and behavioral intentions: A case of wellness tourism. Tourism Management Perspectives, 28, 41-52.
Sirakaya, E., Petrick, J., & Choi, H. S. (2004). The role of mood on tourism product evaluations. Annals of tourism research, 31(3), 517-539.
Siri, R., Josiam, B., Kennon, L., & Spears, D. (2012). Indian Tourists’ Satisfaction of Bangkok, Thailand. Journal of Services Research, 12(1), 25-42.
Suppakorn, P. (2008). The traveling factors, attitude, and satisfaction of foreign tourists in the Bangkok metropolitan as a consequence of the political unrest as a case study of 2006 to 2007: In the aspect of the political unrest. Chulalongkorn Business Review, 30(115-116), 179-201.
TAT. (2017). Tourism Super Size ME. In TAT Review. (3rd ed.). Tourism Authority Of Thailand. Retrieved from https://www.tatreviewmagazine.com/e-magazine/vol-3-no-3-julyseptember-2017
TATIC. (2016). Women's Journey. Retrieved from http://marketingdb.tat.or.th/compass
Trip Advisor. (2019). Royal City Avenue. Retrieved from https://www.tripadvisor.com/Attraction_Review-g293916-d1148816-Reviews-Royal_City_Avenue-Bangkok.html
Utama, I. G. B. R., Putra, N. D., & Suradnya, I. M. (2014). ‘Destination Loyalty Model of Elderly Foreign Tourists Visiting Bali’. E-Journal of Tourism, 1(1), 50–56.
Wang, C. Y., & Hsu, M. K. (2010). The Relationships of Destination image, satisfaction, and behavioral intentions: An integrated model. Journal of Travel & Tourism Marketing, 27(8), 829-843.
WEF. (2015). Travel and Tourism Competitiveness Report 2015. Retrieved from https://www.weforum.org/reports/travel-and-tourism-competitiveness-report-2015
_______. (2017). The Travel & Tourism Competitiveness Report 2017. Retrieved from https://www.weforum.org/reports/the-travel-tourism-competitiveness-report-2017
Williams, B., Onsman, A., & Brown, T. (2010). Exploratory factor analysis: A five-step guide for novices. Australasian Journal of Paramedicine, 8(3), 1-13.
WTTC. (2017). Travel and Tourism Global Economic Impact and Issues 2017. Retrieved from https://www.wttc.org/-/media/files/reports/economic-impact-research/2017-documents/global-economic-impact-and-issues-2017.pdf
Yau, O. H., & Chan, C. (1990). Hong Kong as a travel destination in South-East Asia: A multidimensional approach. Tourism management, 11(2), 123-132.
Yin, N. L. (2014). Decision factors in medical tourism: Evidence from Burmese visitors to a hospital in Bangkok. Journal of Economics and Behavioral Studies, 6(2), 84-94.
Yuwa, H. W., & Choong, D. (2016). Global Destination Cities Index by Master Card. Retrieved from http://newsroom.mastercard.com/wp-content/ uploads/2016/09/FINAL-Global-Destination-Cities-Index-Report.pdf
Yvette, R., & Turner, L. W. (2003). Cross-Cultural Behavior in Tourism; concept and analysis. Oxford: Elsevier Science Limited. Research, 9, 145-164.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
_______. (1999b). A model of destination image formation. Annals of tourism research, 26(4), 868-897.
Beerli, A., & Mart.n. , J. D. (2004). Touristsf characteristics and the perceived image of tourist destinations: a quantitative analysis.a case study of Lanzarote, Spain. Tourism management, 25(5), 623-636.
Boomsma, A. (1982). The robustness of LISREL against small sample sizes in factor analysis models. Systems under indirect observation: Causality, structure, prediction, 149-173.
Bruce, V., Green, P. R., & Georgeson, M. A. (2003). Visual perception: Physiology, psychology & ecology. East Sussex, England: Psychology Press.
Byrne, B. M. (2001). Structural equation modeling with AMOS, EQS, and LISREL: Comparative approaches to testing for the factorial validity of a measuring instrument. International journal of testing, 1(1), 55-86.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35.
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122.
Chen, J. S., & Uysal, M. (2002). Market positioning analysis: A hybrid approach. Annals of tourism research, 29(4), 987-1003.
Cherdchamadol, P., & Sriboonjit, J. (2013). The factors influencing customer satisfaction with chain budget hotels in Bangkok. Retrieved from
https://pdfs.semanticscholar.org/e83b/132ba1aac0b479530d88204710bfe866d8a3.pdf
Chon, K. S. (1992). The role of destination image in tourism: An extension. The Tourist Review, 47(1), 2-8.
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), 18-23.
De Bortoli, M., & Maroto, J. (2001). Colours across cultures: Translating colours in interactive marketing communications. Retrived from http://www.globalpropaganda.fresa.net/articles/TranslatingColours.pdf
Echtner, C. M., & Ritchie, J. (2003). The meaning and measurement of destination image. Journal of tourism studies, 14(1), 37-48.
Giraldi, A., & Cesareo, L. (2014). Destination image differences between first-time and return visitors: An exploratory study on the city of Rome. Tourism and Hospitality Research, 14(4), 197-205.
Guzman-Parra, V. F., Vila-Oblitas, J. R., & Maqueda-Lafuente, F. J. (2016). Exploring the effects of cognitive destination image attributes on tourist satisfaction and destination loyalty: a case study of Málaga, Spain. Tourism & Management Studies, 12(1), 67-73.
Haahti, A. J. (1986). Finland's competitive position as a destination. Annals of tourism research, 13(1), 11-35.
Hadfield, P., & Newton, A. (2010). Alcohol, Crime and Disorder in the NightTime Economy. Factsheet. London: Alcohol Concern.
Hadi, N. U., Abdullah, N., & Sentosa, I. (2016). An easy approach to exploratory factor analysis: Marketing perspective. Journal of Educational and Social Research, 6(1), 215-223.
Hair, J. F., Anderson, R. E., Tatham, R. L., & William, C. (2010). Multivariate Data Analysis. (7th ed.). New Jersey: Pearson Press.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. 2006 Multivariate data analysis. (6th ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall.
Han, H., & Ryu, K. (2007). Moderating role of personal characteristics in forming restaurant customers' behavioral intentions: An upscale restaurant setting. Journal of Hospitality & Leisure Marketing, 15(4), 25-54.
Hankinson, G. (2005). Destination brand images: a business tourism perspective. Journal of Services Marketing, 19(1), 24-32.
Henkel, R., Henkel, P., Agrusa, W., Agrusa, J., & Tanner, J. (2006). Thailand as a tourist destination: Perceptions of international visitors and Thai residents, Asia Pacific. Journal of Tourism Research, 11(3), 269-287.
Hernández-Lobato, L., Solis-Radilla, M. M., Moliner-Tena, M. A., & Sánchez-García, J. (2006). Tourism destination image, satisfaction and loyalty: a study in Ixtapa-Zihuatanejo, Mexico. Tourism Geographies, 8(4), 343-358.
Hirankitti, P., Mechinda, P., & Manjing, S. (2009). Marketing Strategies of Thai Spa Operators in Bangkok Metropolitan. Paper presented at the International Conference on Applied Business Research (ICABR), St. Julians, Malta. Retrived from https://pdfs.semanticscholar.org/82a9/2876c6f975f358945ed3fbd641f1f0976f91.pdf
Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Jiang, J., Zhang, J., Zhang, H., & Yan, B. (2018). Natural soundscapes and tourist loyalty to nature-based tourism destinations: the mediating effect of tourist satisfaction. Journal of Travel & Tourism Marketing, 35(2), 218-230.
Jovanoviæ, S., Jankoviæ–Miliæ, V., & Iliæ, I. (2015). Health and hygiene importance for the improvement of tourism sector competitiveness in Serbia and the South-Eastern Europe countries. Procedia Economics and Finance, 19, 373-382.
Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of tourism research, 30(1), 216-237.
Kline, R. B. (2005). Principles and practice of structural equation modeling. (2nd ed.). New York: Guilford Press.
Kristensen, K., Martensen, A., & Gronholdt, L. (2000). Customer satisfaction measurement at post Denmark: results of application of the European customer satisfaction index methodology. Total Quality Management, 11(7), 1007-1015.
Lin, L. P., & Huang, S. C. (2017). Modeling Chinese post-90'2 tourism loyalty to the ex-rival state using the perceived value approach. Tourism and hospitality management, 24(1), 1-18.
Loureiro, S. M. C., & González, F. J. M. (2008). The importance of quality, satisfaction, trust, and image in relation to rural tourist loyalty. Journal of Travel & Tourism Marketing, 25(2), 117-136.
Maser, B., & Weiermair, K. (1998). Travel decision-making: From the vantage point of perceived risk and information preferences. Journal of Travel & Tourism Marketing, 7(4), 107-121.
Mastercard. (2018). Big Cities, Big Business: Bangkok, London and Paris Lead the Way in Mastercard’s 2018 Global Destination Cities Index. Retrieved from https://newsroom.mastercard.com/press-releases/big-cities-big-business-bangkok-london-and-paris-lead-the-way-inmastercards-2018-global-destination-cities-index/
Mayo,E.J. (1973). Regional Images and Regional Travel Behavior Research for Changing Travel Patterns: Interpretation and Utilization. In Proceedings of the Fourth Annual Conference of TTRA (pp. 211-218). Salt Lake City, UT: Travel and Tourism Research Association.
MOT. (2017). Tourism Economic Review. Retrieved from https://secretary.mots.go.th/policy/news_view.php?nid=253
Othaganon, P., & Pathomsirikul, Y. (2013). The Model of Service Quality, Destination Image, and Satisfaction Influencing Behavioral Intention of European and American Visitors in Long Stay Tourism. Thammasat Journal, 32 (1), 35-58.
Prayag, G. (2009). Tourists' Evaluations of Destination Image, Satisfaction, and Future Behavioral Intentions—the Case of Mauritius. Journal of Travel & Tourism Marketing, 26(8), 836-853.
Petrick, J. F. (2004). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of Travel Research, 42(4), 397-407.
Petrosillo, I., Zurlini, G., Corliano, M. E., Zaccarelli, N., & Dadamo, M. (2007). Tourist perception of recreational environment and management in a marine protected area. Landscape and urban planning, 79(1), 29-37.
Pett, M. A., Nancy, R. L., & John, J. S. (2003). Making Sense of Factor Analysis, Thousand Oaks, California: Sage Publications.
Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), 333-342.
Ramseook-Munhurrun, P., Seebaluck, V., & Naidoo, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: case of Mauritius. Procedia-Social and Behavioral Sciences, 175, 252-259.
Rittichainuwat, B. N., Qu, H., & Brown, T. J. (2001). Thailand’s international travel image: Mostly favorable. Cornell hotel and restaurant administration quarterly, 42(2), 82-95.
Rohrer, R. (2011). Destination Image, Perceptions of Risk, and Knowledge of China. (Doctoral dissertation) Kent State University, Ohio: USA.
Sangeeta, S. (2013). Module–6 Consumer Behavior. Vinod Gupta School of Management, Indian Institute of Technology: India. Retrieved from http://nptel.ac.in/courses/110105029/pdf
Sharma, P., & Nayak, J. K. (2018). Testing the role of tourists' emotional experiences in predicting destination image, satisfaction, and behavioral intentions: A case of wellness tourism. Tourism Management Perspectives, 28, 41-52.
Sirakaya, E., Petrick, J., & Choi, H. S. (2004). The role of mood on tourism product evaluations. Annals of tourism research, 31(3), 517-539.
Siri, R., Josiam, B., Kennon, L., & Spears, D. (2012). Indian Tourists’ Satisfaction of Bangkok, Thailand. Journal of Services Research, 12(1), 25-42.
Suppakorn, P. (2008). The traveling factors, attitude, and satisfaction of foreign tourists in the Bangkok metropolitan as a consequence of the political unrest as a case study of 2006 to 2007: In the aspect of the political unrest. Chulalongkorn Business Review, 30(115-116), 179-201.
TAT. (2017). Tourism Super Size ME. In TAT Review. (3rd ed.). Tourism Authority Of Thailand. Retrieved from https://www.tatreviewmagazine.com/e-magazine/vol-3-no-3-julyseptember-2017
TATIC. (2016). Women's Journey. Retrieved from http://marketingdb.tat.or.th/compass
Trip Advisor. (2019). Royal City Avenue. Retrieved from https://www.tripadvisor.com/Attraction_Review-g293916-d1148816-Reviews-Royal_City_Avenue-Bangkok.html
Utama, I. G. B. R., Putra, N. D., & Suradnya, I. M. (2014). ‘Destination Loyalty Model of Elderly Foreign Tourists Visiting Bali’. E-Journal of Tourism, 1(1), 50–56.
Wang, C. Y., & Hsu, M. K. (2010). The Relationships of Destination image, satisfaction, and behavioral intentions: An integrated model. Journal of Travel & Tourism Marketing, 27(8), 829-843.
WEF. (2015). Travel and Tourism Competitiveness Report 2015. Retrieved from https://www.weforum.org/reports/travel-and-tourism-competitiveness-report-2015
_______. (2017). The Travel & Tourism Competitiveness Report 2017. Retrieved from https://www.weforum.org/reports/the-travel-tourism-competitiveness-report-2017
Williams, B., Onsman, A., & Brown, T. (2010). Exploratory factor analysis: A five-step guide for novices. Australasian Journal of Paramedicine, 8(3), 1-13.
WTTC. (2017). Travel and Tourism Global Economic Impact and Issues 2017. Retrieved from https://www.wttc.org/-/media/files/reports/economic-impact-research/2017-documents/global-economic-impact-and-issues-2017.pdf
Yau, O. H., & Chan, C. (1990). Hong Kong as a travel destination in South-East Asia: A multidimensional approach. Tourism management, 11(2), 123-132.
Yin, N. L. (2014). Decision factors in medical tourism: Evidence from Burmese visitors to a hospital in Bangkok. Journal of Economics and Behavioral Studies, 6(2), 84-94.
Yuwa, H. W., & Choong, D. (2016). Global Destination Cities Index by Master Card. Retrieved from http://newsroom.mastercard.com/wp-content/ uploads/2016/09/FINAL-Global-Destination-Cities-Index-Report.pdf
Yvette, R., & Turner, L. W. (2003). Cross-Cultural Behavior in Tourism; concept and analysis. Oxford: Elsevier Science Limited. Research, 9, 145-164.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
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2020-06-16
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Wichaidit, S. ., & Punyasiri, S. (2020). Bangkok Nightlife’s Destination Image Perception of Foreign Female Tourists. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 9(1), 215–233. Retrieved from https://so02.tci-thaijo.org/index.php/apheitvu/article/view/242894
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