The Influence of Thailand’s Image and Foreign Tourist Satisfaction on Foreign Tourist Loyalty for Thailand
Keywords:
cognitive image, affective image, satisfaction on the tour, tourist loyalty for ThailandAbstract
Thailand has been famous for being a travelling destination due to its natural tourist attractions, variety of accommodations, food and beverages, quality of services, etc. Foreigners from several countries around the world have selected Thailand as their travelling destination. The tourism sector plays an important role in contributing to Thailand’s GDP. Additionally, the Thailand’s government also supports the tourism sector by launching advertising and organizing events to promote Thailand’s image as an interesting travelling destination and to persuade not only Thai people but also foreigners to travel in Thailand. Even the number of foreign tourists continuously increases over time, there are some situations, such as bad news with foreign tourists, political instability, etc., which can destroy Thailand’s image and result to a decline in the number of foreign tourists and affects Thailand’s tourism sector, GDP, and economy. This research is, then, conducted to study the influence of Thailand’s image and foreign tourist satisfaction on foreign tourist loyalty for Thailand. Simple Linear Regression and Multiple Linear Regression has been employed to investigate all hypotheses with 400 respondents who are non-Thai and visit Thailand for travelling purpose. The result reveals that cognitive image significantly influences affective image, cognitive image and affective image significantly influence tourist satisfaction on the tour, and affective image and tourist satisfaction on the tour significantly influence tourist loyalty for Thailand.
References
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Chen, C.-F. & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
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Chen, C.-F. & Phou, S. (2013). A closer look at destination: image, personality, relationship and loyalty. Tourism Management, Vol. 36, pp. 269-278.
Chi, C.G.Q. & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach. Tourism Management, 29(4), 624-636.
Chiu, W., Zeng, S., & Cheng, P.S.T (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223-234.
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Fan, J., & Qiu, H. L. (2014). Examining the effects of tourist resort image on place attachment: A case of Zhejiang, China. Public Personnel Management, 43(3), 340-354. https://dx.doi.org/10.1177/0091026014535180
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Gartner, W.C. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2/3), 191-216.
Gartner, W.C. (1993). Image formation process. Journal of Travel and Tourism Marketing, 2(2/3), 191-215.
George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. (4th ed.). Boston: Allyn & Bacon.
Greaves, N. & Skinner, H. (2010). The importance of destination image analysis to UK rural tourism. Marketing Intelligence & Planning, 28(4), 486-507.
https://doi.org/10.1108/02634501011053586
Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421. https://dx.doi.org/10.1016/j.annals.2006.10.005
Kim, S. & Yoon, Y. (2003). The hierarchical effects of affective and cognitive components on tourism destination image. Journal of Travel & Tourism Marketing, 14(2), 1-22.
Li, M., Cai, L. A., Lehto, X. Y., & Huang, J. Z. (2010). A missing link in understanding revisit intention - The role of motivation and image. Journal of Travel & Tourism Marketing, 27(4), 335-348. https://dx.doi.org/10.1080/10548408.2010.481559
Lin, C. H., Morais, D. B., Kerstetter, D. L., & Hou, J. S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183-194. https://dx.doi.org/10.1177/0047287506304049.
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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.
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.
Prayag, G. & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: the role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356.
Reisinger, Y. & Turner, L.W. (2003). Cross-cultural behavior in tourism: Concepts and analysis. Oxford: Butterworth-Heinemann.
San, M. H., & Rodriguez, D. B. I. A. (2008). Exploring the cognitive-affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277. https://dx.doi.org/10.1016/j.tourman.2007.03.012
San Martín, H. & del Bosque, I.A.R. (2008). Exploring the cognitive – affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277.
Sayyed, M. A., Javad, K. P., Akbar, J., Reza, S., & Hassan, A. (2014). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics, 27(2), 191-207.
Stern, E., & Krakover, S. (1993). The formation of a composite urban image. Geographical Analysis, 25(2), 130-146. https://dx.doi.org/10.1111/j.1538-4632.1993.tb00285.x
Studenmund, A. H. (1992). Using Econometrics: A Practical Guide. (2nd ed.). New York: Harper Collins.
Tasci, A.D. & Gartner, W.C. (2007), Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425.
TAT News.org. (2016, February 4). Thailand reaps top global awards for three most popular tourist destinations in 2015. Retrieved from https://www.tatnews.org/thailand-reaps-top-global-awards-for-three-most-popular-tourist-destinations-in-2015/
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Zabkar, V., Brenčič, M.M. and Dmitrović, T. (2010). Modelling perceived quality, visitor satisfaction and behavioral intentions at the destination level. Tourism Management, 31(4), 537-546.
Zeng, S., Chiu, W., Lee, C.W. & Park, C. (2015). Korea’s destination image for Chinese tourists: a comparison of film and non-film tourist perceptions. Social Behavior & Personality: An International Journal, 43(9), 1453-1462.
Zhang, H., Fu, X., Cai, L.A. & Lu, L. (2014). Destination image and tourist loyalty: a meta-analysis. Tourism Management, 40, 213-223.
Alexandris, K., Douka, S., Papadopoulos, P. & Kaltsatou, A. (2008). Testing the role of service quality on the development of brand associations and brand loyalty. Managing Service Quality, 18(3), 239-254.
Backman, S. J., & Crompton, J. L. (1991). The usefulness of selected variables for predicting, activity loyalty. Leisure Science, 13(3), 205-220.
Baloglu, S. & Brinberg, D. (1997). Affective images of tourism destinations. Journal of Travel Research, 35(4), 11-15.
Baloglu, S. (2001). Image variations of Turkey by familiarity index: informational and experiential dimensions. Tourism Management, 22(2), 127-134.
Baloglu, S. (2000). A path analytic model of visitation intention involving information sources, socio-psychological motivations, and destination image. Journal of Travel & Tourism Marketing, 8(3), 81-90.
Baloglu, S. & McCleary, K.W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Baloglu, S. (1999). A path analytic model of visitation intention involving information sources, socio-psychological motivations, and destination image. Journal of Travel & Tourism Marketing, 8(3), 81-90. https://dx.doi.org/10.1300/J073v08n03_05
Baloglu, S., & McCleary, K. W. (1999a). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897. https://dx.doi.org/10.1016/S0160-7383(99)00030-4
Bangkokbiznews. (2017, February 16), Phak kan thongthiao pi 59 dan raidai 17% khong chi di phi. Retrieved from https://www.bangkokbiznews.com/news/detail/740824
Beerli, A., & Martin, J. D. (2004a). Factors influencing destination image. International Annals of Tourism Research, 31(3), 657-681. https://dx.doi.org/10.1016/j.annals.2004.01.010
Beerli, A., & Martin, J. D. (2004b). Tourists’ characteristics and the perceived image of tourist destinations: A quantitative analysis-A case study of Lanzarote, Spain. Tourism Management, 25(5), 623-636. https://dx.doi.org/10.1016/j.tourman.2003.06.004
Bigné, J.E., Sanchez, M.I., & Sanchez, J. (2001), Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism Management, 22(6), 607-616.
Boo, S., & Busser, J. A. (2005). The hierarchical influence of visitor characteristics on tourism destination images. Journal of Travel & Tourism Marketing, 19(4), 55-67. https://dx.doi.org/10.1300/J073v19n04_05
Cai, L.A., Wu, B.T. & Bai, B. (2003). Destination image and loyalty. Tourism Review International, 7(3/4), 153-162.
Chen, C.-F. & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
Chen, C.F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: evidence from Taiwan. Transportation Research Part A, 42(4), 709-717.
Chen, C.-F. & Phou, S. (2013). A closer look at destination: image, personality, relationship and loyalty. Tourism Management, Vol. 36, pp. 269-278.
Chi, C.G.Q. & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach. Tourism Management, 29(4), 624-636.
Chiu, W., Zeng, S., & Cheng, P.S.T (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223-234.
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.
Department of Tourism. (2017). Tourists Statistics. Retrieved from https://newdot2.samartmultimedia.com/home/listcontent/11/221/276
De Rojas, C. & Camarero, C. (2008). Visitors’ experience, mood and satisfaction in a heritage context: evidence from an interpretation center. Tourism Management, 29(3), 525-537.
Fan, J., & Qiu, H. L. (2014). Examining the effects of tourist resort image on place attachment: A case of Zhejiang, China. Public Personnel Management, 43(3), 340-354. https://dx.doi.org/10.1177/0091026014535180
Gartner, W. C. (1993). Image formation process. Journal of Travel & Tourism Marketing, 2(2-3), 191-216. https://dx.doi.org/10.1300/J073v02n02_12
Gartner, W.C. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2/3), 191-216.
Gartner, W.C. (1993). Image formation process. Journal of Travel and Tourism Marketing, 2(2/3), 191-215.
George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. (4th ed.). Boston: Allyn & Bacon.
Greaves, N. & Skinner, H. (2010). The importance of destination image analysis to UK rural tourism. Marketing Intelligence & Planning, 28(4), 486-507.
https://doi.org/10.1108/02634501011053586
Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421. https://dx.doi.org/10.1016/j.annals.2006.10.005
Kim, S. & Yoon, Y. (2003). The hierarchical effects of affective and cognitive components on tourism destination image. Journal of Travel & Tourism Marketing, 14(2), 1-22.
Li, M., Cai, L. A., Lehto, X. Y., & Huang, J. Z. (2010). A missing link in understanding revisit intention - The role of motivation and image. Journal of Travel & Tourism Marketing, 27(4), 335-348. https://dx.doi.org/10.1080/10548408.2010.481559
Lin, C. H., Morais, D. B., Kerstetter, D. L., & Hou, J. S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183-194. https://dx.doi.org/10.1177/0047287506304049.
Melo, H.M.P., Moniz, A.I.,Silva, F.J.F., & Batista, M.d.G. (2017). Tourist destination image and consumer behaviour: The case of the Azores. Journal of Spatial and Organizational Dynamics, 5(2), 73-82.
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.
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.
Prayag, G. & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: the role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356.
Reisinger, Y. & Turner, L.W. (2003). Cross-cultural behavior in tourism: Concepts and analysis. Oxford: Butterworth-Heinemann.
San, M. H., & Rodriguez, D. B. I. A. (2008). Exploring the cognitive-affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277. https://dx.doi.org/10.1016/j.tourman.2007.03.012
San Martín, H. & del Bosque, I.A.R. (2008). Exploring the cognitive – affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277.
Sayyed, M. A., Javad, K. P., Akbar, J., Reza, S., & Hassan, A. (2014). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics, 27(2), 191-207.
Stern, E., & Krakover, S. (1993). The formation of a composite urban image. Geographical Analysis, 25(2), 130-146. https://dx.doi.org/10.1111/j.1538-4632.1993.tb00285.x
Studenmund, A. H. (1992). Using Econometrics: A Practical Guide. (2nd ed.). New York: Harper Collins.
Tasci, A.D. & Gartner, W.C. (2007), Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425.
TAT News.org. (2016, February 4). Thailand reaps top global awards for three most popular tourist destinations in 2015. Retrieved from https://www.tatnews.org/thailand-reaps-top-global-awards-for-three-most-popular-tourist-destinations-in-2015/
Yuwa, H. W. & Desmond, C. (2016). Global Destination Cities Index by Mastercard 2016. Retrieved from https://newsroom.mastercard.com/wp-content/uploads/2016/09/FINAL-Global-Destination-Cities-Index-Report.pdf
Zabkar, V., Brenčič, M.M. and Dmitrović, T. (2010). Modelling perceived quality, visitor satisfaction and behavioral intentions at the destination level. Tourism Management, 31(4), 537-546.
Zeng, S., Chiu, W., Lee, C.W. & Park, C. (2015). Korea’s destination image for Chinese tourists: a comparison of film and non-film tourist perceptions. Social Behavior & Personality: An International Journal, 43(9), 1453-1462.
Zhang, H., Fu, X., Cai, L.A. & Lu, L. (2014). Destination image and tourist loyalty: a meta-analysis. Tourism Management, 40, 213-223.
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Published
2018-12-30
How to Cite
Vongurai, R. (2018). The Influence of Thailand’s Image and Foreign Tourist Satisfaction on Foreign Tourist Loyalty for Thailand. Thai Journal of East Asian Studies, 22(2), 2–21. Retrieved from https://so02.tci-thaijo.org/index.php/easttu/article/view/164081
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