Thailand's tourist destination image and their intentions to revisit

Abstract

The robust expansion of global tourism, compounded by the pivotal role of modern technology, has intensified competition within the tourism market. This dynamic landscape has prompted nations to focus keenly on the development of tourism and the cultivation of a positive destination image. A strong, appealing image is crucial—it not only draws tourists but also amplifies the destination's competitive edge. Indeed, a favorable destination image can enhance visitors' perceptions, boost their satisfaction, and increase their likelihood to return. In the context of China's soaring economy and rising living standards, the appetite for outbound tourism among Chinese citizens has surged, propelling it to become a cornerstone for tourism development worldwide. Thailand, a gem in Southeast Asia's tourism crown, continues to attract an ever-growing number of Chinese visitors. Given this trend, a thorough exploration of how Chinese tourists perceive Thailand and their subsequent intentions to revisit is not only timely but also of significant importance.

The research first reviews and summarizes the literature on the destination image and revisit intention in tourism. Based on the relevant literature and theoretical insights, coupled with the cognitive-affective system, a model is constructed to examine the impact of Thailand's destination image on tourist satisfaction and revisit intention. Data were collected through a survey of 103 questionnaires, and an analysis was conducted on the destination image and revisit intention. The findings indicate that Chinese tourists exhibit overall high satisfaction with tourism in Thailand, and their experiences generally meet expectations. Thailand's strengths lie in its cuisine, service attitude, and value for money, although there is room for improvement in areas such as transportation and hygiene. Differences were observed in the focus areas among tourists from different regions and demographic characteristics. There is a significant positive correlation between Chinese tourists' overall perception of Thailand's destination image and their evaluations of various aspects, as well as their intention to revisit Thailand. A positive destination image enhances tourist loyalty and stickiness, thereby increasing the likelihood of repeat visits.