Investigating the Reason why Tourists Revisit Thailand
Abstract
In recent years, the performance of Thailand’s tourism sector has been unstable due to a number of unfortunate situations, e.g. worldwide economic recession, natural disaster. To make this sector more sustainable, Thailand needs to attract good quality foreign tourists to revisit the country. It is very mportant for people and agencies involved to acquire the knowledge on factors and issues that matter to repeating visitors. Therefore, this study is undertaken to explore the determinants of revisit tourists' satisfaction towards Thailand's tourism services. The study uses both primary and secondary data. Questionnaire survey is conducted in Bangkok with 420 foreign tourists. To analyze data, samples are divided, according to their education levels, into 2 groups: quality and general tourists. Apart from descriptive statistics, F-test and ANOVA are used to analyze the difference in tourists’ behaviors between quality and general tourists. The factors affecting foreign tourists’ decision to visit Thailand are analyzed using probit model together with marginal effects. The results show that tourists’ age and current country of residence can significantly influence their visit. Moreover, foreign tourists’ satisfaction towards personnel and procedure relating to the country’s tourism is statistically significant in explaining their visit to Thailand.
References
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*** Tourism Business Portal, European Commission. How Can I Attract Tourists from South America?.
*** Tourism of World 2016 [online]. Available at https://tourismatbuu.wordpress.com
[2] Becken, S. 2003. Chinese Tourism to New Zealand, [online]. Available at http://www.landcareresearch.co.nz/research/sustainablesoc/tourism/documents/Chinese_tourism.pdf
[3] Burkart, A.J., and Medlik, S. 1985. Tourism: Past, Present and Future. 2nd ed., London: Heinemann, ISBN: 0434901954 9780434901951, 366 pp.
[4] Burke, J.F., and Resnick, B.P. 1991. Marketing and Selling the Travel Product. Cincinnati: South-Western Publishing, ISBN: 053870277X, 9780538702775, 321 pp.
[5] Chen, N., and Segota, T. 2015. Resident Attitudes, Place Attachment and Destination Branding: A Research Framework. Tourism and Hospitality Management, 21(2): 145-158.
[6] Chi, C.G., and Qu, H. 2008. Examining the Structural Relationships of Destination Image, Tourist Satisfaction and Destination Loyalty: An Integrated Approach. Tourism Management, 29 (4): 624-636
[7] Dickman, S. 1996. Tourism: An introductory text, 2nd ed. Sydney: Hodder Education, ISBN: 0340543469, 370 pp.
[8] Djeri, L., Plavsa, J., and Cerovic, S. 2007. Analysis of Potential Tourists’ Behaviour in the Process of Deciding Upon a Tourist Destination Based on a Survey Conducted in Backa Region, Geographica Pannonica,11: 70-76, Available at: http://www.dgt.pmf.uns.ac.rs/pannonica/papers/volume11_14.pdf
[9] Fletcher, J., and Morakabati, Y. 2008. Tourism Activity, Terrorism and Political Instability within the Commonwealth: The cases of Fiji and Kenya. International Journal of Tourism Research, 10 (6): 537-556
[10] Greene, W.H. 2003. Econometric Analysis, 5th Edition. New Jersey: Prentice Hall, ISBN: 0130661899, 9780130661890, 1026 pp.
[11] Gujarati, D.N. 1995. Basic Econometrics, 4th Edition. The McGraw−Hill, 1003 pp., Available at: http://www.academia.edu/9183020/Gujarati_Basic_Econometrics_Fourth_Edition_Front_Matter_Preface_The_McGraw_Hill_Companies
[12] Han, Z., Durbarry, R., and Sinclair, M.T. 2006. Modelling US Tourism Demand for European destinations, Tourism Management, 27(1):1-10
[13] Joynathsing, C., and Ramkissoon, H. 2010. Understanding the Behavioral Intention of European Tourists. International Research Symposium in Service Management, Le Meridien Hotel, Mauritius, 24-27, August, ISSN1694-0938.
[14] Judge, G., et al. 1998. Introduction to the Theory and Practice of Econometrics, 2nd Edition. New York: John Wiley and Sons, ISBN-10: 0471624144, 1064 pp.
[15] Kim, K., Noh, J., and Giri, J. 2006. Multi-Destination Segmentation Based on Push and Pull Motives: Pleasure Trips of Students at a US University, Journal of Travel & Tourism Marketing 21 (2-3): 19-32, Available at: https://www.researchgate.net/publication/241748708_MultiDestination_Segmentation_Based_on_Push_and_Pull_Motives
[16] Kozak, M., Crotts, J.C., and Law, R. 2007. The Impact of the Perception of Risk on International Travelers. International Journal of Tourism Research, 9 (4): 233-242
[17] McIntosh, R.W., Goeldner, C.R., and Ritchie, Jr. B. 1995. Tourism: Principle, Practices, and Philosophies. 7th ed., New York: John Wiley & Sons, ISBN: 0471015571, 551 pp.
[18] Nandonde, F.A. 2015. Exploring Foreign Tourists’ Image of Tanzania: A Factorial Analysis Approach. Journal of African Business, 16(1–2): 144–158.
[19] Oppermann, M. 2000. Tourism Destination Loyalty. Journal of Travel Research, 39: 78-84
[20] Oroian, M., Ratiu, R., and Gheres, M. 2013. Using the Residents’ Profile as Potential Tourists in Tourist Market Segmentation: The Case of Mures County, Romania, Academia Science Journal, 1(2): 21-34
[21] Pizam, A. and Sussman, S. 1995. Does Nationality Effect Tourist Behavior? Annals of Tourism Research, 22 (4): 901-917
[22] Rout, H.B., Mishra, P.K., and Pradhan, B.B. 2016. Socio-Economic Impacts of Tourism in India: An Empirical Analysis, Journal of Environmental Management and Tourism. Volume 7, Issue 4(16): 762-768. DOI: https://doi.org/10.14505//jemt.v7.4 (16).22.
[23] Scheffe, H. 1953. A Method for Judging All Contrasts in the Analysis of Variance. Biometrika, 40 (1-2): 87-104
[24] Shani, A., Chen, P., Wang, Y. and Nan, H. 2009. Testing the Impact of a Promotional Video on Destination Image Change: Application of China as a Tourism Destination. International Journal of Tourism Research, 12 (2): 116-133
[25] Som, A.P.M., Marzuki, A., Yousefi, M., and AbuKhalifeh, A.N. 2012. Factors Influencing Visitors’ Revisit Behavioral Intentions: A Case Study of Sabah, Malaysia. International Journal of Marketing Studies, 4 (4): 39-50.
[26] Song, H., Li, G., Witt, S.F., and Fei, B. 2010. Tourism demand modeling and forecasting: how should demand be measured? Tourism Economics,16 (1): 63-81
[27] Sonmez, S., and Graefe, A.1998. Determining Future Travel Behavior from Past Travel Experience and Perceptions of Risk and Safety. Journal of Travel Research, 37 (4): 171-177.
[28] Tak, K. H., David, W., and Alvin, H. 2007. Tourist Satisfaction, Recommendation and Revisiting in Singapore. Tourism Management, 28 (4): 965-975.
[29] Tasci, D.A., and Boylu, Y. 2010. Cultural Comparison of Tourists’ Safety Perception in Relation to Trip Satisfaction. International Journal of Tourism Research, 12 (2): 179–192
[30] Walle, A.H. 1996. Tourism and the Internet: Opportunities for Direct Marketing. Journal of Travel Research, 35 (1): 72-77
[31] Weaver, D., and Oppermenn, M. 2000. Tourism Management, Miltion: John Wiley & Sons Australia.
[32] Yankholmes, K.B., and Akyeampong, O.A. 2010. Tourists’ Perceptions of Heritage Tourism Development in Danish-Osu, Ghana. International Journal of Tourism Research, 12(5):603-616.
[33] Yoon, Y., and Uysal, M. 2005. An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model. Tourism Management, 26 (1): 45-56
*** Tourism Business Portal, European Commission. How Can I Attract Tourists from South America?.
*** Tourism of World 2016 [online]. Available at https://tourismatbuu.wordpress.com
Published
2018-01-24
How to Cite
SARAITHONG, Wuthiya; CHANCHAROENCHAI, Kanokwan.
Investigating the Reason why Tourists Revisit Thailand.
Journal of Environmental Management and Tourism, [S.l.], v. 8, n. 6, p. 1238-1249, jan. 2018.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/1653>. Date accessed: 26 apr. 2024.
doi: https://doi.org/10.14505//jemt.v8.6(22).11.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.