Antecedents of Revisit Intention of Thai Cultural Tourist in Thailand
Abstract
The objectives of this research are (1) to develop the causal relationship model for antecedents of revisit intention of Thai cultural tourist in Thailand and (2) to validate the causal relationship model of antecedents of revisit intention of Thai cultural tourist in Thailand with empirical data. This research adopts quantitative research utilizing a questionnaire as a tool to collect data from 416 Thai cultural tourists. This research employed non-probability sampling with quota sampling. Statistical analysis includes frequency, percentage, mean, standard deviation, and structural equation modeling. The findings of the study revealed that (1.1) travel motivation, novelty seeking and destination image positively influence the memorable experiences of Thai cultural tourist in Thailand; (1.2) travel motivation, novelty seeking, destination image and memorable experiences positively affect the satisfaction of Thai cultural tourist in Thailand; (1.3) memorable experiences and satisfaction have a positive impact on positive word of mouth of Thai cultural tourist in Thailand and (1.4) Memorable experiences, satisfaction and positive word of mouth positively influence the revisit intention of Thai cultural tourist in Thailand. The causal relationship model of antecedents of revisit intention of Thai cultural tourist in Thailand was consistent with empirical data.
References
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[23] Huang, Y.-C. 2023. Low-Cost Airlines Not So Low-Cost – Exploring the Relationships among Travel Motivation, Service Quality and Satisfaction: The Moderating Roles of Perceived Value. Research in Transportation Business and Management, 49, 101008. DOI: https://doi.org/10.1016/j.rtbm.2023.101008
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[25] Kim, J.-H. 2018. The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7): 856-870. DOI: https://doi.org/ 10.1177/004728751772136
[26] Kurniawan, D. T., et al. 2023. The Effect of Destination Image, Memorable Tourism Experiences, e-WOM, and Brand Trust on Revisit Intention in Trenggalek, East Java Indonesia. Paper presented at the International Conference on Economics and Business Studies (ICOEBS-22-2).
[27] Kusumah, E. P., and Wahyudin, N. 2024. Sporting event quality: destination image, tourist satisfaction, and destination loyalty. Event Management, 28(1): 59-74. DOI: https://doi.org/10.3727/152599523X16 896548396824
[28] Lee, T.-H., and Crompton, J. 1992. Measuring novelty seeking in tourism. Annals of Tourism Research, 19(4): 732-751. DOI: https://doi.org/10.1016/0160-7383(92)90064-V
[29] Leung, W. K. S., et al. 2022. The role of virtual reality interactivity in building tourists’ memorable experiences and post-adoption intentions in the COVID-19 era. Journal of Hospitality and Tourism Technology, 13(3): 481-499. DOI: 10.1108/JHTT-03-2021-0088
[30] Mahdzar, M. 2019. Tourists’ perception on memorable tourism experience towards their revisit intentions to Islamic tourism destination in Shah Alam, Selangor. Journal Of Emerging Economies and Islamic Research, 7(1): 37-44. DOI: 10.24191/JEEIR.V7I1.6034
[31] Manton, S. 2020. Cultural tourism attractions. Available at: https://sites.google.com/site/sunisamanton/haelng-thxng-theiyw-cheing-wathnthrrm
[32] Matzler, K., Teichmann, K., Strobl, A., and Partel, M. 2019. The effect of price on word of mouth: First time versus heavy repeat visitors. Tourism Management, 70: 453-459. DOI:https://doi.org/10.1016/j.tourman.2018.09.013
[33] Mitas, O., and Bastiaansen, M. 2018. Novelty: A mechanism of tourists’ enjoyment. Annals of Tourism Research, 72: 98-108. DOI: https://doi.org/10.1016/j.annals.2018.07.002
[34] Moliner-Tena, M. A., Monferrer-Tirado, D., Estrada-Guillen, M., and Vidal-Meliá, L. 2023. Memorable customer experiences and autobiographical memories: From service experience to word of mouth. Journal of Retailing and Consumer Services, 72, 103290. DOI: https://doi.org/10.1016/j.jretconser.2023.103290
[35] Narangajavana Kaosiri, Y., et al. 2019. User-generated content sources in social media: A new approach to explore tourist satisfaction. Journal of Travel Research, 58(2): 253-265. DOI:https://doi.org/10.1177/0047287517746014
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[37] Phi, H. D., Quang, T. N., Phuong, T. H. T., and Linh, N. N. 2022. Effects of Destination Image on Revisit Intention: The Intermediate Role of Satisfaction and Words of Mouth (Empirical Evidence in Ho Chi Minh City, Vietnam). Estudios de economía aplicada, 40(1): 1-15. DOI: 10.25115/eea.v40i1.5747
[38] Ramkissoon, H. 2023. Perceived social impacts of tourism and quality-of-life: A new conceptual model. Journal of Sustainable Tourism, 31(2): 442-459. DOI: https://doi.org/10.1080/09669582.2020.1858091
[39] Rifaatulloh, H., Waluya, B., and Andari, R. 2019. The influence of Memorable Experience to Revisit Intention in Baduy Traditional Village. Paper presented at the 3rd International Seminar on Tourism (ISOT 2018).
[40] Shakoor, A., Yapang Gharavi, M., Feizi, S., and Salimi Sobhan, M. R. 2021. Investigating the effect of perceived authenticity, destination image and memorable experience on the intention of visiting tourists again (Case study: Ardabil city). Geography and Development Iranian Journal, 19(63): 199-226. DOI:10.22111/J10.22111.2021.6192
[41] Sharipudin, M.-N. S., Cheung, M. L., De Oliveira, M. J., and Solyom, A. 2023. The role of post-stay evaluation on eWOM and hotel revisit intention among Gen Y. Journal of Hospitality and Tourism Research, 47(1): 57-83. DOI: https://doi.org/10.1177/109634802110198
[42] Singh, R., and Singh, J. 2019. Destination Attributes to Measure Tourist Revisit Intention: A Scale Development. Global Business Review, 20(2): 549-572. DOI: https://doi.org/10.1177/0972150918825329
[43] Statista. 2023. Travel, Tourism and Hospitality: Number of travel and tourism jobs worldwide from 2019 to 2022, with a forecast for 2023 and 2033. Retrieved from https://www.statista.com/statistics/1268465/number-of-travel-and-tourism-jobs-worldwide/#:~:text=Travel%20and%20tourism%20employment%20worldwide%202019%2D2033andtext=As%20forecast%2C%20this%20figure%20is,and%20drink%20services%2C%20and%20more
[44] Sthapit, E., and Björk, P. 2019. Relative contributions of souvenirs on memorability of a trip experience and revisit intention: A study of visitors to Rovaniemi, Finland. Scandinavian Journal of Hospitality and Tourism, 19(1): 1-26. DOI: 10.1080/15022250.2017.1354717
[45] Stojanovic, I., Andreu, L., and Curras-Perez, R. 2018. Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27(1): 83-100. DOI: https://doi.org/10.1108/EJMBE-11-2017-0049
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[47] Taizeng, R., et al. 2019. The Impact of Tourism Quality on Economic Development and Environment: Evidence from Mediterranean Countries. Sustainability, 11(8): 1-17. DOI: https://doi.org/10.3390/su11082296
[48] Terasaki, S., Hara, T., and Ikegami, J. 2023. Mediating role of the country image in enhancing memorable experiences and revisits: an Analysis of U.S. tourists in Japan. Tourism Recreation Research, 1-13. DOI: 10.1080/02508281.2023.2185733
[49] Tešin, A., Kovačić, S., and Obradović, S. 2023. The experience I will remember: The role of tourist personality, motivation, and destination personality. Journal of Vacation Marketing, 13567667231164768. DOI: 10.1177/13567667231164768
[50] ThaiPublica. (2020). Krungthai COMPASS evaluates "We travel together" to boost revenue by 36-67 billion baht. Available at: https://thaipublica.org/2020/07/krungthai-compass-ktb-20-7-2563/
[51] Tiwari, A. V., Bajpai, N., and Pandey, P. 2023. The measurement model of novelty, memorable tourism experience and revisit intention in tourists. Leisure/Loisir, 1-19. DOI:https://doi.org/10.1080/14927713.2023.2187864
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[2] Ameri, M., Honka, E., and Xie, Y. 2019. Word of mouth, observed adoptions, and anime-watching decisions: The role of the personal vs. the community network. Marketing Science, 38(4): 567-583. DOI:https://doi.org/10.1287/mksc.2019.1155
[3] Andrian, J., and Trinanda, O. 2019. The influence of e-Service quality, e-Satisfaction, and e-word of mouth toward revisit intention on Tokopedia website in Padang City. Jurnal Ecogen, 2(1): 69-77. DOI:http://dx.doi.org/10.24036/jmpe.v2i1.6135
[4] Bandara, A., and Ranasinghe, J. 2019. Study on the influence of marketing Mix factors on the revisit intention of inbound tourists. Paper presented at the International Research Conference of UWU, International Research Conference of UWU.
[5] Bhattacharya, S., and Kumar, R. V. 2017. Modeling Tourists' Opinions Using RIDIT Analysis. In P. Vasant and M. Kalaivanthan (Eds.), Handbook of research on holistic optimization techniques in the hospitality, tourism, and travel industry (pp. 423-443). Hershey, PA: IGI Global. DOI: 10.4018/978-1-5225-1054-3.ch020
[6] Choi, M. 2017. Shopping tourist satisfaction: An application of hedonic and utilitarian values. Journal of Tourism and Hospitality, 6(308): 1-9. DOI: 10.4172/2167-0269.1000308
[7] Dagustani, D., Kartini, D., Oesman, Y. M., and Kaltum, U. 2017. Memorable tourism experience. Antecedents and destination image outcome in Indonesia. Journal of Environmental Management and Tourism, 8(8 (24)): 1482-1493. DOI: https://doi.org/10.14505/jemt.v8.8(24).04
[8] deMatos, N. M. d. S., Duarte, P. A. d. O., and Sá, E. S. d. 2023. Once-in-a-lifetime leisure experiences (OLLE): The role of Flow, novelty, and interpersonal interaction on tourists’ satisfaction and memories. Journal of Vacation Marketing, 13567667231157012. DOI: https://doi.org/10.1177/13567667231157012
[9] Di-Clemente, E., Hernández-Mogollón, J. M., and Campón-Cerro, A. M. 2019. Tourists’ involvement and memorable food-based experiences as new determinants of behavioural intentions towards typical products. Current Issues in Tourism, 1-14. DOI: 10.1080/13683500.2019.1631265.
[10] Ernawadi, Y., and Putra, H. T. 2020. Antecedents and consequences of memorable tourism experience. Dinasti International Journal of Management Science, 1(5): 676-684. DOI:https://doi.org/10.31933/dijms.v1i5.280
[11] Fakeye, P. C., and Crompton, J. L. 1991. Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2): 10-16. DOI:https://doi.org/10.1177/004728759103000202
[12] Firman, A., et al. 2023. The impact of eco-innovation, ecotourism policy and social media on sustainable tourism development: evidence from the tourism sector of Indonesia. Economic research-Ekonomska istraživanja, 36(2): 2143847. DOI: 10.1080/1331677X.2022.2143847
[13] Florida Division of Arts and Culture. (2023). What is cultural tourism? - Basic information. Available at: https://dos.fl.gov/cultural/info-and-opportunities/resources-by-topic/cultural-tourism-toolkit/what-is-cultural-tourism-basic-information/.
[14] Fodness, D. 1994. Measuring tourist motivation. Annals of Tourism Research, 21(3): 555-581. DOI:https://doi.org/10.1016/0160-7383(94)90120-1
[15] Foroudi, P., et al. 2018. Promising the dream: Changing destination image of London through the effect of website place. Journal of Business Research, 83: 97-110. DOI: https://doi.org/10.1016/j.jbusres.2017.10.003
[16] Fotiadis, A., Rice, J., and Hiyasat, R. 2023. Antecedents of yacht tourism participants’ satisfaction and word-of-mouth intention. Worldwide Hospitality and Tourism Themes, 15(4): 349-361. DOI: 10.1108/WHATT-03-2023-0042
[17] Ghafari, M., Rezaei Dolatabadi, H., and Dehghani, F. 2014. Analysis of the factors affecting tourists loyalty to destinations (Case Study: Foreign tourists of Isfahan). Organizational Culture Management, 12(3): 551-568. DOI: 10.22059/JOMC.2014.51523
[18] Gohary, A., Pourazizi, L., Madani, F., and Chan, E. Y. 2018. Examining Iranian tourists’ memorable experiences on destination satisfaction and behavioral intentions. Current Issues in Tourism, 1-6. DOI:10.1080/13683500.2018.1560397
[19] Greenwell, M. R. 2019. Memorable messages from family members about mental health: Young adult perceptions of relational closeness, message satisfaction, and clinical help-seeking attitudes. Health communication, 34(6): 652-660. DOI: 10.1080/10410236.2018.1431021
[20] Hair, J. F., Babin, B. J., Anderson, R. E., and Black, W. C. 2019. Multivariate data analysis (8th ed.). India: Cengage.
[21] Hasan Md, K. 2019. The antecedents of tourist attitudes to revisit and revisit intentions for coastal tourism. International Journal of Culture, Tourism and Hospitality Research, 13(2): 218-234. DOI: 10.1108/IJCTHR-11-2018-0151
[22] Hipsher, S. 2019. Increased equality of opportunity through international tourism. Journal of Global Responsibility, 10(4): 339-354. DOI: https://doi.org/10.1108/JGR-04-2019-0045
[23] Huang, Y.-C. 2023. Low-Cost Airlines Not So Low-Cost – Exploring the Relationships among Travel Motivation, Service Quality and Satisfaction: The Moderating Roles of Perceived Value. Research in Transportation Business and Management, 49, 101008. DOI: https://doi.org/10.1016/j.rtbm.2023.101008
[24] Kasikornthai. (2023). Tourism Remains Thailand’s Key Economic Driver. Retrieved from https://www.kasikornbank.com/en/IR/ShareholderServices/Publications/ShareholderNewsletter_2_2023_EN.pdf
[25] Kim, J.-H. 2018. The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7): 856-870. DOI: https://doi.org/ 10.1177/004728751772136
[26] Kurniawan, D. T., et al. 2023. The Effect of Destination Image, Memorable Tourism Experiences, e-WOM, and Brand Trust on Revisit Intention in Trenggalek, East Java Indonesia. Paper presented at the International Conference on Economics and Business Studies (ICOEBS-22-2).
[27] Kusumah, E. P., and Wahyudin, N. 2024. Sporting event quality: destination image, tourist satisfaction, and destination loyalty. Event Management, 28(1): 59-74. DOI: https://doi.org/10.3727/152599523X16 896548396824
[28] Lee, T.-H., and Crompton, J. 1992. Measuring novelty seeking in tourism. Annals of Tourism Research, 19(4): 732-751. DOI: https://doi.org/10.1016/0160-7383(92)90064-V
[29] Leung, W. K. S., et al. 2022. The role of virtual reality interactivity in building tourists’ memorable experiences and post-adoption intentions in the COVID-19 era. Journal of Hospitality and Tourism Technology, 13(3): 481-499. DOI: 10.1108/JHTT-03-2021-0088
[30] Mahdzar, M. 2019. Tourists’ perception on memorable tourism experience towards their revisit intentions to Islamic tourism destination in Shah Alam, Selangor. Journal Of Emerging Economies and Islamic Research, 7(1): 37-44. DOI: 10.24191/JEEIR.V7I1.6034
[31] Manton, S. 2020. Cultural tourism attractions. Available at: https://sites.google.com/site/sunisamanton/haelng-thxng-theiyw-cheing-wathnthrrm
[32] Matzler, K., Teichmann, K., Strobl, A., and Partel, M. 2019. The effect of price on word of mouth: First time versus heavy repeat visitors. Tourism Management, 70: 453-459. DOI:https://doi.org/10.1016/j.tourman.2018.09.013
[33] Mitas, O., and Bastiaansen, M. 2018. Novelty: A mechanism of tourists’ enjoyment. Annals of Tourism Research, 72: 98-108. DOI: https://doi.org/10.1016/j.annals.2018.07.002
[34] Moliner-Tena, M. A., Monferrer-Tirado, D., Estrada-Guillen, M., and Vidal-Meliá, L. 2023. Memorable customer experiences and autobiographical memories: From service experience to word of mouth. Journal of Retailing and Consumer Services, 72, 103290. DOI: https://doi.org/10.1016/j.jretconser.2023.103290
[35] Narangajavana Kaosiri, Y., et al. 2019. User-generated content sources in social media: A new approach to explore tourist satisfaction. Journal of Travel Research, 58(2): 253-265. DOI:https://doi.org/10.1177/0047287517746014
[36] Oliver, R. L. 1993. Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3): 418-430. DOI: https://doi.org/10.1086/209358
[37] Phi, H. D., Quang, T. N., Phuong, T. H. T., and Linh, N. N. 2022. Effects of Destination Image on Revisit Intention: The Intermediate Role of Satisfaction and Words of Mouth (Empirical Evidence in Ho Chi Minh City, Vietnam). Estudios de economía aplicada, 40(1): 1-15. DOI: 10.25115/eea.v40i1.5747
[38] Ramkissoon, H. 2023. Perceived social impacts of tourism and quality-of-life: A new conceptual model. Journal of Sustainable Tourism, 31(2): 442-459. DOI: https://doi.org/10.1080/09669582.2020.1858091
[39] Rifaatulloh, H., Waluya, B., and Andari, R. 2019. The influence of Memorable Experience to Revisit Intention in Baduy Traditional Village. Paper presented at the 3rd International Seminar on Tourism (ISOT 2018).
[40] Shakoor, A., Yapang Gharavi, M., Feizi, S., and Salimi Sobhan, M. R. 2021. Investigating the effect of perceived authenticity, destination image and memorable experience on the intention of visiting tourists again (Case study: Ardabil city). Geography and Development Iranian Journal, 19(63): 199-226. DOI:10.22111/J10.22111.2021.6192
[41] Sharipudin, M.-N. S., Cheung, M. L., De Oliveira, M. J., and Solyom, A. 2023. The role of post-stay evaluation on eWOM and hotel revisit intention among Gen Y. Journal of Hospitality and Tourism Research, 47(1): 57-83. DOI: https://doi.org/10.1177/109634802110198
[42] Singh, R., and Singh, J. 2019. Destination Attributes to Measure Tourist Revisit Intention: A Scale Development. Global Business Review, 20(2): 549-572. DOI: https://doi.org/10.1177/0972150918825329
[43] Statista. 2023. Travel, Tourism and Hospitality: Number of travel and tourism jobs worldwide from 2019 to 2022, with a forecast for 2023 and 2033. Retrieved from https://www.statista.com/statistics/1268465/number-of-travel-and-tourism-jobs-worldwide/#:~:text=Travel%20and%20tourism%20employment%20worldwide%202019%2D2033andtext=As%20forecast%2C%20this%20figure%20is,and%20drink%20services%2C%20and%20more
[44] Sthapit, E., and Björk, P. 2019. Relative contributions of souvenirs on memorability of a trip experience and revisit intention: A study of visitors to Rovaniemi, Finland. Scandinavian Journal of Hospitality and Tourism, 19(1): 1-26. DOI: 10.1080/15022250.2017.1354717
[45] Stojanovic, I., Andreu, L., and Curras-Perez, R. 2018. Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27(1): 83-100. DOI: https://doi.org/10.1108/EJMBE-11-2017-0049
[46] Suwannasank, O., and Kheokao, J. 2019. Cultural tourism and marketing communications in Thailand: Research synthesis and trends. Paper presented at the International Conference on Social Sciences in the 21st Century, Amsterdam, Netherlands.
[47] Taizeng, R., et al. 2019. The Impact of Tourism Quality on Economic Development and Environment: Evidence from Mediterranean Countries. Sustainability, 11(8): 1-17. DOI: https://doi.org/10.3390/su11082296
[48] Terasaki, S., Hara, T., and Ikegami, J. 2023. Mediating role of the country image in enhancing memorable experiences and revisits: an Analysis of U.S. tourists in Japan. Tourism Recreation Research, 1-13. DOI: 10.1080/02508281.2023.2185733
[49] Tešin, A., Kovačić, S., and Obradović, S. 2023. The experience I will remember: The role of tourist personality, motivation, and destination personality. Journal of Vacation Marketing, 13567667231164768. DOI: 10.1177/13567667231164768
[50] ThaiPublica. (2020). Krungthai COMPASS evaluates "We travel together" to boost revenue by 36-67 billion baht. Available at: https://thaipublica.org/2020/07/krungthai-compass-ktb-20-7-2563/
[51] Tiwari, A. V., Bajpai, N., and Pandey, P. 2023. The measurement model of novelty, memorable tourism experience and revisit intention in tourists. Leisure/Loisir, 1-19. DOI:https://doi.org/10.1080/14927713.2023.2187864
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Published
2024-02-29
How to Cite
KORNSUPHKIT, Thanat et al.
Antecedents of Revisit Intention of Thai Cultural Tourist in Thailand.
Journal of Environmental Management and Tourism, [S.l.], v. 15, n. 1, p. 129 - 143, feb. 2024.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/8328>. Date accessed: 02 may 2024.
doi: https://doi.org/10.14505/jemt.v15.1(73).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.