The Influence of Thailand’s Image and Foreign Tourist Satisfaction on Foreign Tourist Loyalty for Thailand

Authors

  • Rawin Vongurai Graduate School of Business, Assumption University

Keywords:

cognitive image, affective image, satisfaction on the tour, tourist loyalty for Thailand

Abstract

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.

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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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Research Articles