Segment-Based Analysis of Thai Tourists’ Revisit Intentions to Japan: A Theory-Integrated Approach
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Abstract
This study examines the psychological and cognitive drivers of Thai tourists’ revisit intentions to Japan using a segment-based approach. Integrating Satisfaction Theory, Expectancy–Value Theory, and Cognitive Dissonance Theory, we analyze survey data from 400 prior visitors with logistic regression, importance–performance analysis, and cluster segmentation. Prior satisfaction is the strongest predictor of revisit intention (odds ratio, OR = 3.5). Among perceived benefits, value for money and affordability perform well, whereas convenience—though highly valued—shows a performance gap, consistent with a dissonance-attenuation mechanism. Cluster analysis identifies three distinct profiles—Experience Seekers, Budget Travelers, and Convenience-Oriented tourists—with heterogeneous drivers of intention. The study advances tourism theory by unifying affective, cognitive, and post-evaluative constructs within a single empirical model and by demonstrating segment-level heterogeneity in these effects. Managerially, the results indicate that closing convenience frictions (e.g., seamless IC/QR payments, Thai-language wayfinding, integrated luggage transfer) should be prioritized for Convenience-Oriented travelers; value-bundled passes and transparent pricing are most effective for Budget Travelers; and curated seasonal and cultural offerings are salient for Experience Seekers. Overall, satisfaction remains the dominant lever, while targeted remedies for convenience gaps can prevent attenuation of otherwise positive revisit intentions.
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