The Influential Roles of Past Experience, Affective Attitude, and Destination Culture on Thai Tourists’ Likelihoods of Revisitation and Recommendation
Article Sidebar
Main Article Content
Abstract
Drawing upon tourism contribution, tourists’ visitations are the backbone of the country’s economic growth and development. This study thus aims to test a structural model for examining the relationship between tourists’ affection, cultural perceptions, their revisit, and recommendation intentions through the mediating role of past travel experience. To test our hypotheses, 547 questionnaires from Thai tourists were analyzed using structural equation modeling. The results show that all hypotheses are substantially confirmed and statistically significant except for the affective attitude aspect which is not found to influence tourists’ revisit and recommendation intentions. Notwithstanding, we found that the tourist experience catalyzes revisit and recommendation intentions. However, tourists’ affection perception only nurtures their travel experience, but not for revisitation and recommendation. As such, this study sheds a new laser light on how tourists’ perceptions can influence future economic growth. The recommendations and suggestions on these findings are explained and can be an avenue for future research. Implications for entrepreneurs, policymakers, and the Asian business context are also presented.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright: CC BY-NC-ND 4.0
References
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Armington, C., & Acs, Z. J. (2002). The determinants of regional variation in new firm formation. Regional studies, 36(1), 33-45.
Artal-Tur. (2018).Culture and cultures in tourism. Anatolia, 29(2), 179-182.
Baggio, R., & Cooper, C. (2010). Knowledge transfer in a tourism destination: the effects of a network structure. The Service Industries Journal, 30(10), 1757-1771.
Baonoi, C., & Yodsuwan, P (2015). The design of handicraft product from palm leaf for consumer satisfaction and demand at tambon takaok, amper bantak, tak province. Journal of Academic and Research Rajabhat University, Special Issue, 110-118.
Barnes, S. J., Mattsson, J., & Sørensen, F. (2016). Remembered experiences and revisit intentions: A longitudinal study of safari park visitors. Tourism Management, 57, 286-294.
Boorstin, D. (1964). The image: A guide to pseudo-events in America. New York: Harper.
Chairatana, P. (2021). The image of historical tourism in the area of the Ayutthaya Historical Park affecting the decision to visit of Thai tourists in Phra Nakhon Si Ayutthaya. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(8), 2414-2419.
Chang, L. L., & Backman, K. F. (2016). An Investigation of Creative Tourists’ Experience and Revisit Intention. Tourism Travel and Research Association: Advancing Tourism Research Globally, 23, 1-10.
Cheablam, O., Shrestha, R. P., & Emphandhu, D. (2013). Does coral bleaching impact tourists’ revisitation? A case of Mu Ko Surin marine national park, Thailand. Journal of Food, Agriculture & Environment, 11(3&4), 2648-2654.
Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism Management, 40, 382-393.
Cohen, J. B., & Charles S. A. (1991). Affect and consumer behavior (pp. 188-240). In Thomas, S. R., & Harold, H. K. (Eds.). Handbook of consumer behavior. Englewood Cliffs, NJ: PrenticeHall.
Cole, S. T., & Scott, D. (2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16(1), 79-90.
Coudounaris, D. N., & Sthapit, E. (2017). Antecedents of memorable tourism experience related to behavioral intentions. Psychology & Marketing, 34(12), 1084-1093.
Del Bosque, I. R., & San Martín, H. (2008). Tourist satisfaction a cognitive-affective model. Annals of tourism research, 35(2), 551-573.
Erawan, T., Krairit, D., & Ba Khang, D. (2011). Tourists' external information search behavior model: The case of Thailand. Journal of Modelling in Management, 6(3), 297-316.
Eusébio, C., & Vieira, A. L. (2011). Destination attributes’ evaluation, satisfaction and behavioural intentions: A structural modelling approach. International Journal of Tourism Research, 15(1), 66-80.
Gohary, A., Pourazizi, L., Madani, F., & Chan, E. Y. (2020). Examining Iranian tourists’ memorable experiences on destination satisfaction and behavioral intentions. Current Issues in Tourism, 23(2), 131-136.
Goodman, K., & K. Bennett, J. (2014). Modeling the serial position effect (pp.164-171). In Proceedings of the International Joint Conference on Biomedical Engineering Systems and Technologies. Angers, France: ESEO
Grappi, S., & Montanari, F. (2011). The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival. Tourism management, 32(5), 1128-1140.
Gretzel, U., Fesenmaier, D. R., Formica, S., & O′Leary, J. T. (2006). Searching for the future: Challenges faced by destination marketing organisations. Journal of Travel Research, 45(2), 116-126.
Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism management, 33(6), 1483-1492.
Han, H., & Back, K. J. (2007). Assessing customers’ emotional experiences influencing their satisfaction in the lodging industry. Journal of Travel & Tourism Marketing, 23(1), 43-56.
Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53-60.
Hosany, S., Prayag, G., Deesilatham, S., Cauševic, S., & Odeh, K. (2015). Measuring Tourists’ Emotional Experiences: Further Validation of the Destination Emotion Scale. Journal of Travel Research, 54(4), 484-495.
Hosany, S., Prayag, G., Van Der Veen, R., Huang, S., & Deesilatham, S. (2017). Mediating effects of place attachment and satisfaction on the relationship between tourists’ emotions and intention to recommend. Journal of Travel Research, 56(8), 1079-1093.
Hosany, S., Prayag. 2013. Patterns of Tourists’ Emotional Responses, Satisfaction, and Intention to Recommend. Journal of Business Research, 66(6), 730-37.
Hsu, S. Y., Dehuang, N., & Woodside, A. G. (2009). Storytelling research of consumers’ self-reports of urban tourism experiences in China. Journal of business research, 62(12), 1223-1254.
Huang, S., & Hsu, C. H. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of travel research, 48(1), 29-44.
Hughes, H. L. (2002). Culture and tourism: a framework for further analysis. Managing Leisure, 7(3), 164-175.
Hui, T. K., Wan, D., & Ho, A. (2007). Tourists’ satisfaction, recommendation and revisiting Singapore. Tourism management, 28(4), 965-975.
Hung, W. L., Lee, Y. J., & Huang, P. H. (2016). Creative experiences, memorability and revisit intention in creative tourism. Current Issues in Tourism, 19(8), 763-770.
Janssens, W., De Pelsmacker, P., Wijnen, K., & Van Kenhove, P. (2008). Marketing research with SPSS. Harlow, England; New York: Pearson Education.
Jeong, Y., Kim, S. K., & Yu, J. G. (2019). Determinants of behavioral intentions in the context of sport tourism with the aim of sustaining sporting destinations. Sustainability, 11(11), 3073.
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.
Kim, J. H., Ritchie, J. R. B., & Tung, V. W. S. (2010). The effect of memorable experience on behavioral intentions in tourism: A structural equation modeling approach. Tourism Analysis, 15(6), 637-648.
Kim, J. H., Wang, Y., & Song, H. (2021). Understanding the causes of negative tourism experiences. Current issues in tourism, 24(3), 304-320.
Loureiro S. M. C. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International Journal of Hospitality Management, 40, 1-9.
Marschall, S. (2012). Tourism and memory. Annals of Tourism Research, 39(4), 2216-2219.
McDowall, S., & Ma, E. (2010). An analysis of tourists’ evaluation of Bangkok’s performance, their satisfaction, and destination loyalty: Comparing international versus domestic Thai tourists. Journal of Quality Assurance in Hospitality & Tourism, 11(4), 260-282.
Min, K. S., Martin, D., & Jung, J. M. (2013). Designing advertising campaigns for destinations with mixed images: Using visitor campaign goal messages to motivate visitors. Journal of Business Research, 66(6), 759-764.
Moscovici, S. (1963). Attitudes and opinions. Annual review of psychology, 14(1), 231-260.
Panwanitdumrong, K., & Chen, C. L. (2021). Investigating factors influencing tourists’ environmentally responsible behavior with extended theory of planned behavior for coastal tourism in Thailand. Marine Pollution Bulletin, 169, 112507.
Papadimitriou, D., Apostolopoulou, A., & Kaplanidou, K. (2015). Destination personality, affective image, and behavioral intentions in domestic urban tourism. Journal of Travel Research, 54(3), 302-315.
Patwary, A. K., & Rashid, B. (2016). The impacts of hospitality services on visit experience and future visit intention of student travelers. International Journal of Business and Technopreneurship, 6(8), 107-125.
Petsut, N., & Kulabtong, S. (2015). Field survey of freshwater fishes in Upper Wang River, North Thailand. Biodiversity Journal, 6(2), 513-516.
Pine II, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
Prompanyo, M., & Serirat, S. (2015). The Effect of Destinations Sustainability, Motivation and Attitude on Tourism Behavior at Monasteries in Ayutthaya District. Journal of Thai Hospitality and Tourism, 10(1), 43-58.
Pujiastuti, E., Utomo, H., & Novamayanti, R. (2020). Millennial tourists and revisit intention. Management Science Letters, 10(12), 2889-2896.
Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism management, 32(3), 465-476.
Quintal, V. A., & Polczynski, A. (2010). Factors influencing tourists' revisit intentions. Asia Pacific Journal of Marketing and Logistics, 22(4), 554-578.
Rojek, C. (2005). Leisure theory. Principles and Practice. New York: Palgrave Macmillan
Ryan, C., & Cave, J. (2005). Structuring destination image: A qualitative approach. Journal of Travel Research, 44(2), 143-150.
Santos, L. D., & Varejão, J. (2007). Employment, pay and discrimination in the tourism industry. Tourism Economics, 13(2), 225-240.
Schmitt, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brand. New York: The Free Press.
Sharma, P., & Nayak, J. K. (2018). Testing the role of tourists’ emotional experiences in predicting destination image, satisfaction, and behavioral intentions: A case of wellness tourism. Tourism Management Perspectives, 28, 41-52.
Smith, S. (2015). A sense of place: Place, culture and tourism. Tourism Recreation Research, 40(2), 220-233.
Sönmez, S. F., & Graefe, A. R. (1998). Determining future travel behavior from past travel experience and perceptions of risk and safety. Journal of travel research, 37(2), 171-177.
Taherdoost, H. (2016). Sampling methods in research methodology: How to choose a sampling technique for research. International Journal of Academic Research in Management (IJARM), 5(2), 28-36.
Tolkach, D., Chon, K. K., & Xiao, H. (2016). Asia Pacific tourism trends: Is the future ours to see? Asia Pacific Journal of Tourism Research, 21(10), 1071-1084.
Tung, V. W. S., & Ritchie, J. B. (2011). Exploring the essence of memorable tourism experiences. Annals of tourism research, 38(4), 1367-1386.
Van der Ark, L. A., & Richards, G. (2006). Attractiveness of cultural activities in European cities: A latent class approach. Tourism Management, 27(6), 1408-1413.
Wang, C. Y., & Hsu, M. K. (2010). The relationships of destination image, satisfaction, and behavioral intentions: An integrated model. Journal of Travel & Tourism Marketing, 27(8), 829-843.
Wannamakok, W., Sissokho, O., & Gates, T. G. (2020). Human rights and education for Gambian young women during COVID-19: Recommendations for social policy and practice. International Social Work, 63(6), 825-829.
Whang, H., Yong, S., & Ko, E. (2016). Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists. Journal of Business Research, 69(2), 631-641.
Whyte, B., Hood, T., & White, B. P. (2012). Cultural and heritage tourism: A handbook for community champions. Canada: Federal Provincial Territorial Ministers of Culture and Heritage.
Williams, D. R., & Vaske, J. J. (2003). The measurement of place attachment: Validity and generalizability of a psychometric approach. Forest science, 49(6), 830-840.
Won-In, K., & Singtuen, V. (2018). Geoheritage Conservation for Sustainable Geotourism in Petrified Wood Forest Park, Tak Province, Thailand. The Turkish Online Journal of Design, Art and Communication, Special Edition, 1532, 1537.
Woosnam, K. M., Aleshinloye, K. D., & Maruyama, N. (2016). Solidarity at the Osun Osogbo Sacred Grove-A UNESCO world heritage site. Tourism Planning & Development, 13(3), 274-291.
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism management, 26(1), 45-56.
Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of destination marketing & management, 8, 326-336.
Zhang, L., & Zhang, J. (2018). Perception of small tourism enterprises in Lao PDR regarding social sustainability under the influence of social network. Tourism Management, 69, 109-120.
Zwane, F. N., Du Plessis, L., & Slabbert, E. (2014). Analysing employers’ expectations of employee skills in the South African tourism industry. SA Journal of Human Resource Management, 12(1), 1-9.