The development tourist’s cognitive – affective indicators of destination image of entertainment places; a case study of Pattaya Chonburi Province

Abstract

The purpose of this research focuses to development tourist’s cognitive-affective indicator of destination image of entertainment places, a case study of Pattaya city, Chonburi, Thailand. And research objective to seek and encounter the development cognitive and effective indicators of tourist’s destination images of entertainment places of Walking Street at Pattaya city in Chonburi province. The researchers surveyed the population of 400 respondents. The respondents were foreign tourists traveling to Pattaya Walking Street during 1 - 28 February2019. Descriptive through the SPSS program with statistical significance at the level of 0.05 and confirmatory factor analysis through the SPSS for AMOS program. The research found that foreigner are aware of cognitive image of entertainment at Pattaya Walking Street through confirmation of the structural validity of the 7 factors, including 1) the destination atmosphere 2) the destination environment 3) access and location 4) activities 5) Service 6) Facilities 7) Price and Value. And affective image is 1) astonishing 2) eased. It is obvious that the awareness and feelings towards the tourist destination are positive. Shows that foreigner are satisfied with the image of Pattaya's nightlife Chonburi province.