The role of cognitive and affective destination image to satisfaction and word-of-mouth among Eastern tourists
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Abstract
Image is an increasingly important are in tourists’ destination. The main purpose of this study is to develop an understanding of cognitive and affective destination image explain with satisfaction and word-of-mouth. Targeting Eastern tourists traveling in Phuket, survey data were collected in 396 completed questionnaires. Structural equation model analysis exposed that five of the six proposed hypotheses were supported from the model. Cognitive destination image had a direct impact on affective image. Both cognitive and affective destination images had positive influences on satisfaction, and in turn, satisfaction predicted word-of-mouth. Moreover, affective destination image had a direct effect on word-of-mouth. Although the cognitive destination image showed no direct association to word-of-mouth, the authors found that it had an indirect effect on word-of-mouth through affective destination image and satisfaction.
Article Details
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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