A Study of Effects of European Tourists’ Satisfaction on Destination Loyalty in Phuket

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Published: Jan 26, 2017
Keywords:
tourist satisfaction destination loyalty European tourist Phuket

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Aswin Sangpikul

Abstract

The European travelers market is one of the important international tourist markets to Phuket. However, little is known on their intention to revisit Phuket. Destination loyalty is an important marketing factor in sustaining the destination attractiveness. It is necessary for tourism managers to understand the relationship between tourist destination and destination loyalty to develop proper plans or strategies to attract more repeat tourists to the destination. Thus, this study has an objective to investigate an effect of European tourists’ satisfaction on destination loyalty in Phuket. Data were collected from 225 European tourists through the convenience sampling, and were analyzed by the multiple regression analysis. The findings revealed that tourist satisfaction on natural environment, local culture, and safety were found to affect tourists’ destination loyalty. Recommendations for Phuket’s tourism industry are addressed.

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How to Cite
Sangpikul, A. (2017). A Study of Effects of European Tourists’ Satisfaction on Destination Loyalty in Phuket. WMS Journal of Management, 6(1), 73–83. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/75800
Issue
Vol. 6 No. 1 (2017): January - April 2017
Section
Research Articles-Academic Articles
Author Biography

Aswin Sangpikul

Faculty of Tourism and Hotel Studies, Dhurakij Pundit University

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