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

Main Article Content

Aswin Sangpikul


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.


Download data is not yet available.

Article Details

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
Research Articles-Academic Articles
Author Biography

Aswin Sangpikul

Faculty of Tourism and Hotel Studies, Dhurakij Pundit University


Alegra, J. & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research. 37(1), 52-73.

Bolton, R. & Lemon, K. (1999). A dynamic model of customers’ usage of services: Usage of an antecedent and consequence of satisfaction. Journal of Marketing Research. 36(2), 171-186.

Chi, C. & Qu, H. (2008). Examining the structural relationships of destination image, tourists, satisfaction and destination loyalty: An integrated approach. Tourism Management. 29. 624-636.

Chen, J. & Gursoy, D. (2001). An investigation of tourists’ destination loyalty and Preferences. International Journal of Contemporary Hospitality Management. 13(2), 79 – 85.

Department of Tourism. (2014). Internal Tourism 2014. Retrieved March 20, 2015 from http://www.tourism.go.th/home/details/11/221/24333

Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing. 56, 6-21.

Hair J, Anderson R, Tatham R, Black W. 2006. Multivariate Data Analysis (6thed.). New York: Prentice-Hall International.

Heung, V. and Cheng, E. (2000). Assessing Tourists’ Satisfaction with Shopping in the Hong Kong Special Administrative Region of China. Journal of Travel Research. 38, 396-404.

Hsu, C. (2003). Mature motor-coach travelers’ satisfaction: A preliminary step toward measurement development. Journal of Hospitality and Tourism Research. 20(10), 1-19.

Hsu, C., Killion, L., Brown, G., Gross, M., & Huang. S. (2008). Tourism marketing: An Asia-Pacific perspective. Milton, Qld: John Wiley & Sons Australia.

Kim, A.K. & Brown, G. (2012). Understanding the relationships between perceived travel experiences, overall satisfaction, and destination loyalty. Anatolia – An International Journal of Tourism and Hospitality Research. 23(3), 328-347.

Kaiser H. (1974). An Index of Factorial Simplicity. Psychologist. 39(2): 31-36.

Kozak, M. and Rimmington, M. (2000). Tourist Satisfaction with Mallorca, Spain, as an Off-Season Holiday Destination. Journal of Travel Research. 38, 260-269.

Kozak, M., Bigne, E., and Andreu, L. (2004). Satisfaction and destination loyalty: A comparison between non-repeat and repeat tourists. Journal of Quality Insurance in Hospitality and Tourism. 5(1), 43-59.

Lee, G. B. (2015, June 8). Local Counsel - Support clean-up Penang drive. The Sun Daily. Retrieved from http://www.thesundaily.my/ news/1452709

Marzuki, A. (2012). Local residents’ perceptions towards economic impacts of tourism development in Phuket. TOURISM. 60(2), 199 – 212

Mechinda, P., Serirat, S., & Gulid, N. (2009). An examination of tourists’ attitudinal and behavioral loyalty: Comparison between domestic and international tourists. Journal of Vacation Marketing. 15(2), 129-148.

Mohamad, M. & Ghani, N. (2014). The impact of tourist satisfaction on destination loyalty among European tourists visiting Malaysia. International Journal of Management Sciences. 2(8), 362-371.

Nurhayati, D. (2011, July 2). Movement to address acute waste problems in Bali launched. Jakrata Post. Retrieved from http://www.thejakartapost.com/news/2011/07/02/ movementaddress-acute-waste-problems-bali-launched.html-0

Panitcharemkit, D. (2013). Local creative tourism: A case study on Phuket. Journal of US-China Public Administration. 10(3), 303-309.

Polnyotee, M. & Thadaniti, S. (2014). The survey of factors influencing sustainable tourism at Patong beach, Phuket island, Thailand. Mediterranean Journal of Social Sciences. 5(9), 650-655.

Rahman, M K. (2014). Motivating factors of Islamic tourists’ destination loyalty: an empirical investigation in Malaysia. Journal of Tourism and Hospitality Management. 2(1), 63-77.

Reisinger, Y. & Turner, L.W. (2003). Cross-cultural behavior in tourism: Concepts and analysis. Oxford: Butterworth-Heinermann.

Thongkundam, P. & Promsivapallop, P. (2012). Australian and Russian tourists’ perception of Phuket’s destination image. Conference proccedding of the first Annual PSU Phuket International Conference. 10 January 2013. Prince of Songkla University, Phuket campus.

Toyama, M. & Yamada, Y. (2012). The relationships among tourist novelty, familiarity, satisfaction and destination loyalty: Beyond the novelty-familarity continuum. International Journal of Marketing Studies. 4(6), 10-18.

Valle, P. O., Silva, J. A., Mendes, J. & Guerreiro, M. (2006). Tourist satisfaction and destination loyalty intention: A structural and categorical analysis. International Journal of Business Science and Applied Management. 1(1), 25-44.

Williams, T., Sweeney, D., and Anderson, D. (2006). Contemporary Business Statistics. Thomson South-Western, USA.

Yoon, Y. and Uysal, M. (2005). An Examination of the Effects of Motivational and Satisfaction on Destination Loyalty: A Structural Model. Tourism Management. 26, 45-56.