Causal Relationships between Destination Image, Place Attachment, Overall Satisfaction, and Behavioral Intention of Western Tourists in Phuket

Abstract

Destination image significantly represents tourists’decision on destination. Moreover, it can also explain the understanding about tourists’ behavioral intention. This study aimed to examine the empirical evidence on the causal relationships among destination image, place attachment, overall satisfaction, and behavioral intention. The research was carried out using sample of 409 Western tourists in Phuket. The empirical model was structurally analyzed. The findings revealed that destination image directly influenced place attachment, overall satisfaction, and behavioral intention. Moreover, place attachment and overall satisfaction mediated the relationship between destination image and behavioral intention. The results suggest that destination image is an important factor to enhance tourists’ behavioral intention which could be applied for future policy development.