UNDERSTANDING THAILAND’S TOURISM THROUGH THE 4A’S: HOW TOURISM COMPONENTS SHAPE IMAGE AND TOURIST SATISFACTION
DOI:
https://doi.org/10.60101/gbafr.2026.284753Keywords:
Tourism components, Destination image, Tourist satisfaction, Consumer behavior, Thailand tourismAbstract
Purpose – This study aims to examine the relationships among tourism components, destination image, and tourist satisfaction in Thailand from a nationwide perspective. It focuses on four core destination components—attractions, accessibility, amenities, and ancillary services—to identify which elements most strongly enhance destination image and contribute to tourist satisfaction.
Methodology – Data were collected through an online questionnaire from tourists who had recently visited Thailand. Structural model analysis was employed to examine the interactions among tourism components, destination image, and tourist satisfaction. The study used responses from a diverse group of visitors across Thailand rather than focusing on a single city or event, allowing for a broader understanding of the national tourism context.
Results – The findings reveal that although attractions remain an important element of tourism, amenities and ancillary services have the strongest influence on destination image. Destination image, in turn, positively contributes to tourist satisfaction. These results highlight the importance of combining tangible destination features, such as facilities and infrastructure, with intangible aspects related to convenience, comfort, and service experience.
Originality/Value – The originality of this study lies in its nationwide scope and its contribution to understanding tourist behavior as a form of consumer decision-making. The findings provide useful insights for tourism authorities and industry stakeholders in enhancing destination competitiveness, strengthening destination image, improving visitor satisfaction, and supporting sustainable tourism development in Thailand.
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