The Effects of Travel Motivation, Satisfaction, and Attitude on Revisit Intention: A Case Study of East Asian Tourists in Thailand

Abstract

The purpose of this study is to identify tourists revisit intention in the context of East Asian travelers who travel to Thailand as a destination. The study investigates the effects of travel motivation, satisfaction, and attitude toward East Asian tourists’ revisit intention by using convenience sampling method. The questionnaire has been implemented in two languages; English and Chinese, and the data were collected from the respondents around the departure zone at international airport of Thailand; Suvarnabhumi airport, and the airport rail link from the Makkasan station to Suvarnabhumi airport, including several attractions in Thailand. There were totally 308 East Asian respondents and the hypotheses were analyzed through the Pearson Correlation and Independent sample t-test. The results indicated that travel motivation, satisfaction, and attitude create an impact on revisit intention, and the satisfaction is the most significant factor that drives tourists to return to Thailand. Regarding to the travel motivation, “novelty” is the most influenced factor toward Thailand revisit intention. Moreover, according to the differences of travel motivation among first time and repeat visitors, “shopping” and “relaxation” are more powerful to drive revisit intention among repeat visitor than the first time visitor. This research could generate new academic knowledge, and develop a new design theory in applying variables by using travel motivation factors, tourists’ satisfaction, and attitude, to explain revisit intention. In business purpose, this study would benefit to Thailand tourism industry, since it contributes the useful information and knowledge of factor dives tourists return to Thailand which could enhance developing new strategy to sustain Thailand tourism.