Factors Influencing the Intention of Thai Tourist Revisiting Phuket Province
Keywords:
People Characteristic, Destination Scenery, Destination Image, Tourist Experience, Intention to RevisitAbstract
This research aims to study factors influencing Thai tourists revisiting Phuket province. The notions used in this study consisted of people characteristics, destination scenery, destination image, tourist experiences of escapism, aesthetics, and entertainment. Samples of the study which were 280 Thai tourists who visited Phuket within the past year and intended to revisit Phuket again, were gathered by using purposive sampling method. Questionnaires were used as a tool for conducting research. The samples were purposively selected from a Facebook group with active members of 73,000 people exchanging travel experiences in Phuket. Findings of the research were achieved by analyzing standard statistics by using SPSS program and structural equation modeling by using partial least square structural equation model (PLS-SEM). Findings found that destination image, tourist experiences of escapism, and experiences of aesthetic affected decision to revisit Phuket of Thai tourists, however factor concerning people characteristics, destination scenery, and the tourist experiences of entertainment did not affect intention to revisit Phuket of Thai tourists. Recommendations provided in this research could be used in order to improve tourist attractions in Phuket.
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