Main Article Content
As economic impacts of honeymoon tourism are substantial, this study employed stimulus-organism-response (SOR) theory to scholarly expand the knowledge of revisit intention of domestic honeymoon couples traveled to Phuket with the aim to examine the direct and indirect impacts of perceived value (PV), travel experience (TE), destination attributes (DA), and destination image (DI) on tourist satisfaction (TS), which consequently influence their revisit intention (RI). Based on an exploratory sequential mixed method design approach, the data collection was performed through 26 in-depth interviews and questionnaire survey (n = 468). The structural equation modeling technique was employed to examine the causal relationships among the latent variables and to test the hypotheses.
Destination image, travel experience, perceived value (money), and perceived value (quality) of the domestic honeymoon couples were found to significantly affect tourist satisfaction which further influenced revisit intention. Surprisingly, a factor of destination attributes had no effect on tourist satisfaction; however, destination attributes still had a significant positive effect on revisit intention. This study contributes to academic insight of the honeymoon tourism and augments literature in this topic as well as advises the practitioners in hospitality and tourism in Phuket to appropriately prioritize in practice.
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