A RELATIONSHIP BETWEEN TRAVEL EXPERIENCE AND TOURIST SATISFACTION: A CASE STUDY OF ASIAN TOURISTS VISITING PHUKET, THAILAND
Keywords:
Travel Experience, Tourist Satisfaction, Asian Tourists, Phuket, ThailandAbstract
The Asian tourist market is one of the important segments for Phuket’s tourism industry due to its increasing arrivals and re-visitation. However, fewer studies have examined this segment pertaining to their travel experience and tourist satisfaction in visiting Phuket. Understanding their relationship may help local authorities develop more appropriate tourism strategies to attract the target tourists. This study, therefore, has an objective to examine the influence of travel experience on tourist satisfaction in visiting Phuket. A total of 232 questionnaires were collected through a convenience sampling, and the data were analyzed using the multiple regression analysis. The findings revealed that travel experience had a positive influence on tourist satisfaction. In particular, travel experience with beaches, local hospitality, and valued destination were found to have the significant influence on tourist satisfaction. Recommendations to promote Phuket’s tourism are discussed.
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