Antecedents of Willingness to Recommend and Revisit Intention among International Golf Tourists in Thailand
Article Sidebar
Main Article Content
Abstract
This research aims to: 1) develop a causal relationship model of the antecedents of willingness to recommend and revisit intention among international golf tourists in Thailand, and 2) validate the consistency of this causal relationship model with empirical data. The study sampled 556 international tourists who traveled to play golf in Thailand, recruited through quota sampling methodology. Questionnaires were used as the primary instrument for data collection. The data analysis employed descriptive statistics (including frequency distribution, percentages, means, and standard deviations) and inferential statistics (specifically structural equation modeling). The empirical investigation revealed several significant findings: 1.1) Golf course accessibility, golf course management, perceived value, and country image had positive influences on memorable experiences at a statistical significance level of .01; 1.2) These factors mentioned above, together with memorable experiences, demonstrated statistically significant positive influences on golfer satisfaction at the .01 level; 1.3) Furthermore, both memorable experiences and golfer satisfaction exhibited statistically significant positive effects on willingness to recommend at the .01 level; 1.4) In a similar vein, memorable experiences and golfer satisfaction showed statistically significant positive impacts on revisit intention for golf-related purposes at the .01 level; and 2) The causal relationship model of the antecedents of willingness to recommend and revisit intention for golf was consistent with the empirical data. The key fit indices met their respective criteria: χ²/df = 1.081 (< 2), p = 0.098 (> .05), RMSEA = 0.012 (< 0.05), CFI = 0.998 (> 0.9), TLI = 0.996 (> 0.9), and SRMR = 0.026 (< 0.05).
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Acharya, S., Mekker, M., & De Vos, J. (2023). Linking travel behavior and tourism literature: Investigating the impacts of travel satisfaction on destination satisfaction and revisit intention. Transportation Research Interdisciplinary Perspectives, 17, 100745. https://doi.org/10.1016/j.trip.2022.100745
Alex, C. (2024). Influence of service quality on customer loyalty in Luxury Hotel Chains in Tanzania. Journal of Hospitality and Tourism, 4(2), 12-22. DOI:10.47672/jht.1981
Arli, D., Pekerti, A. A., Kusumansondjaja, S., & Sendjaya, S. (2023). The mediating effect of sociocultural adaptation and cultural intelligence on citizens and migrants: Impact on perceptions of country images. International Journal of Intercultural Relations, 92, 101728. https://doi.org/10.1016/j.ijintrel.2022.10.004
Arora, P., & Banerji, R. (2024). The impact of digital banking service quality on customer loyalty: An interplay between customer experience and customer satisfaction. Asian Economic and Financial Review, 14(9), 712-733. DOI:10.55493/5002.v14i9.5199
Bhandari, H., Mittal, A., & Arora, M. (2024). Influence of memorable tourism experience on attitude towards pilgrimage: A moderated-mediation model with memorable religious experience and religiosity. Journal of Hospitality and Tourism Insights, 7(2), 1111-1129. DOI:10.1108/jhti-11-2023-0848
Burhanudin, B., Windy, R. R., & Bokhari, S. M. H. (2023). How customer engagement leads to word-of-mouth and continuance intention? the mediating role of satisfaction. JMK (Jurnal Manajemen Dan Kewirausahaan), 8(3), 166. DOI:10.32503/jmk.v8i3.4071
Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., … & Elsaied, M. A. (2023). Power of social media marketing: how perceived value mediates the impact on restaurant followers’ purchase intention, willingness to pay a premium price, and E-WoM?. Sustainability, 15(6), 5331. https://doi.org/10.3390/su15065331
Chen, K.-H., Huang, L., & Ye, Y. (2023). Research on the relationship between wellness tourism experience scape and revisit intention: a chain mediation model. International Journal of Contemporary Hospitality Management, 35(3), 893-918. DOI:10.1108/IJCHM-01-2022-0050
Chen, X., Cheng, Z.-f., & Kim, G.-B. (2020). Make It Memorable: Tourism experience, fun, recommendation and revisit intentions of Chinese outbound tourists. Sustainability, 12(5), 1904. https://doi.org/10.3390/su12051904
Emuy, E. V., Alvar, R., P. Diane Culipapa, C., & Gadjamel, I. D. (2024). Tourist satisfaction and destination loyalty on beach resorts. International Journal of Tourism and Hotel Management, 6(1), 8-11. DOI: 10.22271/27069583.2024.v6.i1a.80
Girard, P. (2024). Effect of experiential marketing on customer engagement and loyalty in the tourism sector in France. International Journal of Strategic Marketing Practice, 6(1), 35-46. DOI:10.47604/ijsmp.2456
Guo, H., Chen, C.-T., Khan, A., Lin, Y.-C., Tsao, C.-C., & Chen, S.-C. (2024). Extending Dramaturgical theory to evaluate revisit intention of international tourism: A Scenario of COVID-19 Tourism Recovery. Journal of Infrastructure Policy and Development, 8(5), 3071. DOI:10.24294/jipd.v8i5.3071
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate data analysis (8th ed.). Cengage.
Huang, M.-L., Li, Y.-M., Ho, P.-T., & Huang, H.-C. (2024). A study on the impact of cruise tourism experience on satisfaction, revisit behavior, and consumer spending behavior. Advances in Management & Applied Economics, 14(6), 1-18. DOI:10.47260/amae/1461
Huddin, M. N., Kurnia, D., Deviyantoro, D., & Nafiudin, N. (2024). The relationship between customer experience, customer satisfaction, customer trust, and customer loyalty in tourism destination. Diponegoro International Journal of Business, 6(2), 142-154. DOI:10.14710/dijb.6.2.2023.142-154
Izzularab, A. M., Radwan, F., Gad, R., & Björk, P. (2023). The mediating role of investment image in the effect of country image on investment intention: an empirical study on Egypt. Review of International Business and Strategy, 33(3), 493-516. DOI:10.1108/RIBS-06-2021-0082
Jaitip, C., & Sawang, S. (2024). The antecedents of positive word of mouth and revisit intention of Thai tourists traveling to ecotourism attractions in Thailand. Rajapark Journal, 18(60), 104-127. https://so05.tci-thaijo.org/index.php/RJPJ/article/view/273305
Jeong, Y. (2024). Understanding golf tourists' memorable tourism experiences emphasizing the double mediating effects and moderating effects: the case of East Asia. Asia Pacific Journal of Marketing and Logistics, 36(1), 206-223.
Jirapanakorn, S., Wongsuwanphon, S., Jongcherdchootrakul, K., Thitichai, P., Yeesoonsang, S., & Jiraphongsa, C. (2024). An investigation of food poisoning outbreak among meeting attendees in Pattaya City, Thailand, following post-pandemic kitchen reopening, August 2022. Outbreak Surveillance Investigation & Response (Osir) Journal, 17(2), 70-77. DOI:10.59096/osir.v17i2.268235
Jitpeera, C., Wongsanuphat, S., Thammawijaya, P., Sonthichai, C., Iamsirithaworn, S., & McNabb, S. J. N. (2023). Impact of COVID-19 vaccination rates and public measures on case rates at the provincial level, Thailand, 2021: spatial panel model analyses. Tropical Medicine and Infectious Disease, 8(6), 311. DOI:10.3390/tropicalmed8060311
Kang, J., Kwun, D. J., & Hahm, J. J. (2022). Investigating the effect of alternative golf experience on traditional golf: an integrated framework of perceived value, satisfaction, and involvement. International Journal of Contemporary Hospitality Management, 34(11), 4266-4287. DOI:10.1108/IJCHM-10-2021-1231
Khemthong, S., Luenam, P., Frank, T. D., & Ingsrisawang, L. (2024). Identifying the determinants of tourism receipts of Thailand and relevant determinant-determinant interactions. PLoS One, 19(8), e0308153. https://doi.org/10.1371/journal.pone.0308153
Kornsuphkit, T., Photchanachan, S., Charoernpornpanichkul, K., Shoosanuk, C., & Shoosanuk, A. (2024). Antecedents of revisit intention of Thai cultural tourist in Thailand. Journal of Environmental Management and Tourism, 15(1), 129-143. https://doi.org/10.14505/jemt.v15.1(73).11
León-Quismondo, J., Bonal, J., Burillo, P., & Fernández-Luna, Á. (2023). How can we improve running events? the IPA4RE questionnaire and its potential impact on the experience of runners. International Journal of Environmental Research and Public Health, 20(3), 1703. https://doi.org/10.3390/ijerph20031703
Lutecia, E., & Suryadi, K. (2024). Analysis of factors which affect cafe customer loyalty post COVID-19 pandemic using structural equation modeling. Action Research Literate, 8(4), 707-715. DOI:10.46799/arl.v8i4.294
Macías, R., Bonal, J. R., Baragaño, I. I., León-Quismondo, J., Herráiz, M., Ortega, M. L., … & Luna, Á. F. (2024). Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure. Retos, 52, 154-163. DOI:10.47197/retos.v52.101596
Macpherson, K., Cooper, K., Harbour, J., Mahal, D., Miller, C., & Nairn, M. (2022). Experiences of living with long COVID and of accessing healthcare services: a qualitative systematic review. BMJ open, 12(1), e050979. https://doi.org/10.1136/bmjopen-2021-050979
Mattayakorna, K., & Sudhinont, J. (2023). A causal relationship model of factors affecting tourist loyalty to sports tourism in Thailand. Kasetsart Journal of Social Sciences, 44(1), 115-122. DOI:10.34044/j.kjss.2023.44.1.12
Mbatha, L. (2024). Influence of social media marketing on customer loyalty in luxury hotels in South Africa. Journal of Hospitality and Tourism, 4(3), 33-45. DOI:10.47672/jht.2492
Mbira, C. (2024). Effect of destination image on tourist satisfaction and destination loyalty: a study of ecotourism destinations in Uganda. Journal of Hospitality and Tourism, 4(1), 35-45. DOI:10.47672/jht.1977
Mohd Ali, A. J., Zahari, M. S. M., Bashir, M. A. r. A., & Hanafiah, M. H. (2024). A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: A perceptual experience of Malaysian golfers. International Journal of Sports Marketing and Sponsorship, 25(1), 125-141. DOI:10.1108/IJSMS-07-2023-0146
Moliner-Tena, M. A., Monferrer-Tirado, D., Estrada-Guillen, M., & Vidal-Meliá, L. (2023). Memorable customer experiences and autobiographical memories: From service experience to word of mouth. Journal of Retailing and Consumer Services, 72, 103290. https://doi.org/10.1016/j.jretconser.2023.103290
Nawi, N. C., Al Mamun, A., Ramlee, S. I. F., Nasir, W. M. N. W. M., Radzi, M. S. N. M., & Rahman, A. A. A. (2023). Determinants of electronic word of mouth and the mediating effect of brand image among airline customers in Malaysia. Paper presented at the Impact of Artificial Intelligence, and the Fourth Industrial Revolution on Business Success, Cham.
Nguyen, H. V., Vu, T. D., Saleem, M., & Yaseen, A. (2024). The influence of service quality on student satisfaction and student loyalty in Vietnam: the moderating role of the university image. Journal of Trade Science, 12(1), 37-59. DOI:10.1108/jts-12-2023-0032
Ouyang, L., Zhang, S., Zhu, S., Liu, Z., & Li, J. (2024). Digital technology in tourism dance performance: exploring the influence of tourists’ flow experience and meaningful experience on revisit intention. IEEE Access, 12, 46347-46361. DOI:10.1109/access.2024.3382291
Ozilhan Ozbey, D., Coskun Degirmen, G., Berk, O. N., Sardagi, E., Celep, E., Koc, D., & Gozen, E. (2024). Green core competencies, green process innovation, and firm performance: the moderating role of sustainability consciousness, a mixed method study on golf hotels. Sustainability, 16(10), 4181. DOI:10.3390/su16104181
Potjanajaruwit, P., Klaysung, S., & Sukavejworakit, K. (2024). Business partnerships, personnel competency, and marketing strategies influencing the success of tourism business operations in Thailand. Geojournal of Tourism and Geosites, 52(1), 203-211. DOI:10.30892/gtg.52119-1196
Rahmawati, Z. R., Kusumawati, A., & Sunarti. (2024). The relationship of destination attributes, memorable tourism experiences, satisfaction, and revisit intention. KnE Social Sciences, 441–452. DOI:10.18502/kss.v9i11.15820
Rasoolimanesh, S. M., Iranmanesh, M., Seyfi, S., Ari Ragavan, N., & Jaafar, M. (2023). Effects of perceived value on satisfaction and revisit intention: domestic vs. international tourists. Journal of Vacation Marketing, 29(2), 222-241. https://doi.org/10.1177/13567667221086326
Rasoolimanesh, S. M., Seyfi, S., Rather, R. A., & Hall, C. M. (2022). Investigating the mediating role of visitor satisfaction in the relationship between memorable tourism experiences and behavioral intentions in heritage tourism context. Tourism Review, 77(2), 687-709. DOI:10.1108/TR-02-2021-0086
Reitsamer, B. F., Stokburger-Sauer, N. E., & Kuhnle, J. S. (2024). How and when effective customer journeys drive brand loyalty: the role of consumer-brand identification. Journal of Service Management, 35(6), 109-135. DOI:10.1108/josm-08-2023-0374
Samara, E., Ulum, I., & Juliati, R. (2023). Destination image as mediation: factors affecting customer satisfaction in the NATUNA food industry. Business Innovation Management and Entrepreneurship Journal, 2(2), 77-89. DOI:10.22219/bimantara.v2i02.27963
Snelgrove, R., & Selvaratnam, V. (2023). Digital Transformations in Youth Sport. In The Routledge Handbook of Digital Sport Management (pp. 52-61). Routledge.
Suban, S. A. (2024). Visitor’s emotional experience in predicting destination image, satisfaction and intention to revisit: a spa tourism perspective. International Hospitality Review. DOI:10.1108/IHR-05-2023-0032
Supriyanto, B., & Dahlan, K. S. S. (2024). The impact of brand image and service quality on customer loyalty, with customer satisfaction as a mediator. International Journal of Social Service and Research, 4(1), 290-297. DOI:10.46799/ijssr.v4i01.709
Suryawan, R. F., Soehaditama, J. P., Prihanto, Y. J. N., Muliyati, M., & Sjarifudin, D. (2024). Literature review: company value in providing trust to customer loyalty. East Asian Journal of Multidisciplinary Research, 2(12), 5223-5234. DOI:10.55927/eajmr.v2i12.7566
Susanto, E. F., & Pandjaitan, D. R. H. (2024). The effect of trust on customer loyalty through customer satisfaction. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 203-210. https://doi.org/10.37641/jimkes.v12i1.2404
Tan, T. H., & Lee, W. C. (2023). Life satisfaction and perceived and objective neighborhood environments in a green-accredited township: Quantile regression approach. Cities, 134, 104196. https://doi.org/10.1016/j.cities.2023.104196
Thaweephon, T. (2013). The successful factors model of public golf course management in Thailand[Doctoral Dissertation, Sripatum University].
Torres, E., Kizildag, M., & Lee, J. (2024). The quest for delightful experiences and profitable enterprises: how customer delight impacts financial performance. Journal of Service Theory and Practice, 34(5), 738-764. DOI:10.1108/jstp-04-2023-0112
Tripadvisor. (2024). Golf courses in Thailand. https://th.tripadvisor.com/Attractions-g293915-Activities-c61-t60-a_sort.TRAVELER__5F__FAVORITE__5F__V2-Thailand.html
Unguren, E., Tekin, Ö., & Bayirli, M. (2021). Exploring the effect of push and pull motivation factors on destination satisfaction: an empirical evidence from amenity migration perspectives. European Journal of Tourism Research, 28, 2811-2811. https://doi.org/10.54055/ejtr.v28i.1946
Utami, S. Y. R., Yulianto, E., & Nugroho, L. I. F. A. (2024). Beyond convenience: understanding e-service quality role in fostering e-customer satisfaction and loyalty. Jurnal Manajemen, 28(2), 341-364. DOI:10.24912/jm.v28i2.1956
Uula, M. M., Maulida, S., & Rusydiana, A. S. (2024). Tourism sector development and economic growth in OIC countries. Halal Tourism and Pilgrimage, 3(1), 1-13. DOI:10.58968/htp.v3i1.343
Wang, X., Zheng, J., Tang, L., & Luo, Y. (2023). Recommend or not? The influence of emotions on passengers’ intention of airline recommendation during COVID-19. Tourism Management, 95, 104675. https://doi.org/10.1016/j.tourman.2022.104675
Wongcharoenkul, S., & Suntrayuth, S. (2023). Tourism service management and senior foreign travelers’s behavior in Thailand. Rajabhat Chiang Mai Research Journal, 24(1), 52-71. DOI:10.57260/rcmrj.2023.260674
Yang, X., & Zhang, L. (2022). Smart tourism technologies towards memorable experiences for museum visitors. Tourism Review, 77(4), 1009-1023. https://doi.org/10.1108/TR-02-2022-0060
Zatori, A., Smith, M. K., & Puczko, L. (2018). Experience-involvement, memorability and authenticity: The service provider's effect on tourist experience. Tourism Management, 67, 111-126. https://doi.org/10.1016/j.tourman.2017.12.013
Zhang, T., Chen, J., & Hu, B. (2019). Authenticity, quality, and loyalty: local food and sustainable tourism experience. Sustainability, 11(12), 3437. https://www.mdpi.com/2071-1050/11/12/3437