The Effects of Destination Image on Revisiting Intention to East Asia of Thai Generation Y Independent Travelers

Main Article Content

Jutaluck Saipang
Wanlanai Saiprasert

Abstract

The objectives of this study were to 1) investigate the personal data and tourist behavior of Thai generation Y independent travelers in East Asia, and 2) examine the effect of destination image on revisiting intention to East Asia of Thai generation Y independent travelers. The data from 300 respondents was obtained by using the sample with the questionnaire as the research tool. Frequency and percentage were used to analyze the data. The exploratory factor analysis (EFA) was the statistics utilized to verify the hypothesis. The data was then analyzed using stepwise multiple regression analysis which was inferential statistics.  The research results regarding the effects of destination image on revisiting intention to East Asia of Thai generation Y independent travelers revealed that there were three factors that affected the intention to revisit in East Asia with the statistically significance at the 0.05 levels: 1) the social and cultural image 2) a reputation image, and 3) a relaxing image.

Downloads

Download data is not yet available.

Article Details

How to Cite
Saipang, J., & Saiprasert, W. . (2022). The Effects of Destination Image on Revisiting Intention to East Asia of Thai Generation Y Independent Travelers. Parichart Journal, Thaksin University, 35(4), 183–199. https://doi.org/10.55164/pactj.v35i4.254472
Section
บทความวิจัย (Research Articles)

References

World Travel & Tourism Council. (2019). The World Travel & Tourism Council (WTTC) represents the Travel & Tourism sector globally. https://wttcweb.on.uat.co/en-gb/.

UNWTO. (2020). Impact Assessment of the Covid-19 Outbreak on International Tourism. https://www.unwto.org/impact-assessment-of-the-covid-19-outbreak-on-international-tourism.

European Central Bank. (2020). Impact of the COVID-19 lockdown on trade in travel services. https://www.ecb.europa.eu/pub/economicbulletin/focus/2020/html/ecb.ebbox202004_01~d1a38decec.en.html.

UNWTO. (2019). International Tourism Highlights. https://www.e-unwto.org/doi/pdf/10.18111/9789284421152.

TAT Intelligence Center. (2562). Tourism Statistic and Tourism Expenditure by Outgoing Thai Travelers. https://intelligencecenter.tat. or.th/articles/or.th/articles/24451#. (In Thai)

Ye, M., & Calder, K. (2010). The Making of Northeast Asia. Stanford University Press.

Kasikorn Research Center. (2018). Economic and Tourism Outlook 2018. https://kasikornbank.com/internationalbusiness/en/Thailand/IndustryBusiness/Pages/201801_Thailand_TourismOutlook18.aspx.

Lerspipatthananon, W. (2018). Thai Gen Y People’ Travelling Behavior and Motivation Patterns. Dusit Thani College Journal, 12(Special Issue), 134-149. (In Thai)

Nielsen. (2017). Young and ready to travel: a look at millennial travelers. https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/nielsen-millennial-traveler-study-jan-2017.pdf.6.

Rezdy. (2018). Millennials: An In-depth Look into the Travel Segment. https://www.rezdy.com/blog/millennials-depth-look-travel-segment-infographic/.

YouGov. (2021). International Travel & Tourism Report 2021. https://www.aptservizi.com/wp-content/uploads/2021/07/YouGov-Global-Travel-Report-2021.pdf.

Leisen, B. (2001). Image Segmentation: the Case of Tourism Destination. Journal of Service Marketing, 15(1), 49-66.

Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122.

Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216-237.

Ramseook-Munhurrun, P., Seebaluck, N.V., & Naidoo, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: case of Mauritius. Procedia - Social and Behavioral Sciences, 175(2015), 252-259.

Huang, S., & Van der Veen, R. (2018). The moderation of gender and generation in the effects of perceived destination image on tourist attitude and visit intention: A study of potential Chinese visitors to Australia. Journal of Vacation Marketing, 25(3), 375–389.

Mohan, L. J. (2010). Effect of destination image on attendance at team sporting events. Tourism and Hospitality Research, 10(3), 157-170.

Assaker, G., Vinzi, V. E., & O’Connor, P. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear latent growth model. Tourism Management, 32(4), 890-901.

Becken, S., & Hay, J. E. (2007). Tourism and climate change: risks and opportunities. Channel View Publications.

Morrison, A. M. (2013). Marketing and managing tourism destinations. Routledge.

Laing, J., & Frost, W. (2014). Explorer travellers and adventure tourism. Channel View Publications.

Sereerat, S. (2003). New Marketing Management. Dharmasarn. (In Thai)

PrincetonOne. (2017). Understanding Generation Y, What you need to know about the Millennials. www.princetonone.com/news/PrincetonOne%20White%20Paper2.pdf

Iva, S., Dražen, A., & Sanja, D. (2019). Leisure travel behavior of generation Y & Z at the destination and post-purchase. E-Journal of Tourism, 6(2), 147-159.

Raunio, J. M. (2014). Understanding the Travel Behavior of Generation Y [Master’s thesis]. Mid Sweden University. https://www.diva-portal.org/smash/get/diva2:729149/FULLTEXT01.pdf

Ek-Iem, B., & Chaoprayoon, P. (2011). The Study of Travel Image Presentation Through Travel Media Guide: Pai, Mae Hong Son. Khon Kaen University Conference 2011, “The Future of Thai Rural Development: A Foundation for Sustainable Country Development (pp. 172-176). (In Thai)

Tsiotsou, R. H., & Goldsmith, R. E. (2012). Strategic marketing in tourism services. Emerald Group.

Wang, Y., & Pizam, A. (2011). Destination marketing and management: Theories and applications. CAB International.

Lee, B., Lee, C. K., & Lee, J. (2014). Dynamic nature of destination image and influence of tourist overall satisfaction on image modification. Journal of Travel Research, 53(2), 239-251.

Echtner, C. M., & Ritchie, J. R. B. (2003). The meaning and measurement of Destination image. The Journal of Tourism, 14(1), 37–48.

Beerli, A., & Martín, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-681.

Soonthonsmai, V. (2008). The image of the tourist attraction who determines. S&M Journal, 7(75), 120-121. (In Thai)

Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism management, 22(6), 607-616.

Kneesel, E., Baloglu, S., & Millar, M. (2010). Gaming Destination Images: Implications for Branding. Journal of Travel Research, 49(1), 68 – 78.

Song, H., Kim, K., & Yim, B. H. (2017). The mediating effect of place attachment on the relationship between golf tourism destination image and revisit intention. Asia Pacific Journal of Tourism Research, 22(11), 1182-1193.

Sharma, P., & Nayak, J. K. (2018). Testing the role of tourists’ emotional experiences in predicting destination image, satisfaction, and behavioral intentions: a case of wellness tourism. Tourism Management Perspectives, 28, 41-52.

Newman, A. (2014). GENERATION Y (MILLENNIALS). http://www.financialmutuals.org/files/files/2014%2004%2027%20Gen%20Y%20A rticle%20for%20AFM%20NEDs.pdf

Vejsan, G. (2003). Marketing Research. Chulalongkorn University Printing House. (In Thai)

Ministry of Tourism & Sports. (2018). Traveler Statistics. https://www.mots.go.th/mots_en/more_news_new.php?cid=329

Vanichbuncha, K. (2008). Multivariate analysis (3rd ed.). Thammasan. (In Thai)

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed). Pearson Publishing.

Distefano, C., Zhu, Min., & Mîndrilă, D. (2009). Understanding and Using Factor Scores: Considerations for the Applied Researcher. Practical Assessment, Research and Evaluation, 14(20), 1-11.

Visit Scotland. (2017). Millennials Travelers. https://www.visitscotland.org/binaries/content/assets/dot-org/pdf/research-papers/millennial-travellers-topic-paper-jan-2017.pdf.

Psychological Science. (2017). Taking Photos of Experiences Boosts Visual Memory, Impairs Auditory Memory. https://www.psychologicalscience.org/news/releases/taking-photos-of-experiences-boosts-visual-memory-impairs-auditory-memory.html.

KPMG. (2017). Meet the Millennials. https://home.kpmg/content/dam/kpmg/uk/pdf/2017/04/Meet-the-Millennials-Secured.pdf.

Matchariyakul, N. (2016). Factors Affecting Thai Fully Independent Travelers’s Decision to Travel to Taiwan [An Independent Study of the Degree of Master of Business Administration]. Thammasat University. http://ethesisarchive.library.tu.ac.th/thesis/2016/TU_2016_5802031251_5219_3969.pdf. (In Thai)

SCB Economic Intelligence Center. (2014). Strategy for Gen Y Consumers. https://www.scbeic.com/th/detail/file/product/130/dzi68owq5l/8372_20141112161337.pdf. (In Thai)

Matović, I. M., & Simic, I. (2018). Cultural and Communication Barriers in International Tourism. In Vuk Bevanda (Eds)., 3rd International Thematic Monograph - Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era (pp. 277-288). https://doi.org/10.31410/tmt.2018.277

Waewkaew, T. (2014). Tourism Behavior of Thai Tourists Travelling to Korea or Japan [Master’s thesis]. Rajamangala University of Technology Thanyaburi. http://www.repository.rmutt.ac.th/dspace/bitstream/123456789/2647/1/RMUTT-147710.pdf. (In Thai)

Som, A. P. M., Marzuki, A., Yousefi, M., & AbuKhalifeh, A. M. (2012). Factors Influencing Visitors’ Revisit Behavioral Intentions: A Case Study of Sabah, Malaysia. International Journal of Marketing Studies, 4(4), 39-50.

Widjaja, Y. I., Khalifa, G. S. A., & Abuelhassan, A. E. (2019). The Effect of Destination Reputation on the Revisit Intention to Halal Tourism Destination of Jakarta. International Journal of Business, Economics and Law, 20(5), 104-111.

Hassan, S. B., & Soliman, M. (2020). COVID-19 and repeat visitation: Assessing the role of destination social responsibility, destination reputation, holidaymakers’ trust and fear arousal. Journal of Destination Marketing & Management, 19(2021), 1-11.

Thammadee, N. (2015). The Effects of Travel Motivation, Satisfaction, and Attitude on Revisit Intention: A Case Study of East Asian Tourists in Thailand. Business Review Journal, 7(1), 243-262.

Richards, G., & Wilson, J. (2013). Today’s Youth Travellers: Tomorrow’s Global Nomads, New Horizons in Independent Youth and Student Travel. International Student Travel Confederation (ISTC) and the Association of Tourism and Leisure Education (ATLAS).