Influence of Perceived Value on Tourists’ Revisit Intention at Tamot District, Phatthalung Province
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Abstract
Background and Objectives: The tourism industry is considered one of the major driving forces of economic growth in many countries, including Thailand. Tourism revenue contributes significantly to income generation, employment creation, and local community development. Nowadays, community-based tourism is attracting tourists. This kind of tourism is becoming popular in Thailand. However, both domestic and international tourism destinations are competing intensely to attract tourists. Tourism entrepreneurs and tourism-related organizations need to create perceived value across 4 dimensions, namely, (1) functional value (2) emotional value (3) social value and (4) monetary value. Aligning these dimensions with tourists’ needs will drive revisit intention and positive word-of-mouth, ultimately fostering a sustainable competitive advantage. The objective of this study was to investigate the influence of perceived value on tourists’ revisit intention.
Methods: This study was a quantitative research. The sample consisted of 400 tourists aged above 20, who visited Tamot district, Phatthalung province. The sampling method was convenience sampling. The research instrument used in this study was a five-point Likert scale questionnaire. The researchers conducted on-site data collection at tourism destinations in Tamot district, Phatthalung province. The data were analyzed using the Statistical Package for the Social Sciences (SPSS). The statistical methods employed in this study included frequency, percentage, mean, standard deviation and multiple regression analysis.
Results: The results revealed that functional value and social value had statistically significant influence on tourists’revisit intention at 0.05. While emotional value and monetary value did not influence tourists’ revisit intention.
Application of this study: Government agencies, entrepreneurs and tourism marketers might use the research results to develop policies and strategies that meet the needs of tourists. Tourism-related organizations should enhance the functional value of community-based tourism by establishing strategic frameworks for sustainable tourism development, promoting responsible tourism behavior, and improving accessibility for tourists of all age groups. In addition, emphasis should be placed on effective management practices and maintaining recognized tourism standards. Simultaneously, social value should also be strengthened by promoting community-based tourism as a sustainable tourism and developing activities that allow tourists to learn about local ways of life and gain memorable experiences. These efforts may ultimately encourage revisit intention and positive word-of-mouth communication among tourists.
Conclusions: Perceived-value theory is a basic marketing theory that explains how tourists evaluate and decide on tourism products and/or services by comparing their perceived benefits with perceived costs. The research results fulfill this theory by revealing that in the context of community-based tourism, functional value and social value have statistically significant influence on tourists’ revisit intention at 0.05.
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