Causal Relationships between Perceived Destination Image, Perceived Value, Satisfaction and Revisit Intention of Thai Tourists: Case study of Mokkhaplaram Religion Practice Garden, Suratthani Province
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Abstract
This research aimed to: 1) analyze the causal factors influencing revisit intention of Thai tourists: a case study of Mokkhaplaram religion practice garden, Surat Thani Province, and 2) propose strategies for enhancing the attractiveness of Mokkhaplaram religion practice garden to encourage revisit intention. Data were collected from 393 Thai tourists who revisited Mokkhaplaram religion practice garden, Surat Thani Province within 3–6 months. The research instrument was a questionnaire. Confirmatory Factor Analysis and Path Analysis revealed that destination image perception significantly influenced both cost and service perceived values. Destination image perception and service perceived value significantly influenced tourist satisfaction. Furthermore, tourist satisfaction significantly influenced revisit intention, and satisfaction served as a mediating variable transferring the influence of destination image perception and service value perception to revisit intention. Therefore, to enhance tourists' revisit intention, it is essential to create positive destination image perception and perceived value that lead to good experiences during the visit, resulting in tourist satisfaction which is a crucial factor leading to revisit intention.
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