การตรวจสอบความสัมพันธ์ระหว่างภาพลักษณ์ของประเทศและภาพลักษณ์จุดหมายปลายทางเพื่อสนับสนุนการท่องเที่ยว กรณีศึกษา ประเทศไทย
คำสำคัญ:
จุดหมายปลายทาง, ประเทศ, ภาพลักษณ์, การท่องเที่ยว, ประเทศไทยบทคัดย่อ
ภาพลักษณ์ของประเทศและภาพลักษณ์จุดหมายปลายทางเป็นปัจจัยสองสิ่งที่สำคัญต่อการตัดสินใจเลือกสถานที่ท่องเที่ยว และส่งผลต่อการเติบโตของอุตสาหกรรมท่องเที่ยวของประเทศ ในปัจจุบันวรรณกรรมที่ได้อธิบายถึงภาพลักษณ์จุดหมายปลายทางและภาพลักษณ์ประเทศของประเทศไทยมีจำนวนน้อย ดังนั้น การศึกษาครั้งนี้จึงได้ทบทวนและอภิปรายแนวคิดที่เกี่ยวกับภาพลักษณ์จุดหมายปลายทางของอุตสาหกรรมท่องเที่ยวในประเทศไทย รวมไปถึงความสอดคล้องของภาพลักษณ์จุดหมายปลายทางและภาพลักษณ์ของประเทศ ผลการศึกษาจากการทบทวนวรรณกรรมในอดีต พบว่า การวิเคราะห์ภาพลักษณ์จุดหมายปลายทางของประเทศไทยได้รับการพัฒนาอย่างครอบคลุม ทั้งนี้ผลการศึกษาสามารถนำไปประยุกต์ใช้สำหรับกลยุทธ์การจัดการภาพลักษณ์ในอนาคตของประเทศไทย นอกจากนี้ กลยุทธ์ดังกล่าวยังสามารถนำไปการออกแบบและปฏิบัติต่อแผนการตลาด ตัวอย่างเช่น การคิดค้นภาพลักษณ์จุดหมายปลายทางเพื่อการท่องเที่ยว การปรับใช้แผนการตลาดเพื่อการท่องเที่ยว และ การพัฒนาภาพลักษณ์จุดหมายปลายทางเพื่อการท่องเที่ยว
เอกสารอ้างอิง
Agapito, D., Oom do Valle, P., & da Costa Mendes, J. (2013). The cognitive-affective-conative model of destination image: A confirmatory analysis. Journal of Travel & Tourism Marketing, 30(5), 471-481.
Alcaniz, E. B., García, I. S., & Blas, S. S. (2009). The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis. Tourism Management, 30(5), 715-723.
Allred, A., Chakraborty, G., & Miller, S. J. (2000). Measuring images of developing countries: A scale development study. Journal of Euromarketing, 8(3), 29-49.
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Boulding, K. E. (1975). The image: Knowledge in life and society. Michigan: University of Michigan Press.
Camprubi, R., Guia, J., & Comas, J. (2013). The new role of tourists in destination image formation. Current Issues in Tourism, 16(2), 203-209.
Chen, C.-F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism Management, 36, 269-278.
Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism Management, 40, 382-393.
Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424.
De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2015). Tourism satisfaction effect on general country image, destination image, and post-visit intentions. Journal of Vacation Marketing, 21(4), 305-317.
Department of Tourism in Thailand. (2016). Statistic of foreigner tourists in Thailand in 2015. Bangkok: Department of Tourism.
Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of tourism studies, 2(2), 2-12.
Echtner, C. M., & Ritchie, J. B. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), 3-13.
Elliot, S., Papadopoulos, N., & Kim, S. S. (2010). An integrative model of place image: Exploring relationships between destination, product, and country images. Journal of Travel Research, 1-15.
Frias, D. M., Rodriguez, M. A., Castaneda, J. A., Sabiote, C. M., & Buhalis, D. (2012). The formation of a tourist destination's image via information sources: The moderating effect of culture. International Journal of Tourism Research, 14(5), 437-450.
Furman, D. M. (2010). The development of corporate image: A historiographic approach to a marketing concept. Corporate Reputation Review, 13(1), 63-75.
Gallarza, M. G., Saura, I. G., & Garcı́a, H. C. (2002). Destination image: Towards a conceptual framework. Annals of Tourism Research, 29(1), 56-78.
Gartner, W. C. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2-3), 191-216.
Henkel, R., Henkel, P., Agrusa, W., Agrusa, J., & Tanner, J. (2006). Thailand as a tourist destination: Perceptions of international visitors and Thai residents. Asia Pacific Journal of Tourism Research, 11(3), 269-287.
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, 59(5), 638-642.
Iordanova, E. (2014). Understanding destination image: The case of Linz, European capital of culture, 2009. European Journal of Tourism Research, 8(1), 157-161.
Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1(1-2), 134-143.
Kasim, A., & Alfandi, A. (2014). Managing destination image for potential gulf countries tourists via communication effects assessment: The case of Malaysia. International Journal of Business and Society, 15(3), 503.
Ketter, E. (2016). Destination image restoration on facebook: The case study of Nepal's Gurkha Earthquake. Journal of Hospitality & Tourism Management, 28, 66-72.
Kim, S. H., Holland, S., & Han, H. S. (2012). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: A case study of Orlando. International Journal of Tourism Research, 15(4), 313-328.
Kislali, H., Kavaratzis, M., & Saren, M. (2016). Rethinking destination image formation. International Journal of Culture, Tourism, & Hospitality Research, 10(1), 70-80.
Kock, F., Josiassen, A., & Assaf, A. G. (2016). Advancing destination image: The destination content model. Annals of Tourism Research, 61, 28-44.
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261.
Lee, R., & Lockshin, L. (2012). Reverse country-of-origin effects of product perceptions on destination image. Journal of Travel Research, 51(4), 502-511.
Lee, S., & Bai, B. (2016). Influence of popular culture on special interest tourists' destination image. Tourism Management, 52, 161-169.
Martin, I. M., & Eroglu, S. (1993). Measuring a multi-dimensional construct: country image. Journal of Business Research, 28(3), 191-210.
Martínez, S. C., & Alvarez, M. D. (2010). Country versus destination image in a developing country. Journal of Travel & Tourism Marketing, 27(7), 748-764.
McDowall, S., & Choi, Y. (2010). Thailand's destination image through the eyes of its citizens. International Journal of Hospitality & Tourism Administration, 11(3), 255-274.
Ministry of Tourism and Sport in Thailand. (2015). Strategy of Thailand tourism between 2015 - 2017. Bangkok: Ministry of Tourisms and Sport in Thailand.
Mossberg, L., & Kleppe, I. A. (2005). Country and destination image–different or similar image concepts? The Service Industries Journal, 25(4), 493-503.
Nadeau, J., Heslop, L., O’Reilly, N., & Luk, P. (2008). Destination in a country image context. Annals of Tourism Research, 35(1), 84-106.
Nebenzahl, I. D., Jaffe, E. D., & Lampert, S. I. (1997). Towards a theory of country image effect on product evaluation. Management International Review, 27-49.
Palau-Saumell, R., Forgas-Coll, S., Amaya-Molinar, C. M., & Sánchez-García, J. (2016). Examining how country image influences destination image in a behavioral intentions model: The cases of Lloret De Mar (Spain) and Cancun (Mexico). Journal of Travel & Tourism Marketing, 33(7), 949-965.
Pan, B., & Li, X. R. (2011). The long tail of destination image and online marketing. Annals of Tourism Research, 38(1), 132-152.
Park, Y., & Njite, D. (2010). Relationship between destination image and tourists' future behavior: Observations from Jeju island, Korea. Asia Pacific Journal of Tourism Research, 15(1), 1-20.
Pike, S. (2016). Destination image: Identifying baseline perceptions of Brazil, Argentina and Chile in the nascent Australian long haul travel market. Journal of Destination Marketing & Management, 5(2), 164-170.
Rittichainuwat, B. N., Qu, H., & Brown, T. J. (2001). Thailand's international travel image: Mostly favorable. Cornell Hospitality Quarterly, 42(2), 82.
Rittichainuwat, B. N., Qu, H., & Leong, J. K. (2003). The collective impacts of a bundle of travel determinants on repeat visitation. Journal of Hospitality & Tourism Research, 27(2), 217-236.
Roth, K. P., & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62(7), 726-740.
San Martín, H., & Del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277.
Song, Z., Su, X., & Liaoning, L. (2013). The indirect effects of destination image on destination loyalty intention through tourist satisfaction and perceived value: The Bootstrap Approach. Journal of Travel & Tourism Marketing, 30(4), 386-409.
Stepchenkova, S., & Mills, J. E. (2010). Destination image: A meta-analysis of 2000-2007 research. Journal of Hospitality Marketing & Management, 19(6), 575-609.
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40-60.
Sun, X., Chi, C. G.-Q., & Xu, H. (2013). Developing destination loyalty: The case of Hainan Island. Annals of Tourism Research, 43, 547-577.
Tan, W.-K., & Wu, C.-E. (2016). An investigation of the relationships among destination familiarity, destination image and future visit intention. Journal of Destination Marketing & Management, 5(3), 214-226.
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of travel research, 45(4), 413-425.
Tavitiyaman, P., & Qu, H. (2013). Destination image and behavior intention of travelers to Thailand: The moderating effect of perceived risk. Journal of Travel & Tourism Marketing, 30(3), 169-185.
Thanvisitthpon, N. (2016). Urban environmental assessment and social impact assessment of tourism development policy: Thailand's Ayutthaya Historical Park. Tourism Management Perspectives, 18, 1-5.
Tourism Authority of Thailand. (2016). Tourism on the move TAT review (Vol. 2).
Whang, H., Yong, S., & Ko, E. (2016). Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists. Journal of Business Research, 69, 631-641.
World Tourism Organization. (2016). Thailand: Country-specific: Outbound tourism 2011 - 2015 (09.2016). Tourism Statistics.
Wu, C.-W. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213-2219.
Zeugner-Roth, K. P., & Žabkar, V. (2015). Bridging the gap between country and destination image: Assessing common facets and their predictive validity. Journal of Business Research, 68, 1844-1853.
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis Tourism Management, 40, 213-223.
Zhang, H., Xu, F., Leung, H. H., & Cai, L. A. (2016). The influence of destination-country image on prospective tourists’ visit intention: Testing three competing models. Asia Pacific Journal of Tourism Research, 21(7), 811-835.
Alcaniz, E. B., García, I. S., & Blas, S. S. (2009). The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis. Tourism Management, 30(5), 715-723.
Allred, A., Chakraborty, G., & Miller, S. J. (2000). Measuring images of developing countries: A scale development study. Journal of Euromarketing, 8(3), 29-49.
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Boulding, K. E. (1975). The image: Knowledge in life and society. Michigan: University of Michigan Press.
Camprubi, R., Guia, J., & Comas, J. (2013). The new role of tourists in destination image formation. Current Issues in Tourism, 16(2), 203-209.
Chen, C.-F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism Management, 36, 269-278.
Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism Management, 40, 382-393.
Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424.
De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2015). Tourism satisfaction effect on general country image, destination image, and post-visit intentions. Journal of Vacation Marketing, 21(4), 305-317.
Department of Tourism in Thailand. (2016). Statistic of foreigner tourists in Thailand in 2015. Bangkok: Department of Tourism.
Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of tourism studies, 2(2), 2-12.
Echtner, C. M., & Ritchie, J. B. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), 3-13.
Elliot, S., Papadopoulos, N., & Kim, S. S. (2010). An integrative model of place image: Exploring relationships between destination, product, and country images. Journal of Travel Research, 1-15.
Frias, D. M., Rodriguez, M. A., Castaneda, J. A., Sabiote, C. M., & Buhalis, D. (2012). The formation of a tourist destination's image via information sources: The moderating effect of culture. International Journal of Tourism Research, 14(5), 437-450.
Furman, D. M. (2010). The development of corporate image: A historiographic approach to a marketing concept. Corporate Reputation Review, 13(1), 63-75.
Gallarza, M. G., Saura, I. G., & Garcı́a, H. C. (2002). Destination image: Towards a conceptual framework. Annals of Tourism Research, 29(1), 56-78.
Gartner, W. C. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2-3), 191-216.
Henkel, R., Henkel, P., Agrusa, W., Agrusa, J., & Tanner, J. (2006). Thailand as a tourist destination: Perceptions of international visitors and Thai residents. Asia Pacific Journal of Tourism Research, 11(3), 269-287.
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, 59(5), 638-642.
Iordanova, E. (2014). Understanding destination image: The case of Linz, European capital of culture, 2009. European Journal of Tourism Research, 8(1), 157-161.
Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1(1-2), 134-143.
Kasim, A., & Alfandi, A. (2014). Managing destination image for potential gulf countries tourists via communication effects assessment: The case of Malaysia. International Journal of Business and Society, 15(3), 503.
Ketter, E. (2016). Destination image restoration on facebook: The case study of Nepal's Gurkha Earthquake. Journal of Hospitality & Tourism Management, 28, 66-72.
Kim, S. H., Holland, S., & Han, H. S. (2012). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: A case study of Orlando. International Journal of Tourism Research, 15(4), 313-328.
Kislali, H., Kavaratzis, M., & Saren, M. (2016). Rethinking destination image formation. International Journal of Culture, Tourism, & Hospitality Research, 10(1), 70-80.
Kock, F., Josiassen, A., & Assaf, A. G. (2016). Advancing destination image: The destination content model. Annals of Tourism Research, 61, 28-44.
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261.
Lee, R., & Lockshin, L. (2012). Reverse country-of-origin effects of product perceptions on destination image. Journal of Travel Research, 51(4), 502-511.
Lee, S., & Bai, B. (2016). Influence of popular culture on special interest tourists' destination image. Tourism Management, 52, 161-169.
Martin, I. M., & Eroglu, S. (1993). Measuring a multi-dimensional construct: country image. Journal of Business Research, 28(3), 191-210.
Martínez, S. C., & Alvarez, M. D. (2010). Country versus destination image in a developing country. Journal of Travel & Tourism Marketing, 27(7), 748-764.
McDowall, S., & Choi, Y. (2010). Thailand's destination image through the eyes of its citizens. International Journal of Hospitality & Tourism Administration, 11(3), 255-274.
Ministry of Tourism and Sport in Thailand. (2015). Strategy of Thailand tourism between 2015 - 2017. Bangkok: Ministry of Tourisms and Sport in Thailand.
Mossberg, L., & Kleppe, I. A. (2005). Country and destination image–different or similar image concepts? The Service Industries Journal, 25(4), 493-503.
Nadeau, J., Heslop, L., O’Reilly, N., & Luk, P. (2008). Destination in a country image context. Annals of Tourism Research, 35(1), 84-106.
Nebenzahl, I. D., Jaffe, E. D., & Lampert, S. I. (1997). Towards a theory of country image effect on product evaluation. Management International Review, 27-49.
Palau-Saumell, R., Forgas-Coll, S., Amaya-Molinar, C. M., & Sánchez-García, J. (2016). Examining how country image influences destination image in a behavioral intentions model: The cases of Lloret De Mar (Spain) and Cancun (Mexico). Journal of Travel & Tourism Marketing, 33(7), 949-965.
Pan, B., & Li, X. R. (2011). The long tail of destination image and online marketing. Annals of Tourism Research, 38(1), 132-152.
Park, Y., & Njite, D. (2010). Relationship between destination image and tourists' future behavior: Observations from Jeju island, Korea. Asia Pacific Journal of Tourism Research, 15(1), 1-20.
Pike, S. (2016). Destination image: Identifying baseline perceptions of Brazil, Argentina and Chile in the nascent Australian long haul travel market. Journal of Destination Marketing & Management, 5(2), 164-170.
Rittichainuwat, B. N., Qu, H., & Brown, T. J. (2001). Thailand's international travel image: Mostly favorable. Cornell Hospitality Quarterly, 42(2), 82.
Rittichainuwat, B. N., Qu, H., & Leong, J. K. (2003). The collective impacts of a bundle of travel determinants on repeat visitation. Journal of Hospitality & Tourism Research, 27(2), 217-236.
Roth, K. P., & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62(7), 726-740.
San Martín, H., & Del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277.
Song, Z., Su, X., & Liaoning, L. (2013). The indirect effects of destination image on destination loyalty intention through tourist satisfaction and perceived value: The Bootstrap Approach. Journal of Travel & Tourism Marketing, 30(4), 386-409.
Stepchenkova, S., & Mills, J. E. (2010). Destination image: A meta-analysis of 2000-2007 research. Journal of Hospitality Marketing & Management, 19(6), 575-609.
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40-60.
Sun, X., Chi, C. G.-Q., & Xu, H. (2013). Developing destination loyalty: The case of Hainan Island. Annals of Tourism Research, 43, 547-577.
Tan, W.-K., & Wu, C.-E. (2016). An investigation of the relationships among destination familiarity, destination image and future visit intention. Journal of Destination Marketing & Management, 5(3), 214-226.
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of travel research, 45(4), 413-425.
Tavitiyaman, P., & Qu, H. (2013). Destination image and behavior intention of travelers to Thailand: The moderating effect of perceived risk. Journal of Travel & Tourism Marketing, 30(3), 169-185.
Thanvisitthpon, N. (2016). Urban environmental assessment and social impact assessment of tourism development policy: Thailand's Ayutthaya Historical Park. Tourism Management Perspectives, 18, 1-5.
Tourism Authority of Thailand. (2016). Tourism on the move TAT review (Vol. 2).
Whang, H., Yong, S., & Ko, E. (2016). Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists. Journal of Business Research, 69, 631-641.
World Tourism Organization. (2016). Thailand: Country-specific: Outbound tourism 2011 - 2015 (09.2016). Tourism Statistics.
Wu, C.-W. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213-2219.
Zeugner-Roth, K. P., & Žabkar, V. (2015). Bridging the gap between country and destination image: Assessing common facets and their predictive validity. Journal of Business Research, 68, 1844-1853.
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis Tourism Management, 40, 213-223.
Zhang, H., Xu, F., Leung, H. H., & Cai, L. A. (2016). The influence of destination-country image on prospective tourists’ visit intention: Testing three competing models. Asia Pacific Journal of Tourism Research, 21(7), 811-835.
ดาวน์โหลด
เผยแพร่แล้ว
29-06-2018
รูปแบบการอ้างอิง
Soonsan, N. (2018). การตรวจสอบความสัมพันธ์ระหว่างภาพลักษณ์ของประเทศและภาพลักษณ์จุดหมายปลายทางเพื่อสนับสนุนการท่องเที่ยว กรณีศึกษา ประเทศไทย. วารสารพัฒนบริหารศาสตร์, 58(2), 123–147. สืบค้น จาก https://so04.tci-thaijo.org/index.php/NDJ/article/view/149061
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