A CAUSAL RELATIONSHIP MODEL OF HEALTH TOURISM DESTINATION IMAGE AND MARKETING STRATEGIES AFFECTING TOURISTS’ INTENTION TO REVISIT PRACHINBURI PROVINCE
DOI:
https://doi.org/10.14456/nrru-rdi.2022.4Keywords:
Health tourism destination image, Marketing strategies, Intention to revisit, Causal relationship modelAbstract
The study examined health tourism destination image, marketing strategies, and tourists’ intention to revisit Prachinburi Province, employing a causal relationship model of health tourism destination image and marketing strategies affecting to tourists’ intention to revisit in Prachinburi province with an empirical data, and examined the influence of health tourism destination image and marketing strategies on tourists’ revisit Intention. A questionnaire with both high reliability and validity was performed as an instrument for collecting the data from 1,349 tourists who were purposively selected. Descriptive statistics were used, a structural equation model was established and a path analysis was performed. An established hypothesis, which was the model consistent with the empirical data, was tested with a 0.05 level of statistical significance. The findings revealed that destination image, as well as marketing strategies, were perceived, as being at a high level. Hypothesis testing results showed that the causal relationship model was consistent with the empirical data. The variables of destination image and marketing strategies contributed to intention to revisit, accounting for 73 percent of the total variance. Destination image had direct positive effects on the health tourists’ intention to revisit, while marketing strategies had no effect values. Destination image had an indirect negative effect on tourists’ revisit intention through marketing strategies.
References
Baloglu, S., & McCleary, K. W. (1999). A Model of Destination Image Formation. Annuals of Tourism Research, 26(4), 868-897.
Chen, C., & Chen, F. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage visitors. Tourism Management, 31, 29-35.
Chen, P. J., & Kerstetter, D. L. (1999). International Students’ Image of Rural Pennsylvania as a Travel Destination. Journal of Travel Research, 37(3), 256-266.
Dumlag, K., Prangjarearnsre, K., Sreprajan, V., & Phangniran, B. (2015). Antecedents Affecting on Tourists’ destination loyalty of Phuket Province. Journal of the Association of Researchers, 20(2), 81-93.
Echtner, C. M., & Ritchie, J. R. (1993). The Measurement of Destination Image: An Emprirical Assessment. Journal of Travel Research, 31(4), 3-13.
Fakeye, P. C., & Crompton, J. L. (1991). Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10-16.
Kotler, N., Haider, D. H., & Rein, I. (2002). Marketing Places. New York : Free Press.
Kotler, P., & Armstrong, G. (2021). Principle of marketing (18thed.). New York : Pearson Education.
Leang-on, P. (2016). Perception of Tourism Image Affecting Intention to Travel to Taiwan of Thai Travelers in Bangkok. Thesis, Master of Business Program in Business Administration, Graduate School, Bangkok University, Bangkok. (In Thai)
Lerspipatthananon, W. (2018). Thai Gen Y People’ Travelling Behavior and Motivation Patterns. Dusit Thani College Journal, 12(Special Issue), 134-148. (In Thai)
McNeil, K. R., & Ragins, E. J. (2005). Staying in the spa marketing game: Trends, challenges, strategies and techniques. Journal of Vacation Marketing, 11(1), 31-39.
Ministry of Tourism and Sports. (2019). Domestic Tourism Statistics Classify by region and Province 2017-2019. Retrieved January 15, 2020, from https://www.mots.go.th/more _news_new.php?cid=525 (In Thai)
Polit, D. F., & Hungler, B. P. (1999). Nursing Research: Principles and Methods (6th ed.). Philadelphia : Lippincott.
Siam Commercial Bank. (2017). Is it true that Gen Y has more debts than other generations?. Retrieved 25 May, 2019, from https://www.scb.co.th/th/personal-banking/stories/geny-more-debts.html (In Thai)
Slivar, I., Aleric, D., & Dolenec, S. (2019). Leisure travel behavior of generation Y & Z at the destination and post-purchase. E-Journal of Tourism, 6(2), 147-159.
Stern, E., & Krakover, S. (1993). The Formation of a Composite Urban Image. Geographical Analysis, 25(2), 130-146.
Streiner, D. L., & Norman, G. R. (1995). Health Measurement Scales: A practical guide to their development and use (2nd ed.). Oxford : Oxford University Press.
TCDC. (2018). TREND2018: Generation-Millennials. Retrieved May 25, 2019, from http://www. tcdc.or.th/articles/others/28333/?lang=en#TREND2018-Generation--Millennials (In Thai)
Teas, R. K., & Agarwal, S. (2000). The Effects of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value. Journal of the Academy of Marketing Science, 28(2), 278-290.
Thongsritep, R. (2018). Destination Images affecting to Intention to revisit Hadyai district, Songkhla province of Malaysian Tourists. Thesis, Master of Business Program in Business Administration, Hadyai University, Songkhla. (In Thai)
Tourism Authority of Thailand. (2019). Annual Report 2019. Retrieved May 2, 2019, from https://www.tat.or.th/th/about-tat/annual-report (In Thai)
Wanichabancha, K. (2014). An Analysis of SEM with AMOS (2nd ed.). Bangkok : Chulalongkorn University Press. (In Thai)
Yamane, T. (1967). Elementary Sampling Theory. Englewood Cliffs, New Jersey : Prentice-Hall.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
