A Study of Destination Image Factors and Destination Choices the Foreign Gay Tourists’ Loyalty to Tourism Destination in Thailand
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Abstract
The purposes of this research were to study the tourism destinations and destination choices that loyalty to tourist destinations. The research model, along with quantitative research, was employed. Data were collected from tourism of foreign gay tourists. Quantitative data were from questionnaires distributed to 400 participants. The tourist attractions recommended by Tourism Authority of Thailand include Bangkok, Phuket, Pattaya, Koh Samui, Chiang Mai, and Krabi. The data were analyzed by using descriptive data analysis.
The results showed that cognitive image overall was at a high level (M=3.72, SD=0.136) and affective image (M=2.53, SD=0.044). Affective Image overall was at a small level (M=2.53, SD=0.044). Destination Choices overall were at a high level (M=3.64, SD=0.142). Destination loyalty overall was at a highest level (M=4.24, SD=0.010).
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