The Effect of Hosting International Sport Events on Destination Image of Foreign Tourists in Thailand
Article Sidebar
Main Article Content
Abstract
This article aimed to 1) study the perceived destination image of foreign tourists; 2) compare the perceived destination image between foreign sports tourists and ordinary tourists; and 3) study the perceived destination image of both groups of tourists, influencing their revisit and recommendation. This research was quantitative research, employed the questionnaire with a reliability value of.897 and used quota sampling to collect data from 200 for each group. Data were analyzed by using descriptive statistic to study mean and standard deviation and using inferential statistic consisting of t-test, and multiple regression analysis.
The research results were found as follows: 1) overall of perceived destination image of foreign tourists was at the high level having mean of 4.14; 2) Comparison in perceived destination image between both groups did not have statistically significant difference, t = -.751; and 3) perception of destination image of both groups affecting revisit and recommendation with the statistical significance at .05. The result of ordinary tourists had the potential to explain the effect of a revisit at 71.5% and the effect of a revisit recommendation at 62.7. Furthermore, the result of sports tourists had the potential to explain the effect on the revisit at 70.6% and the effect on the revisit recommendation at 71.5. The knowledge of this article found that destination image plays an essential role in behavioral intention. Therefore, countries should encourage a destination image to meet all groups of tourists’ expectations. It can result in earning income from ordinary and sports tourism.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Bigné, J., Sánchez, M., and Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behavior: Inter-relationships. Tourism Management, 22(6), 607-616.
Chi, C., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
Huang, H., Mao, L. L., Wang, J., & Zhang, J. (2015). Assessing the relationships between image congruence, tourist satisfaction and intention to revisit in marathon tourism: the Shanghai International Marathon. International Journal of Sports Marketing and Sponsorship, 16, 46-66.
Jin, N., Lee, H., & Lee, S. (2013). Event Quality, Perceived Value, Destination Image, and Behavioral Intention of Sports Events: The Case of the IAAF World Championship, Daegu, 2011. Asia Pacific Journal of Tourism Research, 18(8), 849-864.
Kanlaya, V. (2005). Statistics for research. Chulalongkorn University.
Kaplanidou, K. (2009). Relationships among behavioral intentions, cognitive event and destination images among different geographic regions of Olympic Games spectators. Journal of Sport Tourism, 14(4), 249–272.
Kaplanidou, K., & Vogt, C. (2007). The interrelationship between sport event and destination image and sport tourists' behaviours. Journal of Sport & Tourism, 12(3), 183-206.
Kim, J., Kang, J.S., & Kim Y.K (2014). Impact of mega sport events on destination image and country image. Sport Marketing Quarterly, 23(3), 161-175.
Lee, C., Taylor, T., Lee, Y., & Lee, B. (2005). The Impact of a Sport Mega-Event on Destination Image. International Journal of Hospitality & Tourism Administration, 6(3), 27-45.
Ministry of Tourism and Sports. (2019). Annual report 2019. https://www.mots.go.th/download/AnnualReport/AnnualReport2562compressed.pdf
Moon, K.S., Kim, M., Ko, Y.J., Connaughton, D.P., & Lee, J.H. (2011). The influence of consumer’s event quality perception on destination image. Managing Service Quality, 21(3), 287–303.
Ninomiya, H., Kaplanidou, K., Hu, W., Matsunaga, K., & Nagazumi, J. (2019). An examination of the relationship between destination image and marathon participants’ behaviours. Journal of Sport & Tourism, 23(4), 225-241.
Pike, S. (2002). Destination image analysis, a review of 142 papers from 1973 to 2000. Tourism Management, 23(5), 541-549.
Ritchie, B. W. (2005). Sport tourism: Small-scale sport event tourism: The changing dynamics of the New Zealand Masters Games. Niche tourism, 13(1), 157-170.