The Relationship Between Tourism Destination Image, Perceived Value and Post-visiting Behavioral Intention of Chinese Tourist to Thailand

Bing Zhang and Eksiri Niyomsilp

International Business Research, 2020, vol. 13, issue 11, 96

Abstract: The aim of this research was to study the relationship between tourism destination image, perceived value and post-visiting behavioral intention of Chinese tourist to Thailand. The methodology of this study is quantitative research in which questionnaire is the major tool in collected the primary data for analysis. The total sample of 400 Chinese tourists to Thailand was obtained for the analysis. The results of this study indicated that there is a significant positive impact of destination image on post-visiting behavioral intention; There is a significant impact of perceived value on post-visiting behavioral intention; There is a significant impact of destination image on perceived value; Perceived value plays a partial mediating role in the influence of tourist destination image on tourists' post-visiting behavioral intention. In order to enhance the competitiveness of tourism destinations, the study results suggest that organizations and marketers relevant to tourism industry in Thailand should improve the image of tourism destination and enhance the perceived value of tourists.

Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ibr/article/download/0/0/43994/46281 (application/pdf)
http://www.ccsenet.org/journal/index.php/ibr/article/view/0/43994 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ibrjnl:v:13:y:2020:i:11:p:96

Access Statistics for this article

More articles in International Business Research from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().