• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (Since 2015)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Chloe Wu
    • Abstracting/ Indexing: Engineering & Technology Library,  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, Crossref, and ProQuest.
    • E-mail: joebm@ejournal.net
JOEBM 2016 Vol.4(3): 220-230 ISSN: 2301-3567
DOI: 10.7763/JOEBM.2016.V4.394

Factors Influencing International Visitors to Revisit Bangkok, Thailand

Tun Thiumsak and Athapol Ruangkanjanases
Abstract— As the market of tourism destinations has increasingly become more competitive, the revisit intention topic has progressively become prominent to emphasize on. This empirical study has been designed to primarily explore the key factors which have a significant impact on influencing visitors to revisit Bangkok in the future. 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 189 international tourists was obtained for the analysis. The simple and multiple regression analysis were adopted to examine the key factors which significantly predict the revisit intention. The results of this study indicated that the key factors, which are statistically significant in predicting the intention of international tourists to revisit Bangkok, are the perceived satisfaction on “accommodation”, “shopping”, and “attitude of Thai people”, the overall satisfaction, the perceived attractive on “accommodation”, “shopping”, “restaurant & food”, and “attitude of Thai people”, the tourists’ motive of “relaxation & recreation”, and the overall destination image. These factors are positively related to the revisit intention. Regarding the perception on destination loyalty, the study discovered that respondents are loyal to Bangkok in which their likelihood to revisit and recommend Bangkok to others is in likely level. The key managerial implication of this study is to recommend the organizations and marketers relevant to tourism industry in Bangkok to particular emphasize on enhancing the important destination attributes obtained from the results in order to augment the competitiveness of Bangkok and maintain as the leading destination.

Index Terms— International tourists, factors, influencing, satisfaction, perceived attractiveness, destination attributes, motives, destination image, and revisit intention.

The authors are with Chulalongkorn Business School, Chulalongkorn University, Thailand (e-mail: tun.th558@cbs.chula.ac.th, athapol@cbs.chula.ac.th).

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Cite: Tun Thiumsak and Athapol Ruangkanjanases, " Factors Influencing International Visitors to Revisit Bangkok, Thailand," Journal of Economics, Business and Management vol. 4, no. 3, pp. 220-230, 2016.

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