Authors: Yaovapa Wongsawat and Samart Deebhijarn
Year: 2019, Volume 19 Number 1
Little is understood about factors associated with destination satisfaction and destination loyalty among foreign tourists in Thailand’s cultural tourism in the Lanna or northern region. Systematic knowledge is needed to help further guide the development of a nuanced tourism strategy. Using structural equation modeling, this study determines the relationships of destination image, Thailand’s brand equity, and 8Ps tourism marketing, with destination satisfaction and destination loyalty. Results suggest that each of the three model variables has a statistically significant positive relationship with destination satisfaction and destination loyalty. Destination satisfaction is influenced more strongly by destination image and by Thailand’s brand equity than by 8Ps tourism marketing, while destination loyalty is influenced more markedly by 8Ps tourism marketing than by destination image and by Thailand’s brand equity. While destination satisfaction influences destination loyalty, the extent of influence is only partial, suggesting that destination loyalty is dependent on other unexplored variables.
Keywords: destination image, Thailand’s brand equity, 8Ps tourism marketing, destination satisfaction, destination loyalty