Factors Affecting Malaysia Tourists’ Destination Loyalty Behavior: A Case Study of Hatyai, Thailand

  • chutima wangbenmad Hatyai University, Lecturer
Keywords: destination image, Tourist Loyalty

Abstract

Retaining the loyal visitors to revisit is highly crucial for generating the revenue in tourism destination as well as reducing the marketing expenses, this empirical study has been designed to primarily explore factors that motivate Malaysia tourists to revisit Hatyai and to identify the key factors that affect Malaysia Tourists Destination loyalty behavior. The results of this study indicated that “destination attractiveness” “social interaction” and “Cost/Price/Value” were the most important destination attributes and travel motives for malaysia tourists revisit to Hatyai. Concerning Malaysia tourists destination loyalty behavior, the result reveals that “destination attractiveness” “social interaction” and “price/value/cost” predicts Malaysia tourists’ destination loyalty behavior with R2 = 58.9%.

References

Ahmed Puad Mat Som. (2012). Factors Influencing Visitors’ Revisit Behavioral Intentions: A

Case Study of Sabah, Malaysia. International Journal of Marketing Studies, 4, 39-

Retrieved June 1, 2015, from International Journal of Marketing Studies database.

Ahmed, Z. (1991). The influence of the components of a State’s tourist image on product

positioning strategy, Tourism Management, December, 331-340.

Aksu, A., Caber, M. and Albayrak, T. (2009). Measurement of the destination evaluation

supporting factors and their effects on behavioral intention of visitors: Antalya region

of Turkey. Tourism Analysis, 14, 115-125.

Assael, H. (1984). Consumer behaviour and marketing action.Boston: Kent Publishing

Aswin Sangpikul. (2016). Relationships between destination quality, tourist satisfaction and Destination loyalty: A case study of Phuket Island. Ph.D. thesis, Dhurakij Pundit University.

Avila-Foucat, S. and J.L. Eugenio-Martin. (2005). Modelling potential repetition of a visit to

value environmental quality change of a single site. 79th Annual Conference of the

Agricultural Economics Society. University of Nottingham, Nottingham, UK.

Baloglu, S., and K. McCleary 1999 “A Model of Destination Image Formation”. Annals of

Tourism Research, 26: 868-897.

Bigné, E., Sánchez, M.I. & Sánchez, J. (2001). Tourism image, evaluation variables and after

purchase behaviour: inter-relationship, Tourism Management, 22, 607-616

Bigne, E. A., Sanchez, I. G., & Sanz, S. B. (2005). Relationships among residents' image,

evaluation of the stay and post-purchase behaviour. Journal of Vacation Marketing,

(4), 291 -302

Bongkosh Ngamsom Rittichainuwat, Hailin Qu and Chollada Mongkhonvanit. (2008).

Understanding the motivation of travelers on repeat visits to Thailand. Journal of

Vacation Marketing, 14(1), 5-21.

Charlotte M. Echtner and J.R. Brent Ritchie. (1991) “The meaning and measurement of

estimation image”. The Journal of Tourism Studies, 2(2): 1-11.

Chen, C.F & Tsai, D.G. (2007). How destination image and evaluative factors affect behavioral

intentions?. Tourism Management, 28 (4), 1115-1122.

Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image,

tourist satisfaction and destination loyalty: An integrated approach. Tourism

management, 29(4), 624-636.

Crompton, J. 1979 “An Assessment of the Image of Mexico as a Vacation Destination and the

influence of Geographical Location upon that Image”. Journal of Travel Research, 17(4): 18-43.

Darko Pebezac and Josip Mikulic. (2008). Destination image and key drivers of perceived

destination attractiveness. Portal of Scientific. Journals of Croatia, 20(2), 163-178.

Deslandes, Goldsmith, Bonn, & Joseph, (2006). Measuring destination image. Do the existing

scales work? Tourism Review International, 10, 141-153.

Echtner, C.M. and Ritchie, B. J.R. (1993). The measurement of destination image: An empirical

assessment. Journal of Travel Research. 31, 3 – 13.

Embacher, J., & Buttle, F. 1989 “A repertory grid analysis of Austria’s image as a summer

vacation destination”. Journal of Travel Research, 27(3), 3-7.

Gartner, W. C. (1989), Tourism image: attribute measurement of state tourism products using multi- dimensional scaling techniques, Journal of Travel Research, 28(2), 16–20

Gengqing Chi. (2005). A study of developing destination loyalty model. Ph.D. thesis,

Oklahoma State University.

Hsiao-Ming Chang , Chin-Lung Chou and Wen-Chih, Yen. (2017). Tourists Perceived Festival

Attraction, Service Quality, Perceived Value and Loyalty-Case Study Penghu Ocean

Firework Festival in Taiwan. Asian Journal of Economics, Business and Accounting 5(4):

-10.

Hong-bumm Kim and Sanggun Lee. (2015). Impacts of city personality and image on revisit

intention. International Journal of Tourism Cities, 1, 50-60. Retrieved May 23, 2015,

from Emerald Insight Tourism & Hospitality database.

Hunt, J. D. (1975). Image as a factor in tourism development. Journal of Travel Research, 13(3),

–7.

Joaquin Alegre and Magdalena Cladera. (2009). Analysing the effect of satisfaction and

previous visits on tourist intentions to return. European Journal of Marketing. Research,

, 670- 685. Retrieved May 23, 2015, from Emerald Insight Tourism & Hospitality

database.

Kim, H., & Richardson, S. L. 2003 “Motion picture impacts on destination images”. Annals of

Tourism Research, 30(1), 216-237.

Kinga Thinley. (2008). The study of the tourists’perception of destination attributes on

selecting Bhutan as a destination which relates to satisfaction and destination loyalty.

Master thesis, University of Thai Chamber of Commerce.

Kotler, P and Gertner, D (2004). Country as brand, product and beyond: a place marketing

and brand management perspective. In Morgan, N., Pritchard, A. and Pride, R. (2002).

Destination Branding: Creating the unique destination proposition. Burlington, MA:

Elsevier

Lawson, F., & Baud-Bovy, M. (1977) Tourism and recreational development. London: Architectural Press

Maja Konecnik. (2005). Slovena as a tourism destination: Differences in image evaluations

perceived by tourism representatives from closer and more distant markets. Economic

and business review, 7(3), 261-282.

Mai Ngoc Khuong and Huynh Thi Thu Ha. (2014). The Influences of Push and Pull Factors on the International Leisure Tourists’ Return Intention to Ho Chi Minh City, Vietnam – A Mediation Analysis of Destination Satisfaction. International Journal of Trade,

Economics and Finance, 6, 490-495.

Murphy, P., Pritchard, M. P., & Smith, B. (2000). “The destination product and its impact on

traveler perceptions”. Tourism Management, 21(1), 43-52.

Sayyed Mohsen Allameh and Javad Khazaei Pool. (2014). Factors influencing sport tourists’

revisit intentions The role and effect of destination image, perceived quality,

perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics.

Research, 27, 191-207. Retrieved May 20, 2015, from Emerald Insight Tourism &

Hospitality database

Tran Thi Ai Cam. (2011). Explaining tourists satisfaction and intention to revisit Nha Trang,

Vietnam. Master thesis, Nha Trang University.

Xiaoli Zhang. (2012). The Factors Effecting Chinese Tourist Revisit Thailand Destination.

Master thesis, University of Thai Chamber of Commerce.

Published
2023-06-23
How to Cite
wangbenmad, chutima (2023) “Factors Affecting Malaysia Tourists’ Destination Loyalty Behavior: A Case Study of Hatyai, Thailand”, AMAR (Andalas Management Review), 7(1), pp. 79-90. doi: 10.25077/amar.7.1.79-90.2023.
Section
Articles