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Moderating Effect of Tourism Destination Image: A Case of Thailand Print E-mail

Pairach Piboonrungroj

Chiang Mai School of Economics, Chiang Mai University, Thailand

Mingsarn Kaosa-ard

Public Policy Studies Institute, Chiang Mai University


Tourism industry has a significant role in the economy of Thailand, sharing approximately 6 percents of its gross domestic products (Tourism Authority of Thailand 2009). However, during the current situation, image of Thailand as a tourism destination has been affected by several events i.e., coup d'?tat (2006), the close of Suvarnabhumi Airport (2008). Then, the Royal Thai government, via Tourism Authority of Thailand (TAT), has tried to restore the country?s image as a tourism destination. Tourism Destination Image (TDI) is recognised as a critical factor of the decision making for destination selection process (Baleful and McCleary 1999, Hunt 1975, Tapachai and Waryszak 2000). Moreover, TDI is also considered as an expectation of the tourists (Pike and Ryan 2004, Nadeau et al. 2008) which is an ex ante impact. However, an empirical study on ex post effect of TDI has not been found yet in literature.

A survey of 5,078 international tourists at Suvarnabhumi Airport was conducted using a questionnaire. A measure of TDI was developed from literature. Factor Analysis and Multiple Regressions using Ordinary Least Square (OLS) Method is employed to examine the moderating effects of tourism destination image. Reliability of the data is statistically satisfied (Cronbach?s alpha = .92 > .70). A result from hierarchical regression shows that the better perceived destination image leads to the greater impact of perceived value on overall-trip satisfaction and destination loyalty but reduces an impact of overall-trip satisfaction on destination loyalty (p < .01).

This study reveals a negative impact of over-promoting TDI. Government (TAT)  needs to work collaboratively with the private sector to promote the true image. Therefore, marketing campaigns released by TAT should be consistent with what the private tourism service providers are capable of. Finally, we may conclude that government-to-business (G2B) collaborations are critical to sustainable tourism development.

Please cite as below:

Piboonrungroj, P. and Kaosa-ard, M. 2010. Moderating Effect of Tourism Destination Image: A Case of Thailand. The 3rd conference of Samaggi Academic Conference, London, UK. January 31st, 2010.



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