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

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  • Bing Zhang
  • Eksiri Niyomsilp

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.

Suggested Citation

  • Bing Zhang & Eksiri Niyomsilp, 2020. "The Relationship Between Tourism Destination Image, Perceived Value and Post-visiting Behavioral Intention of Chinese Tourist to Thailand," International Business Research, Canadian Center of Science and Education, vol. 13(11), pages 1-96, November.
    • Handle: RePEc:ibn:ibrjnl:v:13:y:2020:i:11:p:96
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    References listed on IDEAS

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    1. Fu, Hui & Ye, Ben Haobin & Xiang, Junzhi, 2016. "Reality TV, audience travel intentions, and destination image," Tourism Management, Elsevier, vol. 55(C), pages 37-48.
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    Cited by:

    1. Chris Zhu & Lawrence Hoc Nang Fong & Ziye Shang & Manrong Gan, 2022. "Rethinking the Impact of Theme Park Image on Perceived Value and Behavioral Intention: The Case of Chimelong Ocean Kingdom, China," Sustainability, MDPI, vol. 14(4), pages 1-15, February.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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