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The Effects of Destination Image on Tourist Satisfaction: The Case of Don-Wai Floating Market in Nakhon Pathom, Thailand

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Listed:
  • Napaporn Janchai

    (Suranaree University, Thailand)

  • Glenn Baxter

    (Suan Dusit University, Thailand)

  • Panarat Srisaeng

    (Suan Dusit University, Thailand)

Abstract

The aim of this study was to analyse the effects of a Floating Market’s destination image on tourist satisfaction. A closed-question questionnaire was prepared drawing fromthe attributes that influence tourist destination satisfaction in the literature. The sample in the study consisted of 200 tourists who visited Nakhon Pathom’s Don Wai Floating Market in January 2018. Multiple regression analyses were applied to empirically test the study’s four hypotheses. The results found that the uniqueness of nature, uniqueness of history, and uniqueness of tourist products are the most critical factors affecting the tourists’ satisfaction at the 95 percent significance level. However, the uniqueness of architecture factor did not have a significant effect on tourist satisfaction. The study for the first time established an empirical relationship between the uniqueness of nature, uniqueness of history, and uniqueness of tourist products of a floating market and tourist satisfaction with a Floating Market as a tourist destination. These insights may help other FloatingMarkets to better understand the factors that influence tourist satisfaction with such facilities.

Suggested Citation

  • Napaporn Janchai & Glenn Baxter & Panarat Srisaeng, 2020. "The Effects of Destination Image on Tourist Satisfaction: The Case of Don-Wai Floating Market in Nakhon Pathom, Thailand," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 139-151.
    • Handle: RePEc:prp:jattij:v:13:y:2020:i:2:p:139-151
    DOI: 10.26493/2335-4194.13.139-151
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    References listed on IDEAS

    as
    1. Zhang, Hongmei & Fu, Xiaoxiao & Cai, Liping A. & Lu, Lin, 2014. "Destination image and tourist loyalty: A meta-analysis," Tourism Management, Elsevier, vol. 40(C), pages 213-223.
    2. Melo, Helena & Moniz, Ana & Silva, Francisco & Batista, Maria, 2017. "Tourist destination image and consumer behaviour: The case of the Azores," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 5(2), pages 73-82.
    3. Shahida Kanwel & Zhou Lingqiang & Muhammad Asif & Jinsoo Hwang & Abid Hussain & Arif Jameel, 2019. "The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach," Sustainability, MDPI, vol. 11(22), pages 1-19, November.
    4. T. Abdellatif & Rabii Ksouri & S. Ayoun & Christophe Storaï, 2015. "The Importance of the Image of a Destination in the Choice and Intention of Revisiting: The Case of Island of Djerba," Post-Print hal-01270608, HAL.
    5. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
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