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Effects of Tourists' Trust on Behaviour Intention in the Thai Tourism Market: Mediating Effects of Perceived Authenticity

Author

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  • Angela Ya-Ping

    (Department of Tourism Management, China-ASEAN International College (CAIC) Dhurakij Pundit University, Bangkok, Thailand Author-2-Name: Chang Author-2-Workplace-Name: Department of Tourism Management, China-ASEAN International College (CAIC) Dhurakij Pundit University, Bangkok, Thailand Author-3-Name: Cheng-Yi, Kuo Author-3-Workplace-Name: Department of Tourism Management, China-ASEAN International College (CAIC) Dhurakij Pundit University, Bangkok, Thailand Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - The increasing growth of the Thai tourism market has resulted in international tourists flooding into Thailand and providing significant economic benefits for the country's tourism development. The purpose of this research is to examine a comprehensive model for Thai tourism. This study aims to investigate how tourists' trust can enhance their behaviour intentions in travelling to Thailand through perceived authenticity. Methodology/Technique - The research tests a model linking trust to authenticity, and behaviour intention to current Thai tourism. Using a convenience sampling method, a sample of 453 international Asian tourists who travelled to Thailand were surveyed. Finding - The findings show that different levels of trust directly influence tourists' behavioural intentions, trust influences perceived authenticity, perceived authenticity further affects behaviour intention, and perceived authenticity mediates the relationship between tourists' trust and their behavioural intention. Moreover, demographic factors moderate the effects of trust on tourists' perceived authenticity. Novelty � The present research is expected to clarify the potential research topics in the field of Thai tourism development. Type of Paper - Empirical.

Suggested Citation

  • Angela Ya-Ping, 2019. "Effects of Tourists' Trust on Behaviour Intention in the Thai Tourism Market: Mediating Effects of Perceived Authenticity," GATR Journals jmmr226, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr226
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
    3. Czernek, Katarzyna & Czakon, Wojciech, 2016. "Trust-building processes in tourist coopetition: The case of a Polish region," Tourism Management, Elsevier, vol. 52(C), pages 380-394.
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    More about this item

    Keywords

    Tourists' Trust; Behaviour Intention; Perceived Authenticity; Thailand.;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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