The Relationship between Destination Image, Food Image, and Revisiting Pattaya, Thailand

International Journal of Business and Management, Vol. 7, No. 5, pp.111-121, March 2012

12 Pages Posted: 8 Feb 2014

See all articles by Sarunya Lertputtarak

Sarunya Lertputtarak

Burapha University - Graduate School of Commerce

Date Written: August 11, 2011

Abstract

Destination image and food image are the essences of tourists' destination selections. The purposes of this research were to study tourists' perception toward destination image and Thai food image as well as study the relationship between those two variables and the tourists' intention to revisit. The research was conducted in Pattaya, Thailand. A questionnaire were used to survey 476 foreign visitors by a convenience sampling method. The results demonstrated that the respondents perceived the Pattaya image as; exciting nightlife and entertainment, communicative people, attractive tourist sightseeing and activities. Respondents perceived the Thai food image as; a good cultureal experience, unique serving style, delicious, nourishing food, and exotic cooking methods, respectively. In addition, the results indicated that destination image and image of Thai food has a positive relationship with tourists' intention to revisit.

Keywords: Destination image, Food image, Intention to revisit, Thailand

Suggested Citation

Lertputtarak, Sarunya, The Relationship between Destination Image, Food Image, and Revisiting Pattaya, Thailand (August 11, 2011). International Journal of Business and Management, Vol. 7, No. 5, pp.111-121, March 2012, Available at SSRN: https://ssrn.com/abstract=2392148

Sarunya Lertputtarak (Contact Author)

Burapha University - Graduate School of Commerce ( email )

169 Longhadbangsaen Road
T.Sansuk
Maung, Chonburi 20131
Thailand

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