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

J. Mgt. Mkt. Review 4 (3) 202 – 208 (2019)

7 Pages Posted: 6 Feb 2020

See all articles by GATR Journals Submitter

GATR Journals Submitter

Global Academy of Training and Research (GATR)

Angela Ya-Ping Chang

Department of Tourism Management, China-ASEAN International College (CAIC) Dhurakij Pundit University, Bangkok, Thailand

Cheng-Yi Kuo

Department of Business Administration, Ming Chuan University, Taipei, Taiwan

Date Written: September 25, 2019

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.

Keywords: Tourists' Trust; Behaviour Intention; Perceived Authenticity; Thailand.

JEL Classification: M16, M30, M39.

Suggested Citation

Submitter, GATR Journals and Chang, Angela Ya-Ping and Kuo, Cheng-Yi, Effects of Tourists' Trust on Behaviour Intention in the Thai Tourism Market: Mediating Effects of Perceived Authenticity (September 25, 2019). J. Mgt. Mkt. Review 4 (3) 202 – 208 (2019), Available at SSRN: https://ssrn.com/abstract=3461001

GATR Journals Submitter (Contact Author)

Global Academy of Training and Research (GATR) ( email )

Suite 15
Taman Bukit Angkasa, Kuala Lumpur 59200
Malaysia

Angela Ya-Ping Chang

Department of Tourism Management, China-ASEAN International College (CAIC) Dhurakij Pundit University, Bangkok, Thailand ( email )

110/1-4 Prachachuen Rd. Laksi
Bangkok, Bangkok 10210
Thailand

Cheng-Yi Kuo

Department of Business Administration, Ming Chuan University, Taipei, Taiwan

No. 250, Section 5
Zhongshan North Road
Taipei, 111
Taiwan

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
115
Abstract Views
390
rank
334,558
PlumX Metrics