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IMPACT OF DESTINATION IMAGE, COUNTRY PERSONALITY IN THAI TOURIST'S REVISIT INTENTION TO CHINA |
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| รหัสดีโอไอ | |
| Creator | Mingming Zhang |
| Title | IMPACT OF DESTINATION IMAGE, COUNTRY PERSONALITY IN THAI TOURIST'S REVISIT INTENTION TO CHINA |
| Contributor | Panita Surachaikulwattana, Thitikan Satchabut |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2564 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 13 |
| Journal No. | 3 |
| Page no. | 59-74 |
| Keyword | impact of destination image, country personality, intention to revisit |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | This study adopted the concept of brand personality in the tourist industry. Constructing the brand personality in the field of tourism measurement scale, and applying it to the service product for empirical research, which complements and perfects the attitude theory. This paper will integrate relevant theories and methods in different fields, and on the basis of the influence of destination image, country personality on revisit intention, study the influence of destination image, country personality on travel intention, promote multi-disciplinary integration, and play an important role in guiding the research trend of tourist future behavior. The objective of this study was to investigate the effects of destination Image, country personality and tourists' attitude on the Thai tourist revisit intention to China. The population of this research was tourists who have been China once. Data was analyzed by regression analysis. The results reveal that destination image has a significant effect on tourists' attitude, country personality and tourists' attitude have a significant effect on the Thai tourist revisit intention to China. The findings can provide information for the tourism sector about how to develop destination competition, adopt destination image, positive country personality to attracting more Thai tourists to revisit China. |
