Destination Image and Behavior Intention of Travelers to Thailand: The Moderating Effect of Perceived Risk

Journal of Travel and Tourism Marketing

Volumn 30, Issue 3, 2013, Pages 169-185

  Tavitiyaman, Pimtong ^a   Qu, Hailin ^b  

^a HONG KONG POLYTECHNIC UNIVERSITY   (Hong Kong)

^b OKLAHOMA STATE UNIVERSITY   (United States)

Author keywords

behavioral intention; Destination image; overall satisfaction; perceived risk

Indexed keywords

EID: 84876338811     PISSN: 10548408     EISSN: None     Source Type: Journal    
DOI: 10.1080/10548408.2013.774911     Document Type: Article

References (74)

1. Anderson, J. C. and Gerbing, D. W. 1988. Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3): 411-423.
2. Anwar, S. A. and Sohail, M. S. 2004. Festival tourism in the United Arab Emirates: First-time versus repeat visitor perceptions. Journal of Vacation Marketing, 10(2): 161-170.
3. Association of Thai Travel Agents.2005Tourism statistic in Thailand from 1995-2004. Retrieved from http://www.atta.or.th (http://http://www.atta.or.th)
4. Baker, D. and Crompton, J. 2000. Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3): 785-804.
5. Baloglu, S., Pekcan, A., Chen, S. L. and Santos, J. 2003. The relationship between destination performance, overall satisfaction, and behavioral intention for distinct segments. Journal of Quality Assurance in Hospitality & Tourism, 4(3-4): 149-165.
6. Blackwell, R. D., Miniard, P. W. and Engel, J. F. 2001. Consumer behavior, 9th, Orlando, FL: Harcourt.
7. Bolton, R. and Lemon, K. N. 1999. A dynamic of customers usage of services: Usages as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36(2): 171-186.
8. Campbell, M. C. and Goodstein, R. C. 2001. The moderating effect of perceived risk on consumers' evaluations of product incongruity: Preference for the norm. Journal of Consumer Research, 28(3): 439-449.
9. Carter, S. 1998. Tourists and traveler's social construction of Africa and Asia as risky locations. Tourism Management, 19(4): 349-358.
10. Castro, C. B., Armario, E. M. and Ruiz, D. M. 2007. The influence of market heterogeneity on the relationship between a destination's image and tourists' future behavior. Tourism Management, 28(1): 175-187.
11. Chanlett-Avery, E.2005Thailand: Background and U.S. relations. Retrieved from http://www.us-asean.org/Thailand/CRS_Report_US-Thai_Relations.pdf (http://http://www.us-asean.org/Thailand/CRS_Report_US-Thai_Relations.pdf)
12. Chaudhuri, A. 2000. A macro analysis of the relationship of product involvement and information search: The role of risk. Journal of Marketing Theory and Practice, 8(1): 1-14.
13. Chon, K. S. 1991. Tourism destination image modification process, marketing implication. Tourism Management, 12(1): 68-72.
14. Chon, K. S., Singh, A. and Mikula, J. R. 1993. Thailand's tourism and hotel industry. Cornell Hotel and Restaurant Administration Quarterly, 34(3): 43-49.
15. Court, B. C. and Lupton, R. A. 1997. Customer portfolio development: Modeling destination adopters, inactive, and rejecters. Journal of Travel Research, 36(1): 35-43.
16. Crompton, J. 1979. Motivations for pleasure vacations. Annals of Tourism Research, 6(4): 408-424.
17. Deslandes, D. 2006. Assessing the image of St. Lucia: Does the type of visitor matter?. Journal of Eastern Carribean Studies, 31(4): 53-84.
18. Echtner, C. M. and Ritchie, J. R. 1993. The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4): 3-13.
19. Elsrud, T. 2001. Risk creation in traveling: Backpacker adventure narration. Annals of Tourism Research, 28: 597-617.
20. Erdem, T. 1998. An empirical analysis of umbrella branding. Journal of Marketing Research, 35(3): 339-351.
21. Fakeye, P. and Crompton, J. 1991. Image differences between prospective, first-time and repeat visitors to the Lower Rio Grande valley. Journal of Travel Research, 30(2): 10-16.
22. Fishbein, M. and Ajzen, I. 1975. Belief, attitude, intention and behavior, Reading, MA: Addison-Wesley.
23. Fornell, C. and Larcker, D. F. 1981. Evaluating structural equation models with observable variables and measurement error. Journal of Marketing Research, 18(1): 39-50.
24. Hair, J. F. Jr., Black, W. C., Babin, B. J., Anderson, R. E. and Tatham, R. L. 2006. Multivariate data analysis, 6th, Upper Saddle River, NJ: Pearson Prentice Hall.
25. Hui, T. K. and Wan, T. W. D. 2003. Singapore's image as a tourist destination. The International Journal of Tourism Research, 5(4): 305-313.
26. Hui, T. K., Wan, D. and Ho, A. 2007. Tourists' satisfaction, recommendation and revisiting Singapore. Tourism Management, 28(4): 965-975.
27. Ibrahim, E. E. and Gill, J. 2005. A positioning strategy for a tourist destination, based in analysis of customers' perceptions and satisfactions. Marketing Intelligence & Planning, 23(2): 172-188.
28. Ichinosawa, J. 2006. Reputational disaster in Phuket: The secondary impact of the tsunami on inbound tourism. Disaster Prevention and Management, 15(1): 111-123.
29. Irwin, J. R. and McClelland, G. H. 2003. Negative consequences of dichotomizing continuous predictor variables. Journal of Marketing Research, 40: 366-371.
30. Jafari, J. 1983. Anatomy of the travel industry. Cornell Hotel and Restaurant Administration Quarterly, 24(3): 71-77.
31. James, D. L., Durand, R. M. and Dreves, R. A. 1976. The use of a multi-attribute attitude model in a store image study. Journal of Retailing, 52(2): 23-32.
32. Jang, S. C. S. and Feng, R. 2007. Temporal destination revisit intention: The effects of novelty seeking and satisfaction. Tourism Management, 28(2): 580-590.
33. Jenkins, O. H. 1999. Understanding and measuring tourist destination images. International Journal of Tourism Research, 1(1): 1-15.
34. Joreskog, K. G. and Sorbom, D. 2006. LISREL 8.80, Chicago, IL: Scientific Software International.
35. Kline, R. B. 2005. Principles and practice of structural equation modeling, 2nd, New York, NY: The Guilford Press.
36. Konecnik, M. 2004. Evaluating Slovenia's image as a tourism destination: A self-analysis process towards building a destination brand. Journal of Brand Management, 11(4): 307-316.
37. Kozak, M. 2001. Repeaters' behavior at two district destinations. Annals of Tourism Research, 28(3): 784-807.
38. Kozak, M. and Rimmington, M. 2000. Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of travel Research, 38(3): 260-269.
39. Kozak, M., Crotts, J. C. and Law, R. 2007. The impact of the perception of risk on international travelers. International Journal of Tourism Research, 9(4): 233-242.
40. Kristensen, K., Martensen, A. and Gronholdt, L. 2000. Customer satisfaction measurement at post Denmark: Results of application of the European customer satisfaction index methodology. Total Quality Management, 11(7): 1007-1015.
41. Law, E. 1995. Tourist destination management: Issues, analysis, and policies, London, United Kingdom: Routledge.
42. Law, R. 2006. The perceived impact of risks on travel decisions. International Journal of Tourism Research, 8(4): 289-306.
43. Lee, C. K., Yoon, Y. S. and Lee, S. K. 2007. Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism Management, 28(1): 204-214.
44. Lepp, A. and Gibson, H. 2003. Tourist roles, perceived risk and international tourism. Annals of Tourism Research, 30(3): 221-232.
45. Lounsbury, J. W. and Hooper, L. L. 1985. An investigation of factors associated with vacation satisfaction. Journal of Leisure Research, 17(1): 1-13.
46. Maser, B. and Weiermair, K. 1998. Travel decision-making: From the vantage point of perceived risk and information preferences. Journal of Travel and Tourism Marketing, 7(4): 107-121.
47. McLellan, R. W. and Foushee, K. D. 1983. Negative images of the United States as expresses by tour operators from other countries. Journal of Travel Research, 22(1): 2-5.
48. Milman, A. and Pizam, A. 1995. The role of awareness and familiarity with a destination: The Central Florida case. Journal of Travel Research, 33(3): 21-27.
49. Mitchell, V. W. and Vassos, V. 1997. Perceived risk and risk reduction in holiday purchases: A cross-cultural and gender analysis. Journal of Euro-Marketing, 6(3): 47-79.
50. Moutinho, L. 1987. Consumer behaviour in tourism. European Journal of Marketing, 21(10): 3-44.
51. Oglethorpe, J. E.Monroe, K. B. 1987. "Risk perception and risk acceptability in consumer behavior: Conceptual issues and an agenda for future research". In AMA Winter Marketers Educators' Conference, Edited by: Belk, R. W. 255-260. Chicago, IL: American Marketing Association. InEds.pp
52. Oliver, R. L. 1989. Processing of the satisfaction response in consumption: A suggested framework and research proposition. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 2: 1-16.
53. Park, K. and Reisinger, Y. 2010. Differences in the perceived influence of natural disasters and travel risk on international travel. Tourism Geographies, 12(1): 1-24.
54. Petrick, J. F. and Backman, S. J. 2002. An examination of the determinants of golf travelers' satisfaction. Journal of Travel Research, 40(3): 252-258.
55. Pool, I. D. 1985. "Effects of cross-national contact on nation and international images". In International behaviour: A social-psychological analysis, Edited by: Kelman, H. New York, NY: Holt, Reinhart and Winston. InEd.
56. Prayag, G. 2009. Tourists' evaluations of destination image, satisfaction, and future behavioral intentions: The case of Mauritius. Journal of Travel & Tourism Marketing, 26(8): 836-853.
57. Rittichainuwat, B. N. 2006. Tsunami recovery: A case study of Thailand tourism. Cornell Hotel and Restaurant Administration Quarterly, 47(4): 390-404.
58. Rittichainuwat, B. N. and Chakraborty, G. 2009. Perceived travel risks regarding terrorism and disease: The case of Thailand. Tourism Management, 30(3): 410-418.
59. Rittichainuwat, B. N., Qu, H. and Brown, T. J. 2001. Thailand's international travel image: Mostly favorable. Cornell Hotel and Restaurant Administration Quarterly, 42(2): 82-95.
60. Rittichainuwat, B. N., Qu, H. and Leong, J. K. 2003. The collective impacts of a bundle of travel determinants on repeat visitation. Journal of Hospitality & Tourism Research, 27(2): 217-236.
61. Rittichainuwat, B. N., Qu, H. and Mongkhonvanit, C. 2006. A study of the impact of travel inhibitors on the likelihood of travelers' revisiting Thailand. Journal of Travel & Tourism Marketing, 21(1): 217-236.
62. Sackett, P. R. and Larson, J. R. Jr. 1990. "Research strategies and tactics in industrial and organizational psychology". In Handbook of industrial and organizational psychology, Edited by: Dunnette, M. D. and Hough, L. M. 419-489. Palo Alto, CA: Consulting Psychologists Press. InEds.pp
63. Sauer, P. L. and Dick, A. 1993. Using moderator variables in structural equation models. Advances in Consumer Research, 20(1): 637-640.
64. Schmitt, N. and Kuljanin, G. 2008. Measurement invariance: Review of practice and implication. Human Resource Management Review, 18(4): 210-222.
65. Sonmez, S. and Graefe, A. 1998. Influence of terrorism risk on foreign tourism decisions. Annals of Tourism Research, 25(1): 112-144.
66. Sritama, S.2010, April 26Hotel investors look beyond Bangkok. The Nation. Retrieved from http://www.nationmultimedia.com/home/2010/04/26/business/Hotel-investors-look-beyond-Bangkok-30127907. html (http://http://www.nationmultimedia.com/home/2010/04/26/business/Hotel-investors-look-beyond-Bangkok-30127907. html)
67. Stevens, J. P. 2002. Applied multivariate statistics for the social sciences, 4th, Hillsdale: NJ: Lawrence Erlbaum Associates.
68. Verhage, B. J., Yavas, U. and Green, R. T. 1990. Perceived risk: A cross-cultural phenomenon?. International Journal of Research in Marketing, 7(4): 297-330.
69. Wang, C. Y. and Hsu, M. K. 2010. The relationships of destination image, satisfaction, and behavioral intentions: An integrated model. Journal of Travel & Tourism Marketing, 27(8): 829-843.
70. Wanous, J. P., Reichers, A. E. and Hudy, M. J. 1997. Overall job satisfaction: How good are single item measures?. Journal of Applied Psychology, 82(2): 247-252.
71. World Travel & Tourism Council2013Travel & tourism economic impact 2013: Thailand. Retrieved from http://www.wttc.org/site_media/uploads/downloads/thailand2013.pdf (http://http://www.wttc.org/site_media/uploads/downloads/thailand2013.pdf)
72. Yau, O. H. M. and Chan, C. E. 1990. Hong Kong as a travel destination in South-East Asia: A multidimentional approach. Tourism Management, 11(2): 123-132.
73. Yuksel, A. and Rimmington, M. 1998. Customer satisfaction measurement. Cornell Hotel and Restaurant Administration Quarterly, 39(6): 60-70.
74. Zeithaml, V. A., Berry, L. L. and Parasuraman, A. 1996. The behavioral consequences of service quality. Journal of Marketing, 60(2): 31-46.