The Influence of Customer Trust and Loyalty on Repurchase Intention of Domestic Tourism: A Case Study in Thailand During COVID-19 Crisis

Abstract

The study aimed to investigate the level of customer trust, loyalty, and re-purchase intention of coastal tourism in Thailand during the COVID-19 crisis;to test the different levels of customer trust, loyalty, and re-purchase intention by local tourists between East-side and West-side coasts of Thailand;and to examine the influence of customer trust and loyalty on re-purchase intention in coastal tourism. Using multistage sampling, this study sampled 487 Thai local tourists who had experienced coastal tourism in Thailand during the COVID-19 crisis. A questionnaire, descriptive analysis, independent sample t-test, correlation matrix, and multiple regression analysis were used to collect and analyze the data. All customer trust, loyalty, and re-purchase intentions in coastal tourism by local tourists were at a high level. There were significantly different levels of customer trust, loyalty, and re-purchase intentions by local Thai tourists between the East-side and West-side coasts of Thailand. Moreover, the study found that there was a significant positive influence of customer trust and loyalty on re-purchase intentions in coastal tourism by local tourists in Thailand during the COVID-19 crisis. This study indicates that Thai tourism industry still must develop and improve its local customer loyalty and trust because these positively influence customer re-purchase intentions.