Abstract
The aim of this research was to study the relationship between tourism destination image, perceived value and post-visiting behavioral intention of Chinese tourist to Thailand. The methodology of this study is quantitative research in which questionnaire is the major tool in collected the primary data for analysis. The total sample of 400 Chinese tourists to Thailand was obtained for the analysis. The results of this study indicated that there is a significant positive impact of destination image on post-visiting behavioral intention; There is a significant impact of perceived value on post-visiting behavioral intention; There is a significant impact of destination image on perceived value; Perceived value plays a partial mediating role in the influence of tourist destination image on tourists' post-visiting behavioral intention. In order to enhance the competitiveness of tourism destinations, the study results suggest that organizations and marketers relevant to tourism industry in Thailand should improve the image of tourism destination and enhance the perceived value of tourists.
Highlights
Since entering the 21st century, the market competition among tourist destinations has become more fierce
The results show that the image of tourist destination affects the perceived value and further affects the intention of tourists to visit again
Lban et al .(2015) take the festival tour as an example, the results show that the image of the tourist destination affects the perceived value and further affects the tourist's intention to visit again; there is a significant impact of destination image on behavioral intention
Summary
Since entering the 21st century, the market competition among tourist destinations has become more fierce. In order to maintain market competitiveness, tourist destinations face the dual pressure of developing new markets and maintaining existing markets. Because the tourist destination is relatively familiar with the existing market and can carry out marketing activities to the target market at its own preference, it will save marketing costs to maintain the existing market rather than to open up a new one. Revisiting tourists stay in the tourist destination longer than the first-time tourists, and do free publicity for the tourist destination in the form of word-of-mouth publicity. Attracting tourists to visit again is of great significance to the survival and development of tourist destinations
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