Abstract
This study investigated how Thai tourists interpret their attachment to Japan using a qualitative approach. Employing a four-dimensional framework, semi-structured interviews were conducted with 28 frequent Thai visitors to Japan. The narratives revealed all four dimensions of place attachment: place identity, place dependence, place social bonding, and place affect. Japan emerged as a unique destination offering irreplaceable travel experiences. Place dependence was most significant in fostering attachment, while place affect was an accumulation of the other three dimensions. The study found that attachment resulted from a combination of diverse factors rather than a single cause. It underscores the role of place attachment in promoting repeat visits and destination loyalty, providing insights to enhance Japan's tourism appeal. However, the reliance on qualitative methods limits generalizability. Future research should explore attachment in non-visitors, the longevity of attachment, and factors reducing attachment to a place.
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