Investigating Tourist Perceived Quality and Safety Measures for Sustainable Tourism Destination Image Effect on Satisfaction and Revisit Intentions among Chinese Travelers

Abstract

This article investigates the influence of tourists' perceived quality and safety measures on Thailand as a sustainable tourism destination, specifically focusing on Chinese tourists' satisfaction and revisit intentions. The study encompasses various factors, including Tourist tourist-perceived quality, Tourist Perceived Safety of Social Environment, Tourist Perceived Safety of Natural Environment, Tourist Perceived Safety of Facility and Management Elements, Tourism Destination Image, Choice Satisfaction with Tourism Experience, and Tourist revisit intention. The research adopts a quantitative approach, employing statistical techniques such as Cronbach's Alpha, Multiple Linear Regression, and Descriptive Statistics to analyze the relationships between the mentioned variables. Notably, the study reveals that Tourists' Perceived Safety of the Natural Environment does not significantly impact Satisfaction with the Tourism Experience. The primary objectives include exploring how Tourist Perceived Quality and safety measures influence Satisfaction with Tourism Experience, the impact of safety measures on Tourism Destination Image and Choice, and how both Satisfaction with Tourism Experience and Tourism Destination Image and Choice influence Tourist revisit intention among Chinese travelers to Thailand. The findings indicate positive influences of Tourist Perceived Quality, Tourist Perceived Safety of Social Environment, Tourist Perceived Safety of Facility and Management Elements, and Tourism Destination Image and Choice on Satisfaction with Tourism Experience. However, Tourists' Perceived Safety of the Natural Environment does not affect Satisfaction with the Tourism Experience. Additionally, safety measures positively influence Tourism Destination Image and Choice, while both Satisfaction with Tourism Experience and Tourism Destination Image and Choice significantly correlate with Tourist revisit intention. The study employed multiple linear regression and a combination of primary and secondary data collection methods, involving 407 respondents. While offering valuable insights, the research has limitations, focusing specifically on Chinese tourists, potentially limiting its generalizability to other nationalities. The sample size may also lack perfect representativeness of the broader Chinese tourist population. Nevertheless, this study contributes a comprehensive framework for understanding the complex interplay of factors influencing tourists' satisfaction and revisit intentions in the context of sustainable tourism in Thailand.

Keywords – Chinese tourists; Perceived Quality; Perceived Safety; Tourists satisfaction; Sustainable tourism destination; Revisit intention.

JEL classification code – L83, M14, M31, Z32