What question did this study set out to answer?

This research examines cognitive and affective destination image perceptions and loyalty among first-time and repeat travellers to Thailand.

December 11, 2025Tourism and HospitalityOpen Access

First-Time Versus Repeat Travellers: Perceptions of the Destination Image of Thailand and Destination Loyalty

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Authors

ASAmmarn SodawanPrince of Songkla University LHLiwei HsuNational Kaohsiung University of Hospitality and Tourism

Discussion

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Implication

Survey reveals no difference in destination image perceptions between first-time and repeat tourists in Thailand, suggesting unified marketing strategies enhance loyalty.

Key Points

This research examines cognitive and affective destination image perceptions and loyalty among first-time and repeat travellers to Thailand.
Data collected from 392 international tourists in three coastal destinations (Phuket, Krabi, Phang-Nga)
Participants included 185 first-time and 207 repeat visitors
Employs the cognitive–affective–behavioural model to analyze perceptions and loyalty
Uses partial least squares structural equation modeling (PLS-SEM) for data analysis
No statistically significant differences found between first-time and repeat travellers in destination image perceptions
Both groups showed equivalent cognitive and affective image influences on revisit and recommendation intentions
Affective image was a stronger predictor of destination loyalty for both segments
Cognitive image served mainly to facilitate emotional responses
Findings suggest mature destinations like Thailand can achieve perceptual uniformity among visitor types

Cite This Study

Sodawan et al. (2025) studied this question.

synapsesocial.com/papers/69401b0c2d562116f28f7042 https://doi.org/10.3390/tourhosp6050278

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Implication

Survey reveals no difference in destination image perceptions between first-time and repeat tourists in Thailand, suggesting unified marketing strategies enhance loyalty.

First-Time Versus Repeat Travellers: Perceptions of the Destination Image of Thailand and Destination Loyalty

Discussion

Member takes

Implication

Key Points

Cite This Study

First-Time Versus Repeat Travellers: Perceptions of the Destination Image of Thailand and Destination Loyalty

Discussion

Member takes

Implication

Key Points

Cite This Study

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