How Service Quality and Destination Image Influence Travel Intention in Pet-Humanising Tourism in Thailand: The Mediating Role of Perceived Value

The rapid growth of the pet-humanisation trend has generated a distinct segment of tourists who regard pets as family members and seek travel experiences that accommodate both human and animal needs. This study examines the causal relationships among service quality, destination image, perceived value, and travel intention among Thai pet-humanising tourists. Using a quantitative approach, data were collected from 280 Thai respondents with experience or interest in pet-friendly tourism and analyzed via Structural Equation Modelling (SEM). The findings indicate that service quality and destination image significantly enhance perceived value, which subsequently exerts the strongest positive effect on travel intention. While service quality directly increases travel intention, destination image demonstrates a significant negative direct effect but a positive indirect effect through perceived value, highlighting a competitive mediation mechanism. By extending value-based behavioural models to this emerging segment, the study suggests that tourism and hospitality operators should prioritise tangible pet-friendly infrastructure and value-enhancing experiences over mere destination image, supporting the strategic development of inclusive pet-friendly destinations.