Air Quality Matters: PM2.5 and Tourist Revisit Intention in Thailand

Air pollution, particularly fine particulate matter (PM2.5), defined as airborne particles with an aerodynamic diameter of 2.5 μm or smaller, has become a critical concern for tourism destinations in Northern Thailand, shaping visitor experiences and threatening destination sustainability. Drawing on the Theory of Planned Behavior (TPB), this study examines how perceived PM2.5 affects tourist revisit intention (RI) through three channels: a risk-avoidance/shortcut pathway (direct deterrence), a cognitive pathway (influencing TPB beliefs: attitude, subjective norm, perceived behavioral control), and an experiential pathway (through satisfaction). We surveyed 417 domestic and international tourists across eight Upper Northern Thai provinces (January–April 2025) using structured questionnaires measuring TPB constructs alongside destination image (DI), perceived value (PV), and environmental perceptions. Data were analyzed using Kendall’s tau, regression, and structural equation modeling (SEM) to test hypothesized direct and indirect relationships. Results show that perceived PM2.5 reduces tourist’s revisit intention and satisfaction, while DI and PV enhance SAT and RI. Satisfaction plays a central mediating role, transmitting the effects of PM2.5, DI, and PV onto revisit intention. These findings highlight that improving air quality management and strengthening perceived destination value are essential for maintaining satisfaction and encouraging repeat visitation in haze-affected destinations.