Impact of destination image factors on revisit intention to Pattaya: Thai tourists perspective

Abstract

Boosting Thailand's economy through domestic tourism is crucial, especially when the number of international visitors remains below the pre-pandemic level. According to the Ministry of Tourism, Pattaya in Chonburi is a top destination for Thai people to visit. The destination image concept was applied to see what Thai people perceived about Pattaya and make them revisit the place. The regression analysis shows that cognitive and affective images, components of destination images, have a positive effect on revisiting intention to Pattaya. Overall, accessibility to the destination, good accommodation choices, good nightlife and entertainment, beautiful landscapes, and festival activities and events attract tourists to Pattaya. Relaxation and fun also represent tourists' emotions when visiting Pattaya.