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The Factors Leading to Repeat Visitation of Domestic Tourists to Phitsanulok Province Thailand

Received: 16 July 2019     Accepted: 21 August 2019     Published: 28 May 2020
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Abstract

The purpose of this paper aims to study the factors leading to the repeat visitation of domestic tourists to Phitsanulok province, Thailand. The researchers adapted quantitative methodology by using the survey questionnaires to identify the factors influencing them to repeat the visit. A convenience sampling method is used to collect the data from the domestic tourists traveling to Phitsanulok from August to October 2018 for 400 subjects (250 women and 150 men). The questionnaire is judged by the 5 points Likert Scale. A result of this study revealed that the main top 3 reasons why they would like to repeat visit Phitsanulok because of the famous Buddha image (mean = 4.66, S. D. = 0.655), followed by a variety of natural attractions (mean = 4.29, S. D. = 0.750), and quality accommodation at reasonable price (mean = 4.22, S. D.= 0.787), while the least factor is deal on package tours (n = 400) (mean = 3.29) (S. D. = 0.769). From the result of the conclusion show that further study should focus on deal on package tours because this study found that the least factor is deal on package tours in Phitsanulok by domestic Thai tourists so it improves to be more reasonable price of deal on package and keep stable the good points that make the tourists impressed in Phitsanulok. Moreover, some suggestions from the tourists is mainly about the accessibility to the tourism areas for the disabled and senior tourists. This is quite important and should be brought to the attention to tourism stakeholders in considering to improve this suggestion to be more efficient so it can attract more tourists not only domestic but also international. The researcher hope that this researcher will be beneficial to both private and public sectors in improving and developing the tourism infrastructures and services to attract more tourists in the future.

Published in Science Journal of Business and Management (Volume 8, Issue 2)
DOI 10.11648/j.sjbm.20200802.17
Page(s) 96-101
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2020. Published by Science Publishing Group

Keywords

Repeat Visitation, Domestic Tourists, Phitsanulok

References
[1] Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism management, 22 (6), 607-616.
[2] Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism management, 28 (4), 1115-1122.
[3] Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6, 408–424.
[4] Gardner, M. P. (1985). Mood states and consumer behavior: A critical review. Journal of consumer research, 12 (3), 281-300.
[5] Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management.
[6] Lin, Y.-G., McKeachie, W. J., & Kim, Y. C. (2003). College student intrinsic and/or extrinsic motivation and learning. Learning and individual differences, 13 (3), 251-258.
[7] Moutinho, L. (1987). Consumer behavior in tourism. European Journal of Marketing, 21 (10), 5-44.
[8] National Statistical Office. (2017). Situation to Domestic Traveler, Phitsanulok Province: 2009-2015. (online). Retrieved: http://web.nso.go.th/. Accessed on 29 April 2017.
[9] Oppermann, M. (2000). Tourism destination loyalty. Journal of travel research, 39 (1), 78-84.
[10] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. the Journal of Marketing, 111-124.
[11] Pearce, P. L. (1995). Pleasure travel motivation. In R. W. McIntosh, C. R. Goeldner, & J. R. B. Ritchie (Eds.), Tourism: Principles, practices, philosophies. (167-178). New York: Wiley.
[12] Rittichainuwat, B. N., Qu, H., & Mongkhonvanit, C. (2007). A study of the impact of travel inhibitors on the likelihood of travelers' revisiting Thailand. Journal of travel & tourism marketing, 21 (1), 77-87.
[13] Ryan, R. M. (2002). Overview of self-determination theory: An organismic dialectical perspective. Handbook of self-determination research, 3-33.
[14] Shanka, T., Ali-Knight, J., & Pope, J. (2002). Intrastate travel experiences of international students and their perceptions of Western Australia as a tourist destination. Tourism and Hospitality Research, 3 (3), 245-256.
[15] Tourism Authority of Thailand. (2017). General Thailand. (online). Retrieved: https://www.tourismthailand.org/home. Accessed on 29 April 2017.
[16] Wang, X., Zhi, L. & Müllen, K. (2008). Transparent, conductive graphene electrodes for dye-sensitized solar cells. Nano letters, 8 (1), 323-327.
[17] Weber, K. (1996). The assessment of tourist satisfaction using the expectancy disconfirmation theory: a study of the German travel market in Australia. Pacific Tourism Review, 14: 35-45.
[18] Woodside, A. G., Frey, L. L., & Daly, R. T. (1989). Linking Sort/ice anlity, Customer Satisfaction, and Behavioral Intention. Journal of health care marketing, 9 (4), 5-17.
[19] Yamane, T. (1967). Statistics, An Introductory Analysis, 2nd Ed., New York: Harper and Row.
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  • APA Style

    Phisunt Tinakhat, Ahmad Mujafar Syah, Andris Adhitra, Rachatawan Limkanchanapa, Varintorn Viriyachaikul, et al. (2020). The Factors Leading to Repeat Visitation of Domestic Tourists to Phitsanulok Province Thailand. Science Journal of Business and Management, 8(2), 96-101. https://doi.org/10.11648/j.sjbm.20200802.17

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    ACS Style

    Phisunt Tinakhat; Ahmad Mujafar Syah; Andris Adhitra; Rachatawan Limkanchanapa; Varintorn Viriyachaikul, et al. The Factors Leading to Repeat Visitation of Domestic Tourists to Phitsanulok Province Thailand. Sci. J. Bus. Manag. 2020, 8(2), 96-101. doi: 10.11648/j.sjbm.20200802.17

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    AMA Style

    Phisunt Tinakhat, Ahmad Mujafar Syah, Andris Adhitra, Rachatawan Limkanchanapa, Varintorn Viriyachaikul, et al. The Factors Leading to Repeat Visitation of Domestic Tourists to Phitsanulok Province Thailand. Sci J Bus Manag. 2020;8(2):96-101. doi: 10.11648/j.sjbm.20200802.17

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  • @article{10.11648/j.sjbm.20200802.17,
      author = {Phisunt Tinakhat and Ahmad Mujafar Syah and Andris Adhitra and Rachatawan Limkanchanapa and Varintorn Viriyachaikul and Anna Stepanova},
      title = {The Factors Leading to Repeat Visitation of Domestic Tourists to Phitsanulok Province Thailand},
      journal = {Science Journal of Business and Management},
      volume = {8},
      number = {2},
      pages = {96-101},
      doi = {10.11648/j.sjbm.20200802.17},
      url = {https://doi.org/10.11648/j.sjbm.20200802.17},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20200802.17},
      abstract = {The purpose of this paper aims to study the factors leading to the repeat visitation of domestic tourists to Phitsanulok province, Thailand. The researchers adapted quantitative methodology by using the survey questionnaires to identify the factors influencing them to repeat the visit. A convenience sampling method is used to collect the data from the domestic tourists traveling to Phitsanulok from August to October 2018 for 400 subjects (250 women and 150 men). The questionnaire is judged by the 5 points Likert Scale. A result of this study revealed that the main top 3 reasons why they would like to repeat visit Phitsanulok because of the famous Buddha image (mean = 4.66, S. D. = 0.655), followed by a variety of natural attractions (mean = 4.29, S. D. = 0.750), and quality accommodation at reasonable price (mean = 4.22, S. D.= 0.787), while the least factor is deal on package tours (n = 400) (mean = 3.29) (S. D. = 0.769). From the result of the conclusion show that further study should focus on deal on package tours because this study found that the least factor is deal on package tours in Phitsanulok by domestic Thai tourists so it improves to be more reasonable price of deal on package and keep stable the good points that make the tourists impressed in Phitsanulok. Moreover, some suggestions from the tourists is mainly about the accessibility to the tourism areas for the disabled and senior tourists. This is quite important and should be brought to the attention to tourism stakeholders in considering to improve this suggestion to be more efficient so it can attract more tourists not only domestic but also international. The researcher hope that this researcher will be beneficial to both private and public sectors in improving and developing the tourism infrastructures and services to attract more tourists in the future.},
     year = {2020}
    }
    

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  • TY  - JOUR
    T1  - The Factors Leading to Repeat Visitation of Domestic Tourists to Phitsanulok Province Thailand
    AU  - Phisunt Tinakhat
    AU  - Ahmad Mujafar Syah
    AU  - Andris Adhitra
    AU  - Rachatawan Limkanchanapa
    AU  - Varintorn Viriyachaikul
    AU  - Anna Stepanova
    Y1  - 2020/05/28
    PY  - 2020
    N1  - https://doi.org/10.11648/j.sjbm.20200802.17
    DO  - 10.11648/j.sjbm.20200802.17
    T2  - Science Journal of Business and Management
    JF  - Science Journal of Business and Management
    JO  - Science Journal of Business and Management
    SP  - 96
    EP  - 101
    PB  - Science Publishing Group
    SN  - 2331-0634
    UR  - https://doi.org/10.11648/j.sjbm.20200802.17
    AB  - The purpose of this paper aims to study the factors leading to the repeat visitation of domestic tourists to Phitsanulok province, Thailand. The researchers adapted quantitative methodology by using the survey questionnaires to identify the factors influencing them to repeat the visit. A convenience sampling method is used to collect the data from the domestic tourists traveling to Phitsanulok from August to October 2018 for 400 subjects (250 women and 150 men). The questionnaire is judged by the 5 points Likert Scale. A result of this study revealed that the main top 3 reasons why they would like to repeat visit Phitsanulok because of the famous Buddha image (mean = 4.66, S. D. = 0.655), followed by a variety of natural attractions (mean = 4.29, S. D. = 0.750), and quality accommodation at reasonable price (mean = 4.22, S. D.= 0.787), while the least factor is deal on package tours (n = 400) (mean = 3.29) (S. D. = 0.769). From the result of the conclusion show that further study should focus on deal on package tours because this study found that the least factor is deal on package tours in Phitsanulok by domestic Thai tourists so it improves to be more reasonable price of deal on package and keep stable the good points that make the tourists impressed in Phitsanulok. Moreover, some suggestions from the tourists is mainly about the accessibility to the tourism areas for the disabled and senior tourists. This is quite important and should be brought to the attention to tourism stakeholders in considering to improve this suggestion to be more efficient so it can attract more tourists not only domestic but also international. The researcher hope that this researcher will be beneficial to both private and public sectors in improving and developing the tourism infrastructures and services to attract more tourists in the future.
    VL  - 8
    IS  - 2
    ER  - 

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Author Information
  • International Tourism and Hospitality Management Program, Naresuan University International College, Phitsanulok, Thailand

  • International Tourism and Hospitality Management Program, Naresuan University International College, Phitsanulok, Thailand

  • International Tourism and Hospitality Management Program, Naresuan University International College, Phitsanulok, Thailand

  • International Tourism and Hospitality Management Program, Naresuan University International College, Phitsanulok, Thailand

  • International Tourism and Hospitality Management Program, Naresuan University International College, Phitsanulok, Thailand

  • International Tourism and Hospitality Management Program, Naresuan University International College, Phitsanulok, Thailand

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