An alternative interpretation of attitude and extension of the value–attitude–behavior hierarchy: the destination attributes of Chiang Mai,Thailand

Thailand tourism and its attributes have not been sufficiently explored. This study attempted to identify the role of tourism attributes in Chiang Mai, Thailand, bring up-to-date advancements in attitude research, and build a comprehensive extended framework rooted in the value attitude behavior (VAB) hierarchy. A sample of 541 international tourists in Chiang Mai was used for data analysis. The results of the factor analysis presented five attribute factors. All five factors loaded strongly onto a higher order factor of destination attributes. Moreover, the attitude construct was tested in the VAB hierarchy. Our results indicated that the proposed theoretical framework and hypothesized relationships were generally supported. The emotion constructs were identified to be significant contributors for better prediction of intention to revisit Thailand. Our alternative interpretation of attitude was statistically supported. Overall, the findings of this study help destination marketers invent useful strategies to boost international travelers’ intention to repeatedly visit Thailand.