Destination Image and Behavior Intention of Travelers to Thailand: the Moderating Effect of Perceived Risk |
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| Authors: | Pimtong Tavitiyaman Hailin Qu |
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| Institution: | 1. School of Professional Education and Executive Development , The Hong Kong Polytechnic University , S1227 12/F South Tower, West Kowloon Campus, 9 Hoi Ting Road, Yao Ma Tei, Kowloon , Hong Kong SAR , China spimtong@speed-polyu.edu.hk;3. School of Hotel and Restaurant Administration , Oklahoma State University in Stillwater , OK , USA E-mail: h.qu@okstate.edu |
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| Abstract: | This study examined the influence of destination image and overall satisfaction toward behavioral intention of travelers to Thailand. The results found that destination image dimensions of quality of hotels and restaurants and cultural and natural attractions significantly influenced overall satisfaction. In addition, overall satisfaction had a positive effect on behavioral intention. This study further investigated the moderating effect of perceived risk on the relationship between overall satisfaction and behavioral intention. Travelers with low perceived risk of these natural disasters had a tendency for greater positive destination image, overall satisfaction, and behavioral intention than travelers with high perceived risk. |
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| Keywords: | Destination image overall satisfaction perceived risk behavioral intention |
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