The factors affecting international tourist perspective on destination satisfaction : the case of united kingdom and Australia tourists visiting in Thailand

Abstract

Thailand destination image and national stability confidence become an important factor determining leisure destination for international tourists. Hence, in 2015 Tourism Authority of Thailand has launches ‘Discovery Thainess’ campaign to enrich Thailand brand image become a quality leisure of global destination. United Kingdom and Australia tourists become a target group of the study. As reported by UNWTO Tourism Highlights, (2017), these countries were ranked on the 4th and 8th international biggest spender in global tourism market. United Kingdom contribute of US$64 billion to global tourism industry and US$27 billion from Australian tourists. Thus, targeting on these biggest spender and attractive them to visiting Thailand destination is the strategy needs to enhance of national income. The aim of the study is to investigate the perception of British and Australian tourists regarding to Thailand destination image, destination satisfaction and destination loyalty. The results of the study shows most of British tourists perceived Thailand destination image as ‘relax destination’ while Australian view as ‘Amazing Thailand’. British tourists have discover Thainess experience on Thai massage/spa and Thai food cooking become the must thing to do in Thailand while scuba diving is the Thainess experience don’t miss via Australian tourists’ eye. Thailand tourism image is the most important factor to predicting British and Australian tourists’ satisfaction and also lead to destination loyalty. The focus group interview data show that Bangkok is the popular destination choses by British and Australian tourists. The study highlight Bangkok brand power city into five attractive characteristics defined by Tokyo brand power in order to make Bangkok as a premium tourist destination like ever. The result show that Bangkok is the safe place and comfortable, delicious food culture, culture diversity and fancy nightlife that make them ‘love Bangkok’. Thus, they have a good travel experience in Thailand and definitely they will suggest Thailand to their friend and family.