The Relationship between Destination Image, Food Image, and Revisiting Pattaya, Thailand

Abstract

Destination image and food image are the essences of tourists' destination selections. The purposes of this research were to study tourists' perception toward destination image and Thai food image as well as study the relationship between those two variables and the tourists' intention to revisit. The research was conducted in Pattaya, Thailand. A questionnaire were used to survey 476 foreign visitors by a convenience sampling method. The results demonstrated that the respondents perceived the Pattaya image as; exciting nightlife and entertainment, communicative people, attractive tourist sightseeing and activities. Respondents perceived the Thai food image as; a good cultureal experience, unique serving style, delicious, nourishing food, and exotic cooking methods, respectively. In addition, the results indicated that destination image and image of Thai food has a positive relationship with tourists' intention to revisit.