A Study of Tourist Motivation toward Destination Loyalty: Targeting European Tourists Travelling to Phuket
This quantitative research aimed to study tourist motivation toward destination loyalty by focusing on European tourists who travel to Phuket, where is one of the most popular tourist destinations in Thailand. A questionnaire survey was conducted with 200 respondents to collect the primary data, while multiple regression and path analyses were employed to test the research hypotheses. The results of the survey revealed that push and pull factors had directly positive influences on destination loyalty to Phuket. Additionally, the study also proved that push and pull factors were indirectly affected by destination loyalty via tourist satisfaction. To maintain and retrieve European tourists to Phuket, safety and security systems and the quality of tourist attractions and infrastructures in Phuket should be well-maintained. Moreover, tourism stakeholders in Phuket should focus on the important aspects of push and pull factors, so they can attract not only European tourists, but also other markets to boost tourist satisfaction.
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