IngentaConnect Thailand as a tourist destination: Perceptions of international v...

Authors: Henkel, Roy¹; Henkel, Pattaya¹; Agrusa, Wendy¹; Agrusa, Jerome¹; Tanner, John¹

Source: Asia Pacific Journal of Tourism Research, Volume 11, Number 3, September 2006 , pp. 269-287(19)

Publisher: Routledge, part of the Taylor & Francis Group

Abstract:

In the tourism industry, the perceptions of a tourist destination are critical to its image. Image can be either a mental image of a product created by a marketing department or an associative image of a product that is developed by the consumer. Tourism destinations must be careful about their image so the perception that they have is not different from the way that they are perceived by potential travelers. This study examines the perceptions of international visitors and Thai residents on the image of Thailand as a tourist destination. International visitors and Thai residents were both surveyed to determine their perceptions of the image of Thailand. Some results of the study found that Thai residents and international visitors felt cultural sightseeing, friendly people and food were significantly important when thinking of Thailand as a tourist destination, while international visitors felt that nightlife and entertainment were significantly more important than that of Thai residents.

Keywords: perceptions; images; international tourists; Thailand; Thai residents; tourism destination

Document Type: Research article

DOI: 10.1080/10941660600753299

Affiliations: 1: College of Business Administration, Hawai'i Pacific University

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Thailand as a tourist destination: Perceptions of international visitors and Thai residents