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 thisresearch were to study tourists’ perception toward destination image and Thai food image as well as study therelationship between those two variables and the tourists’ intention to revisit. The research was conducted inPattaya, Thailand. A questionnaire was used to survey 476 foreign visitors by a convenience sampling method.The results demonstrated that the respondents perceived the Pattaya image as; exciting nightlife andentertainment, communicative people, attractive tourist sightseeing and activities. Respondents perceived theThai food image as; a good cultural experience, unique serving style, delicious, nourishing food, and exoticcooking methods, respectively. In addition, the results indicated that destination image and image of Thai foodhad a positive relationship with tourists’ intention to revisit.

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