• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKI, Google Scholar, Crossref
    • Article Processing Charge (APC): 500 USD
    • E-mail: joebm.editor@gmail.com
HOME > Archive > 2024 > Volume 12 Number 3 (2024) >
JOEBM 2024 Vol.12(3): 318-321
DOI: 10.18178/joebm.2024.12.3.815

The Effect of Destination Image, Travel Experience, and Media Exposure on Tourism Intentions

Noppanon Homsud
Department of Accounting, Faculty of Management Science, Silpakorn University, Phetchaburi, Thailand
Email: homsud_n@su.ac.th (N.H.)

Manuscript received May 3, 2024; revised June 10, 2024; accepted August 4, 2024; published September 18, 2024.

Abstract—Destination image refers to the overall impression that people have of a particular place or destination, based on their preconceived notions, previous experiences, and what they have heard or read about it. It is essentially the mental image or perception that individuals have of a destination, which can influence their decision to visit or not. Travel experience, which is a significant factor in tourists’ evaluations of a destination, is the other factor that may have an impact on tourism intentions. Negative travel experiences decrease travelers’ behavioral intention to return, while positive travel experiences increase word-of-mouth and intention to revisit. Media exposure is the final factor. Due to technological advancements, tourists no longer rely on traditional media outlets for information; instead, they consult other tourists on various online platforms. Among them, social media has become a popular platform that actively tracks the footprints of millions of users, providing insightful information about the habits of tourists. The goal of this study is to examine how media exposure, travel experiences, and destination perceptions affect travel intentions. Data on 520 Thai tourists visiting Hua-Hin, Prachuap Khiri Khan, Thailand were gathered, and after data analysis using a structural equation model, it was discovered that media exposure, travel experiences, and the destination image all influence travelers’ intentions to travel. This study improves our understanding of how tourists’ intentions to visit or return are influenced by their perceptions of the destination image, their actual travel experiences, and the media’s bias.

Keywords—destination image, travel experience, media exposure, tourist, Thailand

Cite: Noppanon Homsud, "The Effect of Destination Image, Travel Experience, and Media Exposure on Tourism Intentions," Journal of Economics, Business and Management, vol. 12, no. 3, pp. 318-321, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

PREVIOUS PAPER
New Quality Productivity Enabling High Quality Economic Development
NEXT PAPER
The Existence and Influence of Gender Employment Discrimination in the China’s Labor Market
Copyright © 2008-2024. Journal of Economics, Business and Management. All rights reserved.
E-mail: joebm.editor@gmail.com