The Antecedent of Thai Honeymoon Tourists Revisit Intention of Phuket.

The Antecedent of Thai Honeymoon Tourists Revisit Intention of Phuket.
Akruthai La
A Dissertation Submitted in Partial Fulfillment of the Requirements for

the Degree of Doctor of Philosophy in Hospitality and Tourism Management
Faculty of Graduate School of Business and Advanced Technology Management
Assumption University
Academic Year 2021
Copyright of Assumption University
ii
Copyright by
ASSUMPTION UNIVERSITY OF THAILAND
2021
Dissertation Title The Antecedent of Thai Honeymoon Tourists Revisit Intention of Phuket.
By Ms. Akruthai La
Major Doctor of Philosophy in Hospitality and Tourism Management
Dissertation Advisor Asst. Prof. Adarsh Batra, Ph.D.
Academic Year 1/2021
The Graduate School/ Faculty of Graduate School of Business and Advanced

Technology Management, Assumption University, has approved this dissertation as a partial
fulfillment of the requirements for the Degree of Doctor of Philosophy in Hospitality and
Tourism Management.
………………………………………………
Dean of the Graduate School of Business and Advanced Technology Management,
Asst. Prof. Kitti Phothikitti, Ph.D.
DISSERTATION EXAMINATION COMMITTEE
……………………………………………… Chairman (External)

Assoc. Prof. Kanyamon Kanchanathaveekul, Ph.D.
……………………………………………… Committee Member

John Barnes, Ph.D.

Apichart Intravisit, Ph.D.

Seongdok Kim, Ph.D.
……………………………………………… Dissertation Advisor

Asst. Prof. Adarsh Batra, Ph.D.
iv
ABSTRACT
I.D. No.: 6019381
Key Words: HONEYMOON TOURIST, PERCEIVED VALUE, TRAVEL EXPERIENCE,
DESTINATION ATTRIBUTES, DESTINATION IMAGE, TOURIST SATISFACTION,
REVISIT INTENTION, PHUKET
Name: AKRUTHAI LA
Dissertation Title: THE ANTECEDENT OF THAI HONEYMOON TOURISTS REVISIT
INTENTION OF PHUKET
Dissertation Advisor: ASST. PROF. DR. ADARSH BATRA
____________________________________________________________________
Honeymoon tourism is a particular type of tourism. The honeymoon couples are a
desirable target group in many destinations for the tourism business. This study aimed to
examine the impact of perceived value, travel experience, destination attributes, and
destination image on tourist satisfaction of Thai honeymoon couples who visited Phuket and
consequently influenced their revisit intention. Phuket had long been recognized
internationally as a top destination for honeymooners with its up-scale resorts and magnificent
beaches. Phuket which mainly depends on international travelers was and is still facing heavy
losses in business profit. Tourism needs to rely on the domestic market to survive. The strong
promotional activities of state agencies mainly focused on international honeymoon couples,
the Thai market was overlooked and ignored.
Therefore, this study focused on the domestic honeymoon couple market visiting
Phuket based on an exploratory sequential mixed method design approach. This approach gave
a better insight into the dynamic effect of perceived value, travel experience, destination
attributes, and destination image on tourist satisfaction of domestic honeymoon couples to
examining their direct and indirect impact on revisit intention. The in-depth interviews were
v
conducted in Bangkok and Phuket with 26 professionals in state agencies, hotels, and travel
agencies from December 2020 to January 2021. In February 2021, a data collection of 468
honeymooners with 234 males and 234 females were collected on selected popular honeymoon
beaches and famous romantic attractions in Phuket. The data were used to perform an
exploratory factor analysis to ensure its reliability, followed by confirmatory factor analysis to
confirm the empirical data fits with the measurement model. The structural equation modeling
technique was employed to examine the causal relationships among the latent variables and
factor analysis (EFA, CFA, and mediation test) were used to test the hypotheses.
Destination image, travel experience, perceived value (money), and perceived value
(quality) of honeymoon couples were found to significantly affect tourist satisfaction which
further influenced revisit intention. The destination attributes that were studied by many
scholars in the honeymoon tourism context showed no significant effect on tourist satisfaction,
however, it had a direct influence on revisit intention. The mediation test confirmed tourist
satisfaction as a significant mediator.
This study has expanded scholarly insight of the honeymoon tourists and augment
literature on this topic. It provides the demographic characteristics of domestic honeymoon
couples who visited Phuket during the pandemic. This study appears to be the first to examine
perceived value as perceived value (money) and perceived value (quality) separately in the
context of honeymoon tourism. For practitioners, the hospitality and tourism businesses in
Phuket may have to be re-opened after the pandemic, this study advises them to prioritize
developing and advertising destination image, travel experience, perceived value (money), and
perceived value (quality) to achieve tourist satisfaction and revisit intention, and despite the
lack of significant effect of destination attributes on tourist satisfaction, destination attributes
could still influence revisit intention of the honeymoon couples to Phuket.

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ACKNOWLEDGEMENTS
Doing this dissertation had been quite a tough journey especially during the Covid-
19 pandemic. However, I embrace with appreciation all the challenges that had enlightened me
with knowledge and inspiration creating passion in my work in successfully completing my
dissertation.
In addition, I would like to convey my sincere gratitude to the people involved, for
their priceless contribution that enables me in finishing this dissertation. Thank you to all my
anonymous interviewees from public state agencies, hotels, travel agencies, and academic
professional in Phuket, as well as the invaluable help and support from the local people during
my memorable stay of two months there, as without all of their warm professional support and
expertise in honeymoon market I wouldn’t be able to draw an end to my dissertation.
Moreover, I would like to give a special thank to my advisor, Asst. Prof. Dr. Adarsh
Batra for being always supportive and attentive to details, giving me the best coaching
assistance and guidance in finishing my dissertation on time.
Along the way, I would like to particularly give credit to my dear friend Asst. Prof.
Dr. Cherry Brewer who has always been there for me, just like an angel showing up at the right
time and giving me the strength and courage to move on with my dissertation during my darkest
moments.
Finally, I would like to give my warm thank to my parents, my husband, Charles,
and my friends for being always supportive with love throughout my research journey under
the storm and sunshine … I love you all very much.
Akruthai La
June 7, 2021
vii
TABLE OF CONTENTS
Page
COPYRIGHT ........................................................................................................... ii
APPROVAL ............................................................................................................ iii
ABSTRACT............................................................................................................. iv
ACKNOWLEDGEMENTS ..................................................................................... vi
TABLE OF CONTENTS ......................................................................................... vii
LIST OF TABLES ................................................................................................... xiv
LIST OF FIGURES ................................................................................................. xvi
CHAPTER I INTRODUCTION
1.1 Introduction of the Study ............................................................... 1
1.1.1 Overview of Phuket .............................................................. 5
1.1.2 History of Honeymoon ......................................................... 7
1.1.3 Second Honeymoon .............................................................. 8
1.2 Situational Analysis ....................................................................... 8
1.3 Need for Research .......................................................................... 13
1.4 Statement of Research Problem ..................................................... 15
1.5 Research Objectives ....................................................................... 19
1.6 Research Questions ........................................................................ 20
1.7 Research Hypothesis ...................................................................... 21
1.8 Scope and Limitations.................................................................... 22
1.9 Significance of Study ..................................................................... 24
1.10 Definition of Terms...................................................................... 26

viii
CHAPTER II THE LITERATURE REVIEW AND THE THEORETICAL,
CONCEPTUAL AND RESEARCH FRAMEWORKS
2.1 Review of Literature ...................................................................... 28
2.1.1 Honeymoon Tourism in Thailand ......................................... 29
2.1.2 Perceived Value .................................................................... 31
2.1.2.1 Definition of Perceived Value .................................. 31
2.1.2.2 Conceptualized Theories of Perceived Value ........... 33
2.1.2.3 The Literature Review of Perceived Value,
Tourist Satisfaction and Revisit Intention................. 37
2.1.3 Travel Experience ................................................................. 38
2.1.3.1 Definition of Travel Experience ............................... 38
2.1.3.2 Conceptualized Theories of Travel Experience ........ 40
2.1.3.3 The Literature Review of Travel Experience,
2.1.4 Destination Attributes ........................................................... 45
2.1.4.1 Definition of Destination Attributes.......................... 45
2.1.4.2 Conceptualized Theories of Destination Attributes .. 47
2.1.4.3 The Literature Review of Destination Attributes,
2.1.5 Destination Image ................................................................. 51
2.1.5.1 Definition of Destination Image ............................... 51
2.1.5.2 Conceptualized Theories of Destination Image ........ 53
2.1.5.3 The Literature Review of Destination Image,

ix
2.1.6 Tourist Satisfaction ................................................................ 56
2.1.6.1 Definition of Tourist Satisfaction ............................. 56
2.1.6.2 Conceptualized Theories of Tourist Satisfaction ...... 59
2.1.6.3 The Literature Review of Tourist Satisfaction.......... 63
2.1.7 Tourist Revisit Intention ....................................................... 65
2.1.7.1 Definition of Tourist Revisit Intention ..................... 65
2.1.7.2 Conceptualized Theories of Tourist Revisit Intention 66
2.1.7.3 Literature Review of Tourist Revisit Intention ......... 69
2.1.8 Literature on Honeymoon Tourism ................................... 73
2.1.8.1 Analytical Review of the Literature .......................... 97
2.2 Theoretical Framework .................................................................. 102
2.3 Conceptual Framework .................................................................. 107
2.4 Research Hypotheses ..................................................................... 108
2.4.1 The Relationship of Perceived Value and Tourist Satisfaction 108
2.4.2 The Relationship of Perceived Value and Revisit Intention . 110
2.4.3 The Relationship of Travel Experience and Tourist Satisfaction 111
2.4.4 The Relationship of Travel Experience and Revisit Intention 112
2.4.5 The Relationship of Destination Attributes and
Tourist Satisfaction ............................................................... 113
2.4.6 The Relationship of Destination Attributes and
Revisit Intention .................................................................... 115
2.4.7 The Relationship of Destination Image and Tourist Satisfaction 116
2.4.8 The Relationship of Destination Image and Revisit Intention 117
2.4.9 The Relationship of Tourist Satisfaction and Revisit Intention 118
2.5 Chapter Summary .......................................................................... 122

x
CHAPTER III RESEARCH DESIGN AND METHODOLOGY
3.1 Research Design............................................................................. 123
3.1.1 Definitions of Mixed Methods Employed in the Current
Research ................................................................................ 125
3.1.2 Justification of Mixed Methods Research............................. 128
3.2 Exploratory Sequential Mixed Method Design Approach............. 130
3.3 Qualitative Research Paradigm ...................................................... 132
3.3.1 The Procedures of the Qualitative Sample Selection and
Data Collection ..................................................................... 133
3.3.1.1 The Selection of the Participants for the In-depth
Interviews .................................................................. 134
3.3.1.2 The Process of the In-depth Interviews .................... 137
3.3.2 The Qualitative Instrument and Data Collection Approaches 138
3.3.3 Qualitative Data Analysis and Interpretation ....................... 141
3.4 Quantitative Research Paradigm ..................................................... 143
3.4.1 Populations, Samples, Sample Size, and Sampling of the Study 144
3.4.2 The Quantitative Instrument: Questionnaire Design.............. 147
3.4.3 Quantitative Pilot Test............................................................ 152
3.4.4 Quantitative Data Collection Procedures ............................... 158
3.4.5 Quantitative Data Analysis .................................................... 160
3.4.5.1 Exploratory Factor Analysis (EFA) ........................... 161
3.4.5.2 Confirmatory Factor Analysis (CFA) ........................ 162
3.4.6 Validity and Reliability .......................................................... 164
3.5 Research Timeline .......................................................................... 169
3.6 Ethical Considerations .................................................................... 170

xi
3.7 Conclusion ....................................................................................... 172
CHAPTER IV ANALYSIS AND INTERPRETATION OF DATA
4.1 The Findings from the In-depth Interviews ................................... 174
4.1.1 What Comprise a Honeymoon Destination? ......................... 174
4.1.2 Is it Worth to Travel as a Honeymoon Tourist? .................... 178
4.1.3 Travel Experience of a Honeymoon Tourist .......................... 182
4.1.4 What are the Attributes of a Honeymoon Destination? ........ 188
4.1.5 Destination Image of Phuket ................................................. 191
4.1.6 Honeymoon Tourist Satisfaction of Phuket .......................... 195
4.1.7 Do Honeymooners Revisit Phuket? ....................................... 198
4.2 Pilot Test ......................................................................................... 210
4.3 Demographic Characteristics of the Sample ................................... 213
4.4 Descriptive Statistics....................................................................... 220
4.5 Exploratory Factor Analysis (EFA) Result ...................................... 224
4.6 Confirmatory Factor Analysis (CFA) Result .................................. 233
4.6.1 Reliability and Validity .......................................................... 241
4.7 Structural Equation Modeling (SEM) and Hypothesis Testing ....... 243
4.7.1 Structural Equation Modeling (SEM) ...................................... 243
4.7.2 Hypothesis Testing .................................................................. 243
4.7.3 Mediation Evaluation .............................................................. 250
4.7.4 Multigroup Comparison (Male Vs. Female) .......................... 251
4.7.5 Comparison with Original Model ............................................ 252
4.7.6 Chapter Summary..................................................................... 254

xii
CHAPTER V SUMMARY, DISCUSSION, CONCLUSION, AND
RECOMMENDATIONS
5.1 Summary of Research ...................................................................... 256
5.2 Discussion ....................................................................................... 259
5.2.1 Perceived Value and its Effects.............................................. 259
5.2.1.1 Perceived Value (Money) .......................................... 259
5.2.1.2 Perceived Value (Quality) .......................................... 261
5.2.2 Travel Experience and its Effects ......................................... 262
5.2.3 Destination Attributes and its Effect ..................................... 264
5.2.4 Destination Image and its Effect ........................................... 265
5.2.5 Tourist Satisfaction and its Effect ......................................... 266
5.3 Conclusion ..................................................................................... 268
5.4 Recommendation ........................................................................... 272
5.4.1 Recommendation on Destination Image ............................... 273
5.4.2 Recommendation on Travel Experience ............................... 276
5.4.3 Recommendation on Perceived Value (Money) and
Perceived Value (Quality) ...................................................... 277
5.4.4 Recommendation on Destination Attributes ......................... 278
5.4.5 Phuket ROMANCE Model ................................................... 279
5.5 Research Implications .................................................................... 283
5.5.1 Theoretical Implication ......................................................... 283
5.5.2 Managerial Implication ......................................................... 286
5.5.2.1. Tourism Professionals and State Tourism Agencies 287
5.5.2.2 The Beach and Island Destinations ........................... 291
5.6 Limitations ..................................................................................... 291

xiii
5.7 Future Research .............................................................................. 293
REFERENCES ............................................................................................... 295
APPENDICES .................................................................................................. 338
Appendix A: Consent Form .............................................................. 339
Appendix B: In-depth Interview Questions ..................................... 341
Appendix C: Questionnaire Form (English and Thai Version) ........ 343
Appendix D: Photos of Data Collection (In-dept Interviews) .......... 354
Appendix E: Photos of Data Collection (Questionnaire Survey) ... 362
Appendix F: GSB Ph.D.-HTM Dissertation Grammar Checking
Form ............................................................................. 373
Appendix G: Turnitin Evaluation Result .......................................... 377
BIOGRAPHY
xiv
LIST OF TABLES
TABLE Page
Table 2.1 Summary of Previous Studies on Revisit Intention based on
Proposed Variables........................................................................ 71
Table 2.2 Summary of Previous Studies on Honeymoon ............................. 82
Table 2.3 Analytical Review of the Literature: Summary of Important Factors
listed as Prominent ones in the Literature by the Honeymoon Tourists101
Table 2.4 List of Hypotheses ........................................................................ 121
Table 3.1 The List of Selected Participants for Interviews ........................... 137
Table 3.2 Measurement Items for Each Construct and Their Pertaining
Variable Name .............................................................................. 155
Table 3.3 Numbers of Participants and Locations for Questionnaires.......... 159
Table 3.4 The Operationalization Table........................................................ 162
Table 3.5 Demographic Data Summary of Respondents: Pilot Test ............ 167
Table 3.6 The Cronbach’s Alpha Summary of each Construct .................... 168
Table 3.7 Research Timeline......................................................................... 170
Table 4.1 Questionnaire Developed from In-depth Interviews ..................... 203
Table 4.2 Data Collection ............................................................................. 208
Table 4.3 The Cronbach’s Alpha Summary of each Construct .................... 211
Table 4.4 Demographic Data Summary of Respondents: Pilot Test ............ 211
Table 4.5 Demographic Data Summary of Respondents .............................. 215
Table 4.6 Descriptive Statistics ..................................................................... 221
Table 4.7 Results of Exploratory Factor Analysis (EFA) of Original Model –
Six Factors .................................................................................... 226

xv
Table 4.8 Communalities of Factor Analysis of Modified Model –
Seven Factors ................................................................................ 227
Table 4.9 Results of Exploratory Factor Analysis (EFA) of Modified Model –
Seven Factors ................................................................................ 228
Table 4.10 Summary of Deleted Items ......................................................... 230
Table 4.11 Communalities of Factor Analysis (Seven Factors) –
After deleting Problematic Factors ............................................. 231
Table 4.12 Results of Exploratory Factor Analysis (EFA) of Seven Factors –
After deleting Problematic Factors ............................................. 232
Table 4.13 Characteristics of Fit Indices Demonstrating Goodness-of-Fit .. 234
Table 4.14 Correlation Matrix....................................................................... 236
Table 4.15 Standardized Factor Loading from Modified Measurement Model
of Honeymoon Couples in Phuket .............................................. 238
Table 4.16 Comparison in Fit of Measurement Models ............................... 240
Table 4.17 Comparison in Factor Loading of Measurement Models ........... 240
Table 4.18 Discriminant Validity.................................................................. 243
Table 4.19 Summary of Hypotheses Test Result .......................................... 248
Table 4.20 Mediation Effects on Revisit Intention via Tourist Satisfaction 250
Table 4.21 Comparison Table between Male and Female ............................ 251
Table 4.22 Comparison of Models ................................................................ 252
Table 4.23 Convergent and Discriminant Validity Test of the Original Model 253
xvi
LIST OF FIGURES
FIGURES Page
Figure 2.1 Model of Relationships of Perceived Value, Destination Image,
Tourist Satisfaction and Revisit Intention ................................... 105
Figure 2.2 Model of Relationships of Travel Experience, Tourist Satisfaction
and Revisit Intention .................................................................... 105
Figure 2.3 Model of Relationships of Destination Attributes, Tourist Satisfaction
and Revisit Intention .................................................................... 106
Figure 2.4 Conceptual Framework ................................................................ 107
Figure 3.1 Exploratory Sequential Mixed Method Design Approach of
The Current Research ................................................................... 131
Figure 3.2 Data Analysis in Qualitative Research ........................................ 143
Figure 4.1 The Stages of the Data Analysis .................................................. 174
Figure 4.2 Measurement Model of Honeymoon Couples in Phuket............. 235
Figure 4.3 Estimated Structural Model ......................................................... 249
Figure 4.4 Hypotheses Testing Result of the Original Model ...................... 253
Figure 5.1 Phuket ROMANCE Model .......................................................... 280

1
CHAPTER I
INTRODUCTION
This chapter presents the overview and rationale of the topic. The content consists
of ten main sections as a presentation of the study. The introduction of the study explains the
general background of the research. The situation analysis describes an assessment of the
situation to identify the challenges and potential developments toward the situation. Need for
research explains the relationships and importance of independent variables and dependent
variables as a background of the study while the statement of problem identifies the reasons of
for conducting the research. Research objectives, research questions and research hypothesis
state the highlighted exploratory areas of study. The scope and limitations of the study clarify
the extent of content that will be covered by the methods of the study and concerning
constraints and circumstances beyond the control to be aware of. The significance of the study
explains the values and contributions of the study towards stakeholders. Lastly, definitions and
terms explain meaning of constructs and key terms applied in the study.
1.1 Introduction of the Study
Travel and tourism are one of the world’s largest economic segments for the reason
that it generates job opportunities, steers overseas trades, and creates profitability all over the
world according to World Travel & Tourism Council (2019). A research article by World
Travel & Tourism Council (2019) reported that the travel and tourism area provided 10% of
total employment or 319 million occupations and 10.4% of worldwide GDP in 2018; 6.5% of
total world export and 27.2% of total world service exports; as well as one-fifth of the entire
net jobs produced over the past five years. As a global export section, tourism is in the third
position following chemicals and fuels and ahead of automotive manufactured goods (World
2
Tourism Organization, 2018a). Tourism expansion is gradually considered a valuable
implementation in encouraging the growth of the economy and lessening poverty (Richardson,
2014). As such, the travel and tourism segment and its associated industries have immense
ability to act as a power for good to the whole world, as they are demonstrated to push economic
growth and expansion, offer jobs, widen inter-cultural understanding, open-mindedness, and
peace (Uniting Travel, 2018).
There were 1.44 billion tourists who traveled around the world in 2018 (World
Tourism Organization, 2019). Different tourists may perhaps perform in a remarkably diverse
manner since they have a wide range of expectations and needs (Caldito et al., 2015). It is
important to realize that all tourists perform their travel for the different reasons (Fatt et al.,
2010) as tourists are diverse due to individual tourist has different needs (Dolnicar, 2013).
There is a variety of tourist types in terms of different demands regarding the destinations and
activities preferences (Żegleń & Grzywacz, 2016). Among the enormous number of tourists,
the two broad major categories of visits include personal purpose (holiday, visiting family and
friends, education, health, religion, and transit) and business purpose (United Nations, 2013).
The studies on types of tourism are greatly varied, honeymoon tourism is one of the various
tourism types. According to South Pacific Tourism Organization (2015), there were 5.5 million
wedding and honeymoon tourists who traveled from major source market countries globally.
Honeymoon tourism is a specialized choice of tourism (Winchester et al., 2011). It
is a result of couples who have the main purpose of travel to celebrate their marriage with an
overseas honeymoon (South Pacific Tourism Organization, 2015). Typically, honeymoon
travel is held shortly after the couple is married (Color Whistle, 2020). Couples manage to take
a vacation after getting married, honeymoons are an approach for couples to concentrate on
spending time with each other (Shamsian, 2017). As a honeymoon trip is a once-in-a-lifetime
journey taken together by couples, it creates a terrific experience for couples (Payne, 2015).
3
The spending of honeymooners is significantly more than general travelers since newlyweds
are willing to complete their romantic dreams with fewer concerns for travel costs when they
take a trip to a destination (Lee et al., 2010). According to the research statistics by Sardone
(2019), 99% of American couples who select a traditional wedding will take a honeymoon, the
length of stay of an average honeymoon is 8 days, honeymoons yearly generate a US$12 billion
dollar to the industry and honeymooners spend three times as much as the average U.S. adult
spends on a vacation, the average of honeymoon expense will cost 15% of the total wedding
budget, and $8,200 is spent by destination couples on average on their honeymoon which over
one-third more than traditional wedding couples. Therefore, they are a desirable target group
in many destinations for the tourism business (Lee et al., 2010).
However, some honeymoon couples may plan for escape stay away from home
while some decide on a close-to-home holiday (Rattanaumpol, 2004). In western culture, a
honeymoon is a traditional vacation that newlyweds participate to relish their beginning days
of marriage, sharing their intimacy, strengthening their bond and usually held far from families
and hometown as it is a retreat period of couples to some exotic or romantic destination
(Chalakoski, 2017). Asian people normally arrange weddings domestically and will take a short
trip abroad for their honeymoons; however, some will travel further for a different experience
(South Pacific Tourism Organization, 2015). Different honeymoon couples look for different
kinds of honeymoon, some prefer an adventure journey such as hiking and scuba diving while
some want to spend time for rest and relaxation such as spa treatments and massages (Susong,
2020).
Traditionally, Thai people only have the wedding ceremony and do not honeymoon
as it has not been a custom in Thailand (Hays, 2014). Recent wedding in Thailand, people who
are famous and wealthy favor a huge and extravagant wedding ceremony since the size and
spending budget represent the social status, however, many couples minimize the scale of
4
wedding to save cost as they give more concerns on the economic prospect; nowadays, a Thai
traditional wedding usually begins with an unofficial proposal, formal proposing between the
parents of the couple, and engagement and wedding ceremony (Pongsiri, 2014). Partaking in a
honeymoon has been a traditional habit among westerners, however, it has become a common
practice in Asian countries (Lee et al., 2010) including Thailand too. The practices of Thai
couples regarding honeymoon have been changed with the influence of social environment as
well as generations. A honeymoon is a special vacation undertaken by couples to celebrate
their couple’s life and spend romantic time after marriage. However, a honeymoon is being
performed without marriage for some couples, also honeymoons are sometimes repeated due
to special romantic occasions such as another anniversary of a wedding or senior couples go
once again on their honeymoon at the same destination they did during their younger period
(Isański, 2013).
Interestingly, 14% of couples travel for a week on a beach honeymoon, 14% travel
on a family-moon with the kids, and 23% can only be able to pay for a mini-moon (Payne,
2015). The family-moon is a mix of family and honeymoon, this means accompanying children
on a family-moon as many couples previously having children when they get married with the
aim to create a good friendship between family with children from former relationship (Gill,
2017) while a mini-moon is a shorter trip after wedding normally taken nearer to home and
cost a smaller amount of money than normal honeymoon such as a local holiday (Hallett, 2017).
Additionally, The Tourism Authority of Thailand (2012), identified activities of honeymoon
and wedding segment into four categories: honeymoon, wedding, wedding anniversary and
inspection of the wedding ceremony. As such honeymoon couple in this study means the
newlywed couple who go on their honeymoon after the wedding and the couples who travel to
celebrate their special days such as anniversary, a family-moon with the kids, and mini-moon.
A group of second honeymoon or anniversary market is also important and should not be
5
ignored (Giampiccoli, 2017) in honeymoon market as they are more mature in age with higher
potential in term of financial security and be able to have a longer travel period (South Pacific
Tourism Organization, 2015).
Nowadays, due to hard-working agendas and budget limitations, couples are
waiting for a while after their wedding to save up money for the best memorable honeymoon
trip which leads to an important change of a modern honeymoon (Cepeda, 2016). An increasing
number of couples decide to take delayed honeymoons which can be a month or two months
after their wedding. As this gives them some time to relax and take a break between the
wedding and honeymoon. This is also a practice of Thai couples.
1.1.1 Overview of Phuket
Phuket is the biggest island in the Andaman Sea which located in the south of
Thailand surrounded by 32 smaller islands, most of them are unpopulated area. Phuket has the
scenic unique tropical shoreline, the expansion of tourism has been developed in a west coast
of the island covers 35 kilometers endless beautiful sandy beaches while in the east coast is a
combination of tidal flats, mangroves, and coral beaches; the major business of Phuket is
tourism, followed by agriculture by having the rubber, rice, coconut, pineapple, and durian as
the main crops, and fishing; Phuket is one of the most popular and the best destinations among
the tourists (Keith, 2000).
The foreigners who move into Phuket island predominantly were the Chinese
merchants, they made fruitful business in the rubber plantation and tin mining production; as
Phuket had many safe ports therefore Phuket was positioned on trading routes to India; Phuket
was a part of the Sirivijaya Empire and initially became part of a kingdom of Thailand during
the thirteenth century when Thai militaries from Sukhothai battled to supervise the island
(Phuket Dream Company, 2019).

6
Phuket tourism started in the period of late 1960s with a formally opening of a
Sarasin Bridge in July of 1967 and it was the earliest point in time there was a connected road
between Phuket island and the mainland, this caused the destination an development as the
overseas and domestic tourists were able to visit the island by 17-hour bus journey from
Bangkok, concurrently, the Tourism Organization of Thailand which was the previous name
of the state agency of the recent Tourism Authority of Thailand formulated a strategy to modify
this island into an idyllic place as a paradise for tourists; the hundreds of small lodgings of
bungalows and rooms had launched up beside the white sandy beaches of Phuket during 1977,
all the rooms were fully booked and queued the line up to be occupied, the tourists rented the
beach-front bungalows with the room rate of 20 Baht per night; moreover, due to the beauty
and pleasant atmosphere, there were lots of hotels and many restaurants had been built along
the beach, and soon after, the destination had become a center for nightlife especially for the
backpackers; in the late 1970s, lodging in Phuket was fascinating mostly to backpackers and
low budget travelers as it offered the inexpensive price accommodation; these tourists spent
very small amount of money in the destination, therefore the Phuket Governor at that time,
Sribhong Saravarsi gave his concerns on this issue and wanted the tourism businesses of the
island to be attractive instead for an upper class-type of tourist who would be willing to spend
large amount of money, nevertheless, the obvious advantage of having massive number of
backpackers as visitors of this tropical island was a contribution to an enormous positive word
of mouth which gave a good reputation of Phuket all over the world; in 1982, the prices of
lodgings in Phuket increased rapidly; the transformation and development of Phuket from a
center of tin mining industry to a world class tourism destination has engaged during the several
decades and ever since the residents of Phuket have realized substantial changes; in 1985, about
90 percent of tin mines in the south of Thailand closed down their business as the tin prices
severely fell due to the deteriorating global demands, local people in Phuket disagreed on
7
polluting industries that could cause bad impact on the environment and tourism, from that
time, the mining industries in Phuket have become vanished and has been replaced by tourism
(Singh, 2012).
1.1.2 History of Honeymoon
The beginnings of a honeymoon ritual for the westerners possibly be discovered in
the Christianity, with the aim to strengthen married spousal union as well as to provide a
foundation for the supremacy of the couple as states in the Bible, the book of Deuteronomy
24:5 that the man who has a new wife shall spend free time at home with her for a one year
period and shall not be engaged in the war or any other kind of activities (Bulcroft et al., 1999).
The honeymoon trip is an approach to celebrate the romantic moment and enhance the
relationship between the newly married couple, the honeymoon means a journey that is special
and more alluring than other travel and that simply costs higher spending than a regular holiday
(Isański, 2013). The description of honeymoon has been emphasized on the beginning period
after marriage and the stage of husband and wife. Being apart from others, the honeymoon is a
preliminary period of adjustment to the new status between a newlywed couple; the first
appears of the term honeymoon is in the sixteenth century, it relates to the beginning periods
of married life rather than focuses on any specific wedding and marital traditions; this term is
mentioned in 1546 mainly denoting on the emotional state of the couple instead of focusing on
a length of time associated to the cycles of lunar; in 1656 this term (honi moon) is explained
by the Thomas Blount's Glossographia which was one of various dictionaries transcribed in the
mid-17th century as the sweet love in the beginning period (honi) and waning in fondness and
affection then after (moon); quite similar to the description of Samuel Johnson in 1755 that
mentioned the first month after marriage which fulfilled with tenderness and pleasure; since
1801 the term honeymoon was defined as a journey engaged by the couple; until the current
8
meaning which relates to an emotional, intimate, fantasy, exotic, and romantic images (Bulcroft
et al., 1999).
1.1.3 Second Honeymoon
Second honeymoon is a romantic holiday for a wedded couple to celebrate a special
occasion such as a wedding anniversary or birthday (Nason, 2018). Some couples take a second
honeymoon to celebrate their empty-nester period (AARP Travel Center, 2019). The second
honeymoon is an essential component of marriage as it helps enriching the love and
understanding of the married couples (Nason, 2018). As travel provides long-term advantages
for the couples, helps developing and retaining relationships, inspires romance and deepens
intimacy (U.S. Travel Association, 2013), many married couples give importance on taking a
honeymoon trip each few years and various couples return to their first honeymoon destination
to relive their good memories of that special time (Nason, 2018). It is essential to have a break
and carry on a second honeymoon to re-establish a bond with spouse since it is an activity to
build a relationship for all married couples (Bridestory, 2015). Therefore, returning to the
honeymoon place is an emblematic way of husband and wife to rekindle the pleasant memories
and feelings between each other.
1.2 Situational Analysis
Thailand is one of the top honeymoon destinations in the world. Thailand earned
an estimated 60 billion baht from 1.1 million visitors who journeyed to celebrate a romantic
holiday in 2016, there are two major segments which were the wedding segment, generating 5
billion baht from over 104,000 tourists and honeymoon segment which considered a bigger
share attracting 990,000 visitors and making 48 billion baht of revenue, visitors from Asia
tiered the highest, followed by Europe and the Middle East (Sritama, 2018). Numerous
9
websites and media voted Thailand as the best honeymoon destination (TAT Newsroom,
2016b). Also, Thailand is one in the list of the 10 best beach honeymoons by The Knot, the
prominent all-in-one wedding-planner providing an utterly custom-made planning experience
to couples worldwide (Reyes, 2020). Thailand is an all-year-round honeymoon destination,
especially Phuket as a highlighted beach honeymoon place with a good combination of holy
temples, abundant national parks, elephant reserves, spectacular white sandy beaches with
pleasure-seeking cities, lively marketplaces, and distinguished nightlife (Pye, 2020). Also, to
schedule an exceptional romantic vacation outside India for Indian people, Phuket is
recommended as the best honeymoon destinations (Pal, 2020). In 2017, Thailand was voted by
Bride Magazine of the USA at the Bride Magazine Annual Honeymoon Awards as one of the
20 Romantic Destinations of the world (Destination Thailand News, 2019). In 2018, the top
five markets for weddings in Thailand were South Korea, India, Japan, the USA and the United
Kingdom and the top five markets for honeymoons in Thailand were China, South Korea, India,
Russia and the USA., Thailand hosted 830,617 honeymooners which generating an estimated
45 billion Baht in income (Travel and MICE World, 2019).
Thailand was promoting new markets and the niche markets, such as the medical,
wellness, honeymoon and sports market with the aim to be the tourism hub of Southeast Asia
(Netherlands Embassy in Bangkok, 2017). Among people in India, the world’s second most
populated country, Thailand was voted the Best Honeymoon Destination in terms of
international destination in 2011, 2014, 2015, 2016 and 2018 (TAT Newsroom, 2018). In 2018,
Tourism Authority of Thailand projected a growth of 8% or 2 trillion baht of tourism revenue
from the weddings and honeymoon market (Sritama, 2018).
Thailand ranked fifth in the top 10 honeymoon destinations of the world as it was
the top five international destinations searched via Google for those who hunt for romantic
destinations with the record of approximately six billion searches a day in 2013 ; Thailand is
10
ideal destination for honeymoon couples who would like to appreciate variety of activities,
from city day trips and nightlife, adventurous outdoor activities, shopping in modern malls as
well as local foods and markets, additionally, the increasing number of private luxury pool
villas with beautiful beachfront views providing comfort and magnificent style make Thailand
very tempting place for honeymoon couples (Pattaya Mail, 2014).
Newlyweds nowadays perceive their honeymoon as a trip between an escape from
hectic work and a romantic gateway, the pool villas have come to be one of the newest trends
for Asian honeymoon couples, especially in the private pool villas in Phuket, Thailand (Joo-
Woo, 2012). Also, Thailand has presented the gentle Thai spirit and hospitality to the world
for decades. Thailand has a variety of first-class tourism products in terms of tourist
destinations include abundant natural and cultural resources with good quality of tourism
suppliers and services such as airlines, transportations, restaurants, travel agents, hospitals, and
banking. One of the tourism products state agencies of Thailand usually promote worldwide is
that of a honeymoon destination. While many international tourists visited Thailand for their
exclusive honeymoon, in contrast, state agencies promote Thailand as a honeymoon destination
mostly to overseas visitors. Tourism Authority of Thailand put commendable efforts in
attracting wedding and honeymooners to Thailand. There were more promotions and marketing
activities in advertising Thailand as a honeymoon destination to international tourists than Thai
people.
Over ten years that Thailand promoted itself as world’s top honeymoon destination.
In 2015, Tourism Authority of Thailand promoted a campaign of Discover Thainess at the 2nd
Amazing Thailand Romance Symposium with the intention to promote Thailand as a romantic
destination for honeymooners to the major honeymoon travel agents from the United States,
Canada, and Latin America by emphasizing on the unique characteristics of Thai culture, the
Thai way of life and Thai experience (TAT Newsroom, 2015).

11
In 2016, as Thailand was projecting a massive growth in the figure of Indian
weddings and honeymoons from major Indian cities, 17 wedding planners from Mumbai, New
Delhi, Kolkata, Jaipur, Chandigarh and Bangalore were invited to Bangkok, Phuket, Khao Lak,
Kanchanaburi, Hua Hin, Rayong and Pattaya to network with Thai hotels with wedding service
and attractions (TAT Newsroom, 2016c).
In 2017, Tourism Authority of Thailand organized Amazing Thailand Romance
Trade Meet invited buyers from Argentina, Australia, Brazil, Canada, China, Czech Republic,
Denmark, France, Hong Kong, Hungary, Indonesia, Italy, Japan, Malaysia, New Zealand,
Norway, Russia, Slovakia, South Korea, Spain, Sweden, Switzerland, Taiwan, the United
Kingdom and the United States to meet and discuss business in Bangkok and Koh Samui with
the aim to attract this target group as a niche market since promoting weddings and
honeymoons was one of core strategies of year 2017 (Rokou, 2017). In addition, The Tourism
Authority of Thailand hosted romantic Chiang Mai honeymoon trips for six Chinese celebrity
couples to promote northern Thai experiences and boost Chiang Mai as a preferred honeymoon
destination (TAT Newsroom, 2017b).
In 2018, The Tourism Authority of Thailand categorized the romance markets into
three focal target segments which were pre-wedding market, wedding markets and honeymoon
markets; America, Europe, Indonesia, Malaysia and South Korea were prospective targets for
honeymoons; most of the potential romantic destinations were beach destinations namely
Phuket, Ko Samui, Krabi, Chiang Mai, Trang, Trat, Hua Hin - Pran Buri, and Chiang Rai (The
Nation Thailand, 2018).
In 2019, The Tourism Authority of Thailand welcomed best weddings and
honeymoon specialists to visit Hua Hin, more than 71 buyers specializing in the niche market
of weddings and honeymoon from 20 countries including Argentina, Australia, Brazil, Canada,
Chile, China, Egypt, France, Hong Kong, India, Indonesia, Italy, Jordan, Lebanon, Malaysia,
12
Russia, South Korea, Spain, Switzerland, Turkey, the United Arab Emirates, the United
Kingdom, and the United States for the business meet (Travel and MICE World, 2019).
Thailand has an image of an emerging destination for dream weddings (TAT
Newsroom, 2017a). The significance of the wedding and honeymoon segment is accepted as
being one of the top generators of tourism revenue by The Royal Thai Government and then
aimed to create Thailand as the hub of wedding and romance in the ASEAN region (TTR
Weekly, 2017).
However, due to the strong promotional activities of state agencies mainly focus
on international honeymoon couples, the problem of this situation is that state agencies
overlook and ignore the Thai market, Thai honeymoon couples who celebrate their honeymoon
trip domestically. As seen from Tourism Authority of Thailand’s marketing activities of
previous years, there was no major pro-active marketing and promotion to attract Thai
honeymoon couples to organize domestic honeymoon trips in major romantic destinations in
the country.
The tourism sector of Thailand has had a progressively vital role in the country’s
economy during recent years as it develops many correlated businesses and compensates other
sectors that have weak business performance (SCB Economic Intelligence Center, 2016).
Thailand plans to encourage local people to travel within country as domestic tourism could
support the struggling economy (Reuters, 2020b). Nevertheless, there are few studies on Thai
tourists especially the niche market like honeymoon section (Mahatton, 2017; Rattanaumpol,
2004). To generate higher domestic tourism income, promoting domestic honeymoon trip and
destinations among Thai couples is essential, therefore research on satisfaction of Thai
honeymoon couples will be useful for the state and private agencies as this will help Thailand
to better analyze the tourism situation and plan the effective strategies in order to successfully
retrieve the tourism revenue successfully.

13
1.3 Need for Research
Tourism is an economic contributor of the kingdom of Thailand, it generated
US$44.851 billion in 2015, US$48.459 billion in 2016, US$57.057 billion in 2017, and
US$65.242 billion in 2018 (The World Bank, 2020). In 2019, Thailand greeted 39.8 million
international tourists with US$61,895 million of tourism revenue (ThaiWebsites.com, 2020),
in the same year, there were 166 million trips by domestic tourists which generated a tourism
income of US$33,012 million (Wiriyapong, 2020). During the Covid-19 situation, Thailand
has recorded zero overseas tourists when a travel ban policy has been applied (Reuters, 2020a).
The Tourism Authority of Thailand has formulated a strategy to give priority to encouraging
domestic tourism and enhancing confidence in Thai people on safe travel experiences around
the kingdom after the situation gets better (Tourism Authority of Thailand, 2020). The Thai
government applied a 20-billion-baht program to invigorate the tourism industry by subsidizing
3,000 baht for each stay on 5 million hotel rooms and a 40% discount on airline tickets to Thai
tourists with an expectation to stimulate 100 million domestic trips (Worrachaddejchai &
Kasemsuk, 2020). Destination Thailand News (2020), the Governor of the Tourism Authority
of Thailand had planned a three-dimensional (3D) strategy for the transition to a new epoch in
Thai tourism which was Domestic tourism that currently gains more primacy than in the past,
Digitalization of business processes that would accelerate various new prospects to find new
group of visitors, improves tourist loyalty, reduces costs, creates value and raises tourism
revenue, and Dynamics in balancing between creating tourism competence and productivity
and managing possible risks. Destinations with high potential in tourism market still need a
good support from destination marketing. Destinations attributes without marketing or
advertising activities possibly will not be able to fascinate tourists (Madden et al., 2016). The
key importance of destination management and destination marketing is to increase the number
of tourists as it reinforces the performance of tourism sector and the entire economy (Ferreira,
14
2019). Destination marketing feasibly has an advantage in building familiarity and perception
of tourist towards a destination, consequently that destination will become people’s choice set
in destination’s selection process (Hahm & Severt, 2018).
According to World Travel & Tourism Council (2016), although it may be normal
to discuss at a global level by focusing on international tourism, domestic tourism is
undoubtedly a significant powerful influence in the sector in regard to it provides a tourism
demand during off season and overall financial stability, spreads the tourism income more
consistently throughout the country, provinces and towns, brings a sense of national pride,
encourages entrepreneurs to invest in industries and preserves local historical and cultural
resources, as well as keeps a destination profitable and assuage the effect of a crisis. As such,
tourist satisfaction is essential for successful destination marketing since it has influence on the
choice of destination, the consumption of products and services, and the decision to revisit
(Suanmali, 2014), studying tourist satisfaction and their revisit intention of domestic tourists
will surely benefit the country as a whole. Therefore, in order to achieve an increase in domestic
tourism and its revenue, develop tourist loyalty (revisit intention and recommendation
intention), create perceived value in tourist viewpoint according to a strategy of The Tourism
Authority of Thailand, examining antecedents of tourist satisfaction towards each destination
and how destination fulfill needs and expectations of an individual target group of tourists is a
key to success. Additionally, more tourism income can be generated if those tourists repeat
their visits in the future.
The majority of Thai tourists travel with their partner (spouse and partner) as a
presentation of 74.5% in 2018 (Tourism Authority of Thailand Executive Summary, 2018) and
52.2% in 2019 (Tourism Authority of Thailand Executive Summary, 2019) with the aim to
relax, build a good relationship with their significant other, and self-reward (Tourism Authority
of Thailand Executive Summary, 2018). Hence, Thai honeymoon couples are selected as a
15
specific target segment since they are potential tourists seeking for quality, not sensitive to
price, and normally stay longer at the destination as they want good value and excellent
experience that create a great memorable trip which could lead to their revisit intention in the
future approach.
There have been many studies on tourist satisfaction and revisit intention, however,
a literature search found only two studies with a relation to tourist satisfaction and revisit
intention of honeymoon couples (Chen et al., 2020a; Ünal et al., 2017). Chen et al. (2020a)
measured motivations, satisfaction, and revisit intention of honeymoon couples while Ünal et
al. (2017) explored destination attributes in selecting a honeymoon destination, overall
satisfaction, and tourist loyalty (recommendation intention and revisit intention). Previous
research identified perceived value (Chi et al., 2020; Allameh et al., 2015), travel experience
(Shahijan et al., 2018), destination attributes (Jumanazarov et al., 2020; Chi & Qu, 2009) and
destination image (Peranginangin, 2019; Melo et al., 2017) as antecedents of tourist satisfaction
that influence revisit intention. Thus, this study seeks to find out the novel academic knowledge
by examining the relationship of perceived value, travel experience, destination attributes and
destination image on tourist satisfaction of Thai honeymoon couples towards Phuket as their
honeymoon destination and consequently influence their revisit intention in the future.
1.4 Statement of Research Problem
There were approximately three to six million trips per year for the global market
size of weddings and honeymoons then largest tour operators in potential honeymoon
destinations recognize and appreciate the value of this segment, therefore attracting
honeymoon couples with romantic honeymoon packages is purposely implemented (Caribbean
Tourism Organisation, 2008). The honeymoon is now as crucial as the wedding, possibly much
more important since the first few days after marriage represents a stage of husband and wife,
16
hence an arrangement of the honeymoon is considered a major activity, consequently, couples
nowadays become more well-traveled, need longer stay and more exotic experience of
honeymoon trips (Yuan, 2016). As such, the honeymoon market is considered to be the
tempting and attractive tourist market for all hospitality business operators, it is a great
challenge to create and customize the dream honeymoon products, services, and packages that
match the needs and wants of these significant travel customers. Considerable, values of travel
features such as the varieties of the destination activities, the beauty of the sceneries and
attractions, the politeness of staffs, the effectiveness of services, the coziness of transportation
and accommodation, as well as all special romantic meals are very essential. Therefore, the
satisfaction of this predominant segment group of a couple will play a vital role to successfully
influence the revisit intention. As previously explained, the perceived value, travel experience,
destination attributes and destination image are the core variables that propel the positive
perception and feeling of satisfaction in order to persuade the honeymoon couples to come
back for their next anniversary or future special occasion. Knowing tourist satisfaction of
honeymoon couples indicates preferences, needs, expectations and perceptions that surely
facilitate tourism destination and its tourism operators in preparing tourism plans and policies,
resources, products, services, service providers, honeymoon package, advertisement,
promotional campaigns, and other supporting facilities to be outstanding honeymoon
destination choice among a competitive honeymoon destination market as well as to
positioning a destination effectively. It will be greatly beneficial to know the perceived
strengths and weaknesses of a destination compared to its competitors (Kim & Agrusa, 2005).
Thailand has its reputation as world-class honeymoon destination but not many Thai
honeymoon couples take their honeymoon trip within the country. This may come from the
perception that honeymoon needs to be an overseas trip. Phuket is a well-known honeymoon

17
destination among international tourists, however, there are limited efforts to promote the
destination to motivate Thai honeymoon couples to have their honeymoon trips domestically.
Tourism stakeholders at the destination need to analyze their strengths, weaknesses,
opportunities, and threats to well-manage and improve their tourism products and services to
match honeymoon couples’ needs and expectations. Additionally, tourism business expects
and requires their tourists to revisit the destination as this will bring more revenue in a long-
term basis, knowing the influencing factors of revisit intention of honeymoon couples is also
necessary for developing tourism strategy to maintain the desirable quality, increase the tourist
quantity, and increase tourism revenue and reputation of the destination.
Revisit honeymoon couples provides benefits to a destination because they are
easier to take care, spend fewer tourism cost in attracting and serving them, provide more
tourism income to the destination as Wang (2004) mentioned that destination usually spend
smaller cost to fulfill need and expectation of the repeat tourist and the repeat tourists stay
longer at the location will generate a good amount of profit to the tourism business. However,
tremendous effort is needed to maintain and retain the similar or higher standard of service they
used to enjoy. In terms of economic contribution, honeymoon travel generated high amounts
of income to destinations. Previous research studies have demonstrated that newlywed couples
are happy to spend triple more than they would on a regular trip, with the average length of
stay at the honeymoon destination of 7-9 days (Lee et al., 2010). It would be beneficial if Thai
honeymoon couples can also generate domestic tourism income to increase revenue to top
honeymoon destinations like Phuket. To do so, there is a need to study Thai honeymoon
couples as central and local tourism agencies can use the findings to effectively position Phuket
as a honeymoon destination among Thai honeymoon couples. Therefore, tourism marketers
can effectively communicate the right products and services match to satisfaction of Thai
honeymoon couples, improve their level of satisfaction as well as enhance their revisit. There
18
are more opportunities to attract Thai honeymoon couples as it is easier for Thais to visit and
revisit domestic destinations comparing to overseas trip. Honeymoon travel is all-year-round
business, not limited to tourism seasonal period. Thai honeymoon couples can arrange their
holiday in different travel patterns such as anniversary trips, travel with kids and travel with
friends, which will generate more income to destinations in the future.
The search for information on travel trends of Thai honeymoon couples remains
incomplete as both Tourism Authority of Thailand and The Ministry of Tourism and Sports do
not publish specific details of the Thai honeymoon market. Most of publicity material,
advertisement, and sales campaigns are mainly directed at international tourists, but similar
campaign and attention to domestic market remains not obviously seen.
There is a small amount of tourism research on honeymoon couples. In terms of
economic contribution, honeymoon couples appreciably spend extra than typical
holidaymakers (Lee et al., 2010; Winchester et al., 2011). Moreover, most research papers
studied international tourists. There are insufficient studies on Thai honeymoon couples by
state agencies. As there is a small number of studies on Thai tourists for tourism of Thailand,
this study will benefit the country in terms of domestic tourism. Therefore, being able to
identify which honeymoon tourism development aspects are necessary and important is
essential to improve successful honeymoon strategy implementation.
Limited attention has been paid to explain relationship of tourist satisfaction, revisit
intention and perceived value, travel experience, destination attributes, and destination image
in the context of honeymoon tourism, the key factors or issues needed for the development of
honeymoon tourism needs to be examined to understand the structural model of perceived
value, travel experience, destination attributes, and destination image relating to tourist
satisfaction and revisit intention of Thai honeymoon couples that will give clearer academic
explanation of which variable has the most impact on tourist satisfaction and revisit intention
19
in term of both direct and indirect relationship. In general, there is no existing model or concept
of a comprehensive tourism strategy to evaluate the honeymoon tourism development of
practice.
Phuket has variety of tourism characteristics and features (destination attributes),
however Thai honeymoon couples see Phuket as an expensive destination (destination image).
When compared to the total expense of traveling to Phuket, they prefer overseas travel for their
special holiday (perceived value). They think it is worth to pay the same expense and they can
enjoy exposing themselves to the new experiences (travel experience). Hence, the destination
attributes, destination image, perceived value, and travel experience are important factors to be
explored with the aim to study the travel behavior to achieve satisfaction and revisit intention
of the domestic honeymoon couples.
Therefore, there is a need to examine tourist satisfaction of Thai honeymoon
segment towards Phuket as their honeymoon destination as well as their revisit intention in the
future. Such study provides an insight into the relationships between perceived value, travel
experience, destination attributes and destination image on tourist satisfaction and revisit
intention of Thai honeymoon couples. Such objectives can be accomplished by examining the
relationships of structural model using mixed methods with the aim to provide an
understanding of the influence of each variable on tourist satisfaction and revisit intention of
Thai honeymoon couples.
1.5 Research Objectives
To achieve the aims, this study has set research objectives as follow:
1. To examine the role and impact of perceived value, travel experience,
destination attributes, and destination image on tourist satisfaction of Thai honeymoon couples
and consequently influences their revisit intention.

20
2. To investigate the role and impact of perceived value, travel experience,
destination attributes, and destination image on revisit intention of Thai honeymoon couples.
3. To explore the role and impact of tourist satisfaction on revisit intention of Thai
honeymoon couples.
4. To identify the extent to which antecedent variable having a direct impact on
tourist satisfaction of Thai honeymoon couples.
5. To identify the extent to which antecedent variable having a direct impact on
revisit intention of Thai honeymoon couples.
6. To identify the contribution of hospitality and tourism business providers in
Phuket towards Thai honeymoon market.
1.6 Research Questions
This study queries how independent variables (perceived value, travel experience,
destination attributes, and destination image) in structural model effect mediating factor (tourist
satisfaction) and dependent variable (revisit intention).
1.6.1 To what extent perceived value, travel experience, destination attributes, and
destination image individually impact tourist satisfaction of Thai honeymoon couples and
influences their revisit intention.
1.6.2 To what extent perceived value, travel experience, destination attributes, and
destination image individually impact revisit intention of Thai honeymoon couples.
1.6.3 To what extent tourist satisfaction impacts revisit intention of Thai
honeymoon couples.
1.6.4 What is the most important antecedent variable having a direct impact on
tourist satisfaction of Thai honeymoon couples?

21
1.6.5 What is the most important antecedent variable having a direct impact on
revisit intention of Thai honeymoon couples?
1.6.6 To what extent Thai honeymoon market impacts hospitality and tourism
businesses in Phuket.
1.7 Research Hypothesis
H1A: Perceived value has an effect on tourist satisfaction of domestic honeymoon
tourists.
H1B: Perceived value has an effect on revisit intention of domestic honeymoon
tourists.
H2A: Travel experience has an effect on tourist satisfaction of domestic
honeymoon tourists.
H2B: Travel experience has an effect on revisit intention of domestic honeymoon
tourists.
H3A: Destination attributes have an effect on tourist satisfaction of domestic
honeymoon tourists.
H3B: Destination attributes have an effect on revisit intention of domestic
honeymoon tourists.
H4A: Destination image has an effect on tourist satisfaction of domestic
honeymoon tourists.
H4B: Destination image has an effect on revisit intention of domestic honeymoon
tourists.
H5: Tourist satisfaction has an effect on revisit intention of domestic honeymoon
tourists.
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1.8 Scope and Limitations
This study aimed to reveal the antecedents of tourist satisfaction and revisit
intention of Thai honeymoon couples. There are three core scopes as follows:
1. The content: This study aims to examine direct and indirect effects of perceived
value, travel experience, destination attributes, destination image and revisit
intention to the famous beach destination of Andaman beach destination
(Phuket) by having tourist satisfaction as mediating factor.
2. Investigated population: The population being investigated is Thai honeymoon
couples who visited Phuket for their honeymoon trip.
3. Investigated area: Selected Andaman beach area of investigation is Phuket
which is counted as the top beach destination in Thailand with romantic
destination characteristics and being on top visited destinations by Thai tourists
in the past few years.
Limitations of this study are as follows:
1. This study focused on Thai honeymoon couples visiting Phuket, the findings
may not be fully interpreted and applicable in the context of international
honeymoon couples worldwide.
2. This study examined the relationships of perceived value, travel experience,
destination attributes, and destination image in relation to satisfaction and
revisit intention of Thai honeymoon couples who visited Phuket, the results may
be varied with other destinations in the country.
3. This study conducted the survey during high season of Andaman beach
destination, January - April 2021, the findings may be different in other periods.
23
4. Due to some travel restrictions during the Covid-19 pandemic, the tourists are
not able to travel normally. Therefore, the findings may be different in other
periods.
5. Tourist satisfaction of the past cannot guarantee the future satisfaction as the
honeymoon couples may or may not have higher expectation. Therefore, tourist
satisfaction of the findings in this study may vary in the future depending on the
tourism circumstances.
6. The venues of data collection of this study were Promthep Cape, Phuket Old
Town, Patong Beach and Kata Beach. Therefore, the findings may be different
in other areas of data collection.
7. This study did not analyze the intangible aspect of the honeymoon tourism, the
results may be varied if examining the intangible aspect.
8. This study did not scope the time from the wedding day to honeymoon days,
the results may be different when scaling the mentioned period.
9. This study did not identify the personal preference on holiday destinations, the
results may be different according to individual lifestyle, preference, and
budget.
10. This study did not collect the data based on the favorite recreational activities
of the honeymoon couples, the results may be different with the specific favorite
recreational activities.
11. This study did not analyze the time constraints of the domestic honeymoon
couples, the results may be different with the study based on time limitations.
24
1.9 Significance of Study
While the Covid-19 situation is rapidly spreading globally, tourism remains one of
the most affected industries. Many countries that have been seriously involved in this pandemic
had closed their borders disabling airports for inbound and outbound tourism activities. Some
countries that have major revenue from international visitors had to change their strategic plans
to mainly focusing on domestic market. As being also a famous tourism destination, Thailand
is well-known for its Andaman beaches and unique tropical nature especially in Phuket where
authenticity of culture and pristine unspoiled environment remain, one of the famous target
groups of these destinations is honeymoon couples. A study of this particular group needs to
be conducted to enhance the tourist satisfaction during their visit as well as attract Thai
honeymoon couples to revisit and re-discover Phuket as this group is considered as a lucrative
potential market that can generate domestic tourism income to the country.
Regarding academic contribution, due to the small number found in literature
search on the relationships between perceived value, travel experience, destination attributes,
and destination image in relation to satisfaction and revisit intention of Thai honeymoon
couples toward beach destinations in Thailand, the examination of these constructs will yield
the extended knowledge to comprehend their relationships and deliver a better understanding
on a structural model of revisit intention as well as the role of perceived value, travel
experience, destination attributes, and destination image in developing tourist satisfaction and
revisit intention of Thai honeymoon couples for Thailand’s tourism industry. Hoping that the
findings of this study will contribute to enlarge the related literature and knowledge about the
determinants of revisit intention in the context of beach destinations in Thailand by assisting
to improve a clearer understanding between the relationships of all variables. Furthermore, the
results may contribute to the academic research in honeymoon and wedding planning
management as well as being the further source for the future tourism research.
25
Regarding practical contribution, the findings will be useful for professionals of
tourism marketing and promotion to better understand the important factors influencing Thai
honeymoon couples to revisit Phuket. Also, the knowledge of connections between perceived
value, travel experience, destination attributes, and destination image toward tourist
satisfaction and revisit intention of domestic honeymoon couples in the area of Phuket will
help local agencies and practitioners in policy planning, developing and delivering more
appropriate products, services, facilities, and activities to fulfill the needs and expectations of
Thai honeymoon couples with the aim to enhance their revisit to the destination. Moreover, the
results of this study will help state tourism agencies to see how to successfully promote Phuket
as honeymoon destination among Thai couples. Additionally, this could help the destination to
plan for an effective resource management to maximize the benefit of destinations. The
destination agencies and managers could create the attractive marketing strategies, promotions,
advertisements, packages, and campaigns motivating domestic honeymoon couples to repeat
their visits which will bring more revenue to the destinations.
The findings of the structural model support tourism planning as a better tourist
experience and destination image could help in motivating more honeymoon couples to revisit
the destination whereas perceived value and destination attributes could help in developing the
tourist destination and make it worth to honeymoon couples to revisit the destination. Also, to
explore which independent variables contribute to high level of tourist satisfaction and this may
lead to proper tourism planning by the central and local agencies.
Also, the findings may be useful for the beach and island destinations in other area
that have similar characteristics to Phuket to plan the strategy in effectively portray romantic
destination image and travel experience as well as to successfully develop perceived value and
destination attributes to fulfil the needs, expectations, and satisfaction of honeymoon couples
with the aim to attract them to travel domestically and generate more domestic tourism income.
26
Hence, understanding the relationships between perceived value, travel experience, destination
attributes and destination image on tourist satisfaction and revisit intention will provide
essential comprehensive knowledge to the academic segment and managerial implications to
business segment of the tourism industry in Thailand and other similar areas.
1.10 Definition of Terms
Many technical terms are used in this research. The definitions of technical terms
are explained as following to better understand the context of this study.
Destination attributes refer to the major characteristics of a tourist attraction in terms of
hospitality business services and tourist destination amenities, facilities and safeties provided
on site (Chi & Qu, 2008) that appeal to travelers to visit a destination (Mahdzar & Gani, 2018).
Destination image refers to the impacts of attitudes, opinions, and impressions that an
individual holds toward a destination (Julaimi et al., 2016).
Honeymoon refers to a holiday period to a distant destination right after or even during the
wedding ceremony (Isański, 2013).
Honeymoon couples refers to the couples who are just married or married for some years who
travel with the aim to spend romantic and intimate time in exploring things together.
Perceived value refers to a cognitive assessment of the time and/or money spent in a visit in
comparison to the overall experiences the tourist gained (Murphy et al., 2000).
Revisit intention refers to an aim to come back to or visit the destination again.
Stimulus-Organism-Response (SOR) Theory refers to a tourist behavior model composes of
the drives that motivate tourists, the emotional and attitudinal state, and behavioral reactions.
The drives effect the attitudinal state of tourists which eventually influence their response of
revisit intention to a certain destination.

27
Travel experience refers to the exposure or contact of tourists to tourism environment (e.g.,
tourist attractions, residents, and local culture) and the communication between tourists and
service suppliers (tourism business, amenities, and facilities) (Sangpikul, 2015).
Tourist satisfaction refers to the outcome of an evaluation of tourist and a difference in
comparison of the perceived performance of products/services and expectations (Heung &
Cheng, 2000). If the performance goes beyond expectation, the outcome is satisfied,
nevertheless, once the performance is lower than expectation, the outcome develops to
dissatisfied (Sangpikul, 2015).

28
CHAPTER II
THE LITERATURE REVIEW AND THE THEORETICAL, CONCEPTUAL AND

RESEARCH FRAMEWORKS
The purpose of this chapter is to review the literature on the constructs employed
to investigate the relationships in this study as well as the direct and indirect relationships
between constructs. The idea of a literature review is to obtain a knowledge of the existing
research and discussions related to the area of study.
The composition of this chapter includes four main sections. The review of the
literature section presents the discussion of theories concerned with the overall topic from
related studies. Theoretical framework section describes theories and supporting knowledge as
the background of study. Conceptual framework section shows relationships of a set of
independent variables and dependent variables as a fundamental of this study. Lastly, research
framework section presents the applied approach in this study to achieve the research
objectives.
2.1 Review of Literature
Tourist loyalty which is normally presented in a form of revisiting a destination
and communicating positive word-of-mouth is the crucial factor as it ensures the success and
long-term growth of business (Mai et al., 2019). Repeat tourists have smaller demanding in
marketing costs comparing to the first-time tourists whereas having a tendency to extensive
stay at a destination, more involvement in tourism activities, are more satisfied, and generate
positive word of mouth (Zhang et al., 2014). Majority of the repeat visitors usually stay longer
at the destinations comparing to the first time of visit and the longer stay indicating the higher
revenue injected to the tourism business (Htun et al., 2015). Many researchers applied tourist
29
satisfaction as a key construct when examining revisit intention (Som & Badarneh, 2011).
Satisfaction with the attractiveness, quality, and value of the destination positively influenced
revisit intention (Quintal & Polczynski, 2010).
Therefore, this study aims to assemble perceived value, travel experience,
destination attributes and destination image to examine the effect towards tourist satisfaction
and revisit intention of Thai honeymoon couples in the area of Andaman beach destination,
Thailand.
2.1.1 Honeymoon Tourism in Thailand
The wedding business is a large sector within the hospitality industry which
generates no end of income annually as it covers various enterprises includes, dresses and
gowns, various beauty suppliers such as hair and make-up services, photographers, souvenirs
and gifts, music, wedding consultant services, catering services, and honeymoon trip; the
complete services of wedding organizer usually include the pre-wedding period, the wedding
practices and arrangement of honeymoon trip (Pongsiri, 2014). As such honeymoon travel is
considered as one component in wedding habits of some demographic segments of Thai people
who are financially secure with spending power.
According to The Nation Thailand (2017), the eminent dream wedding in Thailand
includes (1) Trang Underwater Wedding Ceremony which has been held in Trang province
every year in February during the week of Valentine’s day since 1996 (2) Lanna Thai Wedding
Ceremony which is a native wedding ceremony of northern Thailand, frequently held in Chiang
Mai and Chiang Rai province (3) Elephant-back Wedding Ceremony in Surin and Lampang
provinces which is held annually in February to celebrate a day of love (4) Wedding Ceremony
on the Beach which takes place in magnificent southern beach destinations of Thailand such
as Phuket, Krabi and Phang Nga province as well as Hua Hin, a romantic eastern coast of
30
Thailand (5) Phuket Baba Wedding is an event held yearly in June in Phuket to preserve the
local traditional wedding of the Baba people who are Chinese descendants migrated to Phuket
in the 19th century and (6) Abseiling Wedding is an unique adventure wedding that allows
couples to experience the beautiful nature of Weluwan cliff in Thap Lan National Park of
Prachin Buri province, Thailand while climbing the cliff. The focus was wedding rather than a
honeymoon. These activities are promoted to both Thai and international couples.
The Tourism Authority of Thailand had the objective in turning the image of
Thailand from a ‘Value for Money’ destination to an upscale destination for high-end travelers
and in raising the tourism revenue for the country, therefore The Tourism Authority of Thailand
aimed to promote Thailand to 5 niche markets which include medical, spa and wellness, golf,
wedding and honeymoon, and community-based tourism as they have high potential in
generating tourism income during their journey (Tourism Authority of Thailand, 2016).
As earlier mentioned, honeymoon is not a traditional custom of Thai people,
however the act of having honeymoon after marriage in Thailand had become more common
among Thai couples due to the influence of western culture, social and generation change.
Glinsrisook (2015) studied travel products and services for honeymoon tourists
with the aim to develop a honeymoon guide and travel design for Thai tourism by collecting
the data from couples who lived in Bangkok and summarized that 71% of honeymoon tourists
preferred to travel to natural tourist destination and 9% preferred cultural tourist destination
respectively; the most favorable period of the year for having honeymoon of Thai couples was
during the winter season since Thai people enjoyed exposing themselves to cold weather; the
average night of stay for a honeymoon trip was 4-5 days and majority of Thai couples (53.5%)
would decide to stay at the hotel properties and the rest would be preferred to stay in resort and
homestay respectively; the motivation that had highest influence on honeymoon travel was
security and safety of a destination; the most significant factor of honeymoon couples’ attitude
31
toward honeymoon trip was to create a special and unforgettable honeymoon memory.
Mahatton (2017) surveyed 400 respondents of Thai honeymooners and the findings showed
the significant influence of demographics and marketing mix (product, price, place,
promotion, people, process, and physical evidence) on the consumer behavior of
honeymoon couples when selecting a boutique hotel; also with a recommendation in her
study that boutique hotels in Thailand should offer higher rates with special packages or
promotions to make Thai honeymoon couples perceive the value for money during their
honeymoon trip.
2.1.2 Perceived Value
2.1.2.1 Definition of Perceived Value
Many scholars suggested various definitions of perceived value in the marketing
literature (Fernández & Bonillo, 2007). Perceived value explains an outlook of consumers or
psychological evaluation of the value of a product or service delivered to them (Rasoolimanesh
et al., 2016). Perceived value is defined as an outcome of overall evaluation base on what
consumer gains and what consumer gives to obtain the product or service and can be interpreted
in four ways, (1) value as a low price (2) value as what the consumer desires in a product (3)
value as the quality gained for the price paid and (4) value as what the consumer acquires for
what he or she grants (Zeithaml, 1988). Not only the benefits consumers received by using the
product or service, what consumers sacrificed needs to be also considered once examining the
antecedents of consumer satisfaction (Lam et al., 2004). There are two main parts when
considering perceived value which is the price of a product itself and the psychological aspects
that affect a decision-making of consumer to purchase a certain product (Zeithaml, 1988).
Customer’s perceived value is an outcome from assessment between the comparative rewards
and sacrifices of the buying process (Chang et al., 2009). Wirtz and Lovelock (2016) identified
32
perceived value as a net value which is a discrepancy between a total of all perceived benefits
and the total of all perceived costs of the service, the more degree of positive difference
between the two means the more degree of the net value. Not in terms of the price paid that
counted as consumer’s sacrifice, perceived value is the trade-off between consumer opinions
on the quality of the perceived benefits compared with their perceived sacrifice both monetary
and non-monetary aspects (Meng et al., 2011). Monetary costs include the purchase fee paid to
service providers, financial costs in search of, buying, and utilizing the service while non-
monetary costs include time costs (time usage), physical costs (effort, fatigue, and discomfort),
psychological costs (mental effort), and sensory costs (unpleasant feelings of five senses)
(Wirtz & Lovelock, 2016).
There are three items applied in measurement of perceived value by Chen and Tsai
(2007), namely time value, money value and effort value. Perceived value was also explained
in marketing management, customer perceived value is the difference between the assessment
of total customer benefits, what customers expect from the business offering in aspect of
perceived monetary value of economic, functional, and psychological benefits regarding the
product, service, people and image, and total customer cost, what customers expect perceived
costs to incur in aspect of evaluating, obtaining, using, and disposing of the given business
offering including monetary, time, energy, and psychological costs; customers evaluate
monetary and non-monetary elements together to estimate if the total customer cost is too high
compare to total customer benefits, the higher the perceived value of customer is, the higher of
customer’s motivation to purchase (Kotler & Keller, 2016).
Honeymoon couples who expect to celebrate their special occasion together have
special perceived value toward their trip and destinations. Honeymoon couples preferred the
destination with high stage of safety, high standards of lodging facilities, and represent great
value for their money rather than destinations with alternatives of historical and cultural
33
resources, shopping places, and nightlife entertainment choices (Lee et al., 2010). Exclusive
privileges that are special to honeymoon couples from service providers are commonly
perceived as valued benefits such as private couple package of spa treatments as well as
upgraded service offers from airlines, limousines, and hotels (Anderson, 2020). Western and
Asian couples have a different way to perceive and value their experience (Lee et al., 2020a).
2.1.2.2 Conceptualized Theories of Perceived Value
In research, perceived value has been mentioned into two main approaches, a one-
dimensional construct, and a multi-dimensional construct (Fernández & Bonillo, 2007). The
first approach, perceived value was a single concept that can be assessed by a set of items which
assesses the perception of value of consumers (Agarwal & Teas, 2002). The second approach,
perceived value consisted of many inter-connected attributes that shape a complete image of a
multifaceted phenomenon (Sweeney & Soutar, 2001). Zeithaml (1988) explained perceived
value as a bi-directional trade-off between sacrificed part in an exchange with received part;
the author suggested the model by applying Means-end theory proposed by Dodds and Monroe
(1985), the model described that the consumers use their perceptions of price, quality, and
value to evaluate products rather than using actual price and actual quality in evaluation. There
are two main theoretical approaches of perceived value by Sánchez-García et al. (2006); first,
perceived value as a construct aligns by the obtained advantages (economic, societal and
relationship) and sacrificed section by consumers (price, time, effort, risk and convenience),
second, perceived value is seen in the perspective of consumer behavior, suggesting the action
inspired by feelings in purchasing and practicing consumption behaviors.
Petrick (2002) examined perceived value in a broader view by developing a
measuring scale of perceived value, there were 5 features as quality, emotional response,
monetary price, behavioral price, and reputation. The concept of perceived value has derived
34
from the theories of consumer behavior which focuses on consumers’ feelings and attitudes
with the aim to understand their propensity to be persuaded in buying products in a competitive
market (Jamal et al., 2011). Perceived value has been observed as having an impact directly
and positively on behavioral intention (revisit and recommendation) (Shen, 2016) and seen as
a strong driving force of future behavioral intention (Kim, 2014). In business, there is an
increasing recognition of perceived value as an important mechanism in strategic management
(Spiteri & Dion, 2004) and for the development and maintenance of competitive advantage
through customer relationship management (Wang et al., 2014). In the hospitality and tourism
industry, perceived value is a key component that creates more attractiveness when visiting a
destination, also believed to be a significant determining factor of whether a tourist would
intend to revisit a destination (Murphy et al., 2000). Since perceived value is a subjective
assessment of individuals (Sánchez-García et al., 2006; Zeithaml, 1988), depending on
individual needs and it can change over time in different context (Sánchez-García et al., 2006;
Medberg, 2016).
Therefore, researchers explained perceived value in various terminologies, in
tourism, this creates challenges in improving values to travel service (Shen, 2016). Studies
have explained the prominence of perceived values of tourists relate to their satisfaction with
tourism destinations (Bajs, 2015; Williams & Soutar, 2009) and the way tourists perceive the
value of a tourism destination then stimulates their satisfaction and their decision-making to
revisit the destination which will contribute to the destination’s sustainable growth (Bajs, 2015;
Petrick, 2004b).
By applying the decision-making theory to achieve the successful business selling,
the service providers can improve the perceived value from the customer’s perspective in three
ways, (1) increase total customer benefits by bettering economic, functional, and psychological
benefits of its products, services, people, and image, (2) reduce the monetary cost to the buyers
35
by lessening time, energy, and psychological investment, and (3) reduce the monetary cost of
the product to the buyers (Kotler & Keller, 2016).
An analysis of customer’s perceived value is helpful to indicate the strengths and
weaknesses of the business providers compared with many different competitors in the market,
therefore customer perceived value is a valuable context suggesting the service providers to
monitor the total customer benefits and total customer costs accompanying with offers of
individual competitors to understand its own offer scales in customer’s point of views (Kotler
& Keller, 2016). Moreover, the service providers can generate extremely satisfied customers
who stay loyal to the business and purchase more products and services if they can create
excellent customer value (Kotler et al., 2014).
Woodall (2003) identified five primary value for customers (1) net value, a balance
of benefits and sacrifices (2) derived value, regarded as use/experience outcomes (3) marketing
value, focused on perceived product attributes (4) sale value, an option defined primarily on
price, and (5) rational value, the difference from objective price, the author also suggested the
four temporal-types of value for customers (1) ex ante, in pre-purchase process (2) transaction,
at the point of trade or experience (3) ex post, in the post-purchase process, and (4) disposition,
after use or experience. To measure the customer value, Parasuraman (1997) proposed four
types of customers (1) first-time customer (2) short-term customers (3) long-term customers,
and (4) defectors.
A theory of consumption values resulted in motivating the behavior of consumer
choice was explained by Sheth et al. (1991), customers have multi-dimensional alternatives, to
buy or not to buy, to select one type of product or service over another, and to select one brand
over another, this requires a variety forms of value; (1) functional value is the perceived utility
attained from ability of the products or services in providing functional, utilitarian, or physical
performance; functional value is measured on a summary of choice attributes. (2) social value
36
is the perceived utility attained from stereotyped demographic, socio-economic, and cultural-
ethnic groups; social value is measured on a summary of choice images. (3) emotional value is
the perceived utility attained from the ability of products or services in arousing feelings or
affective conditions; emotional value is measured on a summary of feelings connected with
alternatives. (4) epistemic value is the perceived utility attained from the ability of products or
services in arousing curiosity, offer novelty, and/or satisfy a desire for knowledge, and (5)
conditional value is the perceived utility attained from the specific situation represents physical
and social contingencies that enhances its functional and social value; conditional value is
measured on a summary of choice contingencies.
Among existing honeymoon literature, the selection process of a honeymoon
destination has been explored (Fakfare & Lee, 2019). The study of the variables related to the
decision-making process of honeymoon couples was conducted by Reisenwitz (2013) and the
results indicated the prominent variables of honeymoon couples’ decision-making process
comprised of attitude of honeymoon couples towards advertising, suggestions from family and
friends, internet usage, cognitive age, degree of participation in a destination, self-image, and
perceived value of a honeymoon destination. As such, perceived value was found the influence
on decision-making of honeymoon couples in the process of destination’s selection. This study
therefore aims to explore the scope and impact of perceived value of tourist satisfaction of Thai
honeymoon couples who selected Phuket as their honeymoon destination as well as their
upcoming revisit intention to the destination.

37
2.1.2.3 The Literature Review of Perceived Value, Tourist Satisfaction and Revisit
Intention
Perceived value was applied in studies by Chi et al. (2020), Chi et al. (2019),
Puspitasari et al. (2019), Shahijan et al. (2018), Nafisah and Suhud (2016), Allameh et al.
(2015), and Bigné et al. (2009) to examine the impact on the revisit intention via travel
satisfaction as a mediator. Bigné et al. (2009) examined the differences in the antecedents of
revisit intentions of holiday destinations in both the short and long run and concluded that
perceived value had positive affect on tourist satisfaction and had a significant influence on
short-run revisit intention too, while perceived value had an indirect influence on the long-run
revisit intention through tourist satisfaction. Allameh et al. (2015) explored the influencing
factors in revisit intention of sport tourists in Iran and found a positive effect between perceived
value and tourist satisfaction as well as a positive effect between tourist satisfaction and revisit
intention. Nafisah and Suhud (2016) studied the revisit intention of tourists in Maliobora,
Indonesia and concluded that there was a significant impact of perceived value on tourist
satisfaction and a significant impact of tourist satisfaction on revisit intention. In addition,
Shahijan et al. (2018) discovered a positive relationship between perceived value and perceived
satisfaction of cruise travelers and a positive relationship between perceived satisfaction of
cruise travelers and their revisit intention. The study of Puspitasari et al. (2019) showed a
positive significant effect of perceived value on tourist satisfaction and revisit intention of
tourists visiting Semarang city in Indonesia, also the findings confirmed that tourist satisfaction
affected significantly on revisit intention. Chi et al. (2019), explored culinary tourism in
Vietnam and identified a positive effect of perceived value of foreign tourists visiting Ho Chi
Minh city on tourist satisfaction and a positive impact of tourist satisfaction on their revisit
intention. Moreover, Chi et al. (2020) summarized that perceived value affected significantly
38
and positively to tourist satisfaction and satisfaction was then significantly and positively
impacted tourist revisit intention.
Perceived value can be helpful factor to forecast the level of satisfaction and
intention to revisit as the perception of tourists on value of the tourist destination influences
their satisfaction, also it had a positive effect on their intention to revisit (Ranjbarian & Pool,
2015). Perceived value is a prominent variable that has a positive impact on satisfaction
(Petrick & Backman, 2002a), and positively and significantly affect revisit intention (Prayogo
et al., 2016). Moreover, perceived value has been studied the direct and indirect influence on
revisit intention in hotel business by Raza et al. (2012) and the result showed a positive
relationship between perceived value and satisfaction, positive relationship between perceived
value and revisit intention as well as confirmed that positive relationship existed between
satisfaction and revisit intentions. As a result, perceived value had a positive significant
connection to tourist satisfaction as well as revisit intention.
2.1.3 Travel Experience
2.1.3.1 Definition of Travel Experience
From past literature, there have been many previous studies regarding the
relationship between satisfaction and revisit intention, however, further studies had been
pursued in order to prove that other important factors may also have a significant influence
affecting those two predominant related variables such as travel experience. Tourism is
completely concern with experiences as tourists seek out experiences at travel destinations
(Shahijan et al., 2015). Experience derives from a set of complex interactions between the
consumer and a product offering by the business organization (Addis & Holbrook, 2001).
Travel products, by their nature, have a link with precise details that affecting the qualities of
consumption experience (Nikolova & Hassan, 2013). In tourism, tourists basically purchase a
39
combination of products, services, and experiences (Murphy et al., 2000), also the tourists
themselves have become co-designers of their personal experiences (World Tourism
Organization, 2018b). The link between past travel experience and tourists revisits behavioral
intentions has not been broadly explored, however the existing studies advise a close
connection among them (Julaimi et al., 2016). As the study of Kozak (2001b) concluded that
the past visit and level of overall satisfaction toward a destination substantially influences
intentions for repeat visits towards that destination.
Travel experience takes place when the traveler or visitor has witnessed or been
part of a ceremony, activity, or visited an iconic place in a certain destination (Volo, 2009;
Caru & Cova, 2007). Furthermore, travel experience is considered as the entire trip or the whole
journey of a tourist that has the potential traits of being turn into an exciting and happy lifetime
memory, as it requires much more time to create a valuable perception of the destination
(Larsen, 2007). Additionally, the traveler must be exposed to the basic charms of the
destination and be able to explore as well as experience in order to understand with appreciation
the place or surrounding even more through performing various activities and consuming
services which will have a definite impact on the memorable lifetime souvenir of the tourist
(Dolnicar et al., 2013; He & Song, 2009; Tsai, 2005). Therefore, the travel experience is how
the visitors personally feel about their whole experience and involvement in the destination
(Weiermair, 2000; Otto & Ritchie, 1996). Experience consists of physiological perceptions and
psychological feelings (Chang & Tsai, 2016).
Newlyweds on their honeymoon exemplify a crucial segment of the tourism
industry since many honeymoon couples consider their honeymoon trip as remarkable once-
in-a-lifetime experience (Jericó & Wu, 2017). To be an outstanding honeymoon destination in
a competitive honeymoon market, destinations should pinpoint whether their overall
characteristics and tourist experiences offered are exceptional among many other destination
40
choices (Durinec, 2013). Most honeymoon couples prefer an overseas honeymoon experience
to a domestic trip, this might occur because of the satisfaction from their previous overseas
travel, and small difference in travel expense between domestic and overseas destinations, a
desire to visit a specific destination, and interest in foreign countries and their unique cultures
(Kim & Agrusa, 2005).
The overall honeymoon travel experience can be completed when the honeymoon
couples received excellent quality of accommodation as it represents good supporting
infrastructure during their honeymoon, nevertheless, not all honeymoon couples need a luxury
honeymoon experience as they want a certain quality that meets their expectations and the price
being charged; therefore, it can be concluded that a pleasing honeymoon experience is the
combination of several elements: value for-money journey, high-level safety, and excellent
accommodation facilities and services (Lee et al., 2010).
2.1.3.2 Conceptualized Theories of Travel Experience
Generally, consumer experience and satisfaction are accepted as vital objectives of
business because it is believed that satisfied consumers would purchase more (Jalaimi et al.,
2016). In tourism, tourists often recall travel experiences they had when they plan for their
journey (Zhang et al., 2018). Tourist experience is a significant covariance to influence
satisfaction and behaviors of travelers (Liu et al., 2015). Tourist experience represents the spirit
of the tourism and hospitality industry, there is more intense belief that the destinations are
required to generate and bring memorable tourism experiences to their travelers to increase the
competitiveness of destination especially with the high competition in the tourism market
(Zhang et al., 2018). It is possible to develop repeat visitation which depends on total
experience of tourists with promotion, price, core products, facilities, and front-of-the-house
service providers during their first travel (Jalaimi et al., 2016). Additionally, when the tourists
41
have personally experienced the destination and become familiarized with the place, there is a
tendency for tourists to regularly view the destination as a safe place to revisit (Liu et al., 2015).
Tourists attempt to find an intense variety of experiences during the period of their
trip or holiday, understanding how tourists have a preference to experience a recreational
activity and endeavoring to connect it to in what manner services are delivered possibly will
create good management’s intelligence (Frauman & Norman, 2004). The concept of experience
contains highest significance to the tourism marketing strategy, it also makes this industry to
be unique and outstanding (Shahijan et al., 2018). Tourist experience has been described as the
subjective psychological state sensed by tourism participants during a service encounter (Otto
& Ritchie, 1996). The differences in interests and backgrounds of tourists result in various
interpretations of an individual tourist product, therefore tourists have different experiences
even if they are undertaking the same activities in the same place because the personal moods
and feelings at a certain moment impact their understandings and interpretations of the received
experiences (Ooi, 2005). Kim et al. (2012) identified 19 components of the tourist experience
from previous studies in their study which include involvement, hedonism, happiness, pleasure,
relaxation, stimulation, refreshment, social interaction, spontaneity, meaningfulness,
knowledge, challenge, sense of separation, timelessness, adventure, personal relevance,
novelty, escaping pressure and intellectual cultivation.
Tourism research have employed and validated the theory of experience economy
of Pine II and Gilmore (1998) which consists of four types of an experience which are
educational, escapist, esthetic and entertainment. Honeymoon tourism can be described with
these four forms as tourists are able to learn new knowledge while traveling such as art and
culture, people, food, history, and language (educational), tourists are able to escape from their
daily routine lives physically and mentally (escapist), tourists can appreciate the beautiful
42
scenery of destination, attraction and environment (esthetic) and tourists are able to have
enjoyable, pleasure, exciting, entertaining experience during their trip (entertainment).
A review of experience economy theory by Pine II and Gilmore (1998), in a
business context, there is a change from selling services to selling experiences, dissimilar to
goods which are tangible, services are intangible, and experiences are memorable. Whilst
economic in earlier period sells commodities, goods, and services which are external to the
buyer, experiences are innately personal that live only in the mind of a person who has been
involved in an emotional, physical, intellectual, or even spiritual stage. Experiences are about
two dimensions. First, relating to customer participation and second, the connection that unifies
customers with the event or performance. There are 5 key principles in designing memorable
experiences which are (1) theme the experience with the attention to shape the impressions that
customers encounter, and the experience generates endless memory (2) harmonize impressions
with positive cues as the experience must be concentrated with unforgettable impressions (3)
eliminate negative cues to guarantee the integrity of the customer experience (4) mix in
memorabilia since customers purchase souvenirs as a physical notice of an experience and (5)
engage all five senses as the more senses an experience engages to customers, the more
effective and memorable it can be to them.
An experience that is delivered by a destination to its tourists is the product of the
tourism sector and this experience is generated by all participants who influence experience of
travelers; that are, tourism businesses (such as hotels, restaurants, air companies, and tour
operators), other supporting businesses and organizations (such as the arts, sports, recreation,
and entertainment), destination management organizations (private, public, or private-public
alliances), the public sector (provides public supplies in various tourist services, such as roads,
general infrastructure, and state tourism departments or agencies), local citizens, and other
43
communities; therefore the tourism product itself comprises of a great number and wide range
of attributes (Crouch, 2011).
Tourists with positive trip experiences usually re-purchase the same hospitality and
tourism product such as airline or hotel because of their confidence in them (Ekinci et al.,
2013). Service providers should focus on providing remarkable experiences to their customers
by improving value to their offerings (Nikolova & Hassan, 2013) as travelers who have high
level of satisfaction with their experience are more likely to show up intention to revisit and
keenly suggest the destination to others (Severt et al., 2007). An experience value can be
generated from the destination (Gregory, 2009), at the same time, the value of the destination
is defined by experience (Oh et al., 2007). Satisfaction of tourists towards the tourism
experience should be evaluated by the sense of pleasure with the different attributes of
destination together with the overall opinions and feelings about the experience at the location
(Alegre & Garau, 2010). Experience is envisioned as conscious awareness that is integrated
into mental structures and displayed as an active prerequisite for instant responses to tourist
habits (Elands & Lengkeek, 2012).
Liu et al. (2019) explained the development of experiential tourism with the
context of honeymoon couples based on embodied cognition theory; the feelings and travel
experiences of honeymoon couples have been focused by experiential tourism as couples is a
big and significant market and be likely to be pleased by enjoyable satisfaction and excellent
service during the process of gathering, evaluating, selecting information, and purchasing
honeymoon product; the concept of experiential tourism concentrates on the way to develop
and improve quality of interaction and communication between tourists and destinations,
generates value and creates uniqueness of tourism products for tourists, as well as aids tourists
to attain outstanding, admirable and best quality in both physical experience and psychological
feelings. According to experiential tourism context, Liu et al. (2015) identified honeymoon
44
travel experience as a core together with three components which were personalization,
participation, and interactivity. Interestingly, the author concluded that 86% of honeymoon
couples will revisit the honeymoon destination based on their common memory, also
recommended the destination to create custom-made and personalized honeymoon tour
products as well as promote diversified honeymoon travel experience.
Thus, in this study will apply theory of experience economy and the concept of
experiential tourism to the context of Thai honeymoon market.
2.1.3.3 The Literature Review of Travel Experience, Tourist Satisfaction and Revisit
Intention
The travel experience of an individual is the crucial component in forming tourist
satisfaction (Shahijan et al., 2018) and tourists are more satisfied when they have a positive
experience, consequently, the tourists will repeat their visit the destination in the future (Cole
& Chancellor, 2009). Few scholars studied the influence of travel experience on revisit
intention by having tourist satisfaction as a mediating factor, Lee et al. (2020b) examined
experience of theme park’s visitors who had been to Walt Disney World in Florida or
Disneyland in California, United States, by dividing experience into four sub-areas (education,
esthetic, escapism and entertainment), the results of their study identified the influence of
experience on tourist satisfaction and revisit intention; stating that experience had a significant
impact on satisfaction of theme park’s visitors (only educational and esthetic experience had a
positive and significant relationship on tourist satisfaction while escapism and entertainment
failed to support that significant impact on tourist satisfaction); additionally, experience
showed a significant effect on revisit intention, as well as, educational and esthetic experience
had an indirect influence on revisit intention through tourist satisfaction, they also advised the
operators of theme parks to identify experiences of visitors since they are important factors to
45
make visitors more satisfied and repeat their visits. Another support belongs to a study of Jung
et al. (2015) that investigated the impact of Slow Food festival attributes on overall experience
of visitors, their satisfaction, and revisit intention by conducting the research in Mold Food and
Drink Festival in Mold, Wales; the findings indicated all three festival attributes (food and
other amenities, programs, and entertainment) had significant direct impact on the experience
of visitors and overall satisfaction whereas there was a high influence of experience on overall
satisfaction, besides, overall satisfaction showed the strongest influence on revisit intention.
Additionally, Pai et al. (2020) aimed to explore whether tourists were satisfied with
their smart tourism technology experience (such as informativeness, accessibility, interactivity,
personalization, and security) as well as to examine the effect of smart tourism technology
experience on satisfaction and revisit intention of tourists; the findings confirmed the
relationship of perceived smart tourism technology experience on having a positive link with
tourist satisfaction, also tourist satisfaction positively influenced revisit intention of tourists.
2.1.4 Destination Attributes
2.1.4.1 Definition of Destination Attributes
As aforementioned, there are variables that also had an impact on tourist
satisfaction and revisit intention such as destination attributes. Destinations include numerous
attributes that substantially affect tourists at different traveling periods (Li et al., 2018; Kim,
2014). Destination attributes are the cluster of different factors that encourage visitors to a
destination (Gannon et al., 2017; Kim, 2014) and described as the features that fulfill the
holidaymaker and creates a revisit intention (Güzel, 2017). Destination attributes are a
combination of the various features that appeal to travelers to visit a destination (Mahdzar &
Gani, 2018). Also, this term is defined as the various characteristics or features that create a
feeling of positive personal fulfillment to the travelers which become a significant motive for
46
them to come back in the future (Güzel, 2017). The particular traits such as the cost, culture or
weather are referred to as pull factors which had a major impact on the decision-making when
choosing a destination (Klenosky, 2002; Dann, 1981). Each destination has a combination of
destination attributes on a range of functional or physical attributes and psychological or
abstract attributes (Ragavan et al., 2014; Echtner & Ritchie, 2003). The destination attributes
can be identified as the major characteristics of a tourist attraction in terms of hospitality
business services and tourist destination amenities, facilities and safety measures provided on
site (Chi & Qu, 2008). In order to offer outstanding characteristics to a place, it will be
necessary to provide activities, services and iconic landmarks that are beyond comparison to
other competitors in the market (Dwyer et al., 2004), so that visitors would like to repeat their
visit again and again without the onset of boredom (Eusébio & Vieria, 2011). Destination
management can apply assessment of destination attributes to help identifying the traveler
satisfaction and therefore guiding the competitiveness of destination and providing valuable
data for the tourist destination planning process (Vodeb & Rudež, 2017). Moreover, a certain
destination needs to employ a strong strategic management by identifying and evaluating the
importance and presentation of different destination attributes to build and maintain tourism
competitiveness (Hossain & Islam, 2019). Performance of a destination can be determined over
the perception of destination attributes to travelers with the purpose of enabling market
segmentation and promotion (Ragavan et al., 2014).
Kim and Brown (2012) suggested that by having a better understanding of the
destination attributes and profound awareness of destination features, a destination planner
could obtain more benefits as this can create positive experiences for the tourists and influence
them to repeat their visit to the destination. Destination attributes may have a different stage of
importance for different market segments (Çakici, 2007). Numerous consumer behavior’s
studies suggested that the consumers ponder the attributes of products when deciding on a
47
purchase of commodities and have the similar application to tourists and tourism destinations
(Ragavan et al., 2014).
Tourism academic, Kozak (2003) examined the power and significance of each
destination attribute on the intensity of tourist satisfaction, their intentions of recommendation
and repeat visitation by exploring various groups of tourists visiting Mallorca in Spain and
Mugla in Turkey and concluded in the findings that there was an impact of a destination
attribute on the overall tourist satisfaction, intentions of recommendation and repeat visitation
with the note that this was influenced by many attributes and varied in different tourist group
and destination. While different research has different context, the purpose of investigating
destination attributes is to improve the degree of comprehension of a destination and to
specifically position it in a global tourism market (Kim et al., 2019).
2.1.4.2 Conceptualized Theories of Destination Attributes
Two main components of the tourism industry are tourists and destinations, tourists
have to have some motivations to travel and destination for tourist to visit should have some
attributes (natural or man-made), according to push-pull theory, the motivation attracting
tourist to visit the destination performs as push factor for the tourism and attributes of the
destination perform as the pull factor of the tourism (Guleria, 2019). Destination attributes
mean particular features of a destination, classified into attractions, amenities and accessibility
(Madden et al., 2016), are important factors to the tourism business and decision-making
process of tourists as they regularly are the motive for tourists to visit a specific destination
(Goh, 2012).
Tourists satisfied with one destination may perhaps be different from those
satisfied at other destinations depending on specific attributes of the individual destination
(Andriotis et al., 2008), therefore destinations should evaluate its attributes in the aspect of
48
importance to the tourists (Hahm & Severt, 2018). Mostly, scholars explored destination
attributes in international context, however, domestic tourism cannot be ignored. Domestic
tourism can bring several advantages to the destination (Ndlovu et al., 2011). Jumanazarov et
al. (2020) studied destination attributes of domestic destinations, Samarkand in Uzbekistan and
their influences on tourist satisfaction and revisit intention, the authors identified four groups
of destination attributes which were (1) inherited resources, including comfortable and warm
climate that influenced the enjoyment of a variety of tourism activities, natural scenery (flora
and fauna) of the destination, heritage, and local cuisine which demonstrated by local residents
in the community (historical resources and living culture); (2) created resources, include good
quality of accommodation to create a memorable travel experience, quality of transportation
which determine the length of stay and the perception of the overall experience, tourist
information about tourism attractions and activities, communication at the destination
(telephones, internet connections, ATMs and currency exchange), variety of tourism activities
that enhance travel experience with lifelong memories, shopping, and choices of entertainment
(cultural shows and performances) to enhance learning and knowledge of tourists; (3)
supporting factors and resources, include the process of delivering service quality (products
and experiences) to tourists as this considered as main determining factor of overall
satisfaction, quality of accessibility to tourist destination (ease of travel), hospitality and
friendliness of local people to tourists, and easy communication and interaction between
tourists and local community within the destination (language competency, signs and signage
at highlighted areas), this group of attributes is not necessary, however they can improve the
travel experience; (4) situational conditions, include perceived value (individual evaluation of
the received services against the cost of services) and safety and security attributes
(psychological awareness of possible risks and dangers at the destination).

49
After tourists are fascinated by destination attributes, then those attributes develop
into experiential factors that influence the development of travel experiences, thus recognizing
the importance of destination attributes to deliver satisfyingly memorable tourism experiences
is vital (Kim, 2014). El-Said and Aziz (2019) proposed five categories of destination attributes
which included core attributes, supporting attributes, qualifying attributes, destination brand,
and destination management activities in a study on tourist satisfaction and revisit intention of
Egypt within the scope of North African tourist destinations by doing a survey with the visitors
of 4 and 5 star hotels; twenty attributes were selected to represent five categories based on the
strong evidence proved in previous studies that of these attributes had an impact on customer
satisfaction. The mentioned attributes were (1) core attributes: availability of special events out
of the normal plan, physiography and climate of destination, unique culture and history,
diversity of activities during the visit, and quality of tourism superstructure (2) supporting
attributes: quality of destination’s basic infrastructure, ease of accessibility to tourist sites,
facilitating resources, hospitality of local residents, and cleanliness of tourist sites (3)
qualifying attributes: safety and security, cost of products/services compared to the value
received, and location (4) destination brand: destination tourism brand image, destination
tourism brand awareness, and destination tourism brand value, and (5) destination management
activities: marketing activities to position the destination as an attractive destination, quality of
products and services offered in different areas, availability of necessary information required
to support decision-making, and treatment of employees.

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2.1.4.3 The Literature Review of Destination Attributes, Tourist Satisfaction and Revisit
Intention
Destination attributes are more important when they are recognized by tourists and
support individuals to make a decision whether they will perform their travel (Thiumsak &
Ruangkanjanases, 2016). Destination attributes become even more meaningful when
influencing tourist satisfaction and revisit intention. Boit and Doh (2014) aimed to probe the
role of destination attributes and tourist satisfaction on revisit intentions of tourists to Lake
Nakuru National Park, Kenya, the findings reported that some of destination attributes of the
park influenced tourist satisfaction, and there was a positive influence between tourist
satisfaction and revisit intentions. The study of El-Said and Aziz (2019) that aimed to use the
destination competitive model to investigate hotel guest satisfaction regarding the different
attributes of Egypt revealed the positive relationship of core attributes and supporting attributes
of the destination on overall satisfaction of tourists, also influenced revisit intention. In
addition, Baniya and Thapa (2017) inspected the impact of hotel attributes (service quality,
business facility, value, room and front desk, food and recreation, and security) on satisfaction
of overseas travelers visiting Nepal and further analyzed the impact of satisfaction on revisit
intention of overseas tourists, the findings presented that among various hotel attributes, service
quality, and room and front desks had a significant role in satisfaction of overseas tourists,
moreover, satisfaction was found to be significant predictor of revisit intention.
Jumanazarov et al. (2020) intended to evaluate the destination attributes and their
impact on loyalty behaviors (revisit intention and word-of-mouth intention) of overseas tourists
in Samarkand, Uzbekistan by having two constructs, cognitive and affective evaluation as
mediating factors between destination attributes and loyalty behaviors, the summary of study
showed that destination attribute had significant relationship on cognitive and affective
evaluation constructs, subsequently both cognitive and affective evaluation significantly

51
impacted satisfaction, finally satisfaction was significantly influencing revisit intention and
word-of-mouth intention.
2.1.5 Destination Image
2.1.5.1 Definition of Destination Image
From reviews of previous studies, another construct that had positive effect on
tourist satisfaction and revisit intention is destination image. Scholars have explored the impact
of destination image in tourism research for quite some time. Destination image has an
influence on the behaviors of tourists (Gutiérrez & del Bosque, 2008). It is defined in different
approaches. Destination image is perceptions of individuals toward destination’s
characteristics (Coshall, 2000). It is a sum of associations and sections of information related
to a destination which involves various components of the destination and individual
perception (Murphy et al., 2000). It is also a psychological interpretation based on impressive
feelings formed by tourists towards attractions and facilities provided by the service marketers
(Gallarza et al., 2002). Generally, scholars gave a similar explanation of destination image. A
destination image comprises of opinions, views, or impressions about a location (Ahmed et al.,
2018). Destination image is an overall impression, belief, idea, expectation, and feelings about
a place that is gathered within a particular period (Kim & Richardson, 2003). Destination image
is an interactive scheme of thought, attitude, viewpoints, vision, and purpose toward a
destination (Tasci et al., 2007).
In addition, destination image consists of two predominant variables which are the
components related to feelings towards the place as well as the know-how and cultural
background of the attraction (Stepchenkova & Morrison, 2008). Consequently, a positive
destination image surely has a strong influence or impact on the tourist perception criteria while
choosing a place to visit (Palacio & Martín-Santana, 2004). However, the destination image
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perspective is not always precise as it will also depends on how far or near the destination is,
which means that the greater is the distance, the less accurate is the image perception, and
therefore, the tourists tend to have a more concrete and correct knowledge of understanding
about places that are on a closer reach and nearer location (Stepchenkova & Mills, 2010).
Accordingly, destination image shapes the decision-making of tourists, their comportment
towards a certain destination, as well as their levels of satisfaction and their revisit intentions
(Ksouri et al., 2015). Thus, it is vital in concentrating on boosting the image of a particular
place through effective marketing communication while promoting its outstanding unique
characteristics to the public in order to create awareness and build a better image position. It is
necessary for the destination to have a clear feature for its positive position in the tourism
market to be different from its competitors, as well as being an attractive place with an
outstanding destination image (Ahmed et al., 2018).
Overall representation of destination image must be wisely delivered since the
visual and textual images outline the decision-making of tourists, form images and envisage
their experience, which means that tourists will not only mentally or physically analyze and
consider the destination, but also studying on the competitors of destination available in the
market choice (Adams, 2004). For tourists, destination image plays a crucial role in the process
of choosing a destination, the assessment of the trip, and in their future intentions (Chi & Qu,
2008).
Various destinations have a variety of characteristics and different attributes (Boit
& Doh, 2014). Seaside tourism and recreation have precipitously expanded in modern periods
and turn out to be an important enterprise providing a major contribution to the GDP of
numerous countries (Houston, 2013). On a global scale, beach tourism is one of the greatest
admired types of tourism obtaining millions of tourists each year for various activities (Alves
et al., 2014). The destination attributes of beach destinations from previous studies on tourist
53
satisfaction normally included weather, water condition, accommodations, scenery, and safety
(Alegre & Cladera, 2006; Yoon & Uysal, 2005). Similar to island destinations, the top-rated
attributes were beaches, climate, environment and glamorous scenery, local hospitality and
accommodation provided to the travelers (Kassean & Gassita, 2013).
In tourism, the role of destination image as a major element in destination
marketing is verified since destination image is a direct antecedent of perceived quality,
satisfaction, intention to repeat visit and willingness to recommend the destination (Bigné et
al., 2001). Destination image comprises functional characteristic includes price, weather and
special event, and psychological characteristic includes hospitality and friendliness of the local
residents, the beauty of the sceneries, and feelings accompanying with religious place or
historic events (Pike, 2009).
2.1.5.2 Conceptualized Theories of Destination Image
The image of every destination usually contains multiple components (Alwan,
2016). The previous study of Cai et al. (2003) identified the value of analyzing the components
of destination image independently for better understanding of how tourists evaluate and
behave towards locations. Opinions of tourists are highly personal and subjective as it is
developed from different experiences based on individual views and feelings, therefore some
scholars commonly examined destination image in tourism business based on its cognitive and
affective components (Huete-Alcocer et al., 2019). The cognitive image signifies knowledge
and beliefs of tourists pertain to a location whereas the affective image refers to tourists’
feelings or emotional reactions to it (Smith et al., 2015; Maher & Carter, 2011). Kim (2018)
viewed destination image as a multi-dimensional construct which is comprised of three
elements, including cognitive, affective, and conative dimension. Cognitive component was
explained as understanding, knowledge, opinions, and perceptions of tourists toward

54
destination attributes which may or may not originated from a prior visit (Pike & Ryan, 2004),
most studies of destination image have considered cognitive element by focusing on
perceptible physical attributes (Pike, 2002). Affective component was in the evaluation stage
(Palacio & Martín-Santana, 2004) and being described as feelings of tourists regarding the
destination (Lin et al., 2007). Conative component referred to the reaction of tourists based on
their information and formation of cognitive and affective images (Tasci et al., 2007), conation
component may be considered as the possibility of visiting a destination within a certain time
period (Pike & Ryan, 2004). Similar to a study by Nadeau et al. (2008) suggested that
destination image has three components, which are cognitive, evaluative, and conative. Elliot
and Papadopoulos (2016) investigated the multi-dimensional characteristic of destination
image and its impact on consumer behavior, findings showed that the cognitive image of a
country has the greatest stimulus on evaluations of country’s products and the affective image
of country has the greatest impact on how tourists assess the destination. In domestic tourism,
the affective component of destination image was confirmed as having a greater influence than
the cognitive component (Stylidis et al., 2017).
Ahmed et al. (2018) reviewed destination image in the tourism industry and
explained that the destination image is shaped from the development of psychological structure
based on information obtained by tourists from the advertisements and promotions presented
by travel agencies such as travel brochures, posters, travel packages, thoughts from people who
had travel experience to the area such as families, friends, or neighbors. The authors identified
two categories of destination image’s formation as first, it is formed by processing through
various commercial forms of information, in this case individuals can have destination image
even though they have not ever visited or even exposed to the destination, and second, the
destination image can be changed before and after the visit, therefore it is required to separate
the destination image of individuals who have visited and those who have not, in addition, each
55
tourist has different types of interest; hence the perceived image will be developed through the
image presented by the destination and the personal needs, motives, previous knowledge,
favorites, and other individual’s characteristics.
2.1.5.3 The Literature Review of Destination Image, Tourist Satisfaction and Revisit
Intention
Satisfaction and revisit intention of tourists are essential factors to guarantee the
success of every destination (Mai et al., 2019). Several studies indicated antecedents associated
with the destination image (Mai et al., 2019; Chiu et al., 2016). Bigné et al. (2009) explored
the antecedents of revisit intention of holiday destinations as weekend and long weekend trips
in Spanish cities and pointed out the positive relationship between destination image on long-
run revisit intention of holiday tourists by having tourist satisfaction as a mediator.
Pratminingsih et al. (2014) investigated the impact of destination image and motivations on
tourist satisfaction and revisit intention in Bandung, a holiday destination in Indonesia, the
findings showed a positive impact of destination image on tourist satisfaction and tourist
satisfaction also impacted positively on revisit intention. Allameh et al. (2015) analyzed the
connection of destination image, perceived quality, perceived value, tourist satisfaction and
revisit intention of sport tourism destinations in Iran and confirmed the positive effect of
destination image of sport tourism on tourist satisfaction of visiting that sport destination, also
a positive effect of sport tourists’ satisfaction on their revisit intention. Zhao and
Thanabordeekij (2017) aimed to identify the factors influencing Chinese tourists to revisit
Bangkok by testing the demographic, perception of destination, destination image, and
destination satisfaction, the results confirmed the significant influence of destination image on
tourist satisfaction with the destination and significant influence of tourist satisfaction with the
destination on revisit intention of Chinese tourists.

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Moreover, Kim (2018) examined the structural relationship of destination image,
tourist satisfaction and revisit intention of international tourists visited Taiwan and concluded
that there was a positive relationship between destination image and overall satisfaction of
tourists, together with a positive relationship between overall satisfaction of tourists and their
revisit intention. Hasan et al. (2020) investigated the factors that influence revisit intention of
tourists to the beach destinations in Bangladesh and the findings showed the positive influence
of destination image on tourist satisfaction as well as the positive influence of tourist
satisfaction on revisit intention of the tourists to beach destinations. Additionally, Ragab et al.
(2020) explored the impact of perceived destination image of Egypt and tourist satisfaction on
future behavioral intention (positive word-of-mouth recommendation and revisit intention) of
tourists, the findings presented that the overall perceived destination image of Egypt had a
direct impact on tourist satisfaction and tourist satisfaction had a direct and positive impact on
tourists’ revisit intention.
Moreover, Kim (2018) studied the visitors from mainland China, Hong Kong and
Macau, Japan, South Korea, and the United State visited Taiwan and confirmed the positive
relationship between destination image and revisit intention.
2.1.6 Tourist Satisfaction
2.1.6.1 Definition of Tourist Satisfaction
In area of tourism, satisfaction is generally assessed via the qualities and attributes
of tourism offers (Dmitrovic et al., 2009). Tourist satisfaction is the level of happiness that
tourists gain from travel experience regarding tourism products or service features that meets
the wants, desires, and expectations of tourists toward the trip (Severt et al., 2007). Tourists are
similar to other kinds of customers that typically have primary expectations of the offered sort
and quality of services in a certain destination, these expectations are mostly shaped through
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information delivered via tourism commercials, advertisements, leaflets, brochures, television,
magazines and casual communication from friends and relatives (Akama & Kieti, 2003).
Satisfaction derives from the perspective of customers concerning the differences of their
expectations before and after consumption, principally, tourist satisfaction is a relationship
between expectation and perceived performance resulting from overall experience (Chen &
Chen, 2010) or a consequence from comparison of expectations before trip and perceived
experiences after trip (Aliman et al., 2016; Reisinger & Turner, 2003). Satisfaction of tourists
is an emotive condition following a participation in a particular trip (Baker & Crompton, 2000),
through a joining in tourism’ s recreational activities, the positive awareness and attitude tourist
create or obtain and the level of enjoyment resulting from such experiences form tourist
satisfaction (Chen & Tsai, 2007). Satisfaction is an evaluation of by what means products and
services provided by a destination meet or exceed the tourist expectations (Gnanapala, 2015).
The tourist is satisfied when the overall performance exceeds or meets expectancy during or
after visiting a destination (Akama & Kieti, 2003).
Satisfaction with a tourism product is necessary to the tourism business as a
satisfied tourist will revisit a destination and/or publicize via a positive grapevine (Marcussen,
2011). Besides the lucrative accomplishment of a destination which depends significantly on
the overall tourist satisfaction (Abooali et al., 2015), tourist satisfaction also gives knowledge
and understanding on future decisions of tourists (Wu & Zhang, 2012) which could benefit a
destination in term of establishing, maintaining, and improving a good marketing,
advertisement, and goodwill (Gnanapala, 2015). As such, it is crucial in marketing due to its
main function in market share and an influence on future purchase (Truong & King, 2009).
Consequently, there is a positive relationship between tourist satisfaction and the longstanding
economic success of destination regarding the development of tourist loyalty on a long-term
basis to the destination (Akama & Kieti, 2003).

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Tourism destination is complex due to variety of components and stakeholders.
Tourism destination is a geographic area, which includes topography and cultural features in
the stage to present a tourism product, this covers a wide range of facilities in terms of
transportation, lodging, food and superior activity or experience (Framke, 2001). It is necessary
to study and assess tourist satisfaction to comprehend how well different suppliers at a specific
destination realize and respond to the needs of visitors, also to pinpoint which sections of the
destination require improvement (Aliman et al., 2016) especially, in recent times, the choosing
of a tourist destination turns out to be more complicated as tourists are more experienced and
more knowledgeable (Akama & Kieti, 2003). A business must design, create, and provide
services by considering the needs, desires and expectations of the consumers to retain them as
a failure to fulfill the basic needs probably generates negative information from customers with
poor experiences to public and this could bring multiple negative outcomes to the business
providers (Gaki et al., 2016).
Rather than producing tourism products and services that satisfy a broad range of
customers and influencing them with a broad marketing distribution channel, tourism
organizations and stakeholders can strongly concentrate on a particular market segment by
narrowing down a scope of marketing approaches and strategies as well as spending smaller
amount of resources. As a result, this study aims to explore tourist satisfaction of domestic
honeymoon tourists, a specific group of tourists which is considered as a niche market to the
destination. In contrast to mass market, in this case the tourism organizations have a small
tourist base, they have more opportunities to become acquainted with them and are able to
appropriately satisfy their wants and needs which could bring economic success and reputation
to the destinations.
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2.1.6.2 Conceptualized Theories of Tourist Satisfaction
In studies on consumption, satisfaction factors have been grouped differently
(Matzler & Sauerwein, 2002). According to Tsai et al. (2011), Professor Noriaki Kano
developed a model in 1984 to explains the relationship concerning the completion of customer
requirements along with customer satisfaction, and to make it measurable. Based on Dominici
and Palumbo (2013), Kano categorized product and service attributes into three primary
groups, based on their unique impact on customer satisfaction, that are, (1) must-be: customer
see these requirements as basic factors, therefore, their existence will not significantly increase
the satisfaction level, however, their absence will cause utmost dissatisfaction (2) one-
dimensional: when there is a high quality of performance, these factors cause satisfaction,
when there is a low quality of performance, these factors cause dissatisfaction (3) attractive:
when these requirements is delivered, it causes customer satisfaction, whereas, when they are
not delivered, they do not cause customer dissatisfaction, this kind of factors increase the value
of the product or service that perceived by customer; Kano identified another two groups of
requirement representing characteristics of the product or service that customers perceive as
indifferent to their needs, that are, (4) indifferent: the customer does not give attention about
the presence of these features, whether it is presented or not, it brings neither satisfaction nor
dissatisfaction, and (5) reverse: the customer does not want this kind of requirement, and its
presence causes a high level of dissatisfaction while its non-existence brings customer
satisfaction.
The relationship of tourists and tourism destination can be reinforced through
tourist satisfaction (Akama & Kieti, 2003). It is a belief that a superb quality of service can
lead to the tourist satisfaction which will provide a substantial result on revisit intention.
According to Cronin and Taylor (1992), service quality is an antecedent of consumer
satisfaction and customer satisfaction has a major impact on intentions to purchase,

60
interestingly, service quality has lower impact on intentions to purchase than consumer
satisfaction.
SERVQUAL has developed a standard for the service segment to examine the
satisfaction of tourists throughout a long period (Rusdin & Rashid, 2018) including hotels,
tourism places, parks, and recreation facilities (Akama & Kieti, 2003). SERVQUAL includes
five components which are (1) reliability: the ability to complete the promised service
accurately and consistently, (2) assurance: the knowledge and courteousness of service staffs
and their capability to carry trust and confidence, (3) tangible: the presence of physical services,
equipment, facilities, employees and communication resources, (4) empathy: the delivery of
kindness, personalized attention and care to customers, and (5) responsiveness: the willingness
to serve and assist customers as well as to offer prompt service (Buttle, 1996; Parasuraman et
al., 1988). Nevertheless, satisfaction is defined via the subjective needs of individual (Del
Bosque & Gutiérrez, 2008), hence understanding and assessing perceptions of customers is
exceptionally complicated as individual person has unique views and opinions (Naidoo et al.,
2010).
Knowledge and understanding of satisfaction are required to be a fundamental
issue in assessing the performance of products and services of tourism destination (Schofield,
2000). Scholars in tourism studies reviewed and evaluated tourist satisfaction by applying
variety of perspectives and theories. Majority of studies on satisfaction employed four theories,
that are, (1) expectancy-disconfirmation (2) equity theory (3) norm theory, and (4) perceived
overall performance model (Yoon & Uysal, 2005).
For an expectancy-disconfirmation theory by Oliver (1980), customers evaluate
the actual performance with their expectations about the products and services that usually
formed before a purchase; positive disconfirmation occurs when there is a better actual
performance comparing to the prior expectations, this means customers are satisfied and will
61
results in repurchasing a product or service; there is a confirmation when actual performance
is as expected, this means customers are satisfied as there is no difference between expectation
and performance; the negative disconfirmation is formed when actual performance is not as
good as expectation, this means customers are dissatisfied and will search for other products
or services for the next purchase. In tourism, tourists will evaluate their expectations from
advertisements and media used in promoting a destination as well as word-of-mouth from
friends and relatives or online reviewers with their actual experience received throughout the
trip and confirm whether the satisfaction has been achieved.
For equity theory by Oliver and Swan (1989), this theory is based on the concept
of input-output ratio. Satisfaction occurs when consumers realize that their output-input ratio
is fair; customers will judge whether they are satisfied when they perceive a relationship of
spending costs and benefits gain; if the exchange presents fairly treat, they are satisfied; in
contrast, if the exchange presents unfairly treat, they are dissatisfied. The major factors to
define satisfaction are price, benefits, time, and effort (Heskett et al., 1997). According to this
theory, satisfaction is observed as a comparative judgment that both the qualities and benefits
achieved in purchasing a product or service as well as the paying costs and efforts generated
by a customer to acquire that purchase are taken into consideration (Yüksel & Yüksel, 2008).
In the tourism context, if the destination can deliver equitably offer to tourists and they perceive
the benefits based on their spending time, effort, and money for experiencing their trip, this
means the destination is valuable and worthy (Yoon & Uysal, 2005).
For norm theory by LaTour and Peat (1979), it is considered to be pretty akin to
the expectancy-disconfirmation theory, in which the norms are the reference point for
determining the product or service and the satisfaction takes place once the norms are
confirmed; a form of a comparison standard is used in this theory through a comparison of the
product customers have just purchased with other products. In tourism context, tourists have
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more tendency to use previous experiences to establish a norm which is a reference point in the
theory for assessing their experiences at the new destination to determine whether it is a
satisfactory experience (Yoon & Uysal, 2005).
For perceived overall performance model by Tse and Wilton (1988), satisfaction
of customers can be merely evaluated by analyzing their assessment of the perceived
performance with disregard to customer expectations; the expectation of customers and the
actual performance received in a purchase are evaluated independently without neither
comparing with each other nor relating to past experiences. In tourism situation, tourists
evaluate their satisfaction based solely on travel experiences and not using expectation in
evaluation process; this model effectively suits tourists who do not have ideas on what to enjoy
and experience as they do not have information about the destination, consequently the actual
experiences are used to form satisfaction (Yoon & Uysal, 2005).
To assess tourist satisfaction for a honeymoon travel, an expectancy-
disconfirmation theory and equity theory are appropriate to all targeted samples which includes
newly married couples, couples married for a period of time who want to enjoy a special trip
together, a family-moon with the kids, and mini-moon; those samples can be divided into three
group, that are (1) Thai couples (2) Thai and non-Thai couples, and (3) non-Thai couples living
in Thailand. As honeymoon trip is considered once-in-a-lifetime holiday, honeymoon couples
normally have expectation in good quality of accommodation (Chen et al., 2020a; Lee et al.,
2020a; Szczepanik & Wiesner, 2018; Ünal et al., 2017; Lee et al., 2010), safety (Ünal et al.,
2017; Siribowonphitak, 2015; Winchester et al., 2011; Lee et al., 2010; Kim & Agrusa, 2005),
special offer (Lee et al., 2020a; Fakfare & Lee, 2019; Giampiccoli, 2017), and beautiful scenery
(Lee et al., 2020a; Liu et al., 2019; Ünal et al., 2017; Winchester et al., 2011; Kim & Agrusa,
2005). Measuring satisfaction of domestic honeymoon tourists by the application of
expectancy-disconfirmation theory will present how well Phuket actually performs in their
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perceptions as a honeymoon destination by the evaluation through independent variables
(perceived value, travel experience, destination attributes, and destination image). Moreover,
honeymoon couples usually put effort into planning and organizing their special holiday,
therefore equity theory is also proper to use in evaluating satisfaction of domestic honeymoon
tourists.
2.1.6.3 The Literature Review of Tourist Satisfaction
The satisfaction of the overall trip is vital for the success of a tourism business and
the comparison between the expectation and the actual experience must be regularly monitored
through the assessment of the tourist on the perceived quality of the services provided at the
destination (Castro et al., 2017). Therefore, tourism enhances culture which helps destinations
to become more interesting and more competitive (OECD, 2009), ensures essential tourism
infrastructures and services to meet the needs of tourists (Jovanović & Ilić, 2016), creates
tourism policy to support related businesses and destinations for the tourism development
(OECD, 2010), and trains service staff to have positive attitude with the aim to increase
satisfaction of tourists (Engeset et al., 2016). Tourist satisfaction included both in the
experience of tourist destination and the results of whether the customer perceived satisfaction
with the approach they were treated at tourism destinations (Um et al., 2006).
The behavior of tourists is shaped by demographic and seasonality since such
variables can change attitudes and behaviors of individual with same profiles, consequently,
individuals of the similar age, gender, and social status can perform and decide differently
(Florido-Benítez, 2016). Perspectives of satisfaction and expectation of tourists rely on the
individual aptitudes and perceptions, the same service from the same suppliers cannot please
two individuals with the same age, salary, profession and social status, therefore it is
challenging to confirm the ability of the destination in generating an ideal situation to fulfill
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expectation and satisfaction levels of even few tourists (Lather et al., 2012). Tsiotsou and
Vasioti (2006) studied demographics and satisfaction with tourism services in Greece, the
findings revealed that more mature people with higher level of education are likely to be
pleased and more satisfied with their travel experiences. Overall satisfaction differs in relation
to the length of stay, gender and perspective of decision making (Huh & Uysal, 2003). It is
suggested to consider tourist satisfaction when evaluating the strengths and weaknesses of a
tourism business as well as when forecasting tourism demand to create the marketing strategies
(Tsiotsou & Vasioti, 2006). As feelings of joy and happiness by tourists are a sign of
satisfaction (Agyeiwaah et al., 2016), hence the destination should develop a better method for
measuring satisfaction in tourism services to clarify essential variables and appropriately adjust
to unique facets of the tourism business.
Satisfaction is a crucial factor to be measured by the customer in deciding if they
will continue a purchase or if not, and decision of tourists to repeat their visit also varies on the
satisfaction factor (Jayaprakash & Mythili, 2017). While the level of expectation of the
prospect tourist performs as a determining factor in decision-making process to visit a specific
destination, the level of satisfaction represents the excellence of the structure of tourism
product includes overall experience with attraction, services, facilities, socio-cultural state,
finances, and natural milieu (Singh, 2004). The importance of tourist satisfaction is clear in
having impacts on the image of the destination due to word-of-mouth publicity (Lather et al.,
2012). Therefore, it is vital for the destination to fulfill the needs of tourists to create a positive
perception towards tourism products and services (Heung et al., 2001).

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2.1.7 Tourist Revisit Intention
2.1.7.1 Definition of Tourist Revisit Intention
Revisit intention is the willingness to arrange a trip to a visited destination again
(Soleimani & Einolahzadeh, 2018; Cole & Scott, 2004). It is the consequence of the opinion
on prior experiences (Horng et al., 2012), perceived value having towards a trip at the
destination (Rasoolimanesh et al., 2016), destination image (Prayogo et al., 2016) and is
defined by perception of tourists towards destination attributes that can meet their needs (Stylos
et al., 2017). Moreover, the intention to repurchase a tourism product and service can be
influenced by the overall service quality that tourists attain while traveling in line with their
expectations (Zhang et al., 2016). Also, revisit intention is impacted by satisfaction (Viet et al.,
2020), this is similar to Tavares et al. (2019), who stated that it is generally believed that a
tourist may return to a tourist destination due to the degree of satisfaction achieved in prior
stays. Confirming high percentage of tourist revisit becomes a main strategy of tourism
business as it helps maintaining destination competitiveness (Luo & Hsieh, 2013).
One of the major challenges for research in marketing fields is how to maintain
tourist retention since repeat travelers strengthen destination development (Oppermann, 2000).
Repeat tourists benefits the tourism destination for six reasons, that are, (1) it provides a
constant source of incomes to the destination (2) it provides more cost-effective in marketing
and promotion than attracting new groups of tourists (Cossío-Silva et al., 2019) (3) it contains
a propensity of higher profits to a destination and tourism businesses because of the less price-
sensitivity of repeat visitors (Tjørve et al., 2018), (4) it is simpler and less expensive to serve
repeat tourists in terms of services as they are more comfortable with the destination than the
first time tourists (5) most of the repeat tourists have a longer stay at the destinations than the
first time visit which lead to more revenue to the tourism business (Htun et al., 2015), and (6)
repeat tourists are one of the best tools in recommending other tourists through word of mouth
66
(Petrick, 2004a). However, Petrick (2004a) argued that repeated tourists are more concerned
about price and more possibility to seek lower prices than first-time travelers. Destination can
enhance revisit intention of tourists by the emphasizing the performance of a destination such
as the advertisement, promotion and news update about the new activities and attractions of
the destination (Aziz et al., 2012). Studying customer purchase behavior is the most valuable
data for predicting their conduct (Bellman et al., 2000), this is not limited to tourism business.
The challenge is how to promote and persuade the tourists to revisit the destination.
Consequently, this study will emphasize on examination of the influencing factors to attract
domestic honeymoon tourists to repeat their visit to the destination.
2.1.7.2 Conceptualized Theories of Tourist Revisit Intention
The concept of intention to revisit the destination is originated from the behavioral
intention (Bintarti & Kurniawan, 2017). Gitelson and Crompton (1984) identified five reasons
causing people to repeat their visit to a familiar destination, that are, (1) tourists want to reduce
possible risk that may come from imminent disappointing experience (2) tourists want to ensure
that they would find similar type of people at the destination (3) tourists have emotional
childhood attachment (4) tourists want to experience some other features of the destination
which had been skipped on a previous visit, and (5) tourists want to share their satisfied
experiences with others. Destination marketing organizations continually develop marketing
strategies in attracting first-time tourists and generating repeat visits (Morais & Lin, 2010). In
the country level, understanding of the quantity and type of loyal tourists facilitates a forecast
of the total demand, the design of infrastructure as well as the positioning strategy of tourism
destination (Oppermann, 1999). Knowledge and awareness of tourist typologies and behaviors
is then helpful. Repeat visitors are classified into many types. Gitelson and Crompton (1984)
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categorized repeat tourists into three groups: infrequent, frequent, and very frequent; however,
the degree of frequency of each group was not explained specifically.
Jang and Feng (2007) defined three types of repeat visitors, that are, (1) continuous
repeater: visitors who have high consistency of revisit intentions over time (2) deferred
repeater: visitors who have low revisit intentions in the short-run basis but high revisit
intentions in the long-run basis; and (3) continuous switcher: visitors who have low consistency
of revisit intentions over time; as such, deferred repeaters tend to strengthen patterns of visit.
Tavares et al. (2019) concluded four types of repeated tourist, that are, (1) those who tend to
spend lower amount in reason to having previous knowledge of the destination (2) those who
tend to be more independent as they use fewer services of tour guides, more use of public
transport and find more on local restaurants (3) those who tend to take less money to the
destination since they want to visit attractions with less cost which they have earlier visited,
and (4) those who highly intend to purchase smaller amount of destination’s products such as
handicrafts, souvenirs, and postcards. Furthermore, tourists need to do intense study as they
require informative data since they normally cannot have experience on travel products and
services prior to purchasing which means there are possible risks in decision-making of tourists
(Li, 2014). The perception towards overall perceived value, travel experience, destination
attributes, and destination image at the destination is then a major influence of their revisit
intention.
The theory of planned behavior has been applied in many studies to predict and
understand intentions of tourists in terms of their travel behavior (Chen et al., 2014). This
theory is most used in exploring intention of tourist behavior (Li, 2014). According to theory
of planned behavior by Ajzen (1991), intentions to perform variety of behaviors can be
projected with high accurateness from attitudes on the behavior, subjective norms, and
perceived behavioral control, these intentions and perceptions of behavioral control result in
68
actual behavior. The theory of planned behavior suggests three independent factors of
intention; the first factor is the attitude toward the behavior in which the level of positive or
negative evaluation or a consideration towards the behavior of individual is a key concern, the
second factor is subjective norm which refers to the perceived social pressure to perform or not
to perform a specific behavior, and the third factor is the perceived behavioral control which
refers to the ease or difficulty an individual perceives in performing a certain action and it may
represent past experience as well as obstacles. The intentions to revisit the destination can be
explained by theory of planned behavior. There is a tendency for domestic honeymoon tourists
to have intention to repeat their visit due to their perceptions and feelings formed by favorable
attitude on visiting Phuket (attitude toward behavior), important person to them admire or
desire them to have a honeymoon in a world-class destination like Phuket (subjective norm),
and they are able to afford the visit regarding their ability, as well as time and money resources
as well as the self-confidence that individual processes to perform certain behavior (perceived
behavioral control) (Mahon et al., 2006).
There were studies on revisit intention through the theory of planned behavior.
Hamid and Mohamad (2020) examined relationship between affective attitude, subjective
norm, perceived behavioral control and revisit intention of tourists to UNESCO heritage places
in Melaka and findings showed the strong analytical ability regarding revisit intention. Ziadat
(2015) studied the antecedents of revisit intention and results indicated the significant and
positive relationship between tourist attitude and subjective norm on revisit intention of
international tourists visited Jordan. Intentions of individuals can foretell behavior of that
person according to the theory of planned behavior (Chang & Backman, 2012). Additionally,
revisit intention had a direct significant influence on actual visit behavior (Ziadat, 2015),
therefore, the relationship between revisit intention of domestic honeymoon tourists in this
study has a propensity to engage in the behavior they intend to perform which is visiting Phuket
69
again. As such, studying on revisit intention gives valuable information towards the tourism
destinations as well as their business.
Moreover, a stimulus-organism-response (SOR) theory which was principally
created on the traditional stimulus-response theory (Rajput & Gahfoor, 2020) is used to
investigate revisit intention through customer satisfaction in Pakistani fast-food restaurants. A
stimulus-organism-response theory consists of three basic elements, which are stimuli (S), an
organism (O), and a response (R); environment consists of stimuli that leads to changes to the
internal conditions of individual termed organism, then leads further to the responses
(Mehrabian & Russell, 1974a). SOR model has stimulus in form of an independent variable,
organism in form of a mediator, and response in form of a dependent variable (Vieira, 2013).
Thus, this study conceptualizes perceived value, travel experience, destination attributes, and
destination image as stimuli; tourist satisfaction as organism; and revisit intention as response.
2.1.7.3 Literature Review of Tourist Revisit Intention
The tourist behavior can be split into three phases, that are, pre-visit, during a visit,
and post-visit (Kuflik et al., 2014; Chen & Funk, 2010; Kozak & Decrop, 2009). Pre-visit is a
period of selecting a destination before traveling, during a visit is on-site experience and
assessment, and post-visit is evaluation on overall experience and intention of future behavior
(Chen & Tsai, 2007). The future behavior intention of tourists refers to the consequence of
tourist’s judgment to revisit to the same place and their willingness to give positive word-of-
mouth to others (Chan, 2018). Decision on intention to revisit a destination is essentially the
action of satisfied tourists (Aridayanti et al., 2020), however, those satisfied tourists may also
be possible to select new destinations for their trip in the future if they want to seek and explore
novelty (Jang & Feng, 2007; Gitelson & Crompton, 1984) or they may switch to competitors
due to the well offered opportunities to attain better outcomes, or for the purpose of attaining
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variety (Bigné et al., 2009). Hence, the behavioral intentions of post-visit are useful for a
forecast on a tendency of tourists whether they will be long-term customers who consequently
generate constant earnings to the tourism business (Chen & Chen, 2005). Dayour and Adongo
(2015) revealed that satisfied tourists who were happy with their overall travel experiences in
northern part of Ghana are eight times more likely to repeat their visit than those who were
dissatisfied. In tourism industry, there are numerous vacation destinations depend greatly on
repeat visits (Jayaraman et al., 2010). However, Kozak (2001a) believed that the revisit
intention is an actual performance regarding certain behaviors that generally indicates the
willingness of tourists to visit a particular destination or other places in the same country. In
this study, the revisit means repeat a visit to Phuket.
Repeat and first-time tourists commonly demonstrate different performance while
at a destination (Lau & Mckercher, 2004). First-time tourists are extremely enthusiastic (Espelt
& Benito, 2018) while repeat tourists are more relaxed with a friendlier manner (Tiefenbacher
et al., 2000). Similar to the findings of Li et al. (2008) concluded that behaviors of first-time
tourists are more on tourism activities and being travel oriented whereas behaviors of repeat
tourists are more on a recreational interest and repeat tourists showed higher positive post-trip
evaluations. Even repeated tourists have lower degree of satisfaction on travel experience
comparing to the first-time visitors (Anwar & Sohail, 2004), however they have a greater
degree of intention to revisit the destination in the future than first-time tourists (Petrick &
Backman, 2002b). Repeat tourists are likely to have more consistent arrangements than first-
time tourists and have lower tendency to change their schedules due to their previous
experiences with the destination, this means knowledge and familiarity of tourists with a
destination minimizes possible risks in their travel decision and search efforts in travel
information (Li et al., 2008), these tourists are acquainted and comfortable with the destination
and generally satisfied with the presented experiences, then they provide a steady source of
71
revenue that allows tourism businesses and destinations to capitalize in the new development
as they may interested in joining in other kinds of activities while at the destination (Lau &
Mckercher, 2004). Repeat visitors and first-time visitors have different tourism demands
(Wang, 2004), hence it is particularly important to comprehend these differences because they
give specific direction to destination management (Li et al., 2008).
Normally, honeymoon tourists require good quality honeymoon trip, they usually
plan well in advance and are less price sensitive to ensure excellent experiences, so they are a
tourist segment with high chance to earn high level of satisfaction which consequently lead to
revisiting the destination if they achieve as expected. The destination should pay attention to
this segment and enhance them to repeat their visitation. From the literature review on revisit
intention, there were many studies relating to proposed independent variables, therefore Table
2.1 summarized the previous studies on revisit intention based on proposed independent
variables as a conclusion and guideline for this research.
Table 2.1 Summary of Previous Studies on Revisit Intention based on Proposed
Variables
Perceived Travel Destination Destination Tourist

No. Author(s)
Value Experience Attributes Image Satisfaction
1. Patrick et al. (2001) ✓ ✓
2. Murphy and Benckendorff (2007) ✓ ✓
3. Bigné et al. (2009) ✓ ✓
4. Alegre and Cladera (2009) ✓
5. Campo-Martínez et al. (2010) ✓
6. Eusébio and Vieira (2011) ✓ ✓
7. Marcussen (2011) ✓
8. Som and Badarneh (2011) ✓ ✓ ✓
9. Assaker and Hallak (2013) ✓ ✓
10. Choo and Petrick (2014) ✓
11. Herstanti et al. (2014) ✓ ✓ ✓
12. Khuong and Ha (2014) ✓
13. Pilelienė and Grigaliūnaitė (2014) ✓ ✓
14. Pratminingsih et al. (2014) ✓ ✓
Continued
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Table 2.1 Summary of Previous Studies on Revisit Intention based on Proposed

Variables (Continued)
Perceived Travel Destination Destination Tourist

No. Author(s)
Value Experience Attributes Image Satisfaction
15. Allameh et al. (2015) ✓ ✓ ✓ ✓
16. Dayour and Adongo (2015) ✓
17. Huang et al. (2015) ✓ ✓
18. Jung et al. (2015) ✓ ✓
19. Mahdzar et al. (2015) ✓ ✓
20. Chang and Tsai (2016) ✓
21. Công (2016) ✓
22. Jaafar et al. (2016) ✓
23. Nafisah and Suhud (2016) ✓ ✓ ✓
24. Prayogo et al. (2016) ✓ ✓
25. Thiumsak and Ruangkanjanases (2016) ✓ ✓ ✓
26. Waheed and Hassan (2016) ✓ ✓
27. Zhao and Vajirakachorn (2016) ✓ ✓
28. Baniya and Thapa (2017) ✓ ✓
29. Huang and Liu (2017) ✓
30. Kani et al. (2017) ✓ ✓
31. Khuong and Nguyen (2017) ✓
32. Kim (2018) ✓ ✓
33. Loi et al. (2017) ✓ ✓
34. Zhao and Thanabordeekij (2017) ✓ ✓
35. Abdullah and Lui (2018) ✓ ✓
36. Moon and Han (2018) ✓ ✓ ✓
37. Shahijan et al. (2018) ✓ ✓
38. Zhang et al. (2018) ✓ ✓
39. El-Said and Aziz (2019) ✓ ✓
40. Hasan et al. (2019) ✓ ✓
41. Lee et al. (2020b) ✓ ✓
42. Puspitasari et al. (2019) ✓ ✓ ✓
43. Siregar et al. (2019) ✓ ✓
44. Soonsan and Sukahbot (2019) ✓ ✓
45. Chi et al. (2020) ✓ ✓ ✓
46. Jumanazarov et al. (2020) ✓ ✓
47. Pai et al. (2020) ✓
48. Ragab et al. (2020) ✓ ✓
49. Seetanah et al. (2020) ✓
50. Viet et al. (2020) ✓
Source: This table was developed by the researcher.

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2.1.8 Literature on Honeymoon Tourism
There is a precipitous increase of honeymoon tourism worldwide in past few
decades (Sardone, 2019; Kim & Agrusa, 2005) and has developed to be a considerable market
segment for the tourism industry (Lee et al., 2010). There is a need to make further study on
what independent variables have significant influence on tourist satisfaction and revisit
intention of honeymoon couples as the previous studies on honeymoon couples, the most
frequent topics of study was on destination attributes (Lee et al., 2020a; Fakfare & Lee, 2019;
Ünal et al., 2017; Siribowonphitak, 2015; Gomaa, 2013; Winchester et al., 2011; Lee et al.,
2010; Kim & Agrusa, 2005), followed by motivations in selecting a honeymoon destination
(Chen et al., 2020a; Jailani et al., 2019; Mahatton, 2017; Moira et al., 2011), perceptions of
honeymoon tourists (Szczepanik & Wiesner, 2018; Yin, 2007), destination image
(Rattanaumpol, 2004), decision-making process (Reisenwitz, 2013; Jang et al., 2007), tourist
profiles of honeymoon couples (Reisenwitz, 2013), and impact of perceived value on
satisfaction of honeymoon couples (Reisenwitz, 2013).
Only two research seriously studied with a relation to tourist satisfaction and revisit
intention of honeymoon couples (Chen et al., 2020a; Ünal et al., 2017). In tourism perspective,
the higher number of tourists revisiting the destination, the higher amount of income at the
destination (Sangpikul, 2015). Consequently, tourist satisfaction has been recognized as a
major factor for boosting the competitiveness of tourism destination in the situations of
globalization (Pavlic et al., 2011) and honeymoon tourists have willingness to spend more
money for their honeymoon (Awasthi, 2007). Moreover, the honeymoon segment is important
for domestic market as it is as good as the weekend segment, particularly because it supports
business sales during both low season and high season (Bhargava, 2009), therefore, the study
on vital factors that affect satisfaction and revisit intention of domestic honeymoon couples
should be well-investigated for the tourism advantages of Thailand.

74
Rattanaumpol (2004) studied the destination image of Phuket in Thailand as a
honeymoon destination for Thai couples and summarized that (1) scenery/natural attractions,
nightlife, local infrastructure, and beaches were functional characteristics impacted perception
of honeymooners significantly. (2) restful/relaxing, and fame/reputation/fashion were
psychological characteristics impacted perception of honeymooners significantly, and (3)
romantic/popular destination, special package tour, package of hotels, availability of luxury
hotels, and reasonable cost were honeymoon features impacted perception of honeymooners
significantly.
Kim and Agrusa (2005) investigated the competitiveness of 7 honeymoon
destinations in a foreign country namely Australia, China, Europe, Guam, Hawaii, Japan and
Thailand among prospective Korean tourists and the positioning of all honeymoon destinations,
the finding showed the importance of comfortable place, good scenery, safety, romantic place,
appropriate tourism cost, good weather, historical and cultural resources as well as good place
for shopping respectively. The result concluded that Thailand had the best positive evaluations
in terms of appropriate tourism cost and as a destination of outdoor tourism activity in its
perceived image as a honeymoon destination.
Jang et al. (2007) examined the process of joint destination selection by developing
the individual choice-sets model to a couple’s choice-sets model with the aim of defining
engaged couple’s decision-making processes when deciding on a honeymoon destination, the
results showed that the number of places in each individual’s choice sets are reduced
throughout the decision-making process, situational inhibitors had impact in choosing the final
destination in the couple’s decision-making process, and the final destination selection is
chosen by the partner who has more power than the other member.
Yin (2007) examined the perception of overseas honeymoon tourists towards
destinations in Thailand in regard to socio-demographic variables, as well as the effect of

75
descriptive information on honeymoon trip and socio-demographic variables, the results
presented no difference in the perception of international tourists in the attributes of overseas
honeymoon destination in terms of age, income, education level, and duration of stay. The
study mentioned that the respondents were less price sensitive than usual since they have a
propensity to spend three times more on a honeymoon than any other regular oversea travelers.
The destination attributes of honeymoon destinations were studied by Lee et al.
(2010) with the intention to identify the attributes that establish the attractiveness of a
honeymoon destination and to find out the influential variables that affect the destination
preference of honeymooners, the findings indicated the preferred destinations of prospective
honeymoon couples were a destination with high level of safety, high standards of
accommodation facilities, and great worth for their money rather than the destinations with a
diversity of historical and cultural resources, places to shop and nightlife with entertainment
options and different socio-demographic of honeymoon couples reflected the different
perceptions of honeymoon destination attractiveness; the seven variables that had high
significance in the destination selection of prospective honeymoon couples were excellent
quality of accommodation, good place for shopping, nightlife entertainment, age, monthly
income, length of trip, and travel budget. Also, there was an investigation on the destination
attributes that attract British couples to their chosen honeymoon destinations by Winchester et
al. (2011), the results presented the importance of climate is much more important when
selecting a honeymoon destination, food was not a reason in choosing a destination as it was
considered just a component of stay, and accommodation is important factor that the
honeymoon couples normally spend longer time in doing research after the honeymoon
destination was decided on. In addition, willing to pay-budget was mentioned by most
honeymoon couples as honeymoon is considered as a once-in-a-lifetime holiday and they
prepared to pay more than regular holiday. The authors also mentioned that there were two
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groups of honeymoon couples, a group that wanted to experience new things and a group
wanted to experience familiarity on their honeymoon.
For the motives of honeymoon destination selection, Moira et al. (2011) explored
the destination preferences of the Greek couples about to be married, their interests, their
concerns, and their expectations from marriage travel; the destinations of marriage travel
mentioned in the findings were Europe, Greece, Asia which is equally ranked to Central and
Latin America, and Africa respectively. The authors found out that relaxation, life experience,
and imitating friends were major reasons for choosing a specific honeymoon destination.
Moreover, the results indicated the key external factors influenced the decision-making on
destination selection of respondents were travel agency and advertising material as well as
recommendations from friends and relatives, however, the outstanding challenge for the
newlywed was the total expense of marriage travel.
Winchester et al. (2011) aimed to study decision making on honeymoon destination
of British couples in which the findings specified that many couples consider a honeymoon as
a once-in-a-lifetime experience therefore couples were more possible to increase their
honeymoon budget or seem to be less worried about the total expense of their honeymoon
holiday.
Gomaa (2013) analyzed the attributes making Egypt a prominent honeymoon
destination by conducting a comparative study on the destination competitiveness between
Egypt and The United Arab Emirates, the result revealed that the honeymooners preferred to
stay in a beach area in Egypt with 11 to 14 days-length of stay, Egypt earned high scores in a
number of products such as; the attractions, the tourism activities, quality of the delivered
services, safety, and the overall impression of the stay. The author mentioned the positive
perceptions of the honeymooners towards Egypt as a honeymoon destination and they had good
level of satisfaction.
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Reisenwitz (2013) studied to provide a consumer profile of honeymoon couples
and to investigate elements related to the decision-making process when choosing a
honeymoon destination, the conclusion of the findings showed that having a high attitude
towards the advertising of honeymoon destination resulted in higher level of satisfaction with
the honeymoon destination, internet is an advertising tool that give higher level of satisfaction
for honeymoon couples, a lower cognitive age resulted in higher level of satisfaction with the
honeymoon destination, honeymoon couples having a higher self-image experienced more
satisfaction with the honeymoon destination, and perceived value was significant in providing
higher level of satisfaction in the decision on destination so the advertising for honeymoon
couples should communicate the value well.
Glinsrisook (2015) studied travel products and services for honeymoon tourists
with the aim to develop a honeymoon guide and travel design for Thai tourism by collecting
the data from couples who lived in Bangkok and summarized that 71% of honeymoon tourists
preferred to travel to natural tourist destination and 9% preferred cultural tourist destination
respectively; the most favorable period of the year for having honeymoon of Thai couples was
during the winter season since Thai people enjoyed exposing themselves to cold weather; the
average night of stay for a honeymoon trip was 4-5 days and majority of Thai couples (53.5%)
would decide to stay at the hotel properties and the rest would preferred to stay in resort and
homestay respectively; the motivation that had highest influence on honeymoon travel was
security and safety of a destination; the most significant factor of honeymoon couples’ attitude
toward honeymoon trip was to create a special and unforgettable honeymoon memory.
Siribowonphitak (2015) identified trends and behavior of honeymoon travelers and
summarized that the beautiful beaches and nice sea are the distinctive tourist attractions of
Thailand. Phuket was a preferred destination for European couples. In addition, variety, and
good quality of resorts as well as many leisure activities for honeymoon couples were
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outstanding attributes in perception of international honeymoon couples selected Thailand as
their honeymoon destination.
Giampiccoli (2017) investigated the particular relationship between the outbound
market of Italian tourism and South Africa, by focusing on the Italian honeymoon travel market
visited South Africa; the findings indicated the history, culture, nature, tradition, modernity
and dynamism were destination attributes that fulfilled the needs and desire of Italian
honeymoon couples and the influencing factors attracting them to South Africa were unique
travel experience, good mix of nature and quality of service, special honeymoon packages, and
discount; remarkably, the author mentioned an importance of second honeymoon or
anniversary market for couples wishing to have a celebration for their endless relationship.
Jericó and Wu (2017) explored the honeymoon tourism characteristics of Chinese
tourists in Spanish tourism; the study showed five main characteristics of honeymoon travel,
which were, long length of stay and planning process, specific season of honeymoon in
different locations as every destination has its own specialty in culture and policies, an increase
of young people especially second marriages and those get married later in life, honeymoon
couples have specific requirements for their honeymoon holiday, and the selection process of
honeymoon destination performed by two partners; couples also had an extra demanding
attitude concerning services in which they agreed to a high price. The author indicated major
destination attributes in the destination selection process that culture, natural environment, and
facilities played important role. Moreover, this study revealed that the demographic
characteristics (age and education) and constraints (vacation time and money/income) were
significant factors motivated outbound destination choice of Chinese tourists; additionally,
Chinese tourists liked long-distance trips, with nine days length of stay, arranged by travel
agencies, with high financial plan and fondness for shopping.

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Mahatton (2017) studied the factors influencing decision-making for
honeymooners when choosing Thai boutique hotels and summarized that both demographics
(room rate) and marketing mix (product, price, place, promotion, people, process, and physical
evidence) had a significant impact on consumer behavior of honeymoon couples when
choosing a boutique hotel. The main purpose of stay in boutique hotels were for vacation and
special occasion.
Furthermore, Ünal et al. (2017) conducted the study with the purpose to examine
demographics, the importance of attributes in destination choice, overall satisfaction, loyalty
and souvenir purchase preference among local honeymoon tourists visiting Antalya, Turkey;
in regard to destination attributes that influence decision-making of tourists, cleanliness and
hygiene, high quality of accommodation facilities and beauty of the beaches was ranked
respectively as most important attribute for the respondents while the attributes ranked least
important were shopping opportunities and nightlife, overall satisfaction of the honeymoon
tourist visited Antalya was high; however, the intention of revisit intention was low whereas
intention to make positive word-of-mouth was high.
Szczepanik and Wiesner (2018), examined the perspectives of young people about
wedding tourism and found an interesting result of the honeymoon as 78% of respondents
affirmed their wish to go on honeymoon trip and sea-sand-sun destination was the most
frequently selected area. The duration of honeymoon period is range from one week to two
weeks. The target respondents normally decided on honeymoon destination before length of
stay and type of accommodation and transport.
Fakfare and Lee (2019) intended to discover and prove a scale for
multidimensional attributes of honeymoon tourism in Phuket, Thailand. The attributes that
created perceived experience of honeymoon couples were good quality of accommodation with
privacy, beautiful scenery, special upgrades and discounts, free of charge stay, wonderful
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dining experience, surprise gift, arrangement of unforgettable activities, romantic and relaxing
destination, reasonable travel package, well-trained service staff, and friendly residents with
warm hospitality as they are able to create unique local experience and make a honeymoon as
impressive trip for the honeymoon couples.
Liu et al. (2019) recognized the important effect of experiential tourism on the
consumption behavior of honeymoon tourism and analyzed the characteristics of honeymoon
travel consumption and their internal and external influencing factors, the results summarized
that honeymoon couples preferred high-quality standard with full-service trip as they value
experiencing privacy and uniqueness through customized honeymoon tour with profound
experience, also the findings reported top three honeymoon destinations according to
honeymoon couples’ preferences, namely coastal vacation, spa vacation and natural landscape
vacation respectively.
Jailani et al. (2019) studied on honeymoon couples by examining travel motivation
that influences destination choice of honeymooners by having the marketing attribute as the
mediating variable in attracting potential honeymooners to choose local attraction in Malaysia
as their honeymoon destination, the result revealed the travel motivation (both push and pull
factors) positively influenced on destination choice of honeymoon couples, travel motivation
had a positive influence on marketing attributes, marketing attributes strongly effected on
destination choice of honeymoon couples, and the marketing attributes mediated the
connection between travel motivation and destination choice of honeymoon couples.
Chen et al. (2020a) examined motivations of honeymooners with the aim to make
use of the theoretical studies in evaluating motivation of honeymooners toward their perceived
destination image, perceived value, overall trip satisfaction, and behavioral intention (revisit
intention and recommendation intention), the finding revealed that marital relationship of
honeymooners was the most important component of motivation of honeymooners followed

81
by prestige, novelty, romance, escape, and relaxation. Interestingly, the marital relationship
was found to foresee overall satisfaction and behavioral intentions of newlyweds significantly
and negatively.
Lee et al. (2020a), assessed the asymmetric impact of quality attributes on the
satisfaction of honeymoon tourists in Phuket, Thailand in order to explore attributes that are
more sensitive to the dissatisfaction, satisfaction or delight of honeymoon visitors by dividing
quality attributes into 3 groups (1) must-be attributes, basic attributes that tourists expect to
have as normal requirement (2) value-added attributes, attributes enhance tourist satisfaction
or happiness which they do not expect as a basic requirement and (3) hybrids, tourists will be
satisfied if these attributes meet their expectation and will be dissatisfied if they are under
expectations. The results showed quality attributes as the following: (1) honeymoon hotel
accommodation, honeymooner privileges (memorable activities and recognition of honeymoon
status), hospitality of local residents, public transport, F&B quality, and quality of honeymoon
service provider considered as must-be attributes, while a scenic view and recreational facilities
(spa and swimming pool) in a hotel are more serious must-be attributes by honeymoon couples.
(2) honeymoon privileges (room upgrade, special discount, and free extra night stay) and local
tourism products (exclusive place and luxurious nature) are considered as value-added
attributes , and (3) honeymoon privacy, pleasant surprises, variety of F&B, service attitude and
trustworthiness of honeymoon service providers and local tourism products (romantic nature
and value for money) are considered as hybrid attributes.

82
Table 2.2 Summary of Previous Studies on Honeymoon
Author/ Similarities/
Aims of the Respondents/
Title of the Methodology Key Findings Contrast among
Study Sample
Study Studies
1. Lee et al. To assess the An extensive Must-be Important attributes
(2020a) asymmetric review of the attributes: - similar to other
impact of - None - honeymoon Honeymoon hotel studies:
Honeymoon quality tourism and accommodation - Scenery
tourism: attributes on the destination - Honeymooner - Beaches
Exploring satisfaction of literature privileges - Package tour
must-be, honeymoon (memorable - Accommodation
hybrid and tourists in - Industry - In-depth activities and - Reasonable cost
value-added Phuket, professionals: interviews recognition of Rattanaumpol
quality Thailand in - Hoteliers honeymoon (2004)
attributes order to explore - Travel status) - Service
attributes that agents - Hospitality of Gomaa (2013),
are more - DMO staff Local residents Giampiccoli
sensitive to the and - Public transport (2017), and
dissatisfaction, - honeymoon - F&B quality Fakfare and Lee
satisfaction or couples - Quality of (2019).
delight of honeymoon
honeymoon - Tourism - Expert panel service provider Value for money is
visitors scholars review mentioned.
- Senior More serious
professional must-be attributes
from the by honeymoon
hospitality couples:
and - Scenic view
tourism - Recreational
industry in facilities (spa
Thailand and
swimming pool)
- International - Expert panel in a hotel
honeymoon review
tourists in Value-added
Phuket attributes:
- Honeymoon
privileges (room
upgrade, special
discount, and
free extra night
stay)
- Local tourism
products
(exclusive place
and luxurious
nature)
Continued
83
Table 2.2 Summary of Previous Studies on Honeymoon (Continued)
Study Sample
Study Studies
Hybrid attributes:
- Honeymoon
privacy
- Pleasant
surprises
- Variety of F&B
- Service attitude/
trustworthiness
of honeymoon
service providers
- Local tourism
products
(romantic nature
and value for
money)
2. Chen et al. To examine - Chinese - Questionnaire Most important Main purpose:
(2020a) motivations of honeymooners component of Relaxation,
honeymooners in Phuket motivation of similar to Moira et
Examining Island, honeymooners: al. (2011).
with the aim to
affection- Chiang Mai, - Marital
make use of the Pattaya relationship of
based travel:
theoretical honeymooners
Development
studies in - Prestige
and validation - Novelty
evaluating
of a - Romance
motivation of
measurement - Escape
honeymooners
scale for - Relaxation
toward their
honeymooners
perceived Marital
’motivation
destination relationship was
image, found to foresee
perceived value, overall
overall trip satisfaction and
satisfaction, and behavioral
intentions of
behavioral
newlyweds
intention (revisit significantly and
intention and negatively.
recommendation
intention).
3. Jailani et al. To examine - Newlywed - Questionnaire Travel motivation Marketing activities
(2019) travel couples who (both push and impacted on
motivation that attended pull factors) decision making,
Travel wedding fairs positively similar to
influences
motivation, in Malaysia influenced on Reisenwitz (2013)
marketing destination destination choice and Mahatton
attributes and choice of of honeymoon (2017).
destination honeymooners couples.
choice among by having the
honeymooners marketing
in Malaysia attribute as the
Continued
84
Study Sample
Study Studies
mediating Travel motivation
variable in had a positive
attracting influence on
marketing
potential
attributes.
honeymooners
to choose local Marketing
attraction in attributes strongly
Malaysia as effected on
their destination choice
honeymoon of honeymoon
couples.
destination
Marketing
attributes
mediated the
connection
between travel
motivation and
destination choice
of honeymoon
couples.
4. Liu et al. To analyze the - Married - Questionnaire Honeymoon Important attributes
(2019) characteristics people couples preferred similar to other
of honeymoon high-quality studies:
Experiential - Newly - Interview standard with full- - Scenery
travel
honeymoon married service trip as - Beaches
tourism study consumption couples who they value - Package tour
from and their have finished experiencing similar to
perspective of internal and their privacy and Rattanaumpol
embodied external honeymoon uniqueness (2004)
cognition influencing trip within through
factors. three months customized
honeymoon tour
with profound
experience.
Top three
honeymoon
destinations
according to
honeymoon
couples’
preferences:
- Coastal vacation
- Spa vacation
- Natural
landscape
vacation
Continued
85
Study Sample
Study Studies
5. Fakfare and To discover and Review on The attributes that Important attributes
Lee (2019) prove a scale for honeymoon and created perceived similar to other
multidimension destination experience of studies:
Developing - None - literature honeymoon - Scenery
al attributes of
and validating couples: - Beaches
a scale for honeymoon Analysis of - Good quality of - Package tour
multi- tourism in honeymoon- accommodation - Accommodation
dimensional Phuket, related with privacy - Reasonable cost
attributes of Thailand. document - Beautiful Rattanaumpol
honeymoon scenery (2004)
tourism - Special
- Industry - In-depth upgrades and
professionals interviews discounts
who have - Free of charge
working stay
experience in - Wonderful
hospitality dining
and tourism experience
field more - Surprise gift
than 10 years - Arrangement of
and familiar unforgettable
with activities
honeymoon - Romantic and
tourism Relaxing
market in destination
Phuket: - Reasonable
- Hoteliers travel package
- Tour - Well-trained
operators service staff
- DMOs - Friendly
and residents with
- Prospective warm hospitality
honeymoon
couples as they are able to
create unique
- University - Expert panel local experience
professors review and make a
with honeymoon as
research impressive trip for
domains in the honeymoon
hospitality couples.
and
tourism
- Industry
professionals
in
management
level in
hospitality
and
tourism
organization
in
Thailand
Continued
86
Study Sample
Study Studies
- International - Questionnaire
honeymoon
tourists in
Phuket
6. Szczepanik To examine the - 2nd year - Questionnaire 78% of Beaches were most
and Wiesner perspectives of Master respondents desired honeymoon
(2018) young people degree’ affirmed their destination, similar
students of wish to go on to Rattanaumpol
about wedding
Destination the honeymoon trip. (2004) and Gomaa
wedding - tourism University (2013).
Popularity School of Sea-sand-sun
among young Physical destination was Period of
students Education in the most honeymoon was 1
Wroclaw, frequently week - 2 weeks,
Poland selected area. similar to Gomaa
(in the field (2013).
of The duration of
Tourism and honeymoon
Recreation) period is range
from 1 week to 2
weeks.
Respondents
normally decided
on honeymoon
destination before
length of stay and
type of
accommodation
and transport.
7. Ünal et al. To examine: - Turkish - Questionnaire Most important Domestic
(2017) - Demographics domestic attributes: honeymoon study,
- Importance of honeymoon - Cleanliness and similar to
A study of attributes in tourists Hygiene Rattanaumpol
domestic destination - High quality of (2004).
honeymoon choice accommodation
tourism in - Overall facilities The important
Turkey satisfaction - Beauty of the attributes attract
- Loyalty beaches honeymoon couples
- Souvenir were
purchase Least important - Beaches
preference attributes: - Accommodation
among local - Shopping similar to
honeymoon opportunities Rattanaumpol
tourists visiting - Nightlife (2004), Gomaa
Antalya, (2013), and
Turkey Lee et al. (2010).
Continued
87
Study Sample
Study Studies
8. Mahatton - To study the - Thai - Questionnaire Factors had Marketing activities
(2017) factors honeymooners significant impact impacted on
influencing on consumer decision making,
Factors decision- behavior of similar to
influencing making for honeymoon Reisenwitz (2013).
decision- honeymooners couples when
making for when choosing choosing a
honeymooners Thai boutique boutique hotel:
when Hotels - Demographics
choosing Thai - To investigate (room rate)
boutique the behavior of - Marketing mix
hotels honeymooners (product, price,
when choosing place,
Thai boutique promotion,
hotels people, process,
- To investigate and physical
the relationship evidence)
between
demographics, The main purpose
marketing mix, of stay in
and the boutique hotels:
behavior of the - Vacation
honeymooners - Special occasion
9. Jericó and Wu To explore the - None - - Literature Five key Gave importance on
(2017) features of review characteristics of second honeymoon
honeymoon honeymoon tourists, similar to
tourism of travel: Giampiccoli (2017).
Chinese tourists - Long length of
stay and The important
planning attribute attract
process honeymoon couples
- Specific season was
of honeymoon in - Scenery/
different environment
destinations similar to
- An increase of Rattanaumpol
young target (2004)
especially
the second Travel agencies
honeymoon played important
market role in honeymoon
(remarriage) package.
- Honeymooners
have certain High spending
desires and behavior, similar to
prefer unique Yin (2007), Lee et
experience al. (2010),
- Decision- Winchester et al.
making process (2011), Jericó and
is performed by Wu (2017), Ünal et
two members al. (2017), and
Sardone (2019).
Continued
88
Study Sample
Study Studies
- Honeymooners
has more
demands in
services, and
they agree to a
high price.
Main destination
attributes:
- Culture
- Natural
environment
- Facilities
10. Giampiccoli To explore the - None - - Literature South Africa has Honeymoon
(2017) particular review destination package was
relationship attributes that important factor,
The Italian match to needs similar to
between the
tourism and desires of Rattanaumpol
market and outbound Italian (2004).
South Africa: market of Italian honeymoon
An initial tourism and tourists: Gave importance on
investigation South Africa, by - History second honeymoon
on the focusing on the - Culture tourists as well as
potential Italian - Nature anniversary market,
honeymoon - Tradition similar to
honeymoon
market - Modernity Jericó and Wu
travel market - Dynamism (2017).
visited South
Africa. Factors to
enhance South
African as
honeymoon
destination for
Italian
honeymooners:
- Unique travel
experiences
- Good mix of
nature and
quality of
service
- Specific
honeymoon
packages
- Discount
Second
honeymoon and
anniversary
market are both
considered as
important
segments as they
are older in age
Continued
89
Study Sample
Study Studies
with higher
financially secure
and longer length
of stay for their
international trip.
11. Siribowonphitak To identify - Documentary The distinctive The important
(2015) trends and research tourist attractions attributes attract
behavior of - A study of of Thailand: honeymoon couples
Honeymoon - None - literature and - Beautiful were
tourists and honeymoon
government beaches - Beaches
niche tourism travelers and private - Nice sea - Accommodation,
development sector policies similar to
in Thailand Phuket and Krabi Rattanaumpol
were preferred (2004), Gomaa
- Tourism - Interviews destinations for (2013), Lee et al.
specialists European couples. (2010), and Ünal et
al. (2017).
- Turkish - Questionnaire Outstanding
domestic attributes in
honeymoon perception of
tourists international
honeymoon
couples selected
Thailand as their
honeymoon
destination:
- Variety of
accommodation
- Good quality of
resorts
- Many leisure
activities
12. Glinsrisook To develop a - Tourism - In-depth 71% of Honeymoon
(2015) honeymoon operators Interview honeymoon couples enjoyed
guide and travel tourists preferred natural destinations,
- Couples who - Questionnaire to travel to natural similar to
design for Thai
lived in tourist destination Rattanaumpol
tourism Bangkok (2004)
9% preferred
cultural tourist Shorter period of
destination honeymoon trip
comparing to
the most Kim and Agrusa
favorable period (2005),
of the year for Gomaa (2013),
having Szczepanik and
honeymoon of Wiesner (2018).
Thai couples was
the winter season
Continued
90
Study Sample
Study Studies
the average night
of stay for a
honeymoon trip
was 4-5 days
Majority of Thai
couples (53.5%)
would decide to
stay at the hotel
properties and the
rest would prefer
to stay in resort
and homestay
respectively.
The motivation
that had highest
influence on
honeymoon travel
was security and
safety of a
destination.
The most
significant factor
of honeymoon
couples’ attitude
toward
honeymoon trip
was to create a
special and
unforgettable
honeymoon
memory.
13. Reisenwitz - To provide a - People who - Questionnaire Having a high Advertising linked
(2013) consumer were married attitude towards to tourist
profile of at that time the advertising of satisfaction, similar
A consumer honeymoon or honeymoon to Mahatton (2017).
profile of the couples had been destination
US - To investigate married. resulted in higher Perceived value
honeymooner elements level of was significant and
and an related satisfaction with linked to
examination to the decision- the honeymoon advertising.
making destination.
of elements of
process
the destination when choosing Internet is an
decision- a advertising tool
making honeymoon that give higher
process destination level of
satisfaction for
honeymoon
couples.
Continued
91
Study Sample
Study Studies
A lower cognitive
age resulted in
higher level of
satisfaction with
the honeymoon
destination.
Honeymoon
couples having a
higher self-image
experienced more
satisfaction with
the honeymoon
destination.
Perceived value
was significant in
providing higher
level of
satisfaction in the
decision on
destination so the
advertising for
honeymoon
couples should
well communicate
value.
14. Gomaa (2013) To analyze the - Honeymoon - Online review The Length of stay
attributes couples on TripAdvisor honeymooners almost similar to
Egypt as a making Egypt a visited (a comparative preferred to stay Szczepanik and
tourist Egypt study on the in a beach area in Wiesner (2018) that
prominent
destination for destination Egypt with 11 to expected 1 week - 2
honeymoon competitive- 14 days-length of weeks.
honeymooners destination ness between stay.
: A market Egypt and Beaches were most
perspective United Arab Egypt earned high desired honeymoon
analysis Emirates) scores in a destination, similar
in 6 attributes: number of to Rattanaumpol
- Lodging products: (2004).
facilities - Attractions
- Shopping - Tourism Satisfaction derived
- Safety activities from destination
- Prices/ value - Quality of the attributes as well as
for money delivered
overall impression.
- Entertainment services
- Overall - Safety
Impression - Overall
impression of
the stay
Continued
92
Study Sample
Study Studies
15. Winchester et To study - British - In-depth Honeymoon Honeymoon
al. (2011) decision making married interview couples gave less couples were less
on honeymoon couples concerns on price sensitive,
Seeking expense of similar to Yin
destination
romance and honeymoon trip (2007),
once in a life- as it is a lifetime Lee et al. (2010),
time experience. Jericó and Wu
experience: (2017), and
Considering - Climate is much Ünal et al. (2017).
attributes that more important
attract when selecting a The important
honeymooners honeymoon attributes attract
to destinations destination. honeymoon couples
was
Accommodation,
- Food was not a similar to
reason in Rattanaumpol
choosing (2004) and Lee et
a destination as al. (2010).
it was
considered
just a component
of stay.
- Accommodation
is important
factor that the
honeymoon
couples normally
spend longer
time in doing
research after the
honeymoon
destination was
decided on.
16. Moira et al. To explore the - Travel - In-depth Honeymoon is a Main purpose:
(2011) destination agencies in interview social upgrading Relaxation,
preferences of Athens for honeymoon similar to
Sociological couples so it Rattanaumpol
the Greek
approach to should be held in (2004).
wedding couples about to exotic place.
travel. A case be married, their Travel agencies
study: interests, Europe, Greece, were valuable
Honeymooner concerns, and Asia which is source of detailed
in Ioannina, expectations equally ranked to information, similar
Greece from marriage Central and Latin to Kim and Agrusa
America, and (2005).
travel
Africa
respectively were Travel agencies
mentioned the were also vital
destinations of external influencing
marriage travel factor in decision-
for Greek couples. making process.
Continued
93
Study Sample
Study Studies
Major reasons for
choosing a
specific
honeymoon
destination:
- Relaxation
- Life experience
- Imitating friends
Key external
factors influenced
the decision-
making on
destination
selection:
- Travel agency
- Advertising
material
-
Recommendation
from friends and
relatives
The outstanding
challenge for the
newlywed was the
total expense of
marriage travel.
17. Lee et al. To identify the - Taiwanese - Questionnaire The three most The important
(2010) attributes that newlywed important attributes that
establish the couples attributes attract honeymoon
The - Safety couples were
attractiveness of
determinants - Excellent quality - Accommodation
of honeymoon a honeymoon of - Reasonable cost
destination destination accommodation similar to
choice - A Rattanaumpol
case of - Reasonable (2004).
Taiwan travel cost
Socio-
demographic
variables
- Age
- Monthly income
The significant
determinants for
classifying
Taiwanese
potential
honeymooners by
their destination
choices:
Continued
94
Study Sample
Study Studies
Traveling
characteristics
- Length
of trip
- Travel budget
Destination
attributes
- Excellent quality
of
accommodation
- Nightlife
entertainment
- Good place for
Shopping
18. Yin (2007) To examine the - Overseas - Questionnaire No difference The respondents
perception of tourists as in the perception were less price
Perception of overseas engaged or of sensitive than usual
honeymoon honeymoon newlywed international since they have a
tourists in tourists towards couples tourists in the propensity to spend
Thailand: destinations in attributes of three times more on
socio- Thailand. overseas a honeymoon than
demographies honeymoon any other regular
and attributes destination in oversea travelers.
of a terms of age, Similar to
destination income, Lee et al. (2010),
education level, Winchester et al.
and duration of (2011), Jericó and
stay. Wu (2017), Ünal et
al. (2017), and
Sardone (2019).
It was agreed that

honeymooners
normally spend
more than regular
tourists.
19. Jang et al. To define - Couples - Questionnaire - The number of Screening process
(2007) engaged planning on places in each in decision making
couple’s their individual’s was performed by
Expanding the decision-making honeymoon choice sets will both partners.
individual processes when within 3 be reduced
choice-sets deciding on a months. throughout
model to honeymoon the decision-
couples’ destination making process
honeymoon - Situational
destination inhibitors had
selection impact in
process choosing
the final
destination in
the couple’s
decision-
making process
Continued
95
Study Sample
Study Studies
- The final
destination
selection is
chosen
by the partner
who has more
power than the
other member.
20. Kim and To investigate Review 5-7 nights stay Shorter period of
Agrusa (2005) the - Tourism honeymoon trip.
competitiveness related Important However still
The - None - magazines attributes: covered a period of
of 7 overseas
positioning of - Reports of - Comfortable 1 week, similar to
overseas honeymoon survey place Gomaa (2013), and
honeymoon destinations - Newspaper - Good scenery Szczepanik and
destinations among potential articles - Safety Wiesner (2018).
Korean tourists, - Romantic place
and the - Tour guides - Interview - Appropriate Travel agencies
positioning working for tourism cost were valuable
travel - Good weather source of detailed
among them.
agencies - Historical and information, similar
specializing cultural resources to Moira et al.
in - Good place for (2011).
honeymoon To develop shopping
tours destination
attributes: - Thailand had the
- Travel agents - Structured best positive
specialized in interviews evaluations in
honeymoon terms of
trips abroad. appropriate
- People with tourism cost
experience in and as a
overseas destination of
honeymoon outdoor tourism
trip. activity in its
perceived image
- None - - A review of as a honeymoon
tourism destination.
literature
Data collection
- People - Questionnaire
attending two - Standardized
wedding instrument
exhibitions at - Convenience
the Korea
Trade Center
and the
Convention
And
Exhibition
Center in
Seoul.
Continued
96
Study Sample
Study Studies
21. Rattanaumpol - To investigate - Thai - Questionnaire Factors impacted Domestic
(2004) the image of wedding perception of honeymoon study,
Phuket as couples honeymooners similar to Ünal et
Destination honeymoon planning to significantly: al. (2017).
image as destination get married Functional
honeymoon among Thai - Thai couples characteristics Important attributes
destination a couples just had - Scenery/ similar to other
case of Phuket via their married. natural studies:
Thailand perceptions. attractions - Scenery
- Studied - Nightlife - Beaches
attributes of - Local - Package tour
Phuket that infrastructure - Accommodation
influence the - Beaches - Reasonable cost
couples. were important
Psychological factors.
characteristics
- Restful/ Main purpose:
relaxing Relaxation,
- Fame/ similar to Moira et
reputation/ al. (2011).
fashion
Honeymoon
features
- Romantic/
popular
destination
- Special
package tour
- Package of
hotels
- Availability
of luxury
hotels
- Reasonable
cost

97
2.1.8.1 Analytical Review of the Literature
Based on the findings of honeymoon summary in Table 2.2, the top three factors
agreed as most important factors were (1) accommodation and scenery/natural environment (2)
beaches (3) reasonable cost, shopping, special package, and service quality. The main purpose
of honeymoon trip was private relaxation. Honeymoon presented social status in which it
should be taken in exotic and romantic place in perception of honeymoon couples.
Honeymoon tourists are ready to pay more for the excellent holiday; however
reasonable cost was still the main important factor. They had to perceive the value in paying
the overall expenses in exchange to the expected pleasant outcome. Perceived value was
significant toward overall satisfaction of honeymoon couples as the higher perceived value on
the honeymoon, the higher tourist satisfaction in decision on destination therefore the
promotion and marketing perform a crucial role in decision-making on destination choice.
The marketing approach should emphasize on the value honeymoon couples will
gain to ensure their confidence in selecting a destination as their honeymoon destination. This
is not limited to how the destination establishes its characteristics, quality of tourism products
and services, and cooperation among stakeholders in honeymoon market to deliver excellent
and unique experience to prospect honeymoon couples.
Travel experience is another essential powerful factor to create tourist satisfaction
as honeymoon holiday is once-in-a-lifetime experience for honeymoon couples, they required
high service standard and they were willing to pay more than a regular holiday trip. Length of
stay of honeymoon trip was 5-14 days. This means the destination has high opportunity to earn
higher tourism income from their visit comparing to regular tourists that stay in a shorter
period. Even though, time and honeymoon budget were possible constraints, they are ready to
pay for good quality of accommodation, foods, activities, shopping, and beautiful scenery.
They usually plan well in advance to ensure the expected quality and to stay longer than normal
98
holiday trip. Therefore, many destinations studied on behavior of honeymoon tourists to
understand their desires and requirements which surely benefit the tourism policies in how to
fulfil that needs as well as how to offer memorable travel experience to be outstanding
destination in the honeymoon market.
Furthermore, the most common examined topic in honeymoon studies was
attributes of honeymoon destination. A set of destination attribute is a significant tourism
component in the tourist cycle: it attracts honeymoon couples to make destination choice in
pre-visit stage, it enhances the travel experience and satisfaction during the visit, and it enriches
level of tourist satisfaction on overall experience and intention of future behavior (revisit and
recommendation) in post-visit stage. Destination attributes were then necessary throughout the
tourist cycle.
Destination image is also a factor judged as a key component in determining
destination choice as destination image eases tourists in their evaluation and decision-making
process. The relevant information of destination search by tourists facilitates them to form their
perceptions of destination image that not only appeal to people to visit a destination, but also
provide support to their willingness for revisiting. Consequently, understanding on destination
image in the perception of honeymoon couples guide the destination in well positioning itself
to attract more honeymoon tourists as well as making them to return on another special
occasion.
Most of honeymoon studies aimed to study on destination attributes, decision-
making, perspective, behaviors, and satisfaction of honeymoon couples as these factors benefit
destination management as well as marketing strategy to attract more honeymoon tourists to a
destination especially in the competitive market as honeymoon tourists are potential visitors in
term of spending power. Marketing activities and strategies were agreed as a motive which
positively and strongly influenced honeymoon couples on their destination selection.

99
Moreover, analyzing tourism ability and components of destination whether it is attractive and
match to the needs and wants of honeymoon couples was also mainly focused. Interestingly,
the findings of Giampiccoli (2017), and Jericó and Wu (2017) underlined the second
honeymoon and anniversary market as important segments due to their maturity, financially
secure, and longer stay’s ability.
In terms of research methodology on honeymoon tourism, most research was
conducted by questionnaire survey, followed by mixed methods, literature review, and in-depth
interview, respectively. Only two research studied domestic honeymoon tourists with the aim
to explore perception of honeymoon tourists towards local destination (Ünal et al., 2017;
Rattanaumpol, 2004). Travel agents played important role in in-depth interview as they had
direct contact with honeymoon couples as well as other stakeholders in managing a honeymoon
holiday.
In a tourism context, tourist satisfaction is a key factor of tourism management
since it stimulates a selection of destination (Abdullah & Lui, 2018) and tourist satisfaction
positively influences an intention to revisit tourism destinations (Waheed & Hassan, 2016;
Chen, 2008). Therefore, it is important to study the persuading factors of tourist satisfaction in
order to increase opportunity of revisit intention. From the previous review, the studies on
honeymoon couples covered destination attributes, motivations, perceptions, destination
image, decision-making process, tourist profiles, and perceived value on tourist satisfaction.
However, most of the variables were examined separately and mostly for selection of
honeymoon destination, not related to tourist satisfaction resulted in revisit intention. There are
various factors having influence on tourist satisfaction and resulted in revisit intention of
tourists that scholars examined and have not been explored on a market of honeymoon couples
namely, destination image, destination attributes, and travel experience, hence this study aims
100
to explore the influence of perceived value, destination image, destination attributes, and travel
experience on tourist satisfaction and revisit intention of Thai honeymoon couples.
Many cities in Thailand such as Bangkok, Phuket, Pattaya have been renowned as
tourism destinations nominated by worldwide tourists for a long period in terms of its positive
image in national and regional stage (Vongurai, 2018). From the study of SCB Economic
Intelligence Center (2016), characteristics of Thailand that draw interest of Indian tourists are
value for money, beaches, and shopping by having Phuket as one of core beach destinations
and greater than half of them become repeat visitors.
Phuket is a famous beach resort city and recreational destination which fascinates
different types of international visitors for example vacationers, families, honeymoon couples,
adventure, and sports fans to the destinations every year (TAT Newsroom, 2016a). Phuket is a
romantic island destination for honeymoon couples who are looking for a tropical escape
(Walia, 2020).
Through the reviews of research fields, there are prominent mentions about
perceived value, travel experience, destination attributes, and destination image relating to
satisfaction and revisit intention of tourists. However, there is no complete study of the
relationships of these six constructs in terms of direct and indirect integration especially in Thai
honeymoon couples. Since there was a lower number of Thai tourists traveled to Phuket
comparing to the international tourists, among the overall tourists visited Phuket in year 2015,
there were 3,425,414 Thai tourists and 9,095,355 international tourists; in year 2016, there were
3,471,444 Thai tourists and 9,237,971 international tourists; in year 2017, there were 3,591,083
Thai tourists and 9,683,686 international tourists; in year 2018, there were 3,730,147 Thai
tourists and 9,921,154 international tourists; and, in year 2019, there were 3,661,303 Thai
tourists and 10,167,165 international tourists (Tourism and Sports Office, Phuket, 2020).
Therefore, this study aims to fulfill such research gap, and this is a persuasion to investigate
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revisit intention construct and its influential factors in case of Thai honeymoon couples to
expand the knowledge of this particular market.
Table 2.3 Analytical Review of the Literature: Summary of Important Factors
listed as Prominent ones in the Literature by the Honeymoon Tourists
Accommodation
Special package
Infrastructure
Reasonable Cost
Travel agent
Attractions
Cleanliness
Activities
Beaches
Scenery
Nightlife
Shopping
Climate
Service
Safety
No. Author(s)
s
1. Rattanaumpol (2004) ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
2. Kim and Agrusa (2005) ✓ ✓ ✓ ✓ ✓
3. Jang et al. (2007)
4. Yin (2007)
5. Lee et al. (2010) ✓ ✓ ✓ ✓ ✓
6. Moira et al. (2011) ✓
7. Winchester et al. (2011) ✓ ✓
8. Gomaa (2013) ✓ ✓ ✓ ✓ ✓
9. Reisenwitz (2013)
10. Glinsrisook (2015) ✓ ✓
11. Siribowonphitak (2015) ✓ ✓ ✓
12. Giampiccoli (2017) ✓ ✓ ✓
13. Jericó and Wu (2017) ✓ ✓ ✓ ✓
14. Mahatton (2017)
15. Ünal et al. (2017) ✓ ✓ ✓ ✓ ✓
Szczepanik and Wiesner
16. ✓
(2018)
17. Fakfare and Lee (2019) ✓ ✓ ✓ ✓ ✓ ✓
18. Liu et al. (2019) ✓ ✓
19. Jailani et al. (2019)
20. Chen et al. (2020a)
21. Lee et al. (2020a) ✓ ✓ ✓ ✓ ✓
TOTAL 7 3 2 6 2 1 3 3 4 8 4 4 4 4 3

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2.2 Theoretical Framework
The revisit intention of tourists unquestionably is a crucial factor supporting to the
sustainable growth of any businesses in the tourism area (Ngoc & Trinh, 2015) and studying
of tourist behavior is then a key concern to achieve a repeat visit. Tourist behavior has a similar
model to normal consumers as it derives from input-output model. The theoretical framework
of this study is developed based on stimulus-organism-response (SOR) theory. According to
the standard of this model, stimulus is defined as the factors that impinge on internal states of
the individual and can be hypothesized as an impact that inspires and motivates the individual
(Eroglu et al., 2001), stimuli typically denote to the external factor (Chen et al., 2020b).
In this study, the stimuli are perceived value, travel experience, destination
attributes, and destination image as the factors that may influence the emotional reactions of
the tourists. The organism and response are more controlled precisely by the tourists. Organism
refers to internal developments and compositions that occur external to the individual (Chang
et al., 2011). Organism is an intermediating factor between stimulus and response comprises
of thinking, feeling, functional, and perceptual activities (Bagozzi, 1986). A stimulus-
organism-response theory focuses on pleasure, arousal, and dominance (PAD) which
represents affective, emotional, and cognitive states, it handles and reconciles the relation of
the stimulus and behavioral responses of individual (Mehrabian & Russell, 1974b). In this
study, organism is the tourist satisfaction which is a cognitive evaluation of individuals based
on individual’s overall experience on honeymoon trip. Response in this concept represents the
final consequences, outcomes, and the final decisions of consumers which can be favorable
and unfavorable actions (Sherman et al., 1997). In this study, the response is revisit intention
of domestic honeymoon tourists as this is their subsequent behavioral response towards
perceived value, travel experience, destination attributes, and destination image by having
tourist satisfaction as a mediator.

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Based on the objectives of this study which are to create structural model to predict
revisit intention of the domestic honeymoon couples visited Phuket for their honeymoon trip,
the theoretical frameworks are related to the tourist satisfaction and their revisit intention. To
gain a better understanding of the revisit intention of domestic honeymoon tourists to Phuket,
the questions on the antecedents of revisit intention of the domestic honeymoon tourists in how
independent variables (perceived value, travel experience, destination attributes, and
destination image) in structural model effect mediating factor (tourist satisfaction) and
dependent variable (revisit intention) should be answered.
Based on the previous studies on revisit intention, the attention was paid to the
tourist satisfaction as the antecedent of revisit intention of tourists (See Table 2.1).
Theoretical framework summarizes the theoretical background of perceived value,
travel experience, destination attributes, and destination image which impact tourist
satisfaction and influence revisit intention based on literature review.
Previous studies suggested the effect of perceived value on tourist satisfaction and
revisit intention. Bigné et al. (2009) explored the antecedents of revisit intention of holiday
destinations in both a short-term and long-term basis and found the influence of perceived value
on revisit intention through tourist satisfaction in which tourist satisfaction was a strongest
antecedent of revisit intention for long-term revisit intention, this may because of the tourists
could plan to visit a different destination for their next vacation, however, in a long term, they
would be keen to revisit the destination if they had pleasing travel experience. Moreover,
Nafisah and Suhud (2016) conducted a survey with domestic tourists in Jakarta, Indonesia and
summarized a significant impact of perceived value on tourist satisfaction and a significant
impact of tourist satisfaction on revisit intention.

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Perceived value also has the direct impact on revisit intention. This concept was
supported by Bigné et al. (2009) as the scholars found the significant influence of perceived
value on short run revisit intention in holiday destinations and by Herstanti et al. (2014) as
perceived value had a positive connection to revisit intention of Indonesian tourists to repeat
their visit to Sydney.
Loi et al. (2017) studied an impact of quality of shuttles provided to tourists in
Macao on revisit intention and the results indicated that destination image had a positive
influence on tourist satisfaction with destination and consequently to revisit intention as well
as destination image had direct relationship with revisit intention. Whereas Melo et al. (2017)
explored destination image of the Azores, a region of Portugal and confirmed the relationship
of destination image, tourist satisfaction and revisit intention as well as the positive impact of
tourist satisfaction on revisit intention.
Also, former studies suggested that perceived destination image of Egypt has a
positive direct influence on tourist satisfaction and tourist satisfaction has a positive direct
impact on revisit intention (Ragab et al., 2020). Also, Allameh et al. (2015) confirmed a
positive effect of destination image of sport tourism in Iran on tourist satisfaction and a positive
impact of satisfaction of sport tourists on their revisit intention. Not limited to a study by Hasan
et al. (2019) that confirmed the direct relationship of destination image and revisit intention
towards beach destinations in Bangladesh.
In this study, the theoretical foundation which is a foundation of conceptual model
is based on a study of Badarneh and Som (2011) which studied the antecedent on intention to
revisit via tourist satisfaction as seen in Figure 2.1.

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Specific Novelty
Destination Image
Temporal
Satisfaction Revisit Intention
Perceived Value
Distance
Figure 2.1 Model of relationships of perceived value, destination image, tourist

satisfaction and revisit intention by Badarneh and Som (2011).
Regarding the antecedents of revisit intention, travel experience and destination

attributes were confirmed the relationship. Prior study by Lee et al. (2020b) revealed that travel
experience had a significant impact on tourist satisfaction and resulting in revisit intention
(Figure 2.2). A review of literature of Chang and Tsai (2016) also indicated the relationship of
travel experience on revisit intention.
Travel Experience Tourist Satisfaction
Revisit Intention
Figure 2.2 Model of relationships of travel experience, tourist satisfaction and

revisit intention by Lee et al. (2020b).
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Additionally, destination attributes are mentioned as antecedent of tourist
satisfaction and intention to return to a destination in a study by El-Said and Aziz (2019) and
confirmed the relationship of core attributes and supporting attributes on overall satisfaction
and revisit intention of tourists (Figure 2.3). Destination attributes were proved in having highly
significant direct effect on revisit intention by Mahdzar et al. (2015).
Destination Tourist Revisit

Attributes Satisfaction Intention
Figure 2.3 Model of relationships of destination attributes, tourist satisfaction and
revisit intention by El-Said and Aziz (2019).
To examine and promote the tourist revisit at tourism destination, the influence of
overall tourist satisfaction on their revisit intentions has been well proven both at theoretical
and empirical level. Perović et al. (2018) examined through guest survey and confirmed the
positive relationship of tourist satisfaction on revisit intention. Moreover, Kim (2018) revealed
the link of overall satisfaction with revisit intention in structural model of his study as well as
the study of Peranginangin (2019) which verified the strong correlation of tourist satisfaction
on revisit intention while studying antecedents of revisit intention in Indonesian zoo tourism.
Therefore, this study proposes a model by adding travel experience and destination
attributes to investigate the relationship with tourist satisfaction and revisit intention of Thai
honeymoon tourists in Phuket.

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2.3 Conceptual Framework
The research framework stems from existing literature on the tourism. It is
developed to help pinpoint the process to be pursued to achieve the proposed research
objectives. From the analysis of literature review, there was a relationship of perceived value,
travel experience, destination attributes, and destination image on tourist satisfaction and revisit
intention. Moreover, previous honeymoon studies broadly revealed the importance of
perceived value, travel experience, destination attributes, and destination image on their
perception, satisfaction, and revisit intention.
The conceptual framework of this study is developed from Badarneh and Som
(2011), Lee et al. (2020b), and El-Said and Aziz (2019).
Figure 2.4 Conceptual Framework
Perceived
Value
Travel H1A
H1B
Experience
H2B
H2A
Tourist H5 Revisit
Satisfaction Intention
H3A
H3B
Destination
Attributes H4A
H4B
Destination
Image
(Stimuli) (Organism) (Response)
Source: Modified model based on Badarneh and Som (2011); Lee et al. (2020b); and El-Said
and Aziz (2019).

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To predict intention of domestic honeymoon tourists in revisiting Andaman beach
destinations like Phuket, it needs to analyze many relevant variables and maps out how they
relate to each other. A conceptual framework in this study includes four independent variables
(perceived value, travel experience, destination attributes, and destination image) and two
dependent variables (tourist satisfaction and revisit intention) as well as other concepts and
empirical findings from the literature.
The studies of antecedents of tourist satisfaction and revisit intention has been
conducted by many scholars as both tourist satisfaction and revisit intention are key factors to
the business success.
2.4 Research Hypotheses
The research hypotheses in this study are classified into two sectors. First sector is
the relationship between independent variables and revisit intention by having tourist
satisfaction as mediating factor. The second group is the relationship of independent variables
and revisit intention.
2.4.1 The Relationship of Perceived Value and Tourist Satisfaction
When tourists get an attractive experience in accordance with the money spent,
they will be satisfied with travel activities as the spent money is not useless, consequently their
perceived value towards tourism experience is high (Lestari et al., 2018). Perceived value is a
crucial antecedent of customer satisfaction and behavioral intentions (McDougall & Levesque,
2000), in the tourism business, it has perceived quality and monetary price as two core
antecedents (Duman & Mattila, 2005). Studies support the relationship of perceived value on
tourist satisfaction. Gallarza and Saura (2006) explored the relation between consumer
perceptual constructs such as perceived value, satisfaction, and loyalty; the results confirmed
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that perceived value is a direct antecedent of customer satisfaction. Jalilvand et al. (2014)
investigated the complex structural relationships between the variables of tourist perceptions
towards quality and the value of a sport tourist destination and their satisfaction level and
loyalty that are vital for successful destination marketing and management, the finding showed
a significant impact on tourist satisfaction with a sports destination. Bajs (2015) examined the
relationship of tourist perceived value, satisfaction, and behavior intentions by surveying in the
tourist destination of Dubrovnik, Croatia, and the findings presented a significant influence of
perceived value on the tourist satisfaction. Jin et al. (2015) investigated the perceptions of water
park patrons in South Korea on how the quality of experiences impact perceived value, water
park image, customer satisfaction and behavioral intentions of first-time and repeat customers,
the finding revealed a direct positive influence of perceived value on satisfaction of the water
park’s patrons.
Moreover, Lin and Zi-Lin (2016) examined the behavioral outcomes of experience
in Taiwanese tourists and the findings validated a positive influence of perceived value on
tourist satisfaction. Rasoolimanesh et al. (2016) explored the impacts of perceived value on the
satisfaction of tourists staying at a Kampung Beng community-based homestay located in
Lenggong Valley world heritage site in Malaysia and confirmed a strong positive impact of
perceived value on the satisfaction of homestay guests. Wang et al. (2017) studied a sample of
300 tourists travelling by car from the world natural heritage site of Tianchi, China to examine
a relationship of destination image, perceived value, tourist satisfaction, and tourist loyalty, the
results suggested the positive relationship of perceived value on tourist satisfaction. Based on
this notion, the following hypothesis was developed:
H1A: Perceived value has an effect on tourist satisfaction of domestic honeymoon tourists.
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2.4.2 The Relationship of Perceived Value and Revisit Intention
Perceived value of travelers performed as a vital element in determining revisit
intention and the revisit decision of travelers (Chaohui et al., 2012). Not only the studies on
indirect relationship, Herstanti et al. (2014) examined perceived value and intention of
Indonesian tourists to revisit Sydney, the findings reported a positive connection between the
two constructs. Allameh et al. (2015) also found direct influence of perceived value on revisit
intention when surveying for sport tourism in Mazandaran, Iran.
Also, Puspitasari et al. (2019) accepted the significant positive influence of
perceived value on revisit intention of tourists visiting Semarang, Indonesia. Similar to the
study of Chaohui et al. (2012) that studied the relationship among perceived value of tourists,
behavioral intention and revisit intention of inbound and domestic tourists at the Shanghai
World Expo, China and confirmed the positive relationship of perceived value and revisit
intention of tourists.
Destination management organizations need to give special concern and attention
to precisely manage perceived value of travelers (Tanford et al., 2012; Murphy et al., 2000)
since proper travel planning can create perceived value (Ramseook-Munhurrun et al., 2015).
Hence, this study aims to explore the influence of perceived value on revisit intention of Thai
honeymoon couples visited Phuket both direct and indirect relationship by having tourist
satisfaction as a mediating factor. The hypothesis H1B was based on the above notion:
H1B: Perceived value has an effect on revisit intention of domestic honeymoon tourists.
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2.4.3 The Relationship of Travel Experience and Tourist Satisfaction
Experiences are varied as they arise from the environment, activities, as well as the
social circumstances in the activities (Ooi, 2003). The tourist experience is a complex
psychological condition (Cutler & Carmichael, 2010) in which it is assumed to be different
from daily experiences (Graburn, 2001; Urry, 1990).
Scholars and marketing experts have considered and given attention to individual
experience (Volo, 2009). There were studies on travel experience and tourist satisfaction that
supported their positive relationship. Aziz et al. (2011) investigated the overall satisfaction
among international and domestic tourists who visited Melaka and identified the travel
experience or perceived performance of the destination had greater impact on the overall
satisfaction of tourists. Quadri-Felitti and Fiore (2013) measured the customer experiences in
wine tourism, which included educational, escapist, esthetic, and entertainment experiences
and confirmed the results that educational experience and esthetic experience had an impact
on customer satisfaction of wine tourism experience.
Additionally, Moliner et al. (2019) examined the interaction of customer
perceptions towards the environmental practices in tourism accommodation and their
experiences and satisfaction level and concluded that the customer experience with a tourist
accommodation before, during, and after stay had a positive influence on their satisfaction.
Also, the travel experience was tested its influence on travel satisfaction in public
transportation in Jakarta, Indonesia by Nelloh et al. (2019), the author defined nine dimensions
of travel experience: individual space, information provision, staff’s skills, social environment,
vehicle maintenance, off-board service, ticket service, safety, and waiting time, and
summarized in the findings that individual space, staff’s skills, vehicle maintenance, ticket line
service had significant effect on travel satisfaction of passengers. Thus, the following notion
was proposed:
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H2A: Travel experience has an effect on tourist satisfaction of domestic honeymoon tourists.
2.4.4 The Relationship of Travel Experience and Revisit Intention
In the case of tourism, tourists would be most likely to have a positive impression
with their trip if they experience a positive journey during their visit to a particular destination,
consequently they may possibly decide on having a repeat visit to the same destination (Kim
& Brown, 2012). The tourism segment is experience-oriented wherein tourists give utmost
priority in acquiring and inquiring for experiences; hence any travel experience that tourists
have undergone is also important for the present, and future behavior in forecasting behavior
of tourist to the destinations (Barnes et al., 2016). In their study, they examined the impact of
tourist experiences the tourists had on the development of revisit intentions in a safari park and
found that longer-term experiences have the most powerful effect on revisit intentions.
Wong and Li (2015) investigated the relationship between destination services,
travel experience, and behavioral consequences among Chinese tourists visiting Macau; the
results identified the significance of travel experience on revisit intention. Huang and Liu
(2017) explored relationship between ecotourism experience of tourists and revisit intention by
having environmental concern and image as mediators, the findings presented the positive
relationship of ecotourism experiences of overseas tourists and their revisit intention.
Chang and Tsai (2016) examined, and the result supported the significant influence
of tourist experience such as fun, and adventurousness and interactivity of sports tourism, the
motivation for sports tourism on revisit intentions of sport tourists (sailing, surfing, river
trekking, canoe, bungee jumping, and mountain climbing).
In addition, Rosid et al. (2020) studied the influence of word of mouth, visitor
experience, and destination attributes on revisit intention of visitors to Mount Penanggungan,
Indonesia and the findings revealed that visitor experience had a positive and significant direct
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impact on the revisit intention. Individuals appraise highly on psychosomatic benefits from
their travel experiences (Coudounaris & Sthapit, 2017).
In tourism marketing, the ability to create significant travel experiences is possibly
a major influence on customer retention as more travelers are intentionally seeking remarkable
and unique travel experiences (Kim, 2014). This study aims to examine the direct and indirect
influence of travel experience on revisit intention of Thai honeymoon couples who visited
Phuket through the tourist satisfaction as a mediating factor. Thus, the following hypothesis
was developed:
H2B: Travel experience has an effect on revisit intention of domestic honeymoon tourists.
2.4.5 The Relationship of Destination Attributes and Tourist Satisfaction
Tourist destination consists of many destination attributes that contain both
environmental features and service attributes which persuade tourists to pay a visit and to stay
longer at the destination (Jani et al., 2009). The presentation of destination attributes defines
tourist satisfaction and future behavior such as revisits and word-of-mouth marketing (Chi &
Qu, 2009). A decision on destination choice made by tourists can be motivated by their
perception of the destination attributes (Zhou, 2005). To evaluate competitiveness of
destination, many variables could be utilized such as objectively measured variables which
refer to the number of tourist arrivals and tourism incomes, and subjectively measured variables
which refer to evaluations of destination attributes by tourists (Ghose & Johann, 2018).
As such, the studies of the relationship between destination and tourist satisfaction
were conducted by scholars. Eusébio and Vieira (2011) intended to create and examine a model
integrating the relationships between tourist evaluation of destination attributes, overall
satisfaction and behavioral intentions of domestic and international tourists for the tourism
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market in the Central Region of Portugal, the results showed the positive influence of
destination attributes on tourist satisfaction both in domestic and international tourists. Bazazo
et al. (2017) measured the connections among Islamic destination attributes (worship facilities,
halalness, alcohol and gambling free, and Islamic morality), tourist satisfaction, and destination
loyalty; the findings presented the Islamic destination attributes both directly and positively
affect tourist satisfaction. Güzel and Güzel (2017) studied the differences between film-
induced tourists and non-film-induced tourists together with an examination of the relationship
between destination attributes and tourist satisfaction by focusing on Arabian tourists in Turkey
based on the concept that films can deliver rich information and awareness of the attractive
attributes of a destination such as cultures, historical places, event services and facilities, and
shopping activities through seven dimensions of destination attributes: halality, locality,
shopping facility, culture and climate, activities, physical environment, and natural beauty; the
findings revealed a relationship of the destination attributes and tourist satisfaction (locality
and activities for film-induced tourists while physical environment relation to satisfaction for
non-film-induced tourists). Furthermore, Srilal (2017) explored the assessment of the relation
between destination attributes and tourist satisfaction in Uva province, Sri Lanka, results
showed a strong positive relation between destination attributes and tourist satisfaction.
Therefore, the study proposed the following hypothesis:
H3A: Destination attributes have an effect on tourist satisfaction of domestic honeymoon
tourists.
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2.4.6 The Relationship of Destination Attributes and Revisit Intention
The analysis on revisit intention is absolutely crucial for tourism businesses since
it brings an increase of revenue for tourism destinations and reducing marketing expenses
(Yuliviona et al., 2019). Many destinations depend greatly on tourists’ repeat visits as the cost
to retain repeat tourists is not costly compared to attracting new tourists (Um et al., 2006).
Different destination attributes have their own uniqueness which significantly impacts tourists
at different traveling periods, and variety of destination attributes importantly function to
establish a competitive advantage in a highly competitive tourism market (Singh & Singh,
2019).
A review of related literature indicates that there are studies of an influence of
destination attributes on revisit intention. Mahdzar et al. (2015) investigated the impact of
destination attributes, memorable tourism experiences and revisit intentions in Mulu National
Park, Malaysia, the results confirmed that destination attributes had significant and direct
influence on revisit intentions, tourists who have better perceptions of the park’s destination
attributes are more likely to have positive memorable tourism experience, and an increase in
intentions to revisit.
Also, Thiumsak and Ruangkanjanases (2016) examined the main factors having
significant effect on encouraging tourists to revisit Bangkok and the findings revealed that
perceived satisfaction on destination attributes (accommodation, shopping, and attitude of Thai
people) and perceived attractiveness on destination attributes (accommodation, shopping,
restaurant and food, and attitude of Thai people) were positively related to the revisit intention.
Thus, the hypothesis was proposed as follows:
H3B: Destination attributes have an effect on revisit intention of domestic honeymoon tourists.
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2.4.7 The Relationship of Destination Image and Tourist Satisfaction
Destination image is valuable in terms of its important roles on tourist behavior,
which are, to influence the destination selection in decision-making process and to form the
behaviors after a decision making, which include a participation in on-site experience,
evaluation of satisfaction, and intention to revisit (Lee et al., 2005). Many studies agreed with
the relationship between destination image and tourist satisfaction. Chi and Qu (2008) explored
the causal relationships among destination image, tourist attribute and overall satisfaction, and
destination loyalty and concluded that destination image had a positive impact on tourist
satisfaction, also the authors recommended that destination image is an important factor to
attain tourist satisfaction and consequently influence tourist loyalty, therefore the destination
image must be proactively managed to maximize the benefits of tourism stakeholders.
Additionally, Aliman et al. (2016) examined the antecedents of tourist satisfaction
by focusing on the area of study in Langkawi Island, Malaysia, the result indicated that the
more positive the destination images are, the higher the satisfaction levels of tourists.
Suhartanto et al. (2016) studied the correlation between tourist loyalty towards a shopping
destination and its two main determinant factors, shopping satisfaction and destination image,
the findings revealed that destination image positively influences overall satisfaction both
domestic and foreign tourists in Indonesia. Utama (2016) also confirmed a significant impact
of destination image on tourist satisfaction of the senior foreign tourists visiting Bali, the
indicators of destination image that senior tourists perceived positively were the uniqueness of
Balinese culture, friendly people, tourism infrastructure, facilities, and a comfortable
atmosphere.
Wang et al. (2017) analyzed the link between destination image, perceived value,
tourist satisfaction, and tourist loyalty in the context of car tourism and summarized in the
findings that the destination image is positively influence tourist satisfaction. Kanwel et al.
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(2019) explored the effect of destination image on tourist satisfaction in Pakistan and concluded
that the destination image is positively correlated with tourist satisfaction. Based on this notion,
the following hypothesis was structured.
H4A: Destination image has an effect on tourist satisfaction of domestic honeymoon tourists.
2.4.8 The Relationship of Destination Image and Revisit Intention
From previous studies, destination image not only had impact on the revisit
intention of tourists through tourist satisfaction, but it also had direct impact on revisit
intention. Allameh et al. (2015) aimed to study the influencing factors on tourist’s revisit
intention to sport tourism destinations in Iran as this can provide policies and approaches to
increase the attractions for sport tourists and to better economy of the destinations, the results
indicated that the destination image of sport tourism had a positive effect on revisit intention
of sport tourists. Prayogo et al. (2016) indicated the positive and significant effect of destination
image on revisit intention of domestic tourists who visited Umbul Ponggok, a popular tourist
destination in Indonesia. Kim (2018) also confirmed the positive relationship of destination
image of Taiwan and revisit intention of intentional tourists and concluded that the tourists who
formed a positive destination image toward destination consequently showed a greater level of
satisfaction and had more possibilities to repeat their visits. Soonsan and Sukahbot (2019)
investigated influencing factors encouraging western tourists to visit Phuket, Thailand, with a
focus on country and destination image, the findings revealed that destination image had direct
and positive influence on revisit intention.
In addition, Hasan et al. (2020) suggested the destination marketers to put more
efforts in influencing tourist perceptions on destination image of natural attractions at the beach
destinations in Bangladesh as the findings in their study showed the significant influence of
118
positive destination image on revisit intention of tourists. Ragab et al. (2020) contributed to
destination image literature by proving that the overall perceived image of Egypt had a positive
direct impact on revisit intention of tourists, and this guided Egypt to recreate the destination
image as a safe destination for international tourists to boost up its tourism business. Based on
this review, the hypothesis was formulated as follows:
H4B: Destination image has an effect on revisit intention of domestic honeymoon tourists.
2.4.9 The Relationship of Tourist Satisfaction and Revisit Intention
Satisfaction performs a very important role to make the tourists to revisit the
destination again (Alexandris et al., 2006). With the aim to study the domestic honeymoon
couples in Thailand, tourist satisfaction is a very crucial and valuable factor. Tourist
satisfaction is vital for effective destination marketing since it impacts the destination choice,
products and service consumption, and the decision to repeat the visit, sustain long-term
relationships, and improve destination reputation (Kozak et al., 2004; Kozak & Rimmington,
2000). Maximizing travel satisfaction of tourist is important for a successful business in
tourism destination management (Sukiman et al., 2013).
Research on satisfaction is considered an important topic by both practitioners and
academics (Xia et al., 2009). Tourist satisfaction effectively shows the result of relationship
between tourist pre-travel expectations toward the destination based on their prior information
and destination image and their post-travel experiences based on evaluation of the outcome of
their experience at the visited destination (Neal & Gursoy, 2008). An understanding of tourist
satisfaction is a significant fundamental for assessing the performance of tourism destination
products and services, improving products and services provided, excellently promoting
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tourism offerings to target markets as well as determining repeat visits of tourists (Chi & Qu,
2008).
Tourist evaluations of the destination whether they are satisfied or dissatisfied give
signals to tourism stakeholders on how well the destination matches to the needs of tourists,
hence, this indicates the strengths and weaknesses of destination, and are important indicators
of success identified from the tourist perception (Bagri & Kala, 2015). Consequently,
measurement of tourist satisfaction assists the destination organizations to adapt their tactics
and approaches to improve tourist experience, quality of tourism product and services as well
as create effective marketing strategies for the destination (Kozak & Rimmington, 2000).
Tourist satisfaction originates from various influencing factors. Due to the
diversity of tourists and high destination competitiveness in the tourism market worldwide,
tourism management, advertisement and marketing promotion need to deliver good destination
image (Molina et al., 2010), promote interesting destination attributes to attract tourists to visit
the destination (Kim et al., 2019), give concern in safety and security at the destination (Kordic
et al., 2015), create perceived values for the visitors (Shen, 2016) in order to create different
travel experiences (Ritchie et al., 2011) which leads to tourist satisfactions (Mendes et al.,
2010) and those satisfactions influenced their revisit intention (Abdullah & Lui, 2018).
Therefore, destination image, destination attributes, travel experience, and perceived value are
important to tourism business as they influence tourist satisfaction and develop revisit intention
which is valuable in terms of income generating to a destination.
In addition, experiences noticeably have an effect on attitude of visitors toward a
destination as well as their travel behaviors (Morais & Lin, 2010). Creating good travel
experience has more power on tourist satisfaction than advertising as Agost (2018) mentioned
that in 5 to 10 years, vacationers will devote much less time planning and organizing a trip and
much more time enjoying the travel experience.

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Many scholars supported the relationship between tourist satisfaction and revisit
intention. Lee et al. (2005) explored the mega events based on the concept that mega events
have various impacts on host areas and found the positive and statistically significant
relationship between tourist satisfaction and revisit intention as the more positive the
satisfaction, the higher the possibility of a revisit intention.
Marcussen (2011) examined determinants of tourist satisfaction and intention to
return of international tourists who stayed in Denmark, through the comprehensive survey of
8,000 leisure tourists; the result showed that overall satisfaction with the holiday was very
strong influencing revisit intention. Waheed and Hassan (2016) conducted a study of the
guesthouse services on the island of Maafushi, Maldives to investigate the relation of customer
perceived value, tourist satisfaction, and intention to return to a destination; the results
confirmed the direct positive and significant impact of tourist satisfaction on revisit intention.
Moreover, Moon and Han (2018) investigated the relationships among destination
attributes, experience quality of Chinese tourists, trip satisfaction, and revisit intention to the
destination by using Jeju Island as a study area, the findings indicated a significant influence
of trip satisfaction on intentions of Chinese tourists to revisit the island. Garanti et al. (2019)
explored whether tourist satisfaction had an influence on their intention to revisit and
recommend Iran as a future holiday destination, the result confirmed that tourist satisfaction
positively influenced their revisit intentions.
Furthermore, Công (2016) studied the correlation between destination quality,
tourist satisfaction and loyalty intention, and summarized that a satisfaction of domestic tourists
in Vietnam had a positive impact on their revisit intention. In reference to the above studies,
the following hypothesis was proposed:
H5: Tourist satisfaction has an effect on revisit intention of domestic honeymoon tourists.
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Table 2.4 List of Hypotheses
Perceived Value
H1A: Perceived value has an effect on
Perceived Value Tourist Satisfaction tourist satisfaction of domestic
honeymoon tourists.
H1B: Perceived value has an effect on
Perceived Value Revisit Intention revisit intention of domestic
honeymoon tourists.
Travel Experience
H2A: Travel experience has an effect
Travel Experience Tourist Satisfaction on tourist satisfaction of
domestic honeymoon tourists.
H2B: Travel experience has an effect
Travel Experience Revisit Intention on revisit intention of domestic
honeymoon tourists.
Destination Attributes
H3A: Destination attributes has an
Destination Attributes Tourist satisfaction effect on tourist satisfaction of
H3B: Destination attributes has an
Destination Attributes Revisit Intention effect on revisit intention of
Destination Image
H4A: Destination image has an effect
Destination Image Tourist Satisfaction on tourist satisfaction of
H4B: Destination image has an effect
Destination Image Revisit Intention on revisit intention of domestic
honeymoon tourists.
Tourist Satisfaction
H5: Tourist satisfaction has an effect
Tourist Satisfaction Revisit Intention on revisit intention of domestic
honeymoon tourists.
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Previously, the studies on tourist satisfaction and revisit intention gained popularity
by academic researchers. At the same time, there are many studies on perceived value, travel
experience, destination attributes, and destination image relating to satisfaction and revisit
intention of tourists, however there is no study that assembles perceived value, travel
experience, destination attributes, and destination image to examine tourist satisfaction and
revisit intention.
2.5 Chapter Summary
This chapter discussed the literature review of independent and dependent
variables together with honeymoon studies. These provide an understanding of the perceived
value, travel experience, destination attribute, and destination image on tourist satisfaction and
revisit intention in general context. The perspectives of scholars found in honeymoon tourism
guide the further research questionnaire design.
In consonance with SOR theory, this study could verify the relationship of
significant antecedents on the organism construct of tourist satisfaction in the structural model
toward the response of the domestic honeymoon couples in the act of revisit intention.
Additionally, the information gained provides a comprehensive knowledge and awareness of
a domestic honeymoon tourism on the development of appropriate strategic plans, tourism
products and services, and promotional activities to fulfill satisfaction and increase the revisit
intention of the domestic honeymoon couples to Phuket.
Differently, in this study, the honeymoon includes not only the newlyweds, but
also the couples who married for some years travel with the aim to spend romantic and intimate
time in exploring things together.

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CHAPTER III
RESEARCH DESIGN AND METHODOLOGY
This chapter explains the research methodology applied to achieve the research
objectives of this study. The presentation of this chapter comprises of research design, research
methodology, subjects of study, research instruments, instrumentation, tools for research
methods used in this study, treatment of data, data collection processes, and data analysis.
3.1 Research Design
To achieve the research objectives, this research applies exploratory sequential
mixed methods which includes both quantitative and qualitative approaches. Integrating both
quantitative and qualitative methods will generate new insights and comprehensive
understanding into research rather than merely test general theoretical propositions (Malterud,
2001). Due to the fact that tourism studies are related to more than one branch of knowledge,
mixed method is possible to provide more detailed answers to research questions as an
interdisciplinary approach give opportunity for scholars to consider issues from various
research viewpoints (Kotus & Rzeszewski, 2015).
The research of Thai honeymoon couples has not much available information and
the focus of this research is on perspectives and future behavior of Thai honeymoon couples,
therefore opinions of stakeholders in tourism business related to domestic honeymoon tourism
are also important. The pure study on quantitative approach cannot provide such in-depth
information, hence mixed method is suited to fulfill academic gap as well as practical
implication.
This study consists of three parts which are literature review, in-depth interview,
and collection and analysis of investigative and empirical data.

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The first part is literature review. The review of literature performs a vital role in
the construction of research project as it implies the state of knowledge on a topic and is a
source of ideas and concepts (Veal, 2011). In this part, there are definitions of technical terms
used in this research, include research methods (mixed methods), independent variables
(perceived value, travel experience, destination attributes, and destination image), dependent
variables (tourist satisfaction and revisit intention), extent of study (honeymoon), and research
population (Thai honeymoon couples). All terms are reviewed and integrated with the aim to
use existing knowledge to assist the proposed study in achieving the research objectives. The
pertinent information is collected from journals, conference papers, reports, textbooks, online
sources, theses, and dissertations. Additional documentation is also gathered during the period
of data collection.
The second part is in-depth interview. The in-depth interviews in a form of semi-
structured interview will be conducted with 20 professionals dealing in the honeymoon tourism
market, namely hotels and resorts arranging honeymoon packages since they act as one stop
service providers (accommodation, transportation, tour, meals, and special offers) for the
honeymoon couples. Gaining perspectives and outlooks of the people personally experienced
and involved in the domestic honeymoon market are best information sources to describe the
complex nature of honeymoon tourist expectations and behaviors, current situations, trends,
and disruptions. This knowledge is useful for the collection and analysis of data as it essentially
contributes to defining and developing the questionnaires for the quantitative approach.
Moreover, these in-depth interviews provide a better explanation and interpretation of the
findings of the quantitative study as well as the development of theoretical and practical
implications. The interviews are appropriate to this study as the research seeks not only
information but to create understanding of this specific group of tourists and how to satisfy
them and make them repeat their visit to the destinations.

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The third part is quantitative approach. This part highlights on measurement of
research objectives by numerical analysis of data collected through questionnaires. The
questionnaire aims to investigate the influence of perceived value, travel experience,
destination attributes, and destination image on tourist satisfaction and revisit intention of Thai
honeymoon couples visiting Phuket. The study of this proposed structural model targets 400
Thai honeymoon tourists taking their honeymoon trip in Phuket. The participants are selected
from the area of famous beaches in Phuket province and the departure area of Phuket
International Airport. The findings from questionnaires can be utilized in identifying the
relationship of independent and dependent variables of the study.
3.1.1 Definitions of Mixed Methods Employed in the Current Research
In recent times, there are many ways in defining the definition and concept of
mixed methods research. Mixed method research is defined as a research in which both
qualitative and quantitative approaches are applied in one study to collect and examine data,
interpret and determine the findings, describe conclusions (Tashakkori & Creswell, 2007),
analyze the obtained data for the extensive purposes to achieve in-depth understanding and
corroboration (Johnson et al., 2007), as well as to gain greater support and confidence in the
conclusions (Tariq & Woodman, 2013). Mixed methods are demonstrated when a particular
study utilizes multiple or mixed approaches to test hypotheses and/or solve the research
problems (Onwuegbuzie & Leech, 2006). It involves the integration of more than one method
of design, data collection or data analysis within a single study (Bazeley, 2018). The research
separately uses qualitative and quantitative approaches when dealing with the same research
question would not be regarded as mixed method research since there is no integration of
approaches in the process of design, analysis, or presentation (Tariq & Woodman, 2013).
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Mixed methods research is believed that it can deliver more comprehensive
information to some research questions than by employing isolated qualitative or quantitative
methods (Creswell & Clark, 2007). Through the use of mixed method, it will help fulfil the
research to be more concrete in content and providing a better understanding of the study rather
than applying solely qualitative or quantitative approach as it gives the essential information
resources in various points of view in data collection (Whitehead & Schneider, 2013). To
decide on which research is suitable to conduct with the mixed methods, that decision should
be based on the research problem, objective, and context (Venkatesh et al., 2013).
Martha et al. (2007) stated five major purposes for employing more than one
method when studying a fact of interest; these include (1) triangulation, which refers to the use
of more than one method to collect the information. (2) complementarity, in this aspect mixed
methods research is used to provide a greater scope of comprehensions and perceptions. (3)
development, mixed methods research is used to merge or manipulate the results from one
method of reviewing a phenomenon to develop another method (4) initiation, mixed methods
research is used to entail the purposeful analysis of fresh perceptions on a phenomenon of
interest, and (5) expansion, mixed methods research is used to broadening overall scope and
extent of a study.
Venkatesh et al. (2013) studied previous research and reviewed seven purposes for
mixed methods research: (1) complementarity, mixed methods are used to achieve
complementary viewpoints about the same events or relationships. (2) completeness, mixed
methods are used to ensure a comprehensive understanding of a phenomenon. (3)
developmental, mixed methods are used to develop the questions in the assumptions of a
previous research in the hypotheses of the subsequent study. (4) expansion, mixed methods are
used to rationalize or increase the understanding found in a previous study. (5)
corroboration/confirmation, mixed methods are used to evaluate the reliability of assumptions

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gained from one approach. (6) compensation, mixed methods are used to support the
vulnerabilities of one approach by using the other, and (7) diversity, mixed methods are used
with the expectation to find different opinions of the same situation.
Normally, quantitative methods have been used more in research for confirmatory
studies such as theoretical hypothesis testing (Venkatesh et al., 2013) whereas qualitative
methods have been used more in research and other studies in a field of social sciences for
exploratory research to cultivate a profound knowledge and understanding of a phenomenon
and/or to create new academic insights (Walsham, 2006). Therefore, a research tool is able to
focus on both confirmatory and exploratory issues within the same research inquiry by
combining both qualitative and quantitative methods in mixed methods approach, this provides
an effective process for researchers to deal with situations that current theories and results do
not adequately clarify or offer substantial and meaningful understandings into a phenomenon
of interest, consequently this approach contributes to academic theory as well as applicable
practice (Venkatesh et al., 2013).
Johnson and Turner (2003) mentioned strong points of the interview in a way that
interview is useful for determining attitudes and other content of interest, it facilitates inquiries,
it provides good informative validity, it gives in-depth information, it provides relatively high
measurement of validity for well-constructed and well-tested interview procedures, it often
gives moderately high response rates, and it is advantageous for exploration and confirmation.
The authors also stated that the semi-structured interview is the most chosen form of interview
since it is a moderate structure to obtain a great volume of data from the interviewee due to its
flexibility and it is neither too rigid nor too open, as well as the questions to interviewees can
be well-prepared in advance by focusing on the content of study.
Therefore, this study intends to apply mixed method approach as a research
strategy to use the results from one method (qualitative approach) to develop the other method
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(quantitative approach) and using each approach to supplement one another with the aim to
investigate exhaustive understanding, generate new insights for domestic honeymoon tourism,
and gain more confidence in interpretation, conclusion, and discussion stage.
3.1.2 Justification of Mixed Methods Research
The research justification allows researchers to focus on research design and
methods that are appropriate to data collection, evaluation, analysis, and conclusion to achieve
the research objectives and answer research questions well. The research justification of this
study applies mixed-method design in which the qualitative approach is utilized to guide
quantitative data collection and confirm, add detailed knowledge, and complement quantitative
findings.
This mixed methods approach grants researchers to expand engagement in the
research (Knox, 2015). A crucial concern for conducting a mixed methods study is whether
mixed methods design provides best focus on the research problems and questions comparing
to a mono-method design (Molina-Azorín & Font, 2015). Qualitative approach assists
researchers to obtain the opinions of participants based on their experiences for a better
understanding on human behavior (Austin & Sutton, 2014) whereas quantitative approach
helps researchers to measure and analyze proposed variables and observed agenda (Apuke,
2017).
The main justification of employing different methods to deal with different
aspects of the overall research questions is to increase the level of comprehensive insights to
the study (O'Cathain et al., 2007a). The mixture of two approaches would be able to extend
more realistic and profound findings and discussions (Granek & Nakash, 2015). Besides
comprehensiveness, there are many justifications for using mixed methods research, that are,
an increase of confidence in findings, a confirmation of various stakeholders’ participations,

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and a development or a smoothening of another method by giving rational thoughts to the
sampling, data collection or analysis (O'Cathain et al., 2007b).
Using both qualitative and quantitative methods best contribute to undiscovered
area in order to test the unexplored notions (Armstrong & Shimizu, 2007). Justifying the
research method of primary area of study since the beginning helps bridging the research gap
on how to accomplish the proper research design (Onwuegbuzie & Daniel, 2005). Research
justification should provide critical contextual information that presents the topic’s area by
defining a main concern, issue, question, or challenge concerning to the research (Bastalich,
2020), not limited to participants, research instruments, research sites, research timeline, and
possible related components.
This study employed mixed method approach with the aims to achieve the benefits
stated by Collins et al. (2006), there are four common rationales for applying mixed methods
in research: (1) participant enrichment which exemplifies the blending of qualitative and
quantitative methods for the rationale of boosting the research sample by increasing the
quantity of participants and ensuring an appropriateness of each chosen participant (2)
instrument fidelity refers to stages implemented by the researcher to increase the degree of
suitability and/or efficacy of the research instruments executed in the study either quantitative
or qualitative and (3) treatment integrity denotes the mixing of qualitative and quantitative
approach for the rationale of measuring the fidelity of interventions, treatments, or programs,
and (4) significance enhancement signifies mixing qualitative and quantitative approach for
the rationale of enhancing interpretations of obtained data of researchers.
Consequently, this study applies the mixed methods approach by implementing
qualitative and quantitative method in the process of data collection and applies sequential
exploratory design through QUAL → QUAN technique in order to strengthening the
excellence of data, analysis, interpretation, conclusion, and discussion.

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3.2 Exploratory Sequential Mixed Method Design Approach
This study uses mixed method approach by starting a study with an exploratory
through literature review, qualitative approach and sequentially links to a quantitative
approach. This means the results from qualitative stage is utilized in the questionnaire design
of quantitative stage. Exploratory sequential mixed method combines the data gathering and
analysis of qualitative and quantitative approach in the sequence of phases (Creswell & Clark,
2018). The important repeated information and content attained from qualitative approach (in-
depth interviews) will guide the survey items in developing the questionnaire as well as in scale
development. It is the conjunctive point or point of interface between qualitative approach and
quantitative approach, however, the major emphasis of the study is the analysis of data in
quantitative stage (Creswell & Clark, 2018). See Figure 3.1.
Three honeymoon studies were identified in the literature review followed
exploratory sequential mixed method design (Chen et al., 2020a; Lee et al., 2020a; Fakfare &
Lee, 2019). All mentioned studies had been conducted in Phuket, Thailand. Chen et al. (2020a)
employed this method to develop the honeymooner motivation scale, Lee et al. (2020a) utilized
this approach to pinpoint the quality attributes that had impact on satisfaction and
dissatisfaction of honeymoon tourists, while Fakfare and Lee (2019) applied this research
methodology to classify and validate a scale for multifaceted attributes of honeymoon tourism.
In this study, the exploratory sequential mixed methods design was designed and
utilized in having two different groups of informants: professionals (in qualitative approach)
and honeymoon tourists (in quantitative approach) to gain the perspectives of both parties, the
service providers, and the honeymoon couples. Knowing such perspectives could help creating
a win-win benefit in providing and receiving the best services of both sides as they are
interrelated.
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Additionally, the perspectives from professionals could provide more detail of the
findings of the questionnaire survey and help in giving the recommendation to maximize the
benefit of both parties.
Figure 3.1 Exploratory Sequential Mixed Method Design Approach of The
Current Research
Literature
Aug. - Nov. 2020
Review Previous Studies

PHASE ONE
Preliminary Outcome
Investigation N = 30 Cronbach’s alpha
Results
QUAL Data Process Process

Outcome
In-depth interviews Purposive Sampling
Jan. - Feb. 2021
Collection Transcript
PHASE TWO
N = 20
QUAL Data Process Outcome

Analysis Read through Data of honeymoon
all the data tourism market
in Phuket
Development Process Process

Outcome
of Survey Literature Review and Stimulus-Organism-
Questionnaire
Instrument QUAL Guidelines Response Theory
Process Outcome
QUAN Data 400 completed
Mar. - Apr. 2021
Questionnaire
PHASE THREE
Collection questionnaires
N = 400
Process Outcome
QUAN Data Descriptive
5-Point Likert Scale
Analysis Statistics
EFA, CFA, SEM
Inferential
Statistics
Process Outcome
Qualitative / Conclusion
Interpretation
Quantitative Discussion
Results Recommendations
Source: This figure was developed by the researcher.

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This study merged the qualitative and quantitative approach in the stage of
Development of Survey Instrument (questionnaire design) and Interpretation (conclusion,
discussion, and recommendations). The information gained from the qualitative approach
guided the questionnaire design by emphasizing on the key important factors from the in-depth
interview participants such as honeymoon trip, honeymoon package, value of tourism products
and services, privacy, beaches and islands, romantic atmosphere, accommodations, activities,
foods, cultures, people, and reputation of Phuket. The detail from the in-depth interviews
helped clarifying the findings of this study. Furthermore, the discussion and recommendation
were based on the combined data attained from the in-depth interview and questionnaire
survey. The combining of qualitative and quantitative approach helped expanding and
strengthening a study’s conclusions. The point of integration of this study were the
methodological experimental stage (data collection) and the analytical experimental stage (data
analysis). The perspectives of the in-depth interviews’ participants justified that the findings of
quantitative approach are supported by their professional experiences. This gave an accordance
and confirmation in answering the research questions and measuring the hypotheses.
3.3 Qualitative Research Paradigm
The qualitative approach suits the research that aims to achieve different
perspectives from different individuals as these diverse opinions will create value in
understanding a certain issue (Mason, 2014). It fits the research that expects subjectivity and
in-depth information with specialized findings in a particular field (Apuke, 2017). This study
employs qualitative approach since it integrates various realities which refer to experiences,
outlooks, emotions, and behaviors of a person as well as about organizational operation and
social activities (Rahman, 2017).

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The study aims to attain the rich information with details of feelings, thoughts,
views, and experiences of participants that can lead to an interpreting the meanings of their
actions (Denzin, 1989) to understands the experiences of humans in specific situations and
backgrounds (Rahman, 2017) as the source of knowledge in qualitative approach is the
denotation of different circumstances (Richardson, 2012) which allows this study to learn the
internal experience of participants, and to understand how senses and ideas are formed and
designed (Corbin & Strauss, 2008). Accordingly, using qualitative approach can help to have
a better understanding of the hypothesis about the matter to be evaluated. The findings of
obtained data are detailed and subjective. As such, qualitative approach helps to easily
understand the complicated and compound subjects (Rahman, 2017). In addition, qualitative
approach can define by what means participants understand and interpret variables or
constructs, this approach is responsive to local circumstances, environments, and needs of
stakeholders, and the researchers can adjust the context impacted by changes that occur during
the study and may shift the focus of studies if needed (Johnson & Onwuegbuzie, 2004).
Hence, qualitative research can provide in-depth information from the
professionals based either Bangkok or Phuket in a specific field (domestic honeymoon tourism)
that was applied to the further data collection process and surely beneficial to investigate the
proposed structural model, theories, and gain new knowledge for the tourism development of
selected area (Phuket) in this study.
3.3.1 The Procedures of the Qualitative Sample Selection and Data Collection
This part explains the procedures of sample selection and data collection of the
study. The procedure consists of two main areas:
1. The selection of the participants for the in-depth interviews
2. The in-depth interview processes

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3.3.1.1 The Selection of the Participants for the In-depth Interviews
Identifying appropriate participants is one of the most critical missions in the
research’s design stage (Sargeant, 2012). The activities in conducting qualitative research
frequently form vital interactions with participants (Korth, 2002). Research subjects formulated
some preliminary ambiguity or discomfort for proposed participants to participate the interview
process, however it also articulated the proposed participants to engage in the research
interview if they realize the possible benefits for the others (Lowes & Gill, 2006) as well as
their own personal benefits (Dennis, 2014). Benefits the participants gain from interviews such
as the validation of being understood and ability to share their stories without judgment, the
opportunity to have a story shared with others to generate an expression on a topic of interest,
and chances to transfer the findings of research in a published form and communicate to the
public, service providers, and policymakers (McCoyd & Shdaimah, 2007).
In tourism and hospitality, qualitative research is generally based on the belief of
people that personally involved in a particular leisure or tourism environment to describe their
experiences, feelings, and opinions in their statements in which they should be allowed to speak
freely without being overly controlled by the research framework (Veal, 2011). As subject
selection in qualitative research is focused and purposeful, the chosen participants must be able
to best enlighten the research questions together with enhance an understanding of the study
(Creswell, 2009). Decision-making on the selection of appropriate participants is based on the
research questions, theoretical and hypothetical objectives, as well as evidence of the study
(Sargeant, 2012).
For the sample size, scholars suggested a sufficient number of respondents in
qualitative approach as when the interview achieves a saturation point (Veal, 2011). Saturation
is employed in qualitative research as a principle or standard for discontinuing a collection and
analysis of data (Saunders et al., 2018). Saturation is a realizing that the interviews are no
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longer providing new ideas or information (Long, 2007). How saturation is reached is unclear
as each research has different research design, it is imprecise to identify when and how a
research reaches saturation, therefore, there is no one-size-fits-all method to reach data
saturation (Fusch & Ness, 2015).
As a result, this study applies purposive sampling with an aim to conduct in-depth
interview with 20 professionals in domestic honeymoon businesses as they are the experts in
planning and organizing honeymoon package to domestic honeymoon tourists. There are two
sectors of interview participants which are private enterprise and state agencies.
For private enterprise, there are two groups:
1. Honeymoon specialists in hotels and resorts in Phuket, a prime area of the
honeymoon destinations have the knowledge and experience further than normal people can
search online. They know well certain attractions, properties, sightseeing locations, romantic
places, outdoor activities, best restaurants, clubs, entertainments, and shopping areas. Also,
they suggest personalized plans and packages that assist honeymoon couples to compare
different destinations, accommodations together with special offers. Honeymoon specialists
provide exclusive deals such as complimentary breakfast, food and beverage discounts, special
room set up, and priority upgrades. As such, they have all required key contacts in hands as
well as good relationships with all service providers (outsource) operating honeymoon
packages.
2. Travel agents do have an expertise in offering honeymoon packages for
domestic honeymoon couples as they act as one-stop service in bundling the components and
customize the offer. They provide the wider range of choices and recommendations without
focusing on particular brands or places therefore, honeymoon couples have more flexibilities
in selecting a tailor-made package to match honeymoon destination.

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For state agency:
1. An expert in the Phuket Hotel Association. This association has many members
including small boutique hotels to large international chains who have united together to
promote the destination of Phuket, to raise money to educate local residents though the
scholarship fund of associations, also educate with the environmental best practices to
minimize any harmful impact that tourism has on the destinations. The expert will provide an
overview of the hotels in Phuket regarding the policy, strategies, marketing promotion and
campaign relating to the domestic honeymoon market in Phuket, the importance of domestic
honeymoon segment to hospitality and tourism as well as the tourist behavior and trend of
domestic honeymoon market in provincial and national level.
2. An expert from the Phuket Tourist Association. This organization is established
to promote businesses in Phuket that are related to tourism such as hotels, transportations, foods
and beverages, entertainment, and recreational businesses as well as souvenir shops. They have
the objectives to build and to maintain brand awareness of Phuket, strengthen community
tourism, and build rapport within destination’s tourism community. The expert will provide an
overview of the tourism in Phuket regarding the policy, strategies, marketing promotion and
campaign relating to the domestic honeymoon market in Phuket, the importance of domestic
honeymoon segment to hospitality and tourism as well as the tourist behavior and trend of
domestic honeymoon market in provincial and national level.
These two experts gave an aspect based on their specialized field, hotel and tourism
view, towards an insight of the cooperation between key stakeholders in terms of private
enterprise and the state agencies. Also, the challenges that may cause in boosting up the number
of domestic honeymoon tourists in Phuket. Thus, the interview participants from the mentioned
sources are considered sufficient and appropriate since they can provide essential insights and
perspectives from their professional experiences in aspects of honeymoon tourists’ profiles,

137
expectations, preferences, behaviors, and limitations which could bring a guideline to design
the proper questionnaire for quantitative data collection to achieve the research objectives and
to excellently answer the research questions.
Table 3.1 The List of Selected Participants for Interviews
Name of Hotels/ Number of Length of Interview

NO. Sector
Travel and Tours Interviewees (Mins.)
1. Hotel A Hotel 1 60-90
2. Hotel B Hotel 1 60-90
3. Hotel C Hotel 1 60-90
4. Hotel D Hotel 1 60-90
5. Hotel E Hotel 1 60-90
6. Hotel F Hotel 1 60-90
7. Hotel G Hotel 1 60-90
8. Hotel H Hotel 1 60-90
9. Hotel I Hotel 1 60-90
10. Travel Agent A Travel Agent 1 60-90
11. Travel Agent B Travel Agent 1 60-90
12. Travel Agent C Travel Agent 1 60-90
13. Travel Agent D Travel Agent 1 60-90
14. Travel Agent E Travel Agent 1 60-90
15. Travel Agent F Travel Agent 1 60-90
16. Travel Agent G Travel Agent 1 60-90
17. Travel Agent H Travel Agent 1 60-90
18. Travel Agent I Travel Agent 1 60-90
19. Phuket Hotel Association State Agency 1 60-90
20. Phuket Tourist Association State Agency 1 60-90
TOTAL 20
3.3.1.2 The Process of the In-depth Interviews
The process began by directly contacting the hotel asking for the responsible
person to send them an introductory email. If they are willing to participate in 60 to 90 minutes
face-to-face interview in the research, the formal letter informing interview objectives, scopes,
questions, address terms of confidentiality, interview format, length of interview, permission
asking for interview record from Office of Graduate Studies, Assumption University and
consent form will be sent to them as an official contact. The letter will inform the participants
to share with them the research findings and recommendations with the aim to develop the
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findings into actual practice for the benefits of domestic honeymoon tourism in the area of
study. Following a setting of interview date, time, and location with the participants for their
preparation.
Having a complete understanding of the research objectives was necessary because
personal interviews are semi-structured, high level of familiarity with the research objectives
is able to pursue new contents of related information that may emerge, and to allow the subjects
to explain his or her ideas and answers without losing sight and interest of the interview
objectives, well knowing what data is needed will support to ensure that all essential topics are
adequately explored while simultaneously being open to unforeseen but relevant new
information (Smith, 2017).
As the interview method aims to collect a richer source of information from a small
number of people to operate case-oriented analysis (Sandelowski, 1996), the interview process
and its preparation are therefore important to achieve the informative data. The researcher is
responsible for selecting participants, preparing the protocol, understanding the role of
interviewer, designing interview questions, managing interview timing, applying the preamble,
and managing the interview (Bolderston, 2012).
3.3.2 The Qualitative Instrument and Data Collection Approaches
Qualitative methods were employed to enhance the quality of survey‐based
quantitative evaluations through enabling the testing of hypotheses, bettering the design of
questionnaires, and clarifying quantitative analysis and findings. Data collection is the method
of gathering and evaluating knowledge on variables of interest in well-organized system that
facilitates participant to answer specified research questions, test hypotheses, and evaluate
conclusions; data collection starts with defining certain kind of essential data then followed by
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the sample selection from a particular population, after that, applying a specific research
instrument to gather the data from the chosen sample (Kabir, 2016).
Choosing qualitative research tools must go together with the research objectives
(Trigueros et al., 2017). Principally, the researcher must make sure that the selected instrument
is valid and reliable. There is a variety of interview methods, semi-structured form is selected
for this study.
Semi structured interview: Such an interview is conducted by a clear list of
questions with flexibility in when and how to discuss them within the interview (Coles et al.,
2013). It gives a relaxed form of open-ended questions aiming to investigate experiences and
attitudes which allows the researcher to gain new source of information and generate richer
data, it is useful in terms of finding issues or concerns that have not been predicted by the
researcher (Trigueros et al., 2017). Besides the challenges of the analysis process, this type of
interview may diminish the control of researcher over the interview situation and consume a
longer time to conduct and analysis (Smith et al., 1995). However, it is appropriate to the
research objective of this study as semi-structured interview is commonly used when aiming
to gain knowledge on the perspectives and understandings from specialists who have
experience in specific field (Trigueros et al., 2017).
Creswell (2007) suggested interview procedure which includes a title (date, place,
interviewer, and interviewee), instructions for an interviewer to follow so that the interview
can be conducted with a standard practice from one interview to another, the questions
(basically starts with an ice-breaking question and followed by 4-5 sub-questions according to
a qualitative research design, concluding statement or a question, follow up inquiries for the 4-
5 questions and reviews by asking individuals to describe their thoughts in more detail or to
elaborate on the information they have stated, space given between each question to well record
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the answers, and a closing compliment or praise to acknowledge the time the interviewee spent
for the interview.
Questions of semi-structured interview were conducted based on research
objectives and research questions.
1. Background and experience of professionals in domestic honeymoon tourism
2. Description of honeymoon segment
3. The importance of domestic honeymoon segment to hospitality and tourism
business in provincial and nation level
4. Profile of domestic honeymoon segment
5. Tourist profile of honeymoon market
6. Signature honeymoon package (offer/exclusive service/price)
7. Travel behaviors of domestic honeymoon segment
8. Characteristics of destinations best appropriate for domestic honeymoon segment
9. Influencing factors to motivate Thai honeymoon couples to have their honeymoon
within the country.
10. Perspectives toward how to improve a destination to become more attractive for
domestic honeymoon segment.
11. Similarities and contrast between honeymooners and other tourists.
12. Techniques or practices for the service suppliers to ameliorate the positive aspect
of value for money in celebrating a honeymoon in a destination.
13. Techniques or practices for the service suppliers to motivate couples to revive their
‘once-in-a- lifetime’ romantic experience again in a destination in the future.
14. Techniques or practices for the service providers to create and propel the image of
a destination as a renowned destination worldwide to domestic honeymoon couples.

141
It is assumed that an interview with audio recording can generate more accuracy
of data (Rutakumwa et al., 2019). During the interview of this study, audio recording and photo
were taken for qualitative data collection. Also, note-taking was used as it is the standard
method for keeping information collected in interviews which can be done by a form of hand-
written on the copy of the interview guide (Saunders et al., 2003).
To maximize the benefits of interview, McNamara (2009) suggested interview
protocol in its preparation stage: choose a setting with little distraction to ensure the interviewee
is comfortable during interview period, explain the purpose of the interview, focus on
confidentiality, explain the interview format, indicate the expected length of interview, allow
interviewee to know contact of interviewer, check if interviewee have any further inquiry, ask
for permission to record the interview.
In this study, interview preparation includes:
1. Research topic
2. Interview date, time, location (to record source of each interview)
3. Interviewer and interviewee names (to record source of information)
4. Interview terms of confidentiality (signed consent form)
5. Interview instructions (to guide the interview steps)
6. Interview objectives (to ensure maximize benefits of study)
7. Interview questions
8. Inquiry from participants (if any)
9. Interview conclusion
3.3.3 Qualitative Data Analysis and Interpretation
Pinpointing the common themes or patterns is a fundamental principle of majority
of qualitative data analyses (Archer, 2018). There are six components of data analysis which
include: (1) organizing the data by identifying and distinguishing between the questions
142
searching for answers, data should be arranged in an easy format and assists the researcher to
go through each topic to identify concepts (2) forming ideas and concepts by observing certain
words or thoughts frequently used to explain the ideas of interviewees then arrange these ideas
into codes or categories (3) building overarching themes in the data by connecting the
conceptual expressions (4) ensuring reliability and validity in the data analysis and in the
findings by triangulation from different sources through interviewing different professionals of
the specific area who can give different perspectives on a particular question or topic (5) finding
possible and plausible explanations for findings by making a summary of research findings,
and (6) overviewing the final steps by considering implications of the findings as well as
highlighting the strengths and limitations of the research (O'Connor & Gibson, 2003).
Qualitative data analysis is the tool utilized to arrange the enormous quantities of
data and presenting obtained knowledge in a systematic approach (Archer, 2018). It is
suggested to conduct the thematic analysis of qualitative approach into text familiarization,
coding, revision, themes, revision.
Creswell (2009) suggested six steps in data analysis and interpretation as following
(Figure 3.2):
1. Organize and prepare the data for analysis which include transcribing
interviews and typing up field notes.
2. Read through all the data to obtain general sense of information and to reflect
overall meaning.
3. Coding process for detailed analysis.
4. Apply coding process to generate a description of a setting, people, categories,
or themes for analysis.
5. Present description and themes in a qualitative narrative.
6. Interpretation of the meaning of obtained data.

143
Interpretating the Meaning of

Themes/Descriptions
Interrelating Themes/Description
(e.g., grounded theory, case study)
Open code,
Description
axial code, Themes
Validating
the Accuracy
of the
Information
Coding the Data
(Manual or computer)
Reading through all data

(Familiarization)
Organizing or Preparing Data for Analysis
Raw Data
(transcripts, fieldnotes, images, etc.)
Figure 3.2: Data Analysis in Qualitative Research by Creswell (2009)
3.4 Quantitative Research Paradigm
A quantitative research method involves utilizing particular statistical techniques
in the deployment and analysis of mathematical data to answer research questions and it deals
with a measurement and evaluation of variables to obtain findings (Apuke, 2017). Creswell
(2014) explained quantitative research as a method for analyzing objective theories by

144
investigating the correlation among various variables; these variables can be measured by using
research instruments and data can be examined through the use of statistical techniques.
Quantitative approach measures data and generalize research findings from a
sample of the population of interest (MacDonald & Headlam, 2008). A survey design provides
a quantitative or numeric explanation of trends, attitudes, or opinions of a population by
studying a sample of that population through questionnaires for collecting research data with
the purpose to generalizing and take a broad view from a sample to a population (Fowler,
2009). Quantitative approach uses numerical data as a tool which helps saving time and
resources in conducting a research (Daniel, 2016). The process of a quantitative study begins
with an identification of the variables of interest together with in what way to measure them in
a reliable and valid approach (Robinson, 2016). Normally, it would be unfeasible to study an
entire population due to limited time and resources, therefore a sampling technique is
implemented to reduce the number of cases (Taherdoost, 2016).
3.4.1 Populations, Samples, Sample Size, and Sampling of the Study
The fundamental procedure of survey research can be summarized by defining
research objectives, pinpointing the population and sample, selecting how to collect responses,
inventing questionnaire, operating a pilot survey, executing the main survey, and analyzing the
obtained data (Burgess, 2001). In research, examination of hypotheses utilizes statistical
practices in which the researcher uses a study of sample to achieve conclusions regarding the
population (Creswell, 2014).
The study design composes of a series of the research questions, research
objectives, facts of interest, population, and sampling schemes (Majid, 2017). The population
of interest is the target population that research aims to study (Majid, 2018). The population as
a primary source of data can impact research credibility which based on understanding of a
145
researcher and definition given by a researcher, as well as choice of population (Asiamah et
al., 2017).
This study aims to understand domestic honeymoon tourists; therefore, the target
population of this study is newly married couples and couples married for some time who went
to enjoy a special trip to Phuket in 2020.
A sample can be identified as a unit of smaller amount of people chosen from a
population to investigate the study (Oribhabor & Anyanwu, 2019). A sample is a selection of
the population, it is defined as biased if it is not a representative of the population, thus the
sample selection process must minimize bias in the sample (Veal, 2011). Singulate mean age
at marriage of Thai people was 28.4 years in 2010 (Thailand Reproductive Health Database,
2016). Glinsrisook (2015) studied the couples who resided in Bangkok for honeymoon guide
and travel design and summarized the average age of respondents into age lower than 25 years
old (18.5%), age 25-30 years old (43%), age 31-35 years old (32%), and age 36-40 years old
(6.5%), as seen that majority of couples in her study was age of 25-30 and 31-35 years old. As
a result, the sample of this study is domestic honeymoon couples with an age range between
25 and 35 years old. Domestic honeymoon couples in this case can include three groups, that
are, (1) Thai couples (2) Thai and non-Thai couples, and (3) non-Thai couples living in
Thailand.
As the number of domestic honeymoon tourist who visit Phuket is unknown,
sample size of this study was computed by employing a formula for sample size determination,
adapted from williamgodden.com (Godden, 2004) which is:

146
SS = Z2 x (p) x (1-p)
C2
SS = Sample size
Z = Z value (95% confidence level or 1.96)
P = Percentage of population assumed as 50% (0.5)
C = Confidence interval 5% (0.05)
SS = (1.96)2 x (0.5) x (1-0.5)

0.052
= 3.8416 x 0.5 x 0.5
0.0025
= 384.16
This study applied 95% confidence level or 1.96 with standard deviation of 0.5 and
a margin of error or a confidence interval of ± 5%, therefore the result of sample size was
384.16 or 384. Consequently, the sample size for this study is 400. A sample size of 400 is
considered by some researchers, especially in the marketing field to be the magic number in
the sample size for most types of population since sufficient respondents for the data collection
to have statistical significance is required when doing quantitative research, it is the most
reasonable number to collect questionnaires whereas keeping the margin of error at ± 5% and
the confidence level at 95%, also a sample size of 400 questionnaires save the cost of the
research while still letting high confidence in the findings (Isaacson, 2017). This study intends
to collect 400 responses from domestic honeymoon tourists in Phuket. The quality and size of
sample are important determining factor of the accuracy and validity of findings (Smith, 2017).
Samples are grouped into probability and non-probability samples (Vehovar et al.,
2016). When sampling units are not randomly selected, questions in the questionnaire which
allow the study to develop a profile and some demographic factors such as age, gender, marital
147
status, as well as employment status of respondents would specify in what way the sample is
similar to the larger population based on the variables’ source applied for the profile (Smith,
2017). Purposive sampling is explained as the selection by the researchers’ judgement or
uninformed concepts in search of representative sample or when researchers may seek out for
diversity (Vehovar et al., 2016) is employed in this study, that are honeymoon couples had their
honeymoon trip in Phuket. The technique of purposive sampling is the intentional choosing of
a participant due to the qualities of the participant, it is a nonrandom method used when the
researcher agrees on what information to be discovered and intends to find people who can and
are willing to deliver the data by quality of knowledge or experience (Bernard, 2002).
A conclusion for this section: the target population of this study is newly married
couples and couples married for a period of time who want to enjoy a special trip together in
Phuket. Sample of this study is domestic honeymoon couples (female and male) with an age
range between 25-35 years old and above. Sample size of this study is 400 responses from
domestic honeymoon tourists (one questionnaire for each partner, therefore there are two
questionnaires for one couple). Last of all, sampling in this study is non-probability sampling
by an application of purposive sampling method.
3.4.2 The Quantitative Instrument: Questionnaire Design
This study applies a sample survey as part of primary data collection to examine
the proposed hypotheses in structural model of Thai honeymoon couples selected Phuket as
their honeymoon destinations. By applying the questionnaire, the findings will indicate the
relationship of each independent variable (perceived value, travel experience, destination
attributes, and destination image) on dependent variables (tourist satisfaction and revisit
intention) to achieve the aims of the study.

148
The survey as a research design contains high level of adaptability in which it can
be conducted primarily through three methods: questionnaire, face-to-face interview, or
telephone interview (Showkat & Parveen, 2017). To collect quantitative primary data, a
questionnaire is the key instrument since a questionnaire provides the confidentiality to
participants as their identity is concealed, thus they will answer honestly, questionnaires also
support other findings as they can be beneficial instruments of validation (Roopa & Rani,
2012). It is necessary for questionnaires to have a specific purpose (Bee & Murdoch-Eaton,
2016) that links to the research objectives (Brender, 2006) and it requires a clear understanding
since the beginning of how the findings will be utilized. A good research design must ensure
that the design of questionnaire focuses on the needs of research (Burgess, 2001).
The questionnaire in this study is classified into three sections:
1. Introduction (Section 1 in the questionnaire): to allow respondents to know
about the researcher, research topic, research objectives, the use of findings, and details of
questionnaire. A brief introduction of questionnaire provides a little knowledge of the
questionnaire (Kabir, 2016) to enhance the clear understanding towards the questionnaire
survey.
2. Profile of respondents (Section 2 in the questionnaire): to gain socio-
demographic information of respondents. Researchers can gain background data of
respondents to bettering a description and analysis of respondents and research data such as
age, gender, education, occupation, income, and circumstantial characteristics that are essential
to the research project (Allen, 2017).
3. Questions (Section 3 in the questionnaire): this section contains six sub-sections
according to independent variables (perceived value, travel experience, destination attributes,
and destination image) and dependent variables (tourist satisfaction and revisit intention). This
part applies Likert scale form. The Likert scale is a set of statements presented for an actual or
149
hypothetical condition under study, participants are inquired to present their degree of
agreement (from strongly disagree to strongly agree) with the given statement on a scale of
metric (Joshi et al., 2015). A 5-point Likert scale is selected for this study. It is easy to read the
entire list of scale forms (Dawes, 2008) and it helps minimizing the frustration level of
respondents as well as it is normally used to maximize response percentage and response
quality (Babakus & Mangold, 1992).
The six sub-sections of question section are explained as the following:
1. Perceived value: the respondents were asked to evaluate between the benefits
gained from a honeymoon trip in Phuket and their overall sacrifices in order to carry out their
honeymoon trip. This part is developed from a study of Chi et al. (2020); Puspitasari et al.
(2019); Meng et al. (2011). According to literature, perceived value is important antecedent to
revisit intention and revisit intention of tourists, measurement of perceived value can be
examined through overall feeling and impression toward a trip (Meng et al., 2011), the
perceived value is measured by a comparison between the benefits gain from using the tourism
services and the sacrifice that the tourist paid (Puspitasari et al., 2019), and influencing factors
and the extent of perceptions of tourist enhance them to perceive the value in tourism product
(Chi et al., 2020). Thus, this study constructs questions that examine overall judgment,
influencing factors and the extent of perceptions of domestic honeymoon tourists toward their
honeymoon in Phuket.
2. Travel experience: the respondents were asked about the travel experience of
the tourism environment such as tourist attractions, recreation activities, and climate, and the
contact between tourists and tourism’s service providers in terms of facilities and safety
provided. This part was tailored from Sangpikul (2015). According to the literature, travel
experience towards a tourism product or service features fulfills the satisfaction of tourists as
well as their expectations and desires in participation with the trip (Severt et al., 2007). Based
150
on findings of Sangpikul (2015) on the impact of travel experience on tourist satisfaction of
international tourists in Phuket by measuring beaches, natural environment, weather, service
of accommodation and facilities, service staff, safety, value for money, hygienic, recreation
activities, cleanliness, and ease of travel. Therefore, this study examines travel experience of
domestic honeymoon tourists who visited Phuket by focusing on the mentioned experiential
factors. Moreover, Chen et al. (2020a) mentioned interesting factors relating to the honeymoon
vacation, hence some of them were included in the questionnaire.
3. Destination attributes: the respondents were asked on quality of a set of various
features of a destination motivate domestic honeymoon couples to arrange their honeymoon
trip in Phuket as well as the destination characteristics that create a positive feeling which
impact their satisfaction. This part is designed from the study of Sangpikul (2017), that
examined quality of destination attributes of Phuket Island by assessing cleanliness of the
beaches, scenery, friendliness of residents, helpfulness of staff, hotel services, restaurant
services, shopping facilities, tour activities, tourist information, price of products and services,
, price of transportation in Phuket, and tourist safety. From the literature, destination attributes
were divided into two sections, which are tangible attributes (transport, accommodations,
gastronomy, signs, and hygiene) and intangible attributes (politeness, communication,
politeness with children, and security) (Perović et al., 2018). Moreover, destination attributes
that influence tourist satisfaction studied by El-Said and Aziz (2019) can be classified into five
groups, which are, core attributes, supporting attributes, qualifying attributes, destination
management activities, and destination brand. Furthermore, this study employed the
destination attributes mentioned in the study of Fakfare and Lee (2019).
4. Destination image: the respondents are asked about overall perceptions,
opinions, feelings, and impressions of individuals toward Phuket as a honeymoon destination.
This part is tailored from the study of Chen et al. (2020a); Hasan et al. (2020); Meng et al.
151
(2011). Accordingly, the constructs and items of honeymoon vacation that motivating
honeymoon couples to visit a destination include escape and relaxation, martial relationship,
prestige, novelty, and romance (Chen et al., 2020a). In addition, beauty and fascination of
places were applied in measuring destination image of beach destinations in Bangladesh
(Hasan et al., 2020). The questionnaire was based on the findings of Kim and Agrusa (2005)
that Thailand had the best positive evaluations in terms of appropriate tourism cost and as a
destination of outdoor tourism activity in its perceived image as a honeymoon destination.
5. Tourist satisfaction: the respondents are asked about their satisfaction with their
honeymoon trip in Phuket. This part is modified from the study of Hasan et al. (2020) and Chen
et al. (2020a). Hasan et al. (2020) used overall satisfaction in studying beach tourism
destinations. Hence, this study adapts the questions to investigate overall satisfaction based on
comparison of expectations of domestic honeymoon tourists towards Phuket as their
honeymoon destination. The questionnaire was based on the honeymoon studies by Chen et
al. (2020a).
6. Revisit intention: The respondents are asked their intention to revisit Phuket in
the future, after their honeymoon trip. This variable is the key area of investigation to find out
influencing factors that motivate domestic honeymoon tourists to repeat their visit which will
enhance more tourism revenue to the destinations. This part is adapted from the study of Chi
et al. (2020); Lee et al. (2020b), Siregar et al. (2019); Soonsan and Sukahbot (2019) based on
the honeymoon studies of Chen et al. (2020a). Therefore, this study designs questions to
domestic honeymoon tourists relating to the extent of their intention to revisit Phuket in the
future.
Besides the extensive review of literature relating to independent and dependent
variables in the proposed structural model and honeymoon tourism, the information obtained
from in-depth interviews with professionals in domestic honeymoon tourism in qualitative

152
approach is applied to formulate the draft of questionnaire design to enhance effectiveness and
comprehensiveness of data analysis. During in-depth interviews, the participants are requested
to provide the information of profile and travel behaviors of domestic honeymoon couples,
characteristics of destinations and other influencing factors appealing to domestic honeymoon
couples, evaluation on satisfaction of domestic honeymoon couples, and perspectives on how
to develop a destination to become popular domestic honeymoon couples. These items are
essential in designing an applicable questionnaire for quantitative approach.
Moreover, the bilingual questionnaire, both English and Thai language are
prepared to facilitate local respondents who are more comfortable with Thai language as well
as to ensure a clear understanding and interpretation of questionnaire items in term of the
wordings and sentences used.
3.4.3 Quantitative Pilot Test
It is necessary to test surveys to pinpoint possible weaknesses in the survey design
(OECD, 2012). Pre-testing is a technique of testing if the proposed questions work as expected
and if they are clearly understood by individuals who are likely to answer the questions (Hilton,
2015). Pilot testing enables researchers to detect obstacles in the survey design such as ill-
phrased questions and to accordingly adapt the survey design (OECD, 2012). As soon as the
questionnaire is created, the researcher will conduct a pilot test of questionnaire, the items of
the questionnaire should be modified based on the feedback from the participants of pilot test,
then the researcher measures the validity and reliability of the questionnaire after the basic
format of the questionnaire has been confirmed, if the questionnaire need to be translated into
local language, the researcher also measures the reliability and validity of the translated
questionnaire (Setia, 2017). As the main survey is targeting domestic honeymoon tourists
which include (1) Thai couples (2) Thai and non-Thai couples, and (3) non-Thai couples,
153
professional translators are employed to conduct back translation for the proposed
questionnaire from English to Thai language and Thai to English language, after that both
English and Thai questionnaire are used in the pilot test.
In this study, 30 draft questionnaires were distributed randomly to domestic
honeymoon couples in November 2020 who had been visited Phuket with the purpose of
honeymoon. The questionnaire respondents participating the pilot test were encouraged to
share their comments on the wordings, sentences, contents, meaning, format, arrangement, and
length of questionnaire. Based on the pilot test, modifications in term of wording and sentences
were made if needed, and subsequently the final draft of questionnaire is carefully developed.
Additionally, the Index of Item-Objective Congruence (IOC) was used to find the content
validity. In this study, to achieve that, the questionnaire was monitored by three content experts
in a field of tourism and hospitality. As IOC is a method employed in a test development to
assess content validity at the stage of item development, the process is conducted through
evaluation or rating of content experts on individual questionnaire item based on the level of
their measurement toward particular objectives listed by the examination (Rovinelli &
Hambleton, 1977). The index score’s range for each item is -1 to +1, the content expert assessed
each item by providing the item a rating of 1 (all experts correspond in a way that the item is
clearly measuring the objective), -1 (experts agree the item is not clearly measuring the
hypothesized objectives), or 0 (experts believe that the measurement of the content area is
unclear) for each research objective (Turner & Carlson, 2003).
Therefore, IOC is used in this study to evaluate the items of the quantitative
questionnaire based on the range of index score from -1 to +1.
Incongruence = -1
Questionable = 0
Congruence = +1
154
If there is any item earns the IOC score lower than 0.5, that items were eliminated
or amended (U-thaiwat et al., 2017). Conversely, the item that earns IOC score more than or
equal to 0.5, that item was preserved.
The content validity of questionnaire of this study was evaluated by the three
external experts with doctoral degree who have professional background in hospitality and
tourism with more than ten years of experience in academic studies.
From the feedback of experts who monitored the questionnaire, they have given
valuable advice which are implemented in the further questionnaire adjustment. This content
validation is especially useful and important for the development of a new questionnaire to
ensure its clarity and easiness to understand by the target respondents as well as to better its
efficacity in covering all the research objectives. Therefore, the new questionnaire was
carefully reviewed based on content validation.
The formulation of the questionnaire in this study was tailored-made from many
sources and the Cronbach’s alpha of each construct was conducted (Table 3.2).
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Table 3.2 Measurement Items for Each Construct and Their Pertaining Variable Name
Variable Cronbach’s Previous

Constructs Measurement Items
Name Alpha Studies
Perceived The first trip couple takes
Value together offers an
PV1 opportunity to spend time .942
together (i.e., intimacy,
passion). Fakfare and
As a newlywed couple, I Lee (2019)
PV2 seek high-quality tourism .937
services.
A honeymoon trip to
PV3 Phuket provides excellent .932
quality of accommodation .947
Phuket has abundant
PV4 natural environments .938
Meng et al.
different from other places.
(2011)
We paid more to avail
PV5 special honeymoon .948
package.
The price of a honeymoon Puspitasari et
PV6 .938
trip to Phuket is worth it. al. (2019)
The honeymoon package is Chi et al.
PV7 .933
good value for money. (2020)
Travel Get away from daily
Experience TE8 routines or family Chen et al.
.979
environment. (2020a)
To witness the love
TE9 .978
between our two people.
Beaches in Phuket are
TE10 .978
outstanding.
I like the beautiful exotic
TE11 .978 .980
landscape in Phuket. Sangpikul
I enjoyed the breath-taking (2015)
TE12 .977
scenery in Phuket.
I enjoyed unforgettable
TE13 leisure and recreation .978
activities in Phuket
We experienced Phuket:
Chen et al.
TE14 romantic, relaxing, and .976
(2020a)
comfortable.
Continued
156
(Continued)

Name Alpha Studies
Phuket is an idyllic place
TE15 for a couple looking for .977
romantic atmosphere.
Phuket is a place where
TE16 palm-fringed beaches meet .977
tropical turquoise waters. Chen et al.
Phuket offers beyond (2020a)
TE17 compare for a memorable .978
fine dining experience.
I find Phuket as a place
where time spent together
TE18 .978
seems to last on exquisite
eternity.
Destination Phuket offers relaxation-
Attributes DA19 oriented honeymoon .934
accommodations.
Phuket offers glamorous
DA20 package tour for .938
honeymoon couples.
Fakfare and
Phuket offers a variety of .956
DA21 .956 Lee (2019)
dreamy places to visit.
Phuket has fascinating
DA22 .944
sunset activities.
Service staff have
DA23 hospitable personality .954
(hotel, restaurant, tour).
Destination Following the exhausting
Image days of wedding
DI24 preparation, I look forward .963
to a honeymoon trip for
Chen et al.
long-awaited relaxation.
(2020a)
A coastal destination such
DI25 as Phuket makes me feel .963 .968
romantic.
We selected Phuket which
DI26 .962
respects our privacy.
Phuket offers exotic
Hasan et al.
DI27 landscapes and cultures .961
(2019)
suitable for honeymoon.
Continued
157
(Continued)

Name Alpha Studies
The pictures of Phuket
disseminated on social
Meng et al.
DI28 media is dreamy and .969
(2011)
magical romantic
destination
Union of two hearts is
DI29 .966
celebrated like never before
Phuket provides a special
honeymoon package
DI30 .964 Chen et al.
boosting up romantic
(2020a)
excitement.
Services in Phuket is well-
designed especially for
DI31 .964
intimate honeymoon
couples.
Phuket offers attractions
Kim and
and activities with
DI32 .967 Agrusa
reasonable cost for a
(2005)
honeymoon.
Tourist I truly enjoyed my Hasan et al.
TS33 .964
Satisfaction honeymoon trip to Phuket. (2019)
We feel relaxed both Chen et al.
TS34 .967
mentally and physically. (2020a)
A honeymoon trip in
Hasan et al.
TS35 Phuket has exceeded my .964
(2019)
expectation.
We spend private time
TS36 together to learn from each .966
Chen et al.
other.
(2020a)
This honeymoon trip will
.969
TS37 show others that our marital .965
relationship is harmonious.
My honeymoon trip to
Hasan et al.
TS38 Phuket is worth the money .966
(2019)
and time.
My honeymoon trip to
Chen et al.
TS39 Phuket is a once-in-a- .967
(2020a)
lifetime experience.
Overall, I am fully satisfied
Hasan et al.
TS40 with Phuket on a .964
(2019)
honeymoon trip.
Continued
158
(Continued)

Name Alpha Studies
My experience of traveling
Puspitasari et
TS41 to Phuket is really .966
al. (2019)
somethings I need.
The best way to the spouse
heart is through the Chen et al.
TS42 .966
romantic setting and (2020a)
elegant ambiance.
Revisit Soon, I will certainly visit
RI43 .889
Intention Phuket again.
If the occasion arises, I may
Lee et al.
RI44 stay longer than present .899
(2020b)
stay.
Without a doubt, Phuket
will remain as one choice to Chi et al.
RI45 .890
celebrate the wedding (2020)
anniversary next year.
My honeymoon trip
experience will motivate Lee et al.
RI46 .917
revisit Phuket as a leisure (2020b)
tourist.
The emotional attachment
developed as a honeymoon .913 Siregar et al.
RI47 .894
tourist to Phuket will bring (2019)
us back to revisit memories.
It is highly unlikely to
Chen et al.
RI48 switch similar beach .898
(2020a)
location in the future.
3.4.4 Quantitative Data Collection Procedures
In the fields of hospitality and tourism, surveys are utilized to gather attitudes,
perceptions, thoughts, and behaviors of individuals (Nunkoo, 2018). The good point in
administering research questionnaire is to allow the researcher to describe the objectives of the
study and increases the probability of obtaining completed questionnaires (Bell & Waters,
2014). The methods of data collection in quantitative approach relies on random sampling and
well-defined research instruments that matched to different types of response, they generate
159
findings that are simple to summarize, compare, and generalize. If the intention of study is to
generalize from the research participants to a larger population, probability sampling was
utilized to select participants (Kabir, 2016). The researcher should put highest effort and be
well-planned to make sure a high response rate is achieved (Young, 2016).
The data of this study are collected in Phuket by using a self-administered
questionnaire from January to March 2021. Ideally, the most suitable data collection of this
study is at the departure area of airports in Phuket when the respondents already experienced
their trips, the second appropriate location to collect data are well-known beaches in Phuket
(See Table 3.3). A non-probability sampling method is applied as the population in this study
is an infinite population. Willingness of respondents to give the information is one of important
criteria in data collection especially the sensitive issues (ACAPS, 2016). Therefore, the
respondents are asked if they would be interested to take part in the survey, then the
questionnaires are distributed on site if the respondents agree to participate. The screening
question was used to appropriately select the target respondents: ‘I travel to Phuket with the
purpose of honeymoon’. Only the respondents who answer ‘Yes’ were invited to participate in
doing the questionnaire. The questionnaires are prepared into two forms, paper-pen survey and
electronic application survey. The small gifts were prepared as an appreciation of their
contribution.
Table 3.3 Numbers of Participants and Locations for Questionnaires
Numbers of Questionnaire
NO. Locations
distributed to the Respondents
1. Kata Beach 50
2. Karon Beach 50
3. Patong Beach 50
4. Naiharn Beach 50
5. Departure area at The Phuket International Airport 200
TOTAL 400
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3.4.5 Quantitative Data Analysis
Ultimately, testing proposed hypotheses to determine whether each hypothesis
should be accepted or rejected, as such the quantitative information needs proper statistical
instruments to test hypotheses (Lutabingwa & Auriacombe, 2007).
AMOS statistical software package is used in data analysis. AMOS is suitable for
covariance based Structural Equation Modelling (SEM) analysis to examine causal and impact
relationship between several independent and dependent variables with key significance to
confirm or reject the proposed hypotheses according to the statistical theory of multivariate
correlation analysis (Ong & Puteh, 2017). Data are analyzed by using 5-point Likert scale,
exploratory factor analysis (EFA) (SPSS version 27) and confirmatory factor analysis (CFA)
(AMOS version 26.0) in this study.
There were numerous studies employed SPSS and AMOS to explore revisit
intention of tourists (Nafisah & Suhud, 2016; Allameh et al., 2015; Mahdzar et al., 2015;
Herstanti et al., 2014). The data are analyzed with descriptive statistics to describe general
information of the respondents and inferential statistics tests are applied to examine the
differences between domestic honeymoon tourists in Phuket towards perceived value, travel
experience, destination attributes, and destination image on tourist satisfaction and revisit
intention. Path analysis is used to examine the direct and indirect impacts of interrelations
between perceived value, travel experience, destination attributes, and destination image on
tourist satisfaction and revisit intention.

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3.4.5.1 Exploratory Factor Analysis (EFA)
Exploratory Factor Analysis (EFA) is used to capture the underlying components
of perceived value, travel experience, destination attributes, destination image, tourist
satisfaction, and tourist satisfaction of domestic honeymoon tourism in this study. The
literature studies of honeymoon tourism together with the in-depth interviews have been
implemented commonly and suggested in scale development and initiate the scale item (Chen
et al., 2020a).
As EFA is a technique used to reduce the variables which classifies the total of
underlying constructs as well as the underlying factor structure of a group of variables, also
helps approximating factors which have an effect to the responses on observed variables (Suhr,
2006), therefore this study will employ EFA to best select and create the survey items.
Furthermore, EFA consists of three processes: (1) calculating the factor matrix to
figure the factor loadings of each variable, (2) spinning the factor in order to simplify the data
to be more meaningful, and (3) interpretating the factors to assess the rotated factor loadings
to indicate which factors should be placed in the same group or removed from the study (Hair
et al., 2010).
In addition, Worthington and Whittaker (2006) stated that EFA is a method
employed to identify a smaller number of components or underlying constructs from a large
number of observed variables. EFA has been used by the researchers in the previous studies to
evaluate the construct validity in the early stage of an instrument development, particularly for
the newly developed scales. The implementation of EFA can analyze the different aspects of
the item that cannot be identified at first, also it facilitates the investigation of this study in
gathering information into specific group (Worthington & Whittaker, 2006).

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3.4.5.2 Confirmatory Factor Analysis (CFA)
CFA is usually the following phase after the EFA in examining the effectiveness
of the measured variables which referred to the amount of constructs. Additionally, this study
will employ CFA to establish whether the measurement variables of domestic honeymoon
tourism correspond to the hypothesized underlying variables (perceived value, travel
experience, destination attributes, and destination image on the tourist satisfaction and revisit
intention). To conclude the application of EFA and CFA in this study, Exploratory Factor
Analysis (EFA) and Confirmatory Factor Analysis (CFA) is employed to assess the construct
validity in the process of initial development of the instruments. Consequently, the study will
operate The Structural Equation Modeling (SEM) to test the research model and proposed
hypotheses.
Table 3.4 The Operationalization Table
Construct and Operational Level of

Conceptual Definition
Variable Name Definition Measurement
Perceived Value A cognitive assessment - Price of a Interval
of the time and/or honeymoon trip
money spent in a visit in - Honeymoon Five-point Likert
comparison to the scales
package
overall experiences the
tourist gained. - Value of 1 = Strongly
honeymoon disagree
trip 5 = Strongly
- Romantic gateway’s agree
activities
- Quality of
accommodation
- Reasonable cost for
attractions and
activities
- Decision on
destination selection
Continued
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Table 3.4 The Operationalization Table (Continued)

Travel Experience The need and exposure - Serenity and Interval
of tourists to tourism carefreeness
environment (e.g., - Love between two Five-point Likert
tourist attractions, people (as a couple) scales
residents, and local - Once-in-a- lifetime
culture), the experience 1 = Strongly
communication between - Beautiful exotic disagree
tourists and receipt of landscape 5 = Strongly
service from suppliers - Friendliness of local agree
(tourism business, people
amenities, and facilities) - Leisure and
on-site. recreation activities
- Transportation and
accessibility
- pleasant, relaxation,
comfort, and safety
- Idyllic atmosphere
- Fine dining
Destination The major - Cleanliness of Interval
Attributes characteristics of a beaches
tourist attraction in terms - Unique sceneries Five-point Likert
of hospitality business - Private scales
services and tourist accommodation
destination amenities, - Tropical natural 1 = Strongly
facilities and safeties environments disagree
provided on site that - Hospitality of 5 = Strongly
appeal to travelers to service providers agree
visit a destination.
Destination Image The impacts of attitudes, - Romantic Interval
opinions, and destination
impressions that an - Reputation of Five-point Likert
individual holds toward beaches and islands scales
a destination. - Reputation of
honeymoon 1 = Strongly
destination disagree
- Attractions 5 = Strongly
- Magical destination agree
presented on social
media
Continued
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Table 3.4 The Operationalization Table (Continued)

Tourist The outcome of an - Happiness on Interval
Satisfaction evaluation of tourist and decision-making
a difference on - Enjoyment of Five-point Likert
comparison of the honeymoon trip scales
perceived performance - Mental and physical
of products/services and relaxation 1 = Strongly
expectation. If the - Pleasure based on disagree
performance goes expectation 5 = Strongly
beyond expectation, the - Positive feelings agree
outcome is satisfied, with honeymoon
nevertheless, once the trip
performance is lower - Traveling
than expectation, the experience
outcome develops to - Intention to
dissatisfied. recommend
Revisit Intention The opinion of tourists - First choice for Interval
regarding the likeliness future
to repeat a visit to a - Repeat a visit Five-point Likert
destination or attraction. - Longer stay for the scales
next visit
- A place for 1 = Strongly
anniversary in the disagree
future 5 = Strongly
agree
3.4.6 Validity and Reliability
In a quantitative study, validity is described as the degree to which a concept is
precisely evaluated, and reliability is explained as the degree to which a research instrument
consistently provides the similar consequences if it is applied in the same condition on
repetitive occasions (the accuracy of a research instrument) (Heale & Twycross, 2015). It is
believed that using different methods in data collection and gaining that information from
different informants can enhance the validity and reliability of the data and research
interpretation (Zohrabi, 2013).

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To have confidence in the results of a study, the implemented questionnaire must
be valid and reliable which means when the questionnaires are properly administered, it
constantly evaluates what it aims to measure (Greco et al., 1987). Content validity and construct
validity are used in this study. Content validity means as soon as the questionnaire is prepared,
it must be verified whether the area of study has been effectively covered (Kirshner & Guyatt,
1985; Anastasi, 1976). Construct validity describes the extent to which the questionnaire fits
to current proposals or hypotheses regarding the concepts or constructs that are being
considered as the more the construct validity can be tested, the more confidence in study (Greco
et al., 1987).
The reliability of the questionnaire is determined by employing Cronbach’s alpha
which is the most used test to ensure the internal consistency among items or subscales (Heale
& Twycross, 2015). As this study aim to examine emotions, opinions and behavior of domestic
honeymoon tourists, Likert scale is used to quantify rating of variables. Likert scale mostly
used in questionnaires is a psychometric response scale to find preferences or degree of
agreement of respondents by a set of statements (Wadkar et al., 2016). The result of Cronbach’s
alpha coefficient of reliability ranges from 0 to 1 with an acceptable internal reliability score is
0.7 and higher (Heale & Twycross, 2015). George and Mallery (2010) suggested a reliability
coefficient of 0.9 or higher as high internal consistency (Excellent), a coefficient ≥ 0.8 as good
internal consistency (Good), a coefficient ≥ 0.7 as Acceptable, a coefficient ≥ 0.6 as
Questionable, a coefficient ≥ 0.5 as poor internal consistency (Poor), and a coefficient ≤ 0.5 as
Unacceptable; therefore, to ensure the research questionnaire is reliable, the value of coefficient
Cronbach’s alpha must be at least 0.7.
This study, the data were collected from 30 respondents from 15 couples during
the pilot test of the questionnaire survey (Table 3.4) by using Cronbach’s Alpha test, the
percentage result clearly clarified the main characteristics of each individual of the couple, by
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examining the result, there were 50% of male and 50% of female as gender which had been
carefully equally selected to be a married couple of 1 male and 1 female who had previous
experience in Phuket. About more than half of the participants (70%) reported their age
between 41 and above, and the second biggest set of respondents (13.3%) reported that they
were between 36 to 40 years old. Additionally, the youngest couples which cover 6.7% were
between 25-30 years of age. Furthermore, from the questionnaire, more than half of the
respondents (66.7%) were married for more than 2 years, and the second largest group covering
20% was newly married couple.
From this survey, educational background of respondents having a bachelor’s
degree or college degree was 63.3%, and 36.7% with a master’s degree or higher. More than
half of them (56.7%) have an income of 60,000 baht or higher and the second largest group of
participants (36.7%) have a salary between 30,001 baht to 60,000 baht.
From the honeymoon aspect, the number of visits in Phuket per couple were quite
diverse with the highest percentage of 33.3% went to Phuket for the first time, with second
biggest group (30%) who came 2 to 3 times, follow by 26.7% who came 4 to 5 times already
to Phuket. Having examining the number of visits, most respondent (43.3%) reported that their
honeymoon stay were between 2 to 3 days at most, as on the other hand, 23.3% reported that
their romantic journey in Phuket had a duration of 4 to 5 days.
One interesting observation from this questionnaire that intriguing is that almost
all participants (90.0%) prefer to have a self-arrangement for their honeymoon trip, which
means that most respondents preferred to book and customize the travel components by their
own itinerary to Phuket, arranging and making research on exactly what the honeymoon
couples need and prefer during their once-in-a-lifetime romantic journey in Phuket will lead to
a positive memorable experience, satisfaction, as well as revisit intention for the honeymoon
couples.
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Table 3.5 Demographic Data Summary of Respondents: Pilot Test
Respondent Data Characteristics Percentage %

Gender Male 50.0
Female 50.0
Age 25-30 6.7

31-35 10.0
36-40 13.3
41 and above 70.0
Marital Status Newly Married 20.0

Married 6 months but less than a year 13.3
Married for more than 2 years 66.7
Education Bachelor’s or college degree 63.3

Master’s degree or higher 36.7
Occupation Company employee 40.0

Business Owner 36.7
Self-employed 16.7
Other 6.7
Income 15,000 - 30,000 THB 6.7

30,001 – 60,000 THB 36.7
60,001 THB or higher 56.7
Number of visits First time 33.3

2-3 times 30.0
4-5 times 26.7
6 times or more 10.0
Length of honeymoon 2-3 days 43.3

4-5 days 23.3
Almost a week 16.7
1-2 weeks 16.7
Honeymooner Organizer Self-arrangement 90.0

Travel agent 3.3
Hotel 6.7
The results of reliability of questionnaire in this study was shown in Table 3.6.
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Table 3.6 The Cronbach’s Alpha Summary of each Construct
Construct Cronbach’s Alpha

Perceived value .947
Travel experience .980
Destination attributes .956
Destination image .968
Tourist satisfaction .969
Revisit intention .913
.956
The Cronbach’s alpha coefficients of perceived value, travel experience,
destination attributes, destination image, tourist satisfaction, and revisit intention based on the
preliminary test (N=30) were all signified the score above 0.70 which higher than the standard,
as such this indicated that the constructs and questionnaire are appropriate to be used.
However, some of the respondents of this preliminary test had pointed out that
some of the questions were quite similar in term of interpretation and meaning. Moreover, one
respondent mentioned about the arrangement of 5-point Likert scale answer that ‘Strongly
agree’ should represent the level 5 (right side of the questionnaire scale) and ‘Strongly
disagree’ should represent the level 1 (left side of the questionnaire scale) as it would be more
familiar for a more standardized scale value. Furthermore, the formulation of the phrase used
in the questionnaire was quite fancy which took them time to answer.
Based on the content validity (IOC results) and the preliminary investigation, the
questionnaire was adjusted.
In this study, the in-depth interview with professionals in domestic honeymoon
tourism in a qualitative approach effectively strengthens and the development of research
instrument used in quantitative survey as they are asked about all variables relating to tourist
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satisfaction and revisit intention of domestic honeymoon tourists together with the questions
applied by previous studies regarding independent and dependent variables of this study.
Moreover, the carefully designed questionnaire with professional image by separating all
constructs into section, using easy to understand wordings and sentences, arranging from easy-
to-understand level to more complicated level, together with a pilot test to monitor the
consistency of inter-observer reliability and to check the understanding and responses of
respondents reinforce the validity and reliability of quantitative questionnaire survey.
Additionally, the review and analysis of previous studies concerning to tourist satisfaction and
revisit intention helps confirming a reliability of this study. Also, studies on honeymoon
tourists are explored to examine the variables used and this give essential guideline in designing
questionnaires.
3.5 Research Timeline
This study was prepared background information in July 2020 to develop its
proposal during August - October 2020. The preliminary test was launched in November and
the proposal defense was expected to be accomplished in November 2020. Consequently, the
adjustment of proposal, interview questions, and questionnaire survey were made in December
2020. The data collection was in January to February 2021. Data interpretation and analysis
was implemented in March 2021. Writing findings, discussion, recommendations, and
conclusion was in April to May 2021. Final defense was projected to execute in June 2021.
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Table 3.7 Research Timeline
Year 2020 Year 2021

Research Process
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Preparation
Proposal writing
Preliminary test
Proposal defense
Proposal adjustment
Data collection
Interpretation and analysis
Findings writing
Final defense
3.6 Ethical Considerations
Research ethics described as performing what is morally and legally right in
conducting a research (Parveen & Showkat, 2017). Research ethics is important in research
activities in a way of the researchers should protect the integrity of their studies and publish
the researched information correctly (Fouka & Mantzorou, 2011). Various stages in research
includes research proposal and its actual study; it is a must for a researcher to select an
appropriate methodology to collect data, present and interpret the results consequently which
leads to a demonstration of information in a rational structure, the data is then finally analyzed
and reported appropriately in form of research paper; it is important for a researcher to perceive
suitable values in all stages to avoid research misconduct (Akaranga & Makau, 2016) such as
in literature review, it is very unethical to cloning or completing the entire copy of the works
that belong to other authors without any kind of referencing (Agwor & Adesina, 2017). This is
to ensure that the study does not contain fabrication and falsification in all processes.
Fabrication involves making up counterfeit reported data or findings whereas falsification
occurs when there is a manipulation of data, tool, and methods by modifying or deleting some
information of research findings (Kour, 2014).

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The absence of attention in tourism research ethics possibly will affect a tourism-
centric bias as the researchers emphasize merely on what is occurring in the created tourism
literature instead of upholding acquaintances with trends in the broader view of academic
literature (Melissen & Koens, 2016). Major ethical practices applied in this study are as
recommended by Kour (2014) as explained in the following:
1. The researcher will ask for an approval from the concerned authorized people
or organization before conducting the research.
2. In all cases, consent to take part in the research is an essential component in
research ethics, it is made sure that participants are voluntary and properly informed. The
subjects are informed and given details about the purpose of the research and the expected
actions or processes for the entire research together with possible risks and benefits involved.
3. The researcher retains a strict confidentiality about the information received
from the respondents and not share information about the personal details of respondent with
others in any form of the records, reports without the permission from respondents.
4. Participants are notified the freedom to withdraw from the study at any time
without penalty and make certain that they certainly feel free to leave or participate.
5. The researcher tries to avoid having biased attitude by not emotionally engaged
with participants. Bias could take place at any moment in the research procedure from the
research questions, the research design, research instrument, and distribution of work since it
indicates misrepresentation of the reality that the study is pursuing to investigate.
6. Respect the culture of participants. The researcher looks at ideas or issues from
the participants’ perspective whether he/she personally agrees or not.
7. Avoiding plagiarism by paraphrasing a thought or concept with citation of the
original source.
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8. The subjects, participants, or respondents joined in the study are presented with
the rationales of the investigational processes as well as the results of the study.
9. Participating in the study are not harmed to the subjects, participants, or
respondents as their safety are primary concern.
3.7 Conclusion
This chapter explained the research methodology applied in this study. The
respondents are domestic honeymoon tourists which include (1) Thai couples (2) Thai and non-
Thai couples, and (3) non-Thai couples. Sample size is 400 respondents. Qualitative and
quantitative approach are executed in Phuket province to collect data. Questionnaire is prepared
in English and Thai language. The professional translators conduct a back translation from
English to Thai language and Thai to English language, after that both English and Thai
questionnaire are used. The pilot test is launched to confirm validity and reliability of the study.
Additionally, content analysis and Structural Equation Modeling (SEM) are fitted to this study.
The presentation and analysis of findings is described in Chapter 4 and the summary,
discussion, and recommendations are discussed in Chapter 5.

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CHAPTER IV
ANALYSIS AND INTERPRETATION OF DATA
This chapter will present the analysis of data collection of the domestic honeymoon
tourists in Phuket with the aim of studying the impact of the perceived value, travel experience,
destination attributes, and destination image on tourist satisfaction of Thai honeymoon couples
which subsequently influences their revisit intention to Phuket. There are seven parts in this
chapter: (1) findings from the in-depth interview, (2) pilot test, (3) demographic characteristics
of the sample, (4) exploratory factor analysis, (5) confirmatory factor analysis, (6) structural
equation modeling, and (7) hypothesis testing.
Figure 4.1 Illustrates the stages of data analysis of this study.
Stage 1: The in-depth interview with experts in tourism and hotel businesses in
Phuket were conducted.
Stage 2: Pilot test of 30 honeymoon tourists in Phuket was conducted to achieve
reliability check of the measurement scale.
Stage 3: The demographic characteristics of the sample of this study were analyzed
to gain a deeper insight of the target population.
Stage 4: Exploratory factor analysis was used to screen and reduce the large data
to a smaller amount.
Stage 5: Confirmatory factor analysis was applied to confirm the constructs of this
study.
Stage 6: Structural equation modeling was used to test the hypothesis of this study.
Stage 7: Hypothesis testing was summarized to conclude the findings of this study.
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Figure 4.1 The Stages of the Data Analysis
Stage 1: Findings from In-depth Interview
Stage 2: Pilot Test
Stage 3: Descriptive Analysis
Stage 4: Exploratory Factor Analysis
Stage 5: Confirmatory Factor Analysis
Stage 6: Structural Equation Modeling and Hypothesis Testing
Source: This figure was developed by the researcher.
4.1 The Findings from the In-depth Interviews
The in-depth interviews were conducted in Bangkok and Phuket with 26
professionals in state agencies, hotels, and travel agencies from December 4th, 2020, to January
22nd, 2021. The software of qualitative data analysis was not used in this study, as there were
26 in-depth interviews and the in-depth interview participants answered in the same direction.
4.1.1 What Comprise a Honeymoon Destination?
The attractive honeymoon destination from the perspective of the selected
participants, which include professionals from hotel, travel agent, and state agencies is a
destination where the couple can spend time and explore new things together as they want to
create a pleasant memorable experience that will become a good memory for their once-in-a-
lifetime trip. The honeymoon couples prefer to stay in a tranquil and relaxing atmosphere where
they can have their private time and enhance their marital relationship and understanding. The
features making a particular destination an attractive place for a dream honeymoon are
beautiful beaches, nice accommodation, good facilities and services, privacy, peace and quiet,
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and a relaxing atmosphere, magnificent sunset, and having many good spots for photo
opportunities. Recently, the social media has played important role in the decision-making
process of the couples as they enjoy posting their photos on their social media platforms to
showcase their social status with romantic celebrations and activities. However, this depends
on the lifestyle, preference, and budget of each individual couple, such as some may prefer a
relaxing and peaceful trip while others may prefer soft adventurous activities during their
special holiday.
“To have a service of experience and impression the couples would like to
explore, this depends on the lifestyle of an individual couple as this is quite
subjective. It is totally up to the couple on what the couple would like to
explore together. Most couples would like to be in a destination that is clean,
beautiful, relaxing, convenient, and safe. The couple would like to be in a
safe destination since they want to have a good memory”. (State agency A)
“The attractiveness of the honeymoon destination depends on the preference
and the budget of the couples. There are many charms for the honeymoon
couples or those who come for a romantic holiday, e.g., pool villa, island
trip, speed boat, yacht, sunset, package, five-star hotels, and wide range of
activities that can serve variety and different group of couples classified by
their preference and budget. It is a place with variety of services and products
match to different needs and expectation”. (State agency B)

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“It depends on the trend especially the trend that presented in the social
media. The reputation of the destination, the location, the budget and the
lifestyle of individual couple, the perception towards the destination,
honeymoon destination is a dreamy place and the place presenting a social
status”. (Hotel professional D)
“Mostly, the beautiful white sandy beaches, tropical nature and environment,
and crystal-clear water are the features that attract the couples in selecting
their honeymoon destination. However, the attractiveness of a honeymoon
destination depends on individual preference and lifestyle; some might
prefer a peaceful place while some might prefer a soft adventure style. A good
honeymoon destination is a place where the couples can spend private time
together and boost up their marital relationship, intimacy, and
understanding. Moreover, the image of the destination in the social media is
very important for the couples to make the best choice of their special holiday.
In recent times, the attractive honeymoon place should have nice spots for
photo taking or have been reviewed by the famous bloggers or influencers
especially for Thai market”. (Hotel professional E)
“An attractive honeymoon destination is the destination with privacy,
tranquility, relaxation, romantic dining, beautiful beaches, and nice
restaurants for the couple to spend time to discover new things together”.
(Hotel professional M)
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“The destination itself should have its own uniqueness for the couples to
explore. Infrastructure and buildings in the destination also important. For
Thai couples, this depends on the individual lifestyle in different ways. Some
think about good place, good hotel that not too expensive, and nice food while
some would like to spend more for their opportunity to see something
special”. (Travel agent C)
“People are looking for a tropical location, nice setting, and beautiful
beaches to have a memory of a pretty, beautiful, and romantic destination
especially the place where they can take lots of photos as well as the
opportunity to travel around together. A destination with luxury hotels and
lots of facilities with a good and personalized service is attractive for the
couples. It needs to be a place that has a spectacular location and something
to create memory in the future”. (Travel agent I)
“The attractiveness of a honeymoon destination depends on individual need.
Most couples who come for a romantic holiday prefer a quiet and private
place. They usually select the best place that they can spend time together
and experience new thing. Those who have a lot of travel experience know
how to select the best place for them specially to make their trip special and
romantic. They would like to try new experiencing that they never done
before, or they would like to just relax and chill out with their partner in a
peaceful place and avoid the crowded area.” (Travel agent K)

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Coding: Lifestyles, preferences, expectations, budgets, clean, beautiful, relaxing,
peaceful, convenient, safe, good memory, romantic destination, relationship,
intimacy, understanding, quiet, private, photo spots, social media, spend time
together, special, beautiful beaches.
4.1.2 Is it Worth to Travel as a Honeymoon Tourist?
As a honeymoon is once-in-a-lifetime experience, the honeymoon couples have
higher expectation than regular tourists. They prefer to have a smooth trip as well as a special
and impressive experience, the perceived value in this regard depends on individual lifestyle,
preference, and budget. Most service providers agree that the important part to create a sense
of value in the honeymoon couples’ eyes is to clearly understand their needs, preferences, and
expectations in which the appropriate products and services can be subsequently delivered
effectively and impressively, as once the honeymoon couples feel special and experience a
wonderful memorable time together, they will see the value in it. During the Covid-19
pandemic, the honeymoon couples want a personalized service at a reasonable price. The
services provided should offer smooth and comfort experience throughout their stay.
Interestingly, a sense of value can be seen as a sense of pride while visiting a destination.
“In terms of a destination, and as a destination provider; the couples seek
somewhere where they can relax in a well-organized place. More or less, a
majority of the couples want to be in somewhere they can have a good time
together. To make sure that the couples will have a good memory, the
destination will need to prepare well in 3Ss, which are, Safe-Sanitary-Satisfy
as the couples who come for a special romantic trip together do not want to
experience something bad”. (State agency A)

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“In terms of a sense of value, this depends on an individual satisfaction,
lifestyle, as well as needs and expectations. Easy access to other places
nearby a destination, offering both a private and sharing service, wide range
of activities and services, comfortable stay, convenient travel modes and stay,
many types of transportation provided, and a smooth trip. However, the
comfortable stay is subject to individual budget. Age is another key factor as
the age often indicates a financial status and ability to pay for the trip or
holiday; therefore, the budget is determined by the age too. Another sense of
value may be interpreted into an ability to have a special holiday in a
destination that has been reviewed by the influencers like superstars,
bloggers, and social media.” (State agency B)
“To create what the couples want and expect. The service provider should
know and understand the brief of why they come to the destination, then the
service providers can plan properly, and the important part is they must
execute effectively to deliver what the couples need. The service providers
should manage well both the physical/tangible and intangible aspects.
Everything has to go well together. As the honeymoon is once-in-a-lifetime
experience, the couples are more demanding than regular guests therefore,
they need more on specialized services. The service providers have to be
attentive to detail and to their expectations”. (Hotel professional B)

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“A sense of value will occur when the quality and facilities of the property
match the budget, needs and expectations of the couple. Especially the price
offered by the hotels during the Covid-19, it is more affordable for Thai
couples and this can create an impression towards a destination as well as
the hotel. The couples will acknowledge the sense of value when they have a
memorable experience during their stay or during their holiday”. (Hotel
professional D)
“The hotel can create a sense of value by combining all the necessary
services together to smooth the stay of the couples. Don’t let the guests work
especially during their special holiday like the honeymoon. Make everything
easy for them throughout the stay for a reasonable price, for example, a
package of room, activities, and dinner. The couples do not need to put effort
in arranging things themselves. They can have their own private time besides
the activities in the package”. (Hotel professional F)
“The details that are gathered into the honeymoon package e.g., candlelight
or romantic dinner, honeymoon set up, honeymoon cake, wine, private tour,
city tour, transfer service or the itinerary combined with Krabi to make the
honeymoon package more interesting. The best is a customized honeymoon
package that match to individual budget, request, and preference. Put all the
basic requirements into one package to make the couples see the overall
picture of their trip”. (Travel agent B)

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“Focusing on the privacy and special moments from the beginning till the end
of the trip to impress the couples for the entire holiday is especially important
in creating a sense of value. Every detail and every component which includes
accommodation, attractions, activities, F&B, transportation, and services
can create value to the honeymoon trip as every component has its own
meaning and importance. Prices charged need to be reasonable to service
and quality the honeymoon couples received especially Thai couples as they
are quite demanding for a special occasion. Preparing a small gift to make
them feel that the travel agents see the importance on their special day gives
more value to their romantic travel. It does not need to be expensive gift, but
a memorable one”. (Travel agent E)
“Private time of the honeymoon couples during their holiday has to be
perfect. A sense of value means the couples get what they want and expect.
Once they are proud to be at the destination and they are happy to talk about
their trip to others, that shows a sense of value. Making the couples feel proud
when visiting a destination is a way to create a sense of value. The way we
treat the couple and make them feel very special brings a sense of value. The
friendliness of the service providers and how well the service providers
understand the couples is a key to create a sense of value. A sense of value
will occur when the couples get more than their expectation”. (Travel agent
G)
Coding: Well-managed, honeymoon package, honeymoon trip, reasonable price, pride
of visit, want and need, expectation, service, quality.

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4.1.3 Travel Experience of a Honeymoon Tourist
The couples who go for their honeymoon, wedding anniversary, or any other
romantic occasion wish to enjoy a special moment that is different from their usual daily life.
It is a unique moment in time away from their normal routine, in order to discover different
experiences together, based on the important fact that different couples have different needs,
preferences, expectations, lifestyles, and budgets. Phuket has many magnificent beaches, a
variety of activities, and great attractions that match to different lifestyles and budgets, as such
Phuket is a destination where couples can spend time to explore together according to their
personal likes at a comfortable pace. Many honeymoon couples perform a good survey to create
and fulfill their wish list of places and activities that have been reviewed by popular social
media platforms.
“The unique experiences of the honeymoon couples could be the atmosphere.
The atmosphere is the most important thing to create a good unique
experience for the couples during their romantic holiday. The mentioned
atmosphere could be in a sky lounge of the nice hotel, night view, beach time,
and beach and island activities especially in the Andaman area. The seafood,
especially the Phuket lobster is an outstanding food for the visitors. The
unique food in Phuket creates the unique experience for the couples too. Due
to the variety of the activities, from the luxury to the basic standard, these
create unique experiences for the couples who have different preferences,
needs, expectations, and budgets. The characteristics of Phuket make it a
world-class destination and it is well-blended with all global trends. No
matter the trend is, Phuket is able to serve well and satisfy different trends”.
(State agency B)
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“The honeymoon or wedding anniversary is special, so there is a different
sense of feeling compared to the other guests. The overall picture needs to be
specific and special. The unique experience means different experience e.g.,
the floating breakfast, even it is not comfortable to eat, but it is good for
photos on social media. Nowadays, people give attention to the perception of
others; if the social media says it is good, people want to experience it. The
honeymoon is a social status that can be presented to others as it is once-in-
a-lifetime experience for the couple life”. (Hotel professional B)
“The private time the couples could have during their honeymoon trip is the
most crucial thing. The privacy can be a private dinner, yacht, city tour,
excursion, or a surprise. Mostly, the honeymoon couples have a spending
power, and they preferred the pool villa type of accommodation to be private
and to present their social status. This is a trend among Thais. They are more
influenced by the bloggers and social media. They normally set their list of
places and activities by surveying through the social media. If they can
accomplish their list, they get their unique experience”. (Hotel professional
D)
“The unique experience can be created by preparing or assigning them a
special room with nice decoration. The personalized service is important for
the honeymoon couple as it is a special holiday. The service providers should
provide the experience that the couple could not do by themselves, or never
done that before. The activities in the hotel are also able to encourage the
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couples to strengthen their relationship. The local food (local restaurant) is
another unique experience that the couples cannot find in other places. The
unique experience is the experience that the couples have never done in their
daily life (the hidden gems of Phuket)”. (Hotel professional G)
“Honeymoon means romantic experience. The unique experience means the
place that has never been visited or the activities that never been done
before. If they come to the destination and perform the normal activities, visit
the similar destination or eating the same food at home, this will not be
considered as unique experience for the honeymoon couples. If possible, the
couples want to encounter the new experience. Travel agents can offer the
special experience that the couples cannot experience it on their own. This
can bring the unique experience to the couples. Different couples have their
own characteristics and preferences, travel agents have to observe what they
want and expect through their personality and conversation with them”.
(Travel agent E)
“The couples are usually looking for new experience which can be the new
adventure they have never done before or their favorite activities in a new
place/new destination e, g., the couples who love diving, they will gain unique
experiences in the Andaman Sea. The couples love an all-in-one experience
which means the experience at the accommodation, attractions, activities,
restaurants etc. Thai couples often prefer relaxing and comfortable
experience/stay during their special holiday. They do not want to be tired
with active activities. The couples like to buy the hotel package that include
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many services which will smooth the entire stay and create a memorable
experience. Or they want to do and visit the place that they never visited
together. The unique experience is the experience they have together during
their honeymoon trip”. (Travel agent F)
Moreover, travel experience during the honeymoon, wedding anniversary, or other
special occasion can enhance the marital relationship of the couple. It is an impressive travel
experience with both the tangible and intangible features that creates a wonderful memory
between the couple, as it is a significant factor which can bring them back to the same
destination as they would like to relive their special moments and good memories. The feeling
and relationship the couples have toward the destination and the people is also crucial to
whether they want to repeat their visit in the future.
“One of the big comments is a good memory. It is challenging for the
destination to impress the couples during their first time. Re-honeymoon has
two types which are (1) the couple who had a good time during their previous
visit then they revisit the destination and (2) for the first time visit as they
want to re-honeymoon in a nice destination because they want to build and
strengthen their marital relationship”. (State agency A)
“Friendly people, value for money, and a quality service of hospitality create
good travel experiences and these travel experiences motivate the couples
and people to repeat their visit at the destination”. (State agency B)

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“The memorable experience could bring the couple back, not only the
tangible feature but intangible feature too such as the hospitality of the staff
is very important. Helpful, polite, friendly, and well-trained staff can create
a good travel experience and motivate the couple to repeat their visit as they
would like to get the same good feeling and would like to refresh their
memory. The unique service provided by hospitable staff with good quality
of facilities and amenities could motivate the couples to revisit when they
have time. Most of the couple revisit with their families”. (Hotel professional
A)
“It is challenging as Thais are not destination loyal. It is important to
consider on how well the brand can re-engage with the customers. The
experience with being in touch is important. It is not a sense of repeating; it
is a relationship with the people and the place. The hotels need to position
themselves clearly on the brand standard and the quality service delivered to
make the couples feel special”. (Hotel professional B)
“The good travel experience creates an emotional connection between the
couple as well as with the destination. They will revisit the same destination
for their anniversary. The service providers should make them feel impressed
since the first moment and ensure that they will feel impressed till the last
moment. Paying attention to all details and providing the couple with special
care could help in creating a good travel experience”. (Hotel professional G)

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“One thing that enhance the couples to make a decision is the touching of
their experience on the first honeymoon. Mainly to refresh their memory and
to spice up their life. Revisit to the first place they met. So, the first trip of
honeymooners is especially important as it imprints in their memory and is
hard to wipe it out. Experience that touching their heart make them to revisit
the same destination. Some experiences that touch their feeling is a key to
bring them back. Accommodation have changed over ten years, they can even
find the better accommodation but with their memorable experience, they
want to repeat their visit to the place that they have an attachment to”.
(Travel agent C)
“Special experiences with the beautiful scenery e.g., beaches and islands are
an important factor bringing the couples to repeat their visit. As a honeymoon
is a relaxing period for the couples, beautiful nature provides them a
relaxing, tranquil, and peaceful experience. Once they have a peaceful stay
with a smooth operation from service providers e.g., hotels and travel agents,
that experience will recall good memory and make them feel they want to
come back if they have the time and money. Good travel experiences create
good memory and memory will motivate the couples to revisit the
destination”. (Travel agent F)
“First, reason for somebody to revisit the destination, they have got to have
a memorable experience. The hotel is a key factor, if the couples enjoy the
good service, room, memory, they are going to return. The second factor is
the destination, the couples need to enjoy the destination, local people, how
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friendly they are, the beauty of the destination, and the facilities are
important too, an easy connection, airport flights, good local transportation,
choices of restaurants in a destination, basic shopping areas (e.g., pharmacy
shop and convenient store), the basic necessity especially the local
infrastructures”. (Travel agent I)
Coding: Memorable experience, romantic experience, food, new experience, relaxing
- tranquil - peaceful experience, privacy, strengthen relationship, beautiful
scenery, accommodation, attractions, activities, accessibility, restaurants.
4.1.4 What are the Attributes of a Honeymoon Destination?
Phuket is an all-in-one destination because it provides all kinds of services from
basic to upscale level for different groups of the market. The characteristics of Phuket as a
honeymoon destination that attracts many couples to visit on their special occasion include nice
places for sea-sand-sun such as beautiful beaches and islands, variety of activities and local
food, many attractions, a wide range of accommodation, as well as enchanting local culture.
“Phuket has a beautiful sea-sand-sun, many beaches, abundant nature,
nearby islands, and choices of activities. Phuket also has many good photo
spots especially for Thai couples who are influenced by the social media”.
(State agency B)
“White sandy beaches, accessibility to Phuket (direct flights from many
provinces in Thailand), easy access within Phuket, unique local culture,
variety of culture (Thai, Muslim, Chinese), variety of interesting activities,

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festivals in Phuket, variety of food and famous local restaurants are the
characteristics of Phuket. The variety of products and services provided in
Phuket match the variety of preferences of the couples”. (Hotel professional
D)
“Phuket is all-in-one destination that has beautiful sea-sand-sun, variety of
accommodation, attractions, activities, foods, cultures, and lifestyles, and is
an affordable destination during Covid-19. Phuket is a wish list destination
for some Thai couples. They are proud when they can have their honeymoon
in Phuket”. (Hotel professional F)
“Phuket is a beautiful island that has a good combination of a beach-wise
and a city life. It is an all-in-one and well-equipped destination that has
variety of accommodation, attractions, activities, foods, cultures, and
lifestyles. Phuket has an easy access from other parts of Thailand as well as
within the island”. (Hotel professional G)
“Phuket is well-known for accommodation as it provides all types of
accommodation with full facilities. There are many small islands to visit. The
food is nice, especially the local fresh seafood. Phuket has easy access as the
destination can be reached by land and air. Phuket has variety of attractions
which includes beaches, mountains, waterfalls, historical site, adventure
sites, as well as variety of activities for the couples. Phuket offers every level
of budget that match different need of different couples (diversity of budget).

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However, not many Thai couples go to Phuket as it is far compared to other
destinations which will cost them a higher expense”. (Travel agent C)
“The most desirable features of Phuket are nice beaches, great choice of
excursion, many island trips, easy accessibility from Phuket to other places,
good infrastructure, choice of restaurant, service to all levels which match
the different budget. Besides the islands, there are many selections of
activities such as adventure tour, ATV, rafting, snorkeling, diving, sea-fly,
parasailing, water sports, and great shopping. Phuket is a place for
everybody. Moreover, the local characteristics and cultures are outstanding
features of Phuket especially many restaurants in Phuket town, art
decoration, old town architecture, and Chino-Portuguese buildings. Phuket
is a nice place to take good photographs and shopping. The great viewpoints
in Phuket did not bore the visitors, as mentioned earlier, Phuket is a place for
everybody”. (Travel agent I)
“Phuket has many beautiful beaches and has been voted from international
tourists as a wonderful sea-sand-sun destination, together with the Thai
hospitality that makes Phuket as a well-known romantic and beautiful
destination on earth. As Phuket is a world-class destination, Thai couples
see Phuket as an expensive and up-scale destination. The most desirable
characteristics of Phuket are beautiful beaches, islands, viewpoints,
activities, attractions, and culinary excellence”. (Travel agent K)

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Coding: Beautiful sea-sand-sun, all-in-one, accommodation, attractions, activities,
accessibility, social media, restaurants, shopping, photo spots, romantic
destination.
4.1.5 Destination Image of Phuket
Phuket is considered one of the most popular and beautiful places on the Andaman
Sea that provides white sandy beaches, crystal-clear water, with fabulous sunsets, a variety of
accommodation, attraction, activity, food, and culture. Due to the unique relaxing and romantic
atmosphere of Phuket, it is a dream place for tourists from around the world, as the perfect
romantic escape for a holiday. The image of Phuket which is a crucial factor to attract tourists
is based on the perceptions of individuals about the destination. Thai tourists and international
tourists see Phuket in a different lens and image perception. Thai tourists see Phuket as an
expensive destination that serves only overseas tourists as its target market. International
tourists see Phuket as an affordable destination with good quality of nature, scenery,
accommodation, attraction, activity, culture, and services.
“Phuket is one of the most romantic destinations on earth. Phuket has key
ingredients for honeymoon and romantic holiday. Phuket has friendly and
helpful people. These factors help building Phuket as a relaxing destination
and the beautiful beaches on Phuket give a sense of romance to the couples.
For Thai tourists: It is better for them right now to visit Phuket. Many Thais
see Phuket as a high-nose destination serving only the overseas tourists.
Phuket is adapting itself to serve Thais during the pandemic. The point is
Phuket has been dealt with the non-Thais for a long time as the tourist
behavior and travel pattern of the European tourists that they normally book
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their holiday in advance with quite a long lead time. When Thais people want
to come to Phuket, there are few availabilities left and this brings a high price
for the holiday. Thai couples see Phuket as a romantic destination. For
international tourists: Phuket is a great place and a great ‘escape to
paradise’ destination. Some might have experienced bad things in Phuket;
however, the state agencies try their best to control and improve that. Phuket
is an applicable place for their stay”. (State agency A)
“The image of Phuket depends on the purpose of visit. As Phuket is an all-in-
one destination which is well-equipped in term of the infrastructure, services,
people, tourism products, and beautiful nature. For Thai tourists: Phuket is
an expensive destination mainly served the overseas tourists. Most people
might not consider that Phuket is a well-equipped destination providing good
quality of accommodations, restaurants, attractions, and services; these make
Phuket a destination of high price. If Thais think carefully, they will
understand why Phuket has this price level. The living cost in Phuket is quite
high comparing to other tourist destination. For international tourists:
Phuket is a great place with affordable price to travel to. It is a value for
money destination with variety of activities, attractions, natures, easy access
with many direct flights that provides a comfortable stay”. (State agency B)
“Phuket has the image of a well-known attraction. Phuket is a holiday
destination (a brand of Phuket). The product of Phuket is good. The special
design of hotels, restaurants, and attractions create the image of the
destination. For Thai tourists: Phuket is an expensive or upscale destination

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that portrays the glamor and specialty. Phuket is a destination with variety
of activities that can be posted on the social media and get attention from the
public. For international tourists: Phuket is an affordable destination with
nice beaches, good service, good value to visit as it is a world-class
destination, also, it is a good relaxing place for a special holiday”. (Hotel
professional B)
“Phuket has the image as a place for nice beach resorts with beautiful
scenery. For Thai tourists: Phuket is an expensive destination. It is a
destination for the overseas tourists, not for domestic tourists as the price is
quite high for the local people. For international tourists: Phuket is an
affordable destination due to the currency. Phuket is a destination with
variety of sight-seeing, nice beaches, good service, good place for relaxation
and retreatment, a world-class holiday destination with Thai hospitality”.
(Hotel professional C)
“Phuket is an expensive destination for Thais. It is a touristic place with good
service. For the international tourists, Phuket is an affordable destination
with beautiful beaches, nature, and sceneries. It is a place providing good
value for money as there are varieties of selections in term of attractions,
activities, foods, cultures, and accommodations as well as an easy access to
Phuket”. (Hotel professional G)

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“A good honeymoon destination is a place that is unlike a city with good
infrastructures, nature, and a little bit modern with a convenient access to
other nearby places. Thais as a domestic tourist see Phuket as an expensive
destination. Phuket should present an image of a friendly, value for money
that provides a consistency in price to Thai tourists. The international tourists
see Phuket as a beautiful place, flexible, proper value for money, a very good
all-in-one destination with good shopping”. (Hotel professional M)
“Phuket is an amazing place for Thai people as it is romantic with variety of
activities in one island. Also, Phuket is a relaxing destination. Authenticity
of local people creates charms to the destination. Thai couples love beautiful
nature, luxury services, traditional lifestyle, and culture that presents an
authenticity, and Phuket has them all. Phuket for Thai people is an expensive
destination comparing to traveling to Japan or Korea, therefore Thai couples
select overseas travel instead of going to Phuket. International tourists see
Phuket as a paradise and a must place to visit as it is a relaxing destination
with reasonable price”. (Travel agent D)
“For Thai tourists, beaches, islands, beautiful nature and scenery, romantic
destination, variety of local foods, services and products are the image of
Phuket. Phuket is an expensive destination for some Thai couples. For
international tourists, Phuket is the island of day to night activities with
reasonable and affordable price with variety of attractions”. (Travel agent
E)
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“Phuket has the image of an expensive destination with value. It is a
destination with an easy access to beautiful white sandy beaches and islands
which is a perfect place for holiday. For Thai tourists, Phuket is an
expensive destination for Thai couples with medium service quality as Thai
get used to the service standard. For international tourists, Phuket is a nice
and relaxing holiday destination with good service, good value to visit as it
is a world-class destination”. (Travel agent G)
Coding: Romantic destination, holiday destination, world-class destination, all-in-one
destination, expensive destination, variety of activities, shopping, good value
for money, reasonable price, beautiful beaches, comfortable stay
4.1.6 Honeymoon Tourist Satisfaction of Phuket
Honeymoon couples give attention to their special holiday to spend their private
time together, as they expect to expose themselves to beautiful and romantic places while at
the same time getting very good offers and benefits from the service providers. They usually
plan well in advance to ensure to have the perfect memorable experience. They are looking for
a relaxing and flexible schedule, and if they received what they expected, they are satisfied
with their trip, as the beautiful natures, beaches, islands, variety of attraction and activity, wide
range of accommodation, good service, and the unique culture that create impressive overall
travel experience which satisfies the honeymoon couples during their romantic trip to Phuket.
Additionally, Phuket is in fact an all-in-one destination that matches to different needs,
expectations, lifestyles, and budgets of different honeymoon couples.

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“The overall impression and experience bring the couples back to Phuket.
Phuket is a destination that the couples can go as planned and good value for
money especially during the pandemic”. (State agency A)
“The beautiful nature especially the beaches and islands in Andaman Sea
satisfy the couples visiting Phuket”. (State agency B)
“Thai couples usually have their wish list to do and visit when planning their
honeymoon trip. They want to accomplish their list as many as possible as
they would like to get feedback from their friends on the social media. The
places where the couples can get the good photos are the places that satisfy
them. Also, the couples see the value of the honeymoon package on how many
fringe-benefits they could get for their special holiday”. (Hotel professional
C)
“This depends on an individual preference and lifestyle. The couples will be
satisfied when they receive the experiences that are different from others.
The same product with storytelling has more value in it. The tourism product
and service need to be creative and special. The couples like variety of
choices that they can select by their own. They will consider the value-added
in the honeymoon package once visiting Phuket. For example, a voucher for
the couple that allows them to select the property, the period of stay, flexible
to their need, available time, and lifestyle gain the popularity comparing to a
fixed package”. (Hotel professional E)

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“Variety of natures, comforts, and cultures make Phuket an all-in-one
destination especially the unique design accommodations like the pool villa
nearby the beach with a nice sea view. The couples visit Phuket are satisfied
with variety of choices provided, only the public transportation that is a
challenge for the honeymoon couples if they do not have car in at the
destination. Moreover, the couples can enjoy the local lifestyle, history,
architecture, good photo spots, foods, and culture that they cannot find at any
other places. If they want to experience these unique characteristics, they
will need to visit Phuket only as they cannot find such things in their regular
daily life”. (Hotel professional I)
“Sea-Sand-Sun, nice place to sleep, great seafood, local gastronomy
experience (with Michelin star), carefree travel, safety, and the confidence to
be safe from the Covid-19 can satisfy the honeymoon couples. In terms of
accommodation, the pool villa might be the best choice by now, however, the
private rental house is also gaining popularity from the couples. The local
experience is important factor in satisfying the honeymoon couples as they
want to experience the new thing”. (Travel agent C)
“The value of the money paid in exchange to the services gained. If the
honeymoon couple have good travel experience which means the overall
travel component are smoothly run for the entire trip, then the couples will
be satisfied. The characteristics of Phuket itself, not only the beaches and
islands, but the charming old town, local food, variety level of attraction from
the romantic to adventure activities, this does not give the boredom to the
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couples. Also, visiting the popular destination of the world like Phuket create
sense of pride that they can spend their special holiday at the destination”.
(Travel agent E)
“The beautiful hotels, nice restaurants, great views and sceneries, nice
spots for a photo-taking, private time that the couple spends with each other
satisfy the couples for their trip. It is a place of both for the romantic and soft
adventure which is good for the couples”. (Travel agent H)
Coding: Overall impression and experience, tourism products and services, all-in-one
destination, sea-sand-sun, good value for money, carefree, sense of pride,
privacy, safety, social media
4.1.7 Do Honeymooners Revisit Phuket?
The honeymoon couples will repeat their visit at the same destination during the
seasons that they had good memories of and would like to relive their good old days together.
Thais and international couples have different behavior in revisiting the destination.
International couples love coming back to the same destination if they were happy with their
previous visit. On the other hand, Thai couples love changing to the new place to explore the
new location and to gain new experience. However, Thais and international couples will revisit
the same destination when they could not complete all the highlighted attractions and according
to their wish list of the places they did not experience during their previous visit.
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“The fundamental of re-honeymoon is to refresh and recall memories of the
good old days. In a sense of having a good honeymoon, the couples still think
about the destination. It is good to have something to draw them back”. (State
agency A)
“The honeymoon couples revisit Phuket as they love the beautiful nature of
Phuket especially the people from Bangkok. Phuket is an all-year-round
destination with many selections of activities. Besides, Bangkok and Chiang
Mai, people travel to Phuket are from Songkhla, Surat Thani, and Nakhon Si
Thammarat”. (State agency B)
“Honeymoon couples do not always revisit as a couple, but they come back
as a family. Thais love changing to the new place and experiencing the new
destination. The Thai couples revisit Phuket as it is now affordable for Thais
during the Covid-19, they see the value in special rate offered if the brand
and reputation is good and have been visited by the bloggers or superstars.
They are sensitive to the price”. (Hotel professional A)
“Yes, the honeymoon couples revisit Phuket. They will revisit Phuket if they
have had good experience, and they would like to refresh their memory. Also,
they want to visit the places that they have never been visited before. They
usually come back with their families and friends as they want their loved
ones to have the same good experience. The couples return to Phuket because
of the beautiful beaches, attractions, food, and cultures. Phuket is an all-in-

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one destination suiting different people with different lifestyles. They can pay
once and get all they need.” (Hotel professional F)
“Yes, the honeymoon couples do revisit especially for their wedding
anniversary, honeymoon, special romantic occasions, and family visits. When
the couples have a good travel experience, they will put that into their good
memory, and they will want to share the same good feeling and experiences
to their loved ones. They will revisit to refresh their memory as they loved the
friendly and helpful staff, good service quality, and many of them have a trust
in the hotel brand and reputation that guarantee the service quality they will
receive”. (Hotel professional G)
“Yes, the honeymoon couples repeat their visit. They revisit in a sense of
loving the destination, people, and food. For the couples who come for an
anniversary or leisure purpose, they come to Phuket again as they would like
to do something different from their previous visit. As a designed hotel with
privacy and get-away atmosphere, some accommodations in Phuket are not
expensive. The couples make their second visit because they miss the beautiful
beaches and want to recall their good memory. Some couples bring their
baby with them to refresh their good time in Phuket. They like to explore new
experiences and they usually prefer doing activities they have never done
before. Moreover, the couples revisit Phuket because they miss the people
here as they have a good connection with people; this is like they are
returning to their second home”. (Hotel H)

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“The honeymoon couples revisit Phuket to refresh their memory, and when
there is a good deal provided by the hotels. The couples will visit the same
destination in different ways such as travel with friends or family as the
honeymoon travel does not mean only the newlywed couples, but also those
who have a re-marriage, anniversary, and people who want to spend time
having a romantic trip together”. (Travel agent A)
“You hardly ever find Thai people going back to a destination especially the
first honeymoon, but international couples do. A lot of couples return to the
same destination and refresh their memory. Thai couples want to see new
place. ‘Good memory’ from the previous experience brings the couples back
to the same destination. For example, one couple started their relationship at
the beautiful lodge in Northern Thailand, they would like to go back there to
recall good time and good memory they had previously”. (Travel agent C)
“Yes, most of the honeymoon couples come back if they have free time and
money, some of them stay longer for the repeat visit. The things that bring
them back are beautiful beaches, islands, good weather, variety of foods,
easy-going lifestyle, and the easy access to other destinations”. (Travel
agent F)
“The good service brings the revisit of the honeymoon couples. When they
are happy with their previous experience, they will return to the same
destination to refresh their good memories. Relaxing schedule during the trip
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create the good memory as they experienced the relaxing atmosphere that
they can spend time together”. (Travel agent G)
“As long as the honeymoon couples had fun during their trip, they will return
back. The fun experience is the most important thing for their special holiday
as this creates memorable experience and will be long-lasting. If the couples
get what they expect and want, they will revisit the destination, maybe they
want to experience new places and activities they never had done before”.
(Travel agent K)
Coding: Overall impression and experience, tourism products and services,
memorable experience, refresh memories
Importantly, all participants of in-depth interviews agreed that the honeymoon
travel is not limited for only the newlyweds, but also the couples who travel for anniversary
and other special romantic purpose.
Regarding the honeymoon couples, the above information gained from the in-depth
interviews illustrates the importance of perceived value, travel experience, destination
attributes and destination image which have the impact on the tourist satisfaction as well as
their revisit intention. As the honeymoon couples are looking for good place to celebrate their
special holiday together, the destination itself should fulfill their needs and expectations by
providing the great value and a memorable travel experience through the well-equipped
destination attributes that offer variety of selection that match to the lifestyle of an individual
couple. Moreover, the destination image could bring pride in visiting a destination as during
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these days, showcasing the social status on social media has played an important role in
tourism.
From the in-depth interviews, those codes from page 174 - 202 were emphasized
in the revised questionnaire to examine the opinion and perception of the honeymoon couples
in Thailand visiting Phuket.
Table 4.1 Questionnaire Developed from In-depth Interviews
Coding Questionnaire
Honeymoon trip, Budgets, PV1. The price of a honeymoon trip to Phuket is worth
Service, Quality it.
Honeymoon package, PV2. The honeymoon package is a good value for
Reasonable price money.
Honeymoon trip, Want and PV3. The value of this honeymoon trip to Phuket is
need what I want and need.
Honeymoon trip, Romantic PV4. I selected a honeymoon trip in Phuket because the
destination, Activities romantic gateway’s activities are better than other
places.
Honeymoon trip, Expectation, PV5. A honeymoon trip to Phuket provides cozy
Accommodation accommodation beyond an expectation.
Attractions, Activities, PV6. Phuket offers attractions and activities with
Reasonable price reasonable cost for a honeymoon.
Expectation, Reasonable price, PV7. My decision to have a honeymoon trip to Phuket
Service, Quality is a perfect choice.
Relaxing - Tranquil - Peaceful TE8. Serenity and carefreeness are what we need.
experience
Strengthen relationship TE9. This honeymoon trip in Phuket provided
meaningful and exciting intimate experiences.
Beautiful scenery TE10. I am overwhelmed by the beautiful exotic
landscape in Phuket.
Relaxing - Tranquil - Peaceful TE11. I enjoyed leisure and recreation activities in
experience, Activities Phuket.
Accessibility TE12. I found the transportation and accessibility in
Phuket convenient.
Romantic experience, Relaxing TE13. I experienced Phuket: romantic, relaxing,
- Tranquil - Peaceful comfortable, and safe.
experience, Safe
Food TE14. Phuket offers a memorable dining experience.
Beaches, Beautiful sea-sand- DA15. Phuket offers clean beaches.

sun
Continued
204
Table 4.1 Questionnaire Developed from In-depth Interviews (Continued)
Coding Questionnaire
Beautiful scenery DA16. Phuket has many romantic unique sceneries.
Accommodation, Privacy DA17. Phuket provides a variety of accommodation with

privacy suitable for honeymoon couple.
Shopping places DA18. Phuket offers many interesting shopping places.
Friendly people DA19. Service staff have hospitable personality (hotel,

restaurant, tour)
Romantic destination DI20. Phuket is a romantic destination.
Beaches, Beautiful sea-sand- DI21. Phuket has a reputation for the beaches and
sun islands.
Honeymoon destination DI22. Phuket is a well-known honeymoon destination.
Variety of attractions DI23. Phuket has many exciting and interesting places to
visit.
Social media, All-in-one DI24. The pictures of Phuket disseminated on social
destination, World-class media is a dreamy destination.
destination, Pride
Honeymoon trip, Want and TS25. A honeymoon trip in Phuket has exceeded my
need, Expectation expectation.
Memorable experience, Want TS26. My experience of traveling to Phuket is really
and need, Expectation something I need.
Tourism products and services, TS27. I have a positive feeling about the quality of
Quality tourism features in Phuket.
Carefree TS28. I feel relaxed both mentally and physically after
touring/ staying in Phuket.
Overall impression and TS29. Overall, I truly enjoyed my honeymoon trip to
experience Phuket.
Honeymoon destination, TS30. I will recommend Phuket for honeymoon
Romantic destination couples.
Refresh memories RI31. Phuket will be my first choice in the near future.
Refresh memories RI32. I would visit the same beaches and locations
which I have visited, if I am on vacation back to
Phuket.
Refresh memories RI33. I will certainly visit Phuket again.
Refresh memories RI34. If the occasion arises, I may stay longer than the
present stay.
Refresh memories RI35. Without a doubt, Phuket will remain as one choice
to celebrate the wedding anniversary next year.
205
The early stage of the data collection was quite challenging due to the lack of
visitors traveling to Phuket during the serious second wave of Covid-19 impact which started
at the beginning of the year 2021. In addition, even though Phuket was quite a safe destination
that was relatively free from Covid-19, people preferred not to travel, which had led to many
hotels, restaurants, entertainments, tourist attractions as well as airline flights to temporary
close down their operation thus making many famous places to become deserted with high
unemployment rate. It was not possible to enter the Phuket International Airport to distribute
the questionnaire as planned due to the strict safety policy. Therefore, during this unusual
situation, very few questionnaires were collected daily from various top famous tourist
destinations in Phuket. In the month of February, there were two popular celebratory events in
Phuket which were Chinese New Year and Valentine's Day. While Covid-19 situation was
hopefully slowly ameliorating and that Phuket had worked seriously on their new promotional
campaigns in order to attract the domestic tourists, there were finally a higher number of
travelers visiting Phuket during these long holidays. The four most popular crowded places for
the domestic tourists especially for the honeymoon couples were Promthep Cape, Phuket Old
Town, Patong Beach and Kata Beach. From the data collection, the majority of the domestic
honeymoon couples came from Bangkok and the southern provinces of Thailand which were
not far from Phuket and could be reached by few hours’ drive. Valentine's Day was luckily the
most crowded period with the most potential participants as most of them were travelling in
couple for celebrating a special romantic occasion.
As January was an unusual quiet period in terms of the very low number of tourists
visiting Phuket, February was expecting to have a much higher percentage of domestic
travelers traveling to Phuket due to the two aforementioned popular holidays which was
Chinese New Year and Valentine’s Day. The researcher contacted Assist. Prof. Chainun
Chaiyasain, an instructor of the Faculty of Hospitality and Tourism, Prince of Songkla

206
University, Phuket Campus in suggesting the students who were able to work as part of the
research team members in the process of data collection during the weekend and the two
holidays. There were three students who applied. The meeting with three students was set
before the data collection period to ensure that they all had a clear understanding upon the
research topic, research objectives, sample, questionnaire, and method of approach.
For the data collection at the Boat Avenue, with the help of Mr. Suthat
Pheukamornkul, a President of Krabi Hotelier Club and a committee of Krabi Hotel
Association, who is originally from Phuket province, and was a Municipal Council member in
Bangtao district, Phuket. He introduced the researcher to the owners of some restaurants two
days in advance located in a crowded area near the Laguna area. Only the tourists who came
as a couple was approached by greeting, self-introducing, and explaining the research topic,
objectives, questionnaire’s time consumption, and asking for their voluntarily participation. In
order not to disturb the couples, the approach was performed after they ordered food and drink
and most of them agreed to do the questionnaire during the time they were waiting for their
food. Few couples refused because they wanted to have privacy for their dinner. However, on
that day there were mostly the residents and expats in Phuket.
For the data collection on Patong beach, there was a walking street of gastronomy
event named Roi Rim Lay Phuket on the beach every Friday and Saturday starting from 5th
February 2021. However, there was a special week that the event was held on Thursday to
Sunday which was a long holiday for Chinese New Year and Valentine’s Day on 11th - 14th
February 2021. There were many street food kiosks on Patong Beach where people enjoyed
eating and relaxing from 15.00 - 22.00 hrs. Only the tourists who came as a couple were
approached by greeting, self-introducing, and explaining the research topic, objectives,
questionnaire’s time consumption, and asking for their voluntarily participation. Most of them
agreed to participate if they were not in a hurry. Some of the couples refused to do a
207
questionnaire because they were Phuket residents, as for some the couples who were waiting
for food or enjoying their conversation, they still kindly agreed to do the questionnaire.
For the data collection at Promthep Cape, it is a gorgeous place and popular spot
for watching the sunset. A flock of local people and tourists especially the couples went there
in the evening time. Only the tourists who came as a couple was approached by greeting, self-
introducing, and explaining the research topic, objectives, questionnaire’s time consumption,
and asking for their voluntarily participation. Most of them were so kind and agreed to
participate as they were taking photographs, having conversation, eating some drinks and
snacks while waiting for the sunset. Some of the couples declined to do a questionnaire because
they were Phuket residents.
For the data collection at Phuket Old Town, it is a significant landmark for photo
taking especially for Thai tourists regarding the charming streets and gorgeous colors of the
well-preserved Chino-Portuguese buildings with their outstanding architectures, a famous
romantic location for pre-wedding and Instagram shooting spot. It is a point of interest for
exploring the unique heritage and culture of local community as there are Thai temples,
Chinese shines, museums, as well as beautiful street art. There were also plenty of lovely little
cafés and famous local restaurants to take a break and enjoy drink, snack, lunch or even dinner.
Moreover, there were many shops for shopping for souvenirs, sweets, clothes, and handicrafts.
The data collection was conducted mainly on the famous Thalang Road. Only the tourists who
came as a couple was approached by greeting, self-introducing, and explaining the research
topic, objectives, questionnaire’s time consume, and asking for their voluntarily participation.
Most of them agreed to participate as they were only taking photographs and enjoying their
time walking on the street and admiring the beautiful shophouse architecture. Some of the
couples declined to do a questionnaire because they were concentrating on their photo taking
and wanted to visit as many photo spots as possible.

208
For the data collection on Kata Beach, there were some tourists enjoying beach
activities and sunbathing there especially after lunch time. The tourists were mostly foreigners
who came from Bangkok and other nearby provinces. It was quite challenging to identify
between the local people and the tourists. Only the tourists who came as a couple was
approached by greeting, self-introducing, and explaining the research topic, objectives,
questionnaire’s time consumption, and asking for their voluntarily participation. The couples
were approached during their sunbathing as they were not engaged in any activity so most of
them did not have any difficulty in answering the questionnaire.
A small pack of alcohol wipe was given to an individual participant who completed
the questionnaire as a gift of appreciation for their time and kind contribution. Every couple
who participated in the survey was asked for their approval for a photo taking from the
beginning during the introduction process, some allowed while some did not.
The detail of data collection is shown in Table 4.2.
Table 4.2 Data Collection
Quantity of
Area of Data
No. Date Time Completed Remark
Collection
Questionnaire
1. Friday 1600 - 2200 Boat Avenue 16 - With the
05 February - Night market research team
- Restaurants - Not many
tourists,
mainly
were the
residents and
expats
2. Saturday 1500 - 2130 Patong Beach 84 - With the
06 February (Patong walking research team
street) - More Thai
tourists than
January
Continued
209
Table 4.2 Data Collection (Continued)
Quantity of
Area of Data
No. Date Time Completed Remark
Collection
Questionnaire
3. Sunday 1500 - 1630 Phuket Old Town 20 - With the
07 February research team
- Some Thai
tourists
1730 - 1900 Promthep Cape 62 - With the
research team
- More Thai
tourists from
many
provinces
4. Friday 1300 - 1530 Kata Beach 10 - Most are
12 February overseas
tourists
1600 - 2000 Patong Beach 32 - Not many
(Patong walking tourists
street)
5. Saturday 1430 - 1630 Patong Beach 28 - With the
13 February (Patong walking research team
street) - Many Thai
tourists
research team
- Many Thai
tourists
6. Sunday 1430 - 1530 Phuket Old Town 12 - With the
14 February research team
- Not many
Thai tourists
research team
- Many Thai
tourists
1900 - 2200 Patong Beach 94 - With the
(Patong walking research team
street) - Many Thai
tourists
Total 500
210
4.2 Pilot Test
The pilot test was conducted during January 27th – 31st, 2021 in Patong Beach,
Kata Beach, Nai Harn Beach, Phuket Old Town, and Promthep Cape to examine the research
approach with a small number of sample participants before performing a main study whether
the measurement constructs and items were reliable. This is to ensure that those variables would
be valid in the main survey. Some questionnaire items were refined and developed after the in-
depth interview. The survey was distributed to 38 samples. The questionnaire with responses
that failed to answer screening questions or completed the survey too fast (less than five
minutes) were eliminated from the data analysis. As a result, there were 30 usable samples.
All variables in the pilot test were measured using a five-point Likert scale (1 =
strongly disagree; 7 = strongly agree). Among the 30 responses, 50% were female, and 50%
were male, 26% visited Phuket for other special romantic occasion, 20% were the honeymoon
couples from Bangkok, 83.3% were Thai nationality, 40% were the age between 25 and 30
years old, 40% were the couples married less than 6 months, and another 40% were the couples
married for more than two years.
Accordingly, when the data were obtained, the measurement of the reliabilities of
the constructs using Cronbach’s alpha coefficients were performed. As shown in Table 4.1, the
Cronbach’s alpha coefficients of perceived value, travel experience, destination attributes,
destination image, tourist satisfaction, and revisit intention based on the pilot test (N=30) were
all indicated the score above 0.70 which higher than the standard, thereby the questionnaire
items are appropriate to be used in the main survey.

211
Table 4.3 The Cronbach’s Alpha Summary of each Construct
Construct Cronbach’s Alpha

Perceived value .844
Travel experience .777
Destination attributes .711
Destination image .828
Tourist satisfaction .723
Revisit intention .836
.787
Table 4.4 Demographic Data Summary of Respondents: Pilot Test

Gender Male 50.0
Female 50.0
Age 25-30 40.0

31-35 26.7
36-40 10.0
41 and above 23.3
Marital Status Newly Married 13.3

Married less than 6 months 40.0
Married between 1-2 years 6.7
Married for more than 2 years 40.0
Education High school or lower 16.7

Bachelor’s or college degree 73.3
Master’s degree or higher 10.0
Continued
212
Table 4.4 Demographic Data Summary of Respondents: Pilot Test (Continued)

Occupation Student 10.0
Company employee 40.0
Business Owner 26.7
Self-employed 6.7
Unemployed 10.0
Retired 3.3
Other 3.3
Income Less than 15,000 THB 20.0

15,000 - 30,000 THB 36.7
30,001 – 60,000 THB 30.0
60,001 THB or higher 13.3
Number of visits First time 43.3

2-3 times 26.7
4-5 times 16.7
6 times or more 13.3
Length of honeymoon 2-3 days 33.3

4-5 days 40.0
Almost a week 13.3
1-2 weeks 13.3
Honeymooner Organizer Self-arrangement 80.0

Travel agent 6.7
Hotel 13.3
Travel Companion Spouse 80.0

Spouse and kid(s) 20.0
213
4.3 Demographic Characteristics of the Sample
This study conducted the data collection in Phuket. The respondents were the
couples who live in Thailand and visited Phuket with the purpose of honeymooning, wedding
anniversary, or other special romantic occasion. The questionnaire was distributed to the
honeymoon couples during February 2021. The 500 questionnaires were distributed in various
locations in Phuket, namely, Patong Beach, Kata Beach, Phuket Old Town, and Promthep
Cape. There were 30 responses who failed to answer screening questions or completed the
survey too fast, therefore there were 470 usable responses. Finally, 2 responses were eliminated
as the outliers, thereby a total of 468 responses were used for the data analysis.
The beginning section of the questionnaire contained the demographic information
of the respondents, including place of origin, nationality, gender, age, marital status, education,
occupation, and monthly income, as well as the general information and personal preferences
of the visit, namely preferred activity during a honeymoon, number of a visit to Phuket, length
of stay, accommodation, honeymoon organizer, travel companion, symbol of honeymoon,
reason of selecting Phuket, area of stay, preferred privilege from a hotel, preferred privilege
from a travel agent, information source of travel decision, and the ideal length of stay for a
honeymoon trip.
Table 4.5 illustrated the demographic characteristics of the honeymoon couples
who visited Phuket with the purpose of honeymoon, wedding anniversary, or other special
romantic occasion during the data collection period. The data revealed that 50% were male and
50% were female. The majority of respondents visited Phuket with the purpose of other special
romantic occasion (76.1%). Most of respondents came from Bangkok (25%), followed by the
nearby provinces, Nakhon Si Thammarat (10.3%) and Krabi (10%), and most of them were
Thais (90.4%). 162 respondents were between 25-30 years (34.6%). There were 194
respondents who married for more than two years (41.5%), followed by 130 newly married
214
(27.8%). The education level of majority of the respondents were bachelor or college degree
(77.6%). In term of occupation, most of the respondents were the company employee (37%).
Majority of respondents had income of 15,000 - 30,000 THB (42.3%).
Participants were also asked to answer other general information regarding their
personal preferences. Out of the 468 respondents, 140 preferred gastronomic activities during
their honeymoon (29.9%), while 133 respondents preferred leisure activity (28.4%), and 123
respondents preferred adventure activities (26.3%). The biggest group of respondents visited
Phuket for the first time (35.7%). Most respondents stayed in Phuket for 2-3 days (54.1%). The
most favorite accommodation for the respondents was beach resort (65.8%). For the
honeymoon organizer, the self-arrangement was accounted as the biggest group (75.9%).
Regarding the travel companion, the respondents travel with their spouse (81.8%) and spouse
with kid(s) (18.2%).
There were 121 respondents selected the private time (25.9%), while 116
respondents chose the beach (24.8%) as the symbol of the honeymoon. The beautiful beaches
and scenery (38.9%) were the reason of selecting Phuket as a honeymoon destination, followed
by the easy access to Phuket (20.5%). The area of stay in Phuket for the respondents were
Patong Beach (39.7%), Phuket town (16.5%), and Kata Beach (9.6%). The privilege from the
hotel that the respondents preferred the most was a special discount for room (60.7%), followed
by a room upgrade (15%), and a honeymoon set-up (10.7%) respectively. For the most
preferred privilege from the travel agent, the respondents favored a special discount for
excursion (68.6%) and a complimentary meal (11.3%). The information source of travel
decision of the respondents were families and friends (38.5%), social medias (34.4%), and
hotel websites (11.8%). Finally, the majority of respondents agreed that 2-4 days (43.6%) was
the ideal length of stay for a honeymoon trip.

215
Table 4.5 Demographic Data Summary of Respondents
Demographics Frequency Percent

Place of Origin Amnat Charoen 2 0.4
Ang Thong 1 0.2
Ayutthaya 6 1.3
Bangkok 117 25.0
Bueng Kan 1 0.2
Buriram 1 0.2
Chaiyaphum 1 0.2
Chaseongsao 2 0.4
Chiang Mai 7 1.5
Chiang Rai 3 0.6
Chon Buri 2 0.4
Chumpon 4 0.9
Kalasin 5 1.1
Khon Kaen 2 0.4
Krabi 47 10.0
Lampang 2 0.4
Lopburi 1 0.2
Maha Sarakham 1 0.2
Nakhon Pathom 2 0.4
Nakorn Phanom 4 0.9
Nakorn Ratchasima 8 1.7
Nakorn Sithammarat 48 10.3
Narathiwat 9 1.9
Nong Khai 2 0.4
Nonthaburi 12 2.6
Pathum Thani 2 0.4
Pattani 7 1.5
Phang-nga 15 3.2
Phatthalung 16 3.4
Phetchabun 2 0.4
Phichit 1 0.2
Phitsanulok 1 0.2
Phrae 2 0.4
Prachuap Khiri Khan 2 0.4
Ranong 3 0.6
Roi Et 4 0.9
Samut Prakarn 2 0.4
Continued
216
Table 4.5 Demographic Data Summary of Respondents (Continued)

Satun 12 2.6
Sing Buri 2 0.4
Sisaket 7 1.5
Songkhla 39 8.3
Suphan Buri 4 0.9
Surat Thani 25 5.3
Trang 21 4.5
Ubon Ratchathani 1 0.2
Undon Thani 1 0.2
Uthai Thani 1 0.2
Uttaradit 2 0.4
Yala 6 1.3
Nationality American 5 1.1

Australian 2 0.4
Belgian 1 0.2
British 9 1.9
Canadian 1 0.2
Chinese 4 0.9
Dutch 4 0.9
Filipino 2 0.4
French 4 0.9
German 1 0.2
Israeli 1 0.2
Italian 1 0.2
Russian 4 0.9
Slovak 2 0.4
South Korean 1 0.2
Swiss 1 0.2
Thai 423 90.4
Ukraine 2 0.4
Gender Female 234 50.0

Male 234 50.0
Age 25-30 162 34.6

31-35 122 26.1
36-40 82 17.5
41 and above 102 21.8
Continued
217

Marital Status Newly married 130 27.8
Married less than 6 months 46 9.8
Married 6 months but less than a year 30 6.4
Married between 1-2 years 68 14.5
Married for more than 2 years 194 41.5
Education High school or lower 42 9.0

Bachelor’s or college degree 363 77.6
Master’s degree or higher 63 13.5
Occupation Student 8 1.7

Company employee 173 37.0
Business owner 133 28.4
Self-employed 93 19.9
Unemployed 19 4.1
Retired 10 2.1
Other: Government officer 32 6.8
Monthly Income Less than 15,000 THB 59 12.6

15,000 - 30,000 THB 198 42.3
30,001 - 60,000 THB 107 22.9
60,001 THB or higher 104 22.2
Preferred Activity Adventure 123 26.3

Culture 42 9.0
Gastronomy 140 29.9
Leisure 133 28.4
Religious 11 2.4
Sports 19 4.1
Number of visits First time 167 35.7

2-3 times 138 29.5
4-5 times 60 12.8
6 times or more 103 22.0
Length of Stay 2-3 days 253 54.1

4-5 days 91 19.4
Almost a week 61 13.0
1-2 weeks 63 13.5
Continued
218

Accommodation Airbnb 2 0.4
Beach resort 308 65.8
Boutique hotel 54 11.5
City hotel 56 12.0
Private rental property 40 8.5
Service apartment 8 1.7
Honeymoon Hotel 95 20.3

Organizer Self-arrangement 355 75.9
Travel agent 18 3.8
Travel Companion Spouse 383 81.8

Spouse with kid(s) 85 18.2
Symbol of Beach 116 24.8

Honeymoon Private time 121 25.9
Romantic decoration 12 2.6
Romantic dinner 54 11.5
Special honeymoon suite 97 20.7
Sunrise and sunset 68 14.5
Reason of Selecting Beautiful beaches and scenery 182 38.9

Phuket Easy access to Phuket 96 20.5
Previous experience 29 6.2
Reputation and image of a destination 34 7.3
Variety of attractions and activities 73 15.6
Worth to the money paid 54 11.5
Continued
219

Area of Stay Bang Tao Beach 16 3.4
Cape Panwa 16 3.4
Chalong 2 0.4
Kamala Beach 22 4.7
Karon Beach 18 3.8
Kata Beach 45 9.6
Laem Singh Beach 4 0.9
Mai Khao Beach 30 6.4
Nai Harn Beach 8 1.7
Nai Thon Beach 2 0.4
Nai Yang Beach 10 2.1
Patong Beach 186 39.7
Phi Phi Island 2 0.4
Phuket town 77 16.5
Rawai beach 20 4.3
Surin beach 10 2.1
Preferred Privilege Complimentary excursion 13 2.8

from Hotel Complimentary round trip transfer 13 2.8
service
Honeymoon set-up 50 10.7
Room upgrade 70 15.0
Special discount for a romantic dinner 34 7.3
Special discount for a spa treatment 4 0.9
Special discount for room 284 60.7
Preferred Privilege Complimentary attraction 22 4.7

from Travel Agent Complimentary meal 53 11.3
Complimentary tour guide 24 5.1
Limousine upgrade 13 2.8
Special discount for excursion 321 68.6
Special discount for the next purchase 35 7.5
Continued
220

Information Source Families and friends 180 38.5
of Travel Decision Hotel website 55 11.8
Online reviews 42 9.0
Social medias 161 34.4
Travel agent 16 3.4
Travel books 5 1.1
TV programs 9 1.9
Ideal Length of 2-4 days 204 43.6

Stay for Honeymoon 4-5 days 133 28.4
Almost a week 80 17.1
1-2 weeks 51 10.9
Total 468 100
4.4 Descriptive Statistics
The questionnaire items and the survey procedure of the main study were similar
to the pilot test. As shown in Table 4.6, the minimum and maximum values, means, and
standard deviations of each questionnaire item are presented along with the values of skewness
and kurtosis. In this study, the mean values ranged from 3.92 to 4.48, and the standard deviation
ranged from 0.49 to 0.85. The values of skewness ranged from -1.04 to 0.32, while the values
of kurtosis ranged from -1.64 to 4.24.

221
Table 4.6 Descriptive Statistics
Scale Items Min. Max. Mean Std. Skewness Kurtosis

Deviation
PV1: The price of a honeymoon trip to Phuket is worth it. 2 5 4.09 0.49 -0.45 4.24
PV2: The honeymoon package is a good value for money. 1 5 4.07 0.61 -0.79 3.39
PV3: The value of this honeymoon trip to Phuket is what I want and need. 2 5 4.14 0.51 0.04 1.52
PV4: I selected a honeymoon trip in Phuket because the romantic 1 5 4.19 0.59 -0.45 1.78
gateway’s activities are better than other places.
PV5: A honeymoon trip to Phuket provides cozy accommodation beyond 2 5 4.24 0.57 -0.17 0.37
an expectation.
PV6: Phuket offers attractions and activities with reasonable cost for a 2 5 4.15 0.61 -0.49 1.33
honeymoon.
PV7: My decision to have a honeymoon trip to Phuket is a perfect choice. 2 5 4.21 0.57 -0.24 0.70
TE8: Serenity and carefreeness are what we need. 2 5 4.22 0.57 -0.16 0.39
TE9: This honeymoon trip in Phuket provided meaningful and exciting 2 5 4.26 0.57 -0.13 -0.09
intimate experiences.
TE10: I am overwhelmed by the beautiful exotic landscape in Phuket. 2 5 4.35 0.58 -0.29 -0.30
TE11: I enjoyed leisure and recreation activities in Phuket. 2 5 4.23 0.56 -0.07 0.06
TE12: I found the transportation and accessibility in Phuket convenient. 1 5 3.92 0.85 -1.04 1.46
Continued
222
Table 4.6 Descriptive Statistics (Continued)

Deviation
TE13: I experienced Phuket: romantic, relaxing, comfortable, and safe. 2 5 4.24 0.57 -0.17 0.37
TE14: Phuket offers a memorable dining experience. 2 5 4.21 0.60 -0.23 0.16
DA15: Phuket offers clean beaches. 1 5 4.34 0.59 -0.68 2.37
DA16. Phuket has many romantic unique sceneries. 1 5 4.35 0.60 -0.73 2.19
DA17: Phuket provides a variety of accommodation with privacy suitable for 1 5 4.30 0.58 -0.62 2.38
honeymoon couple.
DA18: Phuket offers many interesting shopping places. 1 5 4.12 0.72 -0.80 1.34
DA19: Service staff have hospitable personality (hotel, restaurant, tour). 1 5 4.24 0.61 -0.64 2.11
DI20: Phuket is a romantic destination. 2 5 4.35 0.49 0.32 -0.55
DI21: Phuket has a reputation for the beaches and islands. 2 5 4.48 0.53 -0.34 -0.58
DI22: Phuket is a well-known honeymoon destination. 2 5 4.35 0.59 -0.55 0.75
DI23: Phuket has many exciting and interesting places to visit. 2 5 4.37 0.60 -0.63 0.71
DI24: The pictures of Phuket disseminated on social media is a dreamy 1 5 4.40 0.60 -0.69 1.15
destination.
TS25: A honeymoon trip in Phuket has exceeded my expectation. 3 5 4.31 0.57 -0.13 -0.62
Continued
223
Table 4.6 Descriptive Statistics (Continued)

Deviation
TS26: My experience of traveling to Phuket is really something I need. 3 5 4.26 0.52 0.24 -0.41
TS27: I have a positive feeling about the quality of tourism features in 2 5 4.28 0.53 0.04 -0.01
Phuket.
TS28: I feel relaxed both mentally and physically after Touring/ staying in Phuket. 2 5 4.34 0.54 -0.03 -0.28
TS29: Overall, I truly enjoyed my honeymoon trip to Phuket. 3 5 4.40 0.50 0.32 -1.64
TS30: I will recommend Phuket for honeymoon couples. 3 5 4.35 0.58 -0.22 -0.70
RI31: Phuket will be my first choice in the near future. 1 5 4.24 0.67 -0.75 1.55
RI32. I would visit the same beaches and locations which I have visited, 2 5 4.28 0.60 -0.69 1.79
if I am on vacation back to Phuket.
RI33: I will certainly visit Phuket again. 3 5 4.44 0.52 -0.01 -1.46
RI34: If the occasion arises, I may stay longer than the present stay. 3 5 4.41 0.58 -0.38 -0.72
RI35: Without a doubt, Phuket will remain as one choice to celebrate the 1 5 4.34 0.61 -0.76 1.88
wedding anniversary next year.
224
4.5 Exploratory Factor Analysis (EFA) Result
EFA was employed with the 468 complete responses to filter the items to ensure
its reliability before analyzing the measurement model and testing research hypotheses.
Therefore, the factor analysis using Principal Component Analysis method with Promax
Rotation was applied in this study to examine the dimensions of the constructs that underlie
the set of items to measure tourist satisfaction and revisit intention of the honeymoon couples
visited Phuket.
The conceptual model of this study based on six factors which are perceived value,
travel experience, destination attributes, destination image, tourist satisfaction, and revisit
intention of the honeymoon couples visited Phuket. According to Hair et al. (2010), any
decision on the number of factors to be retained should be based on:
1. Factors with eigenvalues greater than 1.0, Or
2. Predetermined number of factors based on research objectives and/or prior
research
3. Enough factors to meet a specified percentage of variance explained, usually
60% or higher
4. Factors shown by the scree test to have substantial amounts of common variance
All measurement items of perceived value, travel experience, destination
attributes, destination image, tourist satisfaction, and revisit intention as well as the results of
this study were extracted and analyzed by using IBM SPSS 26.0 for Mac version. Through the
analysis on SPSS, the first criteria, factors with eigenvalues greater than 1, and the results
showed that the model should have seven factors. Then, the third criteria was applied to see
whether there were enough factors to meet a specified percentage of variance explained, at
least 60% or higher is required, and it was found that percentage of variance explained of this
225
model is 61.51%. Moreover, since there are only six factors in the conceptual model, the second
criteria with six predetermined number of factors based on research objectives was applied.
Table 4.7 presents the result, TS25 to RI35 were loaded in the same factor. Additionally, the
percentage of variance explained of this model is only 58.45% which lower than 60%.
Therefore, the communalities result of seven factors in Table 4.8 and the model with seven
factors in Table 4.9 are employed for further CFA analysis.

226
Table 4.7 Results of Exploratory Factor Analysis (EFA) of Original Model - Six Factors
Factor
Factor Component 1 2 3 4 5 6
Factor 1
Perceived Value PV1 0.850
PV2 0.837
PV3 0.547
PV4 0.828
PV5 0.744
PV6 0.758
PV7 0.643
Factor 2
Travel Experience TE1 0.802
TE2 0.812
TE3 0.759
TE4 0.671
TE5 0.326
TE6 0.675
TE7 0.385 0.397
Factor 3
Destination Attributes DA1 0.675
DA2 0.756
DA3 0.774
DA4 0.337 0.650
DA5 0.774
Factor 4
Destination Image DI1 0.714
DI2 0.800
DI3 0.753
DI4 0.575
DI5 0.559 0.307
Factor 5
Tourist Satisfaction TS1 0.497
TS2 0.576
TS3 0.742
TS4 0.683
TS5 0.597
TS6 0.581
Factor 6
Revisit Intention RI1 0.765
RI2 0.676
RI3 0.652
RI4 0.609
RI5 0.743
Eigenvalues 12.309 2.127 1.819 1.513 1.421 1.271
Variance (%) 35.168 6.078 5.196 4.324 4.060 3.631 58.457
Extraction Method: Principal Component Analysis
Rotation Method: Promax with Kaiser Normalization
227
Table 4.8 Communalities of Factor Analysis of Modified Model – Seven Factors
Item in
Factor Initial Extraction
Questionnaire
Perceived Value PV1 PV1 1.000 0.734
PV2 PV2 1.000 0.700
PV3 PV3 1.000 0.452
PV4 PV4 1.000 0.633
PV5 PV5 1.000 0.666
PV6 PV6 1.000 0.716
PV7 PV7 1.000 0.549
Travel Experience TE1 TE8 1.000 0.620
TE2 TE9 1.000 0.640
TE3 TE10 1.000 0.645
TE4 TE11 1.000 0.591
TE5 TE12 1.000 0.452
TE6 TE13 1.000 0.625
TE7 TE14 1.000 0.558
Destination Attributes DA1 DA15 1.000 0.612
DA2 DA16 1.000 0.691
DA3 DA17 1.000 0.726
DA4 DA18 1.000 0.543
DA5 DA19 1.000 0.672
Destination Image DI1 DI20 1.000 0.644
DI2 DI21 1.000 0.741
DI3 DI22 1.000 0.622
DI4 DI23 1.000 0.589
DI5 DI24 1.000 0.565
Tourist Satisfaction TS1 TS25 1.000 0.595
TS2 TS26 1.000 0.509
TS3 TS27 1.000 0.601
TS4 TS28 1.000 0.679
TS5 TS29 1.000 0.528
TS6 TS30 1.000 0.475
Revisit Intention RI1 RI31 1.000 0.574
RI2 RI32 1.000 0.612
RI3 RI33 1.000 0.638
RI4 RI34 1.000 0.652
RI5 RI35 1.000 0.681
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Table 4.9 Results of Exploratory Factor Analysis (EFA) of Modified Model –

Seven Factors
Factor Reliability
Factor Component 1 2 3 4 5 6 7 α
Factor 1 0.803
PV2 0.855
PV3 0.545
PV4 0.825
PV5 0.741
PV6 0.804
PV7 0.641
Factor 2 0.833
TE2 0.805
TE3 0.302 0.764
TE4 0.656
TE5 0.309
TE6 0.656
TE7 0.394 0.366
Factor 3 0.847
DA2 0.764
DA3 0.783
DA4 0.655
DA5 0.775
Factor 4 0.828
DI2 0.823
DI3 0.783
DI4 0.581
DI5 0.563 0.306
Factor 5 0.833
TS2 0.538
TS3 0.744
TS4 0.840
TS5 0.678
TS6 0.398
Factor 6 0.843
RI2 0.771
RI3 0.724
RI4 0.696
RI5 0.697
Eigenvalues 12.309 2.127 1.819 1.513 1.421 1.271 1.068
Variance (%) 35.168 6.078 5.196 4.324 4.060 3.631 3.053 61.510
229
The Kaiser-Meyer-Olkin Measure of Sampling Adequacy was 0.935 which more
than 0.5 indicating that it was suitable for factor analysis and the Bartlett’s Test of Sphericity
0.000.
To identify the structure among all variables in this study based on the main survey
(N=468), there are five steps in interpreting the Factor Matrix applied according to Hair et al.
(2010): Step1: Examine the factor matrix of loadings, Step 2: Identify the significant loading(s)
for each variable. For these two steps, the variables are defined, however, there was no factor
has been deleted as the communalities also need to be monitored in next step. Step 3: Assess
the communalities of the variables, by employing the guideline of the variable with
communality value lower than 0.50 as insufficient factor. In this study, TE12, TE14, and TS30
were deleted. Step 4: Respecify the factor model if needed, and Step 5: Label the factors. There
were thirty-two factors remain for the CFA analysis.
For the factor analysis of this study, according to Hair et al. (2010), three main
criteria were applied to eliminate problematic variables, which include:
1. a variable is found to have cross-loadings,
2. a variable has communality lower than 0.50, and
3. a variable has factor-loading in factor pattern matrix lower than 0.40.
Based on the above criteria, three factors which include TE12, TE14, TS30 were
deleted as presented in Table 4.10.

230
Table 4.10 Summary of Deleted Items
No. Deleted Items Reason of Deletion

1 TE12: I found the transportation 1. a variable has communality lower
and accessibility in Phuket than 0.50
convenient. 2. a variable has factor-loading in factor
pattern matrix lower than 0.40
2 TE14: Phuket offers a memorable 1. a variable is found to have cross-loadings
dining experience. 2. a variable has factor-loading in factor
3 TS30: I will recommend Phuket 1. a variable has communality lower than
for honeymoon couples. 0.50
2. a variable has factor-loading in factor
PV3 (The value of this honeymoon trip to Phuket is what I want and need.) has a
communality lower than 0.50 but PV3 did not have cross-loadings and has factor-loading in
factor pattern matrix greater than 0.40, therefore PV3 was not deleted.
TE10 (I am overwhelmed by the beautiful exotic landscape in Phuket.) had cross-
loading to revisit intention, however, a variable has communality greater than 0.50, and a
variable has factor-loading in factor pattern matrix in the factor of travel experience greater
than 0.40. Therefore, TE10 was not deleted.
DI24 (The pictures of Phuket disseminated on social media is a dreamy
destination.), a variable has communality greater than 0.50, and a variable has factor-loading
in factor pattern matrix in the factor of destination image greater than 0.40. Therefore, DI24
was not deleted.
After deleting TE12, TE14, and TS30, the percentage of variance explained of this
model is 63.40%, improving from 61.50% before deleting problematic variables.
As shown in Table 4.11 and Table 4.12, the factor structure for the remaining thirty-
two variables was now well defined. The structure represents seven distinct groups that were
utilized in further confirmatory factor analysis.

231
Table 4.11 Communalities of Factor Analysis (Seven Factors) - After Deleting
Problematic Factors (TE12, TE14, and TS30)
Item in
Factor Initial Extraction
Questionnaire
Perceived Value PV1 PV1 1.000 0.741
PV2 PV2 1.000 0.706
PV3 PV3 1.000 0.466
PV4 PV4 1.000 0.638
PV5 PV5 1.000 0.651
PV6 PV6 1.000 0.725
PV7 PV7 1.000 0.558
Travel Experience TE1 TE8 1.000 0.617
TE2 TE9 1.000 0.666
TE3 TE10 1.000 0.644
TE4 TE11 1.000 0.585
TE6 TE13 1.000 0.607
Destination Attributes DA1 DA15 1.000 0.610
DA2 DA16 1.000 0.691
DA3 DA17 1.000 0.729
DA4 DA18 1.000 0.551
DA5 DA19 1.000 0.715
Destination Image DI1 DI20 1.000 0.652
DI2 DI21 1.000 0.741
DI3 DI22 1.000 0.633
DI4 DI23 1.000 0.613
DI5 DI24 1.000 0.599
Tourist Satisfaction TS1 TS25 1.000 0.584
TS2 TS26 1.000 0.515
TS3 TS27 1.000 0.598
TS4 TS28 1.000 0.712
TS5 TS29 1.000 0.591
Revisit Intention RI1 RI31 1.000 0.554
RI2 RI32 1.000 0.623
RI3 RI33 1.000 0.636
RI4 RI34 1.000 0.640
RI5 RI35 1.000 0.696
232
The Kaiser-Meyer-Olkin Measure of Sampling Adequacy was 0.931 which more

than 0.5 indicating that it was suitable for factor analysis and the Bartlett’s Test of Sphericity
0.000.
Table 4.12 Results of Exploratory Factor Analysis (EFA) of Seven Factors - After
Deleting Problematic Factors (TE12, TE14, and TS30)
Factor
Factor Component 1 2 3 4 5 6 7
Factor 1
PV2 0.851
PV3 0.561
PV4 0.866
PV5 0.739
PV6 0.799
PV7 0.687
Factor 2
TE2 0.808
TE3 0.745
TE4 0.642
TE6 0.646
Factor 3
DA2 0.731
DA3 0.752
DA4 0.636
DA5 0.767
Factor 4
DI2 0.832
DI3 0.805
DI4 0.598
DI5 0.596
Factor 5
TS2 0.506
TS3 0.687
TS4 0.848
TS5 0.747
Factor 6
RI2 0.800
RI3 0.728
RI4 0.681
RI5 0.737
Eigenvalues 11.346 2.040 1.733 1.476 1.412 1.223 1.056
Variance (%) 35.457 6.377 5.415 4.613 4.414 3.823 3.299 63.398
233
There was a separation of perceived value into two factors PV1, PV2, and PV6 in
factor component 7, while PV3, PV4, PV5, and PV7 in factor component 6. This may derive
from the questionnaire referring to the perceived value in terms of ‘money/price’ (PVM) in
PV1 (The price of a honeymoon trip to Phuket is worth it.), PV2 (The honeymoon package is
a good value for money.), and PV6 (Phuket offers attractions and activities with reasonable
cost for a honeymoon.), and the perceived value in terms of ‘quality’ (PVQ) in PV3 (The value
of this honeymoon trip to Phuket is what I want and need.), PV4 (I selected a honeymoon trip
in Phuket because the romantic gateway’s activities are better than other places.), PV5 (A
honeymoon trip to Phuket provides cozy accommodation beyond an expectation.), and PV7
(My decision to have a honeymoon trip to Phuket is a perfect choice.). The seven-factor model
(a modified model) is applied in the CFA process.
4.6 Confirmatory Factor Analysis (CFA) Result
After exploring the data and attaining the information about factors that were
considered necessary to best exemplify the data in EFA process, subsequently the CFA was
conducted. According to Worthington and Whittaker (2006), when developing new scales,
researchers should conduct an EFA first, followed by CFA. Thus, after an instrument has
already been addressed using EFA, the CFA has been performed to confirm that the empirical
data fits with the measurement model and the factor structure produced by EFA. The second
step is to apply Structural Equation Modeling (SEM) to examine the causal relationships among
the latent variables. In this study, both CFA and SEM were tested by using the IBM Amos 27.0
program with a maximum likelihood method. The measurement model was evaluated by
calculating the chi-square (2), ratio of chi-square to degrees of freedom (2/DF), the absolute
fit measure (the root means square error of approximation - RMSEA), the incremental fit
indices (the comparative fit index - CFI), and the parsimony fit indices (adjusted goodness-of-
234
fit index - AGFI). The guidelines for index cut-off values based on model characteristics,
sample sizes, and number of observed variables according to Hair et al. (2010), and Hu and
Bentler (1999) is showed in Table 4.13.
Table 4.13 Characteristics of Fit Indices Demonstrating Goodness-of-Fit
Measure N > 250, m > 30

2 Insignificant p-values even with good fit
2/DF < 3 good fit; < 5 sometimes permissible
CFI > 0.95 good fit; > 0.92 acceptable, > 0.90 traditional
RMSEA < 0.05 good fit; 0.05 – 0.10 moderate;
AGFI > 0.80
Note. m = number of observed variables, N = number of observation
Source: Hair et al. (2010), and Hu and Bentler (1999)
Then, eliminating low factor loading items was considered. Hair et al. (2010)
mentioned that a factor loading value less than 0.50 is recommended to be eliminated from
further data analysis. However, this study found no item has factor loading lower than 0.50 in
the measurement model, see Figure 4.2
Later, the large modification indices (MI) were flagged to allow covariance
between error terms to help improve the model fit. StatWiki (2021) suggested that large MI
can negatively influence model fit. Therefore, modifications for 3 error terms were made by
allowing covariance based on conceptual and theoretical considerations, which were
1. DA18_e18 and DA19_e19 (MI=32.375)
2. DI20_e20 and DI21_e21 (MI=21.051)
3. TS28_e29 and TS29_e38 (MI= 49.407)
In the next step, the correlation matrix of the variables was analyzed to identify the
presence of highly correlated variables. From Table 4.14, there was a high correlation of TS
and RI (0.79), this may be, if tourist satisfied, they would likely intend to revisit the destination.
So, there is a possibility that participants rate the same scale when they answer the survey, and
cause in why the results were highly correlated.
235
Figure 4.2 Measurement Model of Honeymoon Couples in Phuket

236
Table 4.14 Correlation Matrix
PVM PVQ TE DA DI TS RI
Perceived Value Money (PVM) 1
Perceived Value Quality (PVQ) 0.55 1
Travel Experience (TE) 0.42 0.60 1
Destination Attributes (DA) 0.41 0.66 0.65 1
Destination Image (DI) 0.40 0.53 0.55 0.65 1
Tourist Satisfaction (TS) 0.56 0.66 0.65 0.63 0.69 1
Revisit Intention (RI) 0.40 0.58 0.64 0.67 0.72 0.79 1
Composite Reliability (CR) 0.82 0.76 0.83 0.85 0.82 0.81 0.85
Average Variance Extracted (AVE) 0.60 0.44 0.49 0.54 0.48 0.47 0.53
Mean (M) 4.10 4.19 4.26 4.27 4.39 4.32 4.34
Standard Deviation (SD) 0.57 0.56 0.57 0.62 0.56 0.53 0.60
The relationship between two variables has a value between -1 and 1 where: -1
indicates a perfectly negative correlation (or low correlation), 0 = no correlation, and 1 indicate
perfectly positive correlation (or high correlation). All correlations across constructs must be
below the threshold of 0.85 (Brown, 2006; Kenny, 2012). Therefore, all correlations in this
study, Table 4.14 were insignificant which indicating the variables were uncorrelated.
The last step was to investigate the standardized residual covariance. Hair et al.
(2010) suggested that values greater than 4.0 suggest a potentially unacceptable degree of error
that may call for the deletion of an offending item. However, there was no variable has a
standardized residual covariance greater than 4.0.
After removing large modification indices, the model was improved and had a
good fit: 2 = 1007.44, 2/DF = 2.290, p < 0.000, RMSEA = 0.053, CFI = 0.919, and AGFI =
0.854.
The 2/DF is below 3 and CFI is above the recommended level of 0.90 which
indicate a support for the purposed model.

237
The standardized factor loading from modified measurement model of honeymoon
couple in Phuket is presented in Table 4.15. Moreover, the comparison in fit of original and
modified measurement model is presented in Table 4.16.
From the CFA, perceived value had a hidden underlying factor of perceived value
in term on ‘money’ and perceived value in terms of ‘quality’. Once the perceived value was
separated into two factors, the factor loading was improved, especially PV1 (from 0.44 to 0.80),
PV2 (from 0.41 to 0.75), and PV6 (from 0.52 to 0.77) as presented in Table 4.17.
238
Table 4.15 Standardized Factor Loading from Modified Measurement Model of
Honeymoon Couples in Phuket
Factor Questionnaire Factor

Loading
(α)
Perceived Value PVM1 The price of a honeymoon trip to Phuket is 0.80
(Money) worth it.
PVM2 The honeymoon package is a good value for 0.75
money.
PVM6 Phuket offers attractions and activities with 0.77
reasonable cost for a honeymoon.
Perceived Value PVQ3 The value of this honeymoon trip to Phuket 0.56
(Quality) is what I want and need.
PVQ4 I selected a honeymoon trip in Phuket 0.66
because the romantic gateway’s activities
are better than other places.
PVQ5 A honeymoon trip to Phuket provides cozy 0.76
accommodation beyond an expectation.
PVQ7 My decision to have a honeymoon trip to 0.66
Phuket is a perfect choice.
Travel Experience TE8 Serenity and carefreeness are what we need. 0.66
TE9 This honeymoon trip in Phuket provided 0.74

meaningful and exciting intimate
experiences.
TE10 I am overwhelmed by the beautiful exotic 0.67
landscape in Phuket.
TE11 I enjoyed leisure and recreation activities in 0.72
Phuket.
TE13 I experienced Phuket: romantic, relaxing, 0.70
comfortable, and safe.
Destination Attributes DA15 Phuket offers clean beaches. 0.74
DA16 Phuket has many romantic unique sceneries. 0.82
DA17 Phuket provides a variety of accommodation 0.82

with privacy suitable for honeymoon couple.
DA18 Phuket offers many interesting shopping 0.56
places.
DA19 Service staff have hospitable personality 0.69
(hotel, restaurant, tour).
Continued
239
Table 4.15 Standardized Factor Loading from Modified Measurement Model of
Honeymoon Couples in Phuket (Continued)
Factor Questionnaire Factor

Loading
(α)
Destination Image DI20 Phuket is a romantic destination. 0.65
DI21 Phuket has a reputation for the beaches and 0.71

islands.
DI22 Phuket is a well-known honeymoon 0.71
destination.
DI23 Phuket has many exciting and interesting 0.72
places to visit.
DI24 The pictures of Phuket disseminated on 0.67
social media is a dreamy destination.
Tourist Satisfaction TS25 A honeymoon trip in Phuket has exceeded 0.73
my expectation.
TS26 My experience of traveling to Phuket is 0.71
really something I need.
TS27 I have a positive feeling about the quality of 0.69
tourism features in Phuket.
TS28 I feel relaxed both mentally and physically 0.69
after Touring/ staying in Phuket.
TS29 Overall, I truly enjoyed my honeymoon trip 0.58
to Phuket.
Revisit Intention RI31 Phuket will be my first choice in the near 0.67
future.
RI32 I would visit the same beaches and locations 0.65
which I have visited, if I am on vacation
back to Phuket.
RI33 I will certainly visit Phuket again. 0.73
RI34 If the occasion arises, I may stay longer than 0.76

the present stay.
RI35 Without a doubt, Phuket will remain as one 0.80
choice to celebrate the wedding anniversary
next year.
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Table 4.16 Comparison in Fit of Measurement Models
Model 2 2/DF CFI AGFI RMSEA

Original Measurement Model 1019.35 2.301 0.918 0.853 0.053
Modified Measurement Model 1007.44 2.290 0.919 0.854 0.053
Table 4.17 Comparison in Factor Loading of Measurement Models
Original Model Modified Model

Factor Factor
Factor Factor
Loading Loading
Perceived Value PV1 0.44 Perceived Value (Money) PVM1 0.80
PV2 0.41 PVM2 0.75
PV6 0.52 PVM6 0.77
PV3 0.55 Perceived Value (Quality) PVQ3 0.56
PV4 0.65 PVQ4 0.66
PV5 0.75 PVQ5 0.76
PV7 0.67 PVQ7 0.66
Travel Experience TE8 0.66 Travel Experience TE8 0.66
TE9 0.74 TE9 0.74
TE10 0.67 TE10 0.67
TE11 0.72 TE11 0.72
TE13 0.70 TE13 0.70
Destination Attributes DA15 0.74 Destination Attributes DA15 0.74
DA16 0.82 DA16 0.82
DA17 0.82 DA17 0.82
DA18 0.56 DA18 0.56
DA19 0.69 DA19 0.69
Destination Image DI20 0.65 Destination Image DI20 0.65
DI21 0.71 DI21 0.71
DI22 0.71 DI22 0.71
DI23 0.72 DI23 0.72
DI24 0.67 DI24 0.67
Tourist Satisfaction TS25 0.72 Tourist Satisfaction TS25 0.73
TS26 0.71 TS26 0.71
TS27 0.70 TS27 0.69
TS28 0.69 TS28 0.69
TS29 0.58 TS29 0.58
Revisit Intention RI31 0.67 Revisit Intention RI31 0.67
RI32 0.66 RI32 0.65
RI33 0.73 RI33 0.73
RI34 0.76 RI34 0.76
RI35 0.80 RI35 0.80
241
4.6.1 Reliability and Validity
Construct Reliability. According to Hair et al. (2010), composite reliability or
construct reliability (CR) is the measurement of reliability and internal consistency of the
measurement indicators representing a latent construct, while the construct validity is the extent
to which a set of measurement indicators accurately represents the theoretical latent construct
those indicators are designed to measure. In this study, composite reliability of each construct
in the measurement model was tested. By using the below formula to calculate the composite
reliability, the reliability of PVM = 0.82, PVQ = 0.76, TE = 0.83, DA = 0.85, DI = 0.82, TS =
0.81, and RI = 0.85 were found. As shown in Table 4.14, the composite reliability of all
constructs is acceptable with values ranging from 0.76 to 0.85, above the cut-off value of 0.70
(Hair et al., 2010).
Measurement Error (ME) = 1 - (Standardized Loading) ²
Composite Reliability (CR) = (∑ Standardized Loading) ²
(∑ Standardized Loading) ² + ∑(ME)
Construct Validity. As the final measurement model with 32 items achieved a good
model fit, the validity of latent constructs was further tested using both convergent validity and
discriminant validity methods. The convergent validity was tested by calculating the average
variance extracted (AVE). According to Fornell and Larcker (1981), AVE greater than 0.40 is
acceptable when composite reliabilities of all constructs exceeded the threshold of 0.60. As
shown in Table 4.14, the AVE of PVM = 0.60, PVQ = 0.44, TE = 0.49, DA = 0.54, DI = 0.48,
242
TS = 0.47, and RI = 0.53. Therefore, the convergent validity of the measurement model was
deemed to be supported.
Average Variance Extracted (AVE) = ∑ (Standardized Loading ²)
Number of Indicators
Discriminant validity is the extent to which a construct is truly distinct from other
constructs. It also measures the degree of differences between the overlapping construct (Hair
et al., 2010). In this study, the discriminant validity was evaluated by two criteria: (1)
comparing the average variance extracted (AVE) to the squared correlation coefficient among
the constructs (Hair et al, 2010), and (2) all correlations across constructs must be below the
threshold of 0.85 (Brown, 2006; Kenny, 2012). As shown in Table 4.14, all correlations across
constructs were below 0.85. Next, as shown in Table 4.18, AVEs exceeded the squared
correlation coefficients in the measurement model, except for two constructs of tourist
satisfaction and revisit intention. AVE of tourist satisfaction (0.47) was equal to the shared
variance between destination image and tourist satisfaction (0.47), while the AVE of revisit
intention (0.53) was lower than the shared variance between tourist satisfaction and revisit
intention (0.61). Because the correlation of these items was below 0.85, this was deemed non-
problematic. Hence, discriminant validity of the measurement model is deemed to be
acceptable.
To this end, construct reliability and validity of all seven latent variables in this
study was satisfactory.

243
Table 4.18 Discriminant Validity
Variable PVQ PVM TE DA DI TS RI

PVQ 0.44
PVM 0.29 0.60
TE 0.35 0.17 0.49
DA 0.43 0.16 0.42 0.54
DI 0.28 0.15 0.30 0.42 0.48
TS 0.44 0.31 0.41 0.39 0.47 0.47
RI 0.33 0.15 0.40 0.45 0.50 0.61 0.53
Note: 1. The numbers in diagonal are the squared average variance extracted by each
variable.
2. The numbers under diagonal are the squared correlation coefficient between the
variables.
Note: R² is squared correlation coefficient.
4.7 Structural Equation Modeling (SEM) and Hypothesis Testing
4.7.1 Structural Equation Modeling (SEM)
The conceptual model of this study and the hypothesized relationships among the
constructs were tested in the structural model using AMOS27 with the maximum likelihood
estimation function. As shown in Table 4.19, the fit indices of the structural model provided a
satisfactory model fit: χ2 (DF) = 39.61 (3) (p < 0.00), χ2/DF = 13.20, CFI = 0.99, GFI = 0.98,
and RMSEA = 0.03.
4.7.2 Hypothesis Testing
Next step, hypotheses testing was performed. It must be noted that during the EFA
step, the “perceived value” variable was separated into two factors: perceived value (money),
PVM and perceived value (quality), PVQ. To get more accurate results, this variable was
hypothesized as:
244
H1A1: Perceived value (money) has an effect on tourist satisfaction of domestic honeymoon
tourists.
H1A2: Perceived value (money) has an effect on revisit intention of domestic honeymoon
tourists.
H1B1: Perceived value (quality) has an effect on tourist satisfaction of domestic honeymoon
tourists.
H1B2: Perceived value (quality) has an effect on revisit intention of domestic honeymoon
tourists.
To test the hypotheses, standardized parameters and their p-values were examined.
The result from SEM is reported in Table 4.19.
H1A1: Perceived value (money) has an effect on tourist satisfaction of domestic honeymoon
tourists.
The structural relationship between the perceived value (money) and tourist
satisfaction found perceived value (money) had significant positive effects on tourist
satisfaction of domestic honeymoon tourists, thus supporting H1A1 (β = .20, p < .001).
H1A2: Perceived value (money) has an effect on revisit intention of domestic honeymoon
tourists.
The structural relationship between the perceived value (money) and revisit
intention found perceived value (money) had significant negative effects on revisit intention of
domestic honeymoon tourists, thus supporting H1A2 (β = -.16, p < .001).

245
H1B1: Perceived value (quality) has an effect on tourist satisfaction of domestic honeymoon
tourists.
The structural relationship between the perceived value (quality) and tourist
satisfaction found perceived value (quality) had significant positive effects on tourist
satisfaction of domestic honeymoon tourists, thus supporting H1B1 (β = .37, p < .001).
H1B2: Perceived value (quality) has an effect on revisit intention of domestic honeymoon
tourists.
The structural relationship between the perceived value (quality) and revisit
intention found perceived value (quality) had significant negative effects on revisit intention of
domestic honeymoon tourists, thus supporting H1B2 (β = -.13, p < .01).
H2A: Travel experience has an effect on tourist satisfaction of domestic honeymoon tourists.
The structural relationship between the travel experience and tourist satisfaction
found travel experience had significant positive effect on tourist satisfaction of domestic
honeymoon tourists, thus supporting H2A (β = .27, p < .001).
H2B: Travel experience has an effect on revisit intention of domestic honeymoon tourists.
The structural relationship between the travel experience and revisit intention
found travel experience had significant positive effect on revisit intention of domestic
honeymoon tourists, thus supporting H2B (β = .11, p < .01).

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H3A: Destination attributes have an effect on tourist satisfaction of domestic honeymoon
tourists.
The structural relationship between the destination attributes and tourist
satisfaction found destination attributes had no effect on tourist satisfaction of domestic
honeymoon tourists, thus not supporting H3A (β = -.05, p < .212).
H3B: Destination attributes have an effect on revisit intention of domestic honeymoon tourists.
The structural relationship between the destination attributes and revisit intention
found destination attributes had significant positive effect on revisit intention of domestic
H4A: Destination image has an effect on tourist satisfaction of domestic honeymoon tourists.
The structural relationship between the destination image and tourist satisfaction
found destination image had significant positive effect on tourist satisfaction of domestic
honeymoon tourists, thus supporting H4A (β = .54, p < .001).
H4B: Destination image has an effect on revisit intention of domestic honeymoon tourists.
The structural relationship between the destination image and revisit intention
found destination image had significant positive effect on revisit intention of domestic
H5: Tourist satisfaction has an effect on revisit intention of domestic honeymoon tourists.
The structural relationship between the tourist satisfaction and revisit intention
found tourist satisfaction had significant positive effect on revisit intention of domestic
honeymoon tourists, thus supporting H5 (β = .70, p < .001).

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From the findings, perceived value (money) and perceived value (quality) had
negative effect on revisit intention, as these two factors had tourist satisfaction as mediating
factor to revisit intention. Travel experience and destination image had both direct and indirect
effect on revisit intention as these factors had significant positive relationship on revisit
intention via tourist satisfaction as well as the direct significant positive relationship on revisit
intention while destination image had only direct effect on revisit intention of the honeymoon
couples visited Phuket for their special holiday.
Among the factors having a positive and significant relationship on tourist
satisfaction which include perceived value (money), perceived value (quality), travel
experience, and destination image; destination image (β = .54) demonstrates the greatest
influence, followed by perceived value (quality) (β = .37), travel experience (β = .27), and
perceived value (money) (β = .20) respectively. For the factors having direct significant
relationship on revisit intention which includes travel experience, destination attributes, and
destination image; destination image (β = .29) demonstrates the greatest influence, followed
by destination attributes (β = .20), and travel experience (β = .11) respectively. Tourist
satisfaction presented the positive and significant relationship with revisit intention which
demonstrated the mediating role between perceived value (money), perceived value (quality),
travel experience, and destination image and revisit intention. Both perceived value (money)
and perceived value (quality) had significant negative effect on revisit intention, perceived
value (money) (β = -.16) had higher negative influence on revisit intention than perceived value
(quality) (β = -.13). The factors having both direct and indirect significant positive relationship
with revisit intention were travel experience and destination image. Therefore, H1A1, H1A2,
H1B1, H1B2, H2A, H2B, H3B, H4A, H4B, and H5 were supported. There was one path showing
insignificant result, the structural relationship between destination attributes and tourist
satisfaction (β = -.05, p < .212), thus, H3A was not supported.

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Table 4.19 Summary of Hypotheses Test Result
Path Standard t-value

Hypothesis Hypothesis Relationship Result
Coefficient Error (Sig.)
H1A1 Perceived value (Money) Tourist satisfaction .20 .03 6.46*** Supported
H1A2 Perceived value (Money) Revisit intention -.16 .03 -4.93*** Supported
H1B1 Perceived value (Quality) Tourist satisfaction .37 .06 6.41*** Supported
H1B2 Perceived value (Quality) Revisit intention -.13 .07 -2.15** Supported
H2A Travel experience Tourist satisfaction .27 .04 7.14*** Supported
H2B Travel experience Revisit intention .11 .04 2.87** Supported
H3A Destination attributes Tourist satisfaction -.05 .04 -1.25 Not supported
H3B Destination attributes Revisit intention .20 .04 5.25*** Supported
H4A Destination image Tourist satisfaction .54 .04 12.65*** Supported
H4B Destination image Revisit intention .29 .05 6.02*** Supported
H5 Tourist satisfaction Revisit intention .70 .04 15.35*** Supported
***p < .001; ** p < .01; *p < .05
Fit statistics
χ2 (DF) 39.61 (3) (p <.001)
χ2/DF 13.20
CFI 0.99
GFI 0.98
RMSEA 0.03
CFI and GFI are above 0.95 as well as RMSEA is lower than 0.05 which indicate
a good fit of the model.
To this end, both the structural model and the hypotheses proposed in Chapter II
were statically verified, as shown in Figure 4.3.

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Figure 4.3 Estimated Structural Model
Perceived
Value
(Money)
H1A1: 6.46*** (.20)

H1A2: -4.93*** (-.16)
Perceived
Value
(Quality)
H1B2: -2.15** (-.13)
H1B1: 6.41*** (.37)
Tourist H5: 15.35*** (.70) Revisit

H2AH
: 2A: 7.145***
7.14*** (.27) (.
H2B: 2.87** (.11)

Travel
Experience
H3A: -1.25 (-.05)
H3B: 5.25*** (.20)
Destination H4B: 6.02*** (.29)

Attributes
H4A: 12.65*** (.54)
* p < 0.05
Destination ** p < 0.01
***p < 0.001
Image
Stimuli Organism Response

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4.7.3 Mediation Evaluation
As one of main objectives of this study aimed to explore the role and impact of
tourist satisfaction on revisit intention of domestic honeymoon couples traveling to Phuket, the
mediation effects of tourist satisfaction on revisit intention were tested. To ensure the test
result, indirect effects were analyzed via Baron & Kenny’s Approach and Bootstrapping
Approach. Since Baron & Kenny’s Approach has been criticized by some researchers (Pardo
& Roman, 2013; Judd & Kenny, 2010; Zhao et al., 2010), therefore the Bootstrapping
Approach was also used. In this study, the test result was from the Bootstrapping Approach,
with a confidence interval at 95%. The significant indirect effects of an attitude of honeymoon
couples on their revisit intention to Phuket via tourist satisfaction were found as shown in Table
4.20. To this end, the bootstrapping results confirmed the positive and significant mediating
roles tourist satisfaction serves in a relationship between perceived value (money) and revisit
intention, as well as perceived value (quality) and revisit intention; partial mediation for the
relationship between travel experience and revisit intention, and destination image and revisit
intention; no mediation for destination attributes and revisit intention, which confirmed the
results of hypotheses testing.
Table 4.20 Mediation Effects on Revisit Intention via Tourist satisfaction (n = 468)
Baron & Kenny’s Approach Bootstrapping Approach
Structural Path Direct Effect Indirect Effect Indirect Effect 95% CI Mediation
without with a mediator with a [Upper,
mediator Std. Estimate mediator Lower]
Std. Estimate Std. Estimate
PVM TS RI -0.017 (0.652) -0.156 (<0.001) 0.160 (<.01) [0.084, 0.163] Full mediation
PVQ TS RI 0.132 (0.060) -0.129 (<0.05) 0.118 (<.01) [0.103, 0.237] Full mediation
TE TS RI 0.300 (<0.001) 0.112(<0.01) 0.157 (<.01) [0.101, 0.220] Partial mediation
DA TS RI 0.164 (<0.001) 0.197(<0.001) -0.033(0.264) [-0.102, 0.034] NS, no mediation
DI TS RI 0.672 (<0.001) 0.294(<0.001) 0.269 (<.01) [0.213, 0.351] Partial mediation
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4.7.4 Multigroup Comparison (Male Vs. Female)
The comparison of the two groups, male (n = 234) vs. female (n = 234), was
conducted by using multigroup analyses method on the AMOS 27.0 program. Estimation for
each analysis was performed using structural invariance and based on Chi-square difference
test. The results suggested that two groups are not different at the model level (χ2 = 11.74, p =
0.38), however, they are slightly different at the path level. Consequently, hypothesis testing
was conducted to compare the influence of perceived value (money), perceived value (quality),
travel experience, destination attributes, and destination image on tourist satisfaction and revisit
intention between male (n = 234) and female (n = 234), as shown in Table 4.21, only the
relationship between destination image and tourist satisfaction showed the significant result
(6.27*) explained that the destination image had higher influence on tourist satisfaction of male
than female. To achieve the tourist satisfaction, the destination image had higher influence on
male than female, the better destination image in the perception of male, the higher tourist
satisfaction compared to female.
Table 4.21 Comparison Table between Male and Female
Chi-Square
Hypothesis Std. Estimate C.R.
Hypothesis Difference
Relationship
Male Female Male Female DF = 1
H1A1 PVM TS .18 .17 4.40*** 4.49*** .02 (0.89)
H1A2 PVM RI -.13 -.13 -3.50*** -3.49*** .01 (.91)
H1B1 PVQ TS .21 .32 4.04*** 5.47*** 2.29 (.13)
H1B2 PVQ RI -.07 -.09 -1.36 -1.55 .12 (.73)
H2A TE TS .22 .22 4.81*** 4.43*** .03 (.87)
H2B TE RI .11 .07 2.40 1.51 .31 (.57)
H3A DA TS -.09 .01 -1.53 .25 1.47 (.22)
H3B DA RI .17 .21 3.41*** 3.99*** .51 (.47)
H4A DI TS .50 .32 10.67*** 7.06*** 6.27*
H4B DI RI .25 .17 4.84*** 3.68*** 1.06 (.30)
H5 TS RI .60 .68 10.14*** 11.18*** .85 (.36)
***p < .001; ** p < .01; *p < .05

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4.7.5 Comparison with Original Model
This additional part was performed to ensure the coherent relationship of the
original model and hypotheses firstly proposed in this study, the comparison of the original and
the competing model was conducted. The results of pattern matrix of the original model showed
the separation of the perceived value, and once the perceived value was split into two factors,
perceived value (money) and perceived value (quality), the validity of the model was improved.
As such, EFA results were ignored and proceeded to CFA process without deleting any item
to verify the statistic results for the test of original model. The results of the competing model
demonstrated an improved value of model fit; therefore, the final model is the one with seven
factors, perceived value (money), perceived value (quality), travel experience, destination
attributes, destination image, tourist satisfaction, and revisit intention.
This study tested a rival model, or the original model that first proposed in
theoretical framework. The fit indices of the rival model are as follows: chi-square (χ2) = 28.64
(DF = 3, p < .0001), χ2/DF = 9.55, GFI = 0.98, CFI = 0.99, and RMSEA = 0.13. The original
model yielded poor model fit statistics relative to competing model, as shown in Table 4.22. In
addition, the results of convergent and discriminant validity test showed that the original model
had validity issues, as shown in Table 4.23
Table 4.22 Comparison of Models
Original Model Competing Model

Fit Measures Fit Guideline
χ2 28.64 39.64
χ2/DF 9.55 13.20
GFI ≥ 0.95 0.98 0.98
CFI ≥ 0.95 0.99 0.99
RMSEA ≤ 0.05 0.13 0.03
The competing model showed GFI and CFI above the recommended level at 0.95, and
RMSEA was lower than 0.05, which indicated a support for the competing model.
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Figure 4.4 Hypotheses Testing Result of the Original Model
Perceived
Value
H1A: .34 H1B: -.17

Travel
Experience
H2B: -.02
H2A: .33
Tourist H5: .76 Revisit

H3A: .-.08
H2B: .20
Destination
Attributes H4B: .17
H4A: .42
Destination
Image
Stimuli Organism Response
Table 4.23 Convergent and Discriminant Validity Test of the Original Model
CR AVE PV TE DA DI
PV 0.02 0.07 0.07
TE 0.05 0.06 0.80 0.06
DA 0.01 0.02 0.82 0.84 0.02
DI 0.16 0.10 0.74 0.74 0.81 0.10
Note. 1. The numbers in diagonal (in bold letters) are the average variance extracted by
each variable.
2. The numbers under diagonal are the squared correlation coefficient between
constructs.
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In this study, construct reliability (CR), convergent validity, and discriminant
validity of the original model were tested. As shown in Table 4.23, the original model has both
validity and reliability issues. According to Hair et al. (2010), the cut-off value of construct
reliability is 0.70, while the original model shows the CR values ranging from 0.01 to 0.16,
much lower than the cut-off value. For convergent validity, the average variance extracted
(AVE) must be greater than 0.40 (Fornell & Larcker, 1981). However, all AVE values in the
original model are lower than 0.40 (PV = 0.07, TE = 0.05, DA = 0.02, and DI =0.10). In
addition, the discriminant validity was evaluated by comparing the average variance extracted
(AVE) to the squared correlation coefficient among the constructs (Hair et al, 2010). The
results show that all squared correlation coefficients in the original measurement model exceed
the AVE values. This raises problematic in discriminant validity. Hence, construct reliability
and validity of the original model was unsatisfactory.
4.7.6 Chapter Summary
This study applied an analysis based on multiple methods of data collection from
different data sources. The combined data from qualitative (in-depth interviews with the
professionals) and quantitative (questionnaire survey with the domestic honeymoon couples)
approaches helped developing a deeper comprehensive insight of the domestic honeymoon
couples. The data gained from the qualitative method reinforced and provided the findings of
quantitative method more detailed information.
The destination image showed the strongest significant effect on tourist satisfaction
and revisit intention in the quantitative approach, the image of Phuket from the qualitative
approach showed that Thai couples see Phuket as an expensive destination that served mainly
the overseas tourists. This could support the reason why the Thai couples visit Phuket much
lesser than overseas tourists even it is a romantic and an all-in-one destination.

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The perceived value in term of money and quality had effects on tourist satisfaction
and sequentially effect revisit intention in quantitative approach. Thai couples traveled to
Phuket considered the overall expense paid for the honeymoon package, accommodations, and
activities as significant part in the qualitative approach, and if they perceived that the received
products and services were as expected, they were satisfied and revisit the destination. This
could underpin the importance of perceived value in the view of Thai couples on their
satisfaction and revisit intention to Phuket.
Travel experience showed positive effect on tourist satisfaction and revisit
intention in the quantitative approach. The privacy, novel experience, and special and romantic
ambiance were outstanding factors in creating a memorable honeymoon or other special
holidays for the honeymoon couples in the qualitative approach. If the honeymoon couples
were satisfied with travel experience, they revisited the destination. This could highlight the
relationship of travel experience, tourist satisfaction, and revisit intention.
The destination attributes showed a significant effect on revisit intention in
quantitative approach. The beautiful sea-sand-sun, designed accommodations, variety of
natural and man-made attractions, wide range of activities, worthwhile honeymoon packages,
good services, enchanting local cultures, nice local foods, many photo spots, and hospitable
people were the substantial features of Phuket in the qualitative approach. Such attributes
influenced the domestic honeymoon couples to revisit Phuket with the aim to explore the
unvisited places. This strengthened the relationship of destination attributes on revisit intention
in quantitative approach and provided more detail to the finding of quantitative approach.
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CHAPTER V
SUMMARY, DISCUSSION, CONCLUSION, AND RECOMMENDATIONS
The data analysis and the findings of the examination of the research hypotheses
were presented in the previous chapter. This chapter encompasses six parts: 1) the summary of
research 2) discussion, 3) conclusion, 4) recommendation and research implications, 5)
limitations, and 6) future research. The details are described as follows:
As this study examined the role of perceived value, travel experience, destination
attributes, and destination image on tourist satisfaction of the domestic honeymoon couples,
that consequently influences their revisit intention. One of primary objectives is to determine
whether perceived value, travel experience, destination attributes, and destination image
influence tourist satisfaction and revisit intention of the honeymoon couples who visited
Phuket, as well as the moderating role of tourist satisfaction on revisit intention. The data
collection was conducted in Phuket, Thailand during February 2021 with 468 respondents. The
data were analyzed by multivariate statistical methods including descriptive statistics, EFA,
CFA, SEM, and validity testing.
5.1 Summary of Research
The original proposed framework contained 9 hypotheses tests however, the EFA
showed the separation of perceived value into perceived value (money) and perceived value
(quality), therefore, there were 11 hypotheses tested in this study. The fit indices of the
structural model provided a satisfactory model fit of χ2 (DF) = 39.614(3) (p < 0.00), χ2/DF =
13.205, CFI = .988, GFI = .977, and RMSEA = .035.
The result demonstrated that perceived value should be separated into two
categories, which are perceived value (money) and perceived value (quality) as the honeymoon
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couples may consider it two ways. The results of this study showed that perceived value in
terms of money/price refers to the evaluation between the money or expense the honeymoon
couples paid and the received tourism products and services such as price of honeymoon trip,
expense of honeymoon package, and cost of attractions are worth paying. Perceived value in
terms of quality refers to the excellence of honeymoon trip, romantic gateway’s activities, and
accommodation for their special holiday. They separately compared the price and quality to
assess the perceived value.
According to the findings, perceived value (money), perceived value (quality),
travel experience, and destination image are the antecedent factors of tourist satisfaction which
consequently impact revisit intention of domestic honeymoon couples who visited Phuket.
Unexpectedly, a factor of destination attributes had a negative effect on tourist satisfaction,
however destination attributes still had a significant positive effect on revisit intention.
Moreover, travel experience, destination attributes, and destination image all had a significant
positive impact on revisit intention. Perceived value (money), perceived value (quality), travel
experience and destination image were the factors having both direct and indirect effect on
revisit intention of the honeymoon couples by having tourist satisfaction as a mediating factor.
Therefore, an increase in the perceived value (money), perceived value (quality), and travel
experience of the domestic honeymoon couples during their visit to Phuket as well as
improving the destination image could enhance tourist satisfaction which further influence
revisit intention. Travel experience and destination image were factors had both direct and
indirect impact on tourist satisfaction and revisit intention of the honeymoon couples.
Surprisingly, destination attributes showed no impact on tourist satisfaction,
nevertheless destination attributes still confirmed a significant positive influence on revisit
intention, hence if the destination provides beautiful, unique, and attractive attributes or
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improves its characteristics to match the needs and expectations of target honeymoon couples
and clearly communicates to them, this could influence them directly to revisit the destination.
Moreover, as expected, tourist satisfaction showed a significant positive impact on
the revisit intention of honeymoon couples. From the results of the mediation test, tourist
satisfaction significantly mediated the relationship between perceived value (money),
perceived value (quality), travel experience, and destination image and the revisit intention of
the honeymoon couples who visited Phuket. This indicates the important role of tourist
satisfaction on the revisit intention, the higher satisfaction the honeymoon couples experienced
the higher chance to repeat their visit to Phuket.
Based on the research objectives of this study, which are:
1. To examine the role and impact of perceived value, travel experience, destination
attributes, and destination image on tourist satisfaction of Thai honeymoon couples and
consequently influences their revisit intention.
2. To investigate the role and impact of perceived value, travel experience, destination
attributes, and destination image on revisit intention of Thai honeymoon couples.
3. To explore the role and impact of tourist satisfaction on revisit intention of Thai
honeymoon couples.
4. To identify the most important antecedent variable having direct impact on tourist
satisfaction of Thai honeymoon couples.
5. To identify the most important antecedent variable having direct impact on revisit
intention of Thai honeymoon couples.
6. To identify the contribution of hospitality and tourism business providers in Phuket
towards Thai honeymoon market.

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This study questions on how independent variables (perceived value, travel
experience, destination attributes, and destination image) in structural model effect mediating
factor (tourist satisfaction) and dependent variable (revisit intention). The findings provide the
discussion as follow:
5.2 Discussion
5.2.1 Perceived Value and its Effects
5.2.1.1 Perceived Value (Money)
The path coefficient between perceived value (money) and tourist satisfaction was
0.20 and significant at 0.001, also, the path coefficient between tourist satisfaction and revisit
intention was 0.70 and significant at 0.001, showing that the perceived value (money) had
significant effect on tourist satisfaction of the honeymoon couples having their special holiday
in Phuket which consequently influenced their revisit intention. This implies that if the
honeymoon couples perceive a tourism product and service as high value for the money spent,
their level of satisfaction are likely to increase, which also lead to the increase of revisit
intention. This supports the study of Ranjbarian and Pool (2015), the findings showed the
positive relationship between perceived value in terms of money and tourist satisfaction which
also had a positive influence on revisit intention to Nowshahr City, one of northern provinces
of Iran during the spring season of 2012.
In this study, the perceived value (money) in the aspect of honeymoon couples
such as the expense of the honeymoon trip, price of honeymoon package, and cost of
attractions. Since most of the respondents in this study were Thais between 25 - 35 years of
age, they were sensitive to price especially during the Covid-19 pandemic which the economic
situation is quite poor. However, according to the in-depth interviews, to boost up the business,
the service providers in Phuket offered special price for accommodation, transportation, food
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and beverage, and in-house service through various packages including the honeymoon
package, this creates more monetary value towards many honeymoon couples. Hence, Phuket
is a beautiful place with a good value for money during Covid-19 crisis. As honeymoon and
other special romantic occasions consist of many components, the honeymoon couples gave
their attention and concern on the total expense. They expected the worthwhile outcomes
compared to the money spent. They were willing to pay for their special trip if the perceived
value (money) were achieved and this could lead to tourist satisfaction of the overall journey
which had an influence on their revisit intention. This is supported by the findings of the in-
depth interviews, Thai honeymoon couples are looking for the worthwhile honeymoon package
with many additional services such as a private dinner on the beach, sunset activities, or
honeymoon set-up. The honeymoon couples are willing to pay if they receive what they really
expect as they want to create a special honeymoon trip for their loved one.
Unexpectedly, perceived value (money) showed a significant negative relationship
on the revisit intention. Contrary to the prior study of Um et al. (2006), perceived value for
money had significant positive effect on both tourist satisfaction and revisit intention. This
implied that by increasing or improving perceive value (money), the revisit intention was
diverse. The result was ambiguous; therefore, the additional mediation test was analyzed. The
result of mediation test of perceived value (money) on revisit intention via tourist satisfaction
showed full mediation, 0.160 (<.01), thus when tourists perceived value for money of their visit
and they were satisfied with the received value, further they would likely to repeat their visit
to Phuket. In this study, perceived value (money) without tourist satisfaction could not
influence revisit intention of the honeymoon couples. The in-depth interview participants
agreed that the Thai honeymoon couples needed to satisfy with the products and services
throughout their stay to return to a hotel or destination. They were quite demanding, and the
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service providers needed to pay attention to all detail especially the major components of the
honeymoon package.
Hence, when predicting revisit intention of the honeymoon couples who travel to
Phuket, perceived value (money) is an important antecedent to enhance revisit intention
through the mediator, tourist satisfaction.
5.2.1.2 Perceived Value (Quality)
The perceived value (quality) had a significant effect on tourist satisfaction of the
honeymoon couples having their special holiday in Phuket which consequently influenced their
revisit intention with the path coefficient of 0.37 and 0.70, respectively. This finding provides
the support to the previous study of Ranjbarian and Pool (2015) that agreed on the positive
relationship between perceived value in term of quality and tourist satisfaction which also had
a positive influence on the revisit intention of the tourists visited Nowshahr City. Also, the
findings of in-depth interviews revealed that Thai honeymoon couples focus on the satisfaction
of the quality of room, private tour, romantic dinner, and sunset activities. The room needs to
have a sea view with honeymoon set-up during the check-in. The well-equipped pool villa type
of accommodation is the most favored choice for this special holiday. Many Thai honeymoon
couples prefer spending evening time watching the sunset together from their room. The well-
organized romantic dinner on the beach is required. The private tour to Phuket Old Town and
Promthep Cape is popular among Thais. Friendly and helpful staff and local people are also
mentioned the important factors to raise the overall quality of the honeymoon trip. The in-depth
interviews participants agreed that if the couples satisfied with the quality of the honeymoon
package, they are likely to repeat their visit. Unexpectedly, perceived value (quality) showed a
negative relationship with revisit intention which indicated that perceived value (quality) was
not an influence of revisit intention. Even this finding could not be satisfactorily supported the
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proposed hypothesis, the results confirmed the findings of the previous studies; Kuo et al.
(2011), perceived value (quality) had a positive effect on tourist satisfaction and consequently
effect revisit intention of the overseas tourists visited night markets in Chiang Mai, Thailand,
and perceived value (quality) showed no significant relationship with their revisit intention,
and the study of Um et al. (2006) that concluded the relationship of perceived quality of service
as an influence of tourist satisfaction and accordingly effect revisit intention; while, it was an
insignificant antecedent of the revisit intention of leisure travelers who visited Hong Kong.
Also, the result of a mediation test of perceived value (quality) on revisit intention via tourist
satisfaction showed full mediation, 0.118 (<.01), thus when tourists perceived value for quality
of their overall trip and they were satisfied with the received quality, further they are likely to
revisit the destination.
According to the findings of this study, the honeymoon couples considered
perceived value (quality) in terms of the excellence of overall honeymoon trip, romantic
gateway’s activities, accommodation, and their decision of selecting Phuket as the destination.
As Phuket is a beautiful sea-sand-sun destination with good quality of accommodation and
activity that match the need and expectation of honeymoon couples. This implied that
providing good quality of tourism products and services throughout the stay of honeymoon
couples is likely to achieve their satisfaction that could influence their revisit intention. Thus,
when predicting revisit intention of the honeymoon couples travel to Phuket, perceived value
(quality) is an important antecedent to enhance revisit intention through the mediator, tourist
satisfaction.
5.2.2 Travel Experience and its Effects
The structural relationship between travel experience and tourist satisfaction, and
the structural relationship between tourist satisfaction and revisit intention was in the positive
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path, 0.27 and significant at 0.001, as expected, this signifies that if the honeymoon couples
received a good travel experience, they are more likely to have higher satisfaction which
positively affects their revisit intention. Furthermore, travel experience indicates a positive
relationship and significant at 0.01 with revisit intention which indicates the direct effect
between travel experience and revisit intention. The honeymoon couples are more likely to
repeat their visit to Phuket if they had good and memorable travel experience. Thus, travel
experience had both direct and indirect relationship with revisit intention of the honeymoon
couples in this study. This is supported by the findings of in-depth interviews; Thai honeymoon
couples usually satisfy if they receive the privacy and special moment during their holiday. The
unique experience the honeymoon couples could spend time to explore together is important.
Moreover, they are even more satisfied and happier if their honeymoon experience could gain
a good feedback in their social media. The in-depth interviews revealed that the honeymoon
couples tend to revisit the hotel or destination if they are satisfied with the overall travel
experience as they want to relive those good memorable times.
As not many scholars have examined the impact of travel experience on revisit
intention by having tourist satisfaction as a mediating factor, together with the direct impact of
travel experience on revisit intention. The results of this study supported the previous studies
that confirmed the relationship of travel experience on tourist satisfaction and consequently
influence revisit intention (Jung et al., 2015; Cole & Chancellor, 2009). This finding also
supports the previous study of Lee et al. (2020), travel experience had a positive influence on
satisfaction of Disneyland’s visitors, and tourist satisfaction also had a significant impact on
revisit intention. Moreover, travel experience presented a positive effect on the revisit intention
of the theme park’s visitors. Phuket is an all-in-one destination as there are variety of
accommodation, attractions, and activities match to various preferences and lifestyles of
honeymoon couples. Phuket offers the honeymoon couples a great opportunity in spending
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time in a tranquil, peaceful, relaxing, and romantic atmosphere while enjoying leisure activities
in a beautiful exotic landscape where they can enhance and embrace their intimate relationship.
Therefore, to predict revisit intention, it is better for the service providers to identify the scope
of travel experience of the honeymoon couples visiting Phuket to improve their overall travel
experience as it is an important factor to make the honeymoon couples more satisfied as well
as to create higher tendency of their revisit intention.
5.2.3 Destination Attributes and its Effect
The structural relationship between destination attributes and tourist satisfaction
showed an insignificant effect. The relationship between destination attributes and tourist
satisfaction indicated a negative result (β = -.05), suggesting that destination attributes had no
influence on tourist satisfaction of the honeymoon couples visiting Phuket. This is different
from most research studied on the relationship between destination attributes, tourist
satisfaction, and revisit intention that agreed on the positive relationship of destination
attributes on tourist satisfaction and influence revisit intention (El-Said & Aziz, 2019; Baniya
& Thapa, 2017; Boit & Doh, 2014), however, destination attributes had significant positive
stimulus on revisit intention (Thiumsak & Ruangkanjanases, 2016; Mahdzar et al., 2015).
Possibly, the explanation of this finding may be either, the honeymoon couples are emotionally
focused-travelers who expect romantic fantasies to create a memorable experience comparing
to the holiday tourists (Fakfare & Lee, 2019), therefore the drive of their satisfaction is not the
destination attributes themselves, but their emotions or, the romance of the destination showed
a solid positive influence on the motivation of honeymoon tourists to select a honeymoon
destination (Danthanarayana et al., 2020), therefore the honeymoon couples are not only
motivated to travel by their personal needs, however they are also attracted to the destination
based on its unique and romantic attributes. Destination attributes of Phuket can attract the
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honeymoon couples to revisit the destination without prior tourist satisfaction. The satisfaction
factor may not be required as they already had the positive feeling toward the beaches and
islands in Andaman Sea, beautiful natures of Phuket, variety of accommodation and activities
provided, as well as choices of local food. According to the in-depth interviews, based on the
destination attributes of Phuket, as being a popular hub in the Andaman Sea, offering a full
scale of services, the honeymoon couples do not need to consider much when deciding to revisit
Phuket. Phuket is able to create romantic, exciting, novel, unique and impressive memorable
holiday for the domestic honeymoon couples. There are many of interesting places and
activities in Phuket which the honeymoon couples could not finish all lists within one visit,
therefore most of the couples repeat their visit to see unexplored attractions and activities.
5.2.4 Destination Image and its Effect
The structural relationship between destination image and tourist satisfaction
presented the positive direction with path coefficient of 0.54 and significant at 0.001,
expectedly a good destination image brings tourist satisfaction. Destination image is the most
important factor in attracting the honeymoon couples to a destination and satisfying them
during their stay. Nowadays, the honeymoon couples follow positive reviews which create the
impression that destination is more attractive. The appealing destination image presented to the
honeymoon couples is more likely to create the higher level of tourist satisfaction. As Phuket
is a romantic destination offers a reputation of unique and beautiful beaches and islands.
Through the advertisement and marketing promotion, it is well-known among the honeymoon
couples worldwide. According to the good destination image of Phuket, visiting the top voted
destination of the world gives a sense of pride for the honeymoon couples. Additionally, Phuket
provides a special offer affordable for Thai honeymoon couples during the Covid-19 period, as
instead of being an expensive destination that welcomes only the overseas tourists, it has
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become a destination that provides reasonable price with good quality of accommodations,
attractions, and activities. Therefore, destination image portrayed a crucial role on revisit
intention by having tourist satisfaction as a mediating factor.
The result supports the study of Shafiee et al. (2016), aimed to examine in what
way the destination image effect tourist satisfaction and their revisit intention using social
network, the result showed overall image of a destination positively and significantly affected
tourist satisfaction, also the relationship between destination image and revisit intention was
positive. This implies that the honeymoon couples considered goodness and attractiveness of
the destination image, if the honeymoon couples realize that the destination image of Phuket is
good and attractive, their level of satisfaction is likely to increase, also this links to the higher
chance of their revisit intention.
Moreover, destination image showed the positive and significant relationship with
revisit intention, this finding supports the study conducted by Kanwel et al. (2019), confirmed
the significant positive relationship of destination image and revisit intention through the
tourist satisfaction, as well as the direct positive relationship of destination image and revisit
intention. Hence, to predict revisit intention of the domestic honeymoon couples, destination
image presents the significant role and impact on tourist satisfaction and revisit intention.
5.2.5 Tourist Satisfaction and its Effect
The path coefficient between tourist satisfaction and revisit intention was 0.70 and
significant at 0.001, this indicates that tourist satisfaction positively and significantly influence
revisit intention of the honeymoon couples. The results of the mediation test showed the
positive and significant mediating roles tourist satisfaction serves in a relationship between
perceived value (money) and revisit intention, as well as perceived value (quality) and revisit
intention with full mediation result, this implies that tourist satisfaction fully mediated
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perceived value (money) and perceived value (quality) to revisit intention of the honeymoon
couples; once they perceived good value for money and quality regarding their trip, they are
more likely to be satisfied, accordingly they are more likely to repeat their visit, thus, to
influence revisit intention, perceived value both money and quality completely rely on tourist
satisfaction. Tourist satisfaction partially mediated the relationship between travel experience
and revisit intention, which identifies that travel experience had direct effect on revisit
intention, or it indirectly influenced revisit intention via the tourist satisfaction. This is similar
to the relationship between destination image and revisit intention, tourist satisfaction partially
mediated destination image and revisit intention which implies that destination image had
direct effect on revisit intention, or it indirectly influenced revisit intention via the tourist
satisfaction. The participants of in-depth interviews agreed that tourist satisfaction is a key to
success for the hospitality business especially the honeymoon tourism. It is a core factor to
bring the honeymoon couples back to a hotel or destination. It is understandable that the
honeymoon trip is special for the couples, therefore it is challenging to achieve the satisfaction
of Thai honeymoon couples since they have high expectation. They focus on the value, quality,
unique experience, and social status. However, many of satisfied Thai honeymoon couples
revisit Phuket in a form of couple, family, friend trip.
Moreover, there was no mediation for the relationship of destination attributes and
revisit intention, which confirms the result of hypotheses testing of H3A and H3B. This supports
the findings of previous studies (Jumanazarov et al., 2020; Zhao & Thanabordeekij, 2017; Jung
et al., 2015, Pratminingsih et al., 2014) that tourist satisfaction functions as an important
mediating factor for honeymoon couples to be more satisfied and highly enhance their revisit
intention to a destination.
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5.3 Conclusion
The findings provide the answer to the research questions as follow:
Research question 1: To what extent perceived value, travel experience, destination
attributes, and destination image individually impact tourist satisfaction of Thai honeymoon
couples and influences their revisit intention.
The results showed that the factors which impact tourist satisfaction of Thai
honeymoon couples and influences their revisit intention to Phuket are perceived value
(money) (β = .20, p < .001), perceived value (quality) (β = .37, p < .001), travel experience (β
= .27, p < .001), and destination image (β = .54, p < .001).
Regarding indirect effects on revisit intention of the honeymoon couples who
visited Phuket, destination image had the strongest impact on tourist satisfaction (β = .54). It
was the most powerful influencing factor to achieve tourist satisfaction and further enhance
revisit intention. Destination image normally outlines the decision-making of tourists, this
indicates that the better opinions, views, impressions, perceptions of honeymoon couples have
toward a destination, they are more likely to have higher level of tourist satisfaction which
could influence their revisit intention. Thus, destination image is important to the destination
management as forming a positive image of a destination triggers honeymoon couples to have
positive appraisals in connection with their expectations to be met. This positive attitude
towards the destination will have an advantage to higher level of tourist satisfaction. A positive
destination image has a strong impact on the tourist perception criteria while choosing a place
to visit (Palacio & Martín-Santana, 2004), and when the honeymoon couples consider that the
image of a destination matches to their expectations, they have more favorable feeling towards
the destination, they are more likely to be satisfied. The destination image sets perceptions and
expectations of the honeymoon couples and once that expectations have been met, they are
satisfied with the destination.

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Secondly, perceived value (quality) demonstrated a significant effect on tourist
satisfaction (β = .37) and further influence revisit intention. Honeymoon couples usually have
high expectations as they want to have a memorable time together during a special holiday,
they evaluate their impression of excellence about an overall trip and destination they visited,
when they received the products and services as expected, they are satisfied with their trip and
their selected destination.
Thirdly, travel experience showed the significant influence on revisit intention via
tourist satisfaction as a mediator (β = .27). If the honeymoon couples have an impressive travel
experience, they are more likely to be satisfied and there is more chance for them to repeat their
visit. As honeymoon is a once-in-a-lifetime trip for the honeymoon couples, they want a
special, exciting, impressive, and flawless travel experience as it is the period to relax and
spend time exploring new things together to enhance their affection and intimate relationship.
Therefore, when the honeymoon couples experience a remarkable trip, they are more likely to
be satisfied, and consequently influences their revisit intention as they would like to refresh
and recall these warm and pleasant memories.
Fourthly, perceived value (money) indicated the significant impact on revisit
intention by having tourist satisfaction as a mediator (β = .20). This implies that the worth-to-
pay honeymoon holiday could increase the satisfaction of honeymoon couples, which
accordingly influence their revisit intention. Value for money can be evaluated between the
money paid and received tourism products and services during the travel period, when their
expectations are well-met, they are satisfied, and this could influence their revisit intention.
Despite the fact that the honeymoon couples are willing to pay for a perfect holiday, however,
they have to get the worthwhile outcome.

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Research question 2: To what extent perceived value, travel experience, destination
attributes, and destination image individually impact revisit intention of Thai honeymoon
couples.
The results show that the factors which directly impact revisit intention of Thai
honeymoon couples to Phuket are perceived value (money) (β = .-.16, p < .001), perceived
value (quality) (β = -.13, p < .01), travel experience (β = .11, p < .01) , destination attribute (β
= .20, p < .001), destination image (β = .29, p < .001), and tourist satisfaction (β = .70, p <
.001).
Based on a direct enhancement on revisit intention of the honeymoon couples,
destination image (β = .29) showed the strongest influence, followed by destination attributes
(β = .20), travel experience (β = .11), perceived value (quality) (β = -.13), and perceived value
(money) (β = -.16) respectively. If the honeymoon couple were satisfied with their overall trip,
they are more likely to revisit the destination. Also, the positive feeling the honeymoon couples
had toward the destination image, destination attributes, travel experience, perceived value
(quality), and perceived value (money), they are more likely to repeat their visit.
Research question 3: To what extent tourist satisfaction impacts revisit intention of
Thai honeymoon couples.
The result shows that tourist satisfaction has significant positive impact on revisit
intention of Thai honeymoon couples (β = .70, p < .001).
Among all studied factors, tourist satisfaction showed the strongest effect on revisit
intention of the honeymoon couples who visited Phuket. Moreover, the mediation results
showed full mediation between tourist satisfaction and perceived value (money), and perceived
value (quality); and partial mediation between tourist satisfaction and travel experience, and
destination image.
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Research question 4: What is the most important antecedent variable having direct
impact on tourist satisfaction of Thai honeymoon couples?
The result shows that destination image (β = .54) is the most important antecedent
variable having direct and positive impact on tourist satisfaction of Thai honeymoon couples,
followed by perceived value (quality) (β = .37), travel experience (β = .27), and perceived value
(money) (β = .20) respectively.
As tourist satisfaction was the strongest influencing factor (β = .70) on revisit
intention of the honeymoon couples visiting Phuket, therefore the antecedents of tourist
satisfaction were prioritized; destination image presented the strongest influence (β = .54),
followed by perceived value (quality) (β = .37), travel experience (β = .27), and perceived value
(money) (β = .20) respectively. The positive feeling the honeymoon couples had toward the
destination image, perceived value (quality), travel experience, and perceived value (money),
they are more likely to be satisfied with their visit.
Research question 5: What is the most important antecedent variable having direct
impact on revisit intention of Thai honeymoon couples?
The result shows that destination image (β = .29) is the most important antecedent
variable having direct impact on revisit intention of Thai honeymoon couples, followed by
destination attributes (β = .20), travel experience (β = .11), perceived value (quality) (β = -.13,
p < .01), and perceived value (money) (β = .-.16, p < .001) respectively.
To revisit the destination, the honeymoon couples gave the most attention and
importance on destination image. Additionally, the positive viewpoints the honeymoon couples
had toward the destination attributes, travel experience, perceived value (quality), and
perceived value (money), influenced them to revisit the destination.
Research question 6: To what extent Thai honeymoon market impacts hospitality
and tourism businesses in Phuket.

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The honeymoon couples are important to the hospitality and tourism businesses,
especially in a romantic destination. No matter having a crisis of the Covid-19, the middle-
class to upscale group of people, which the honeymooners are included, is an effective group
of visitors which can generate revenue to the destination as well as tourism business as they
have good spending power and are able to pay for a good trip. Honeymoon couples want to
showcase that they are on a honeymoon or any other special romantic occasion, they are natural
marketers. They want to have a photo shoot in a property, want to promote a destination, and
want to tell their experience in a destination through social medias. People get references from
the honeymoon couples, knowing which spot in a particular destination is the best for the
photos, as people check on the social media to get information about photo spots before
traveling. The honeymoon couples become a natural marketer that can influence and can drive
other honeymoon couples as well. Moreover, honeymoon is something that is so personal, the
honeymoon couples focus on the references from the other honeymoon couples. However,
honeymoon couples are one of the potential target markets to up sale. They have a lot more
power on spending than any other segment and the honeymoon market or a romantic holiday
is a growing market recently.
5.4 Recommendation
This study gathers various sorts of data, including literature review, in-depth
interviews, and questionnaire surveys to provide an insight of the tourist satisfaction and revisit
intention of the honeymoon couples visited Phuket. To study an impact of the mediating factor
of tourist satisfaction on revisit intention of the domestic honeymoon couples who traveled to
Phuket for their special romantic holiday, the findings confirmed the significant effect of tourist
satisfaction on revisit intention (β = .70, p < .001), this implies the importance of tourist
satisfaction towards revisit intention. The higher level of tourist satisfaction the honeymoon
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couples have identifies the higher opportunity of their revisit intention. Therefore, the service
providers should emphasize significantly on the antecedent factors having effect on tourist
satisfaction. Destination image (β = .54) is the most important antecedent variable having
significant positive impact on tourist satisfaction of honeymoon couples, followed by perceived
value (quality) (β = .37), travel experience (β = .27), and perceived value (money) (β = .20)
respectively. This helped yielding the extended knowledge to comprehend the relationships of
studied variables and delivering a better understanding on a structural model of revisit intention
as well as the role of perceived value, travel experience, destination attributes, and destination
image in developing tourist satisfaction and revisit intention of Thai honeymoon couples for
Thailand’s tourism industry.
5.4.1 Recommendation on Destination Image
The findings showed that destination image had significantly both direct and
indirect effects on revisit intention. Phuket is one of the most romantic destinations on earth
with key ingredients for honeymoon and romantic holiday such as beautiful beaches, islands,
and amazing sceneries, well-designed beach resorts, variety of delicious fresh seafood and local
foods, good infrastructure, diversity of cultures, and friendly people. These factors help
building Phuket as a dream and relaxing destination giving a sense of romance to the
honeymoon couples. Phuket also has an image of an all-in-one destination as there are many
selections of beaches, islands, tropical natures, accommodations, attractions, activities,
cultures, and foods. These different options make Phuket as a perfect place for honeymoon
couples to spend time and explore things together. However, Thais see Phuket as an expensive
and touristic destination serves only to a certain market which is the overseas tourists, and it
has been that way for a particular extent over years. Many Thai honeymoon couples prefer
traveling to other countries instead of having their special holiday celebration in Phuket due to
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the overall expense. From the findings, the destination could apply this information to reform
the image in public through the lens of effective medias and online influencers to present the
image of affordable destination with good value for quality that can create memorable travel
experience that worth for the money spent among Thai market. Developing and promoting the
destination image by focusing on beautiful sea-sand-sun, variety of beach resorts, activities,
and attractions, rich local foods and cultures, all at reasonable and consistent in price, with easy
access to and within the island, align hospitable service staff offering an unforgettable journey
to Thai honeymoon couples. Moreover, the public areas by the beach of the destination should
be improved to match the domestic tourists rather focusing merely on the foreigners by
arranging the public area to be less overfilled with rental benches and umbrellas all along the
beaches as it should provide more natural space at no cost for Thai honeymoon tourists to
enjoy. The advertisement and promotion of Phuket should make them feel happy and proud to
visit.
The advertisement of Phuket is mainly promoted the upscale hotels and services,
the state agencies should motivate the private sector to promote and consider the domestic
market by emphasizing on mid-scale market as well since it is an appealing sector that can be
as important and competent to an upscale market with high growth potential. This could create
a better image of Phuket for Thai tourists in seeing Phuket for being not only an expensive
destination that specifically favors international tourists, but also offers affordable tourism
products and services for the domestic market. To this end, the destination should build and
deliver the ‘all-in-one destination for every honeymoon couples suitable for all budgets’ to
create a new image in the perspective of Thai tourists to attract more couples. By emphasizing
only on special offers and promoting affordable destination image during the Covid-19
pandemic, Thai honeymoon couples might not change the way they see Phuket as they know
that it would not be a long-term offer after the pandemic ends. Phuket is going through a stage
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of facelift. The destination should make use of the opportunity during the pandemic to change
the perception of Thais. It should be better for the destination to rely on both the domestic and
international markets.
In addition, the destination should focus on the newlyweds as there is a growing
market of the honeymooners especially within the younger age group. The couples of ages 25-
35 years is the biggest honeymoon and romantic holiday market for Thais. The different age
group has different goal in life and the priority elements depends on the age. Nowadays, the
aforementioned age group follows positive reviews from online media such as honeymoon
Instagram influencers and youtubers which promote and create the destination to be more
attractive. Therefore, the destination should have a good network with the honeymoon bloggers
or influencers to understand well the behavior and motivation of the honeymoon couples as
well as to promote the destination in order to attract more domestic honeymoon couples to
Phuket. Furthermore, based on the survey results, 76.1% visited Phuket for other special
romantic occasions, 13.7% visited Phuket as first-time honeymoon, 41.5% of the honeymoon
couples married for more than two years, and 27.8% were newly married couples, therefore
the honeymoon couples at age of 36 and above should also be emphasized for their anniversary
as well as any other special occasion holidays by focusing on impressive memories they had
together to refresh and strengthen the relationship. The honeymoon and anniversary market,
and special romantic trip are important to the tourism industry as they are normally not looking
for a cheap escape since the honeymoon is once-in-a-lifetime experience which they expect a
wow factor. The upscale market is a main target of this sector; however, the destination should
not ignore the mid-scale market, as the couples would like to have the most exclusive and most
memorable trip of their life. To this end, building up an effective destination image that matches
to the different lifestyle, expectation, preferences, and budget of Thai honeymoon couples
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could arouse their revisit intention via tourist satisfaction as well as directly influence their
revisit intention to a destination.
5.4.2 Recommendation on Travel Experience
Moreover, referring to the survey results, 35.7% of the honeymoon couples visited
Phuket for the first time, and 29.5% visited Phuket 2-3 times, the service providers should
generate an impressive, memorable, different, and unique travel experiences for the
honeymoon couples by focusing on privacy and local attachment as they love to spend time
exploring new things and doing differently from their daily life together. The results from the
survey showed 25.9% of honeymoon couples see private time as the symbol of honeymoon,
followed by beach (24.8%), and special honeymoon suite (20.7%), the service providers should
emphasize on providing the honeymoon couples a personalized service to make it more special
such as a private romantic dinner or picnic set on the beach with personal limousine transfer,
private in-room breakfast, or private sunset cruise, as it would be nice for the honeymoon
couples if there is a kind cooperation between hotel and other operators in arranging the
honeymoon package that comprises of accommodation and activity or excursion. As most
hotels mainly offer in-house services and activities, however, the honeymoon couples prefer
spending time exploring excitement and unique experience together without any time
constraint, hence by having one or two activities or excursions in the package could draw their
attention. Based on the survey results regarding the favorite activities, 29.9% preferred
gastronomy, 28.4% preferred leisure, and 26.3% preferred adventure. The honeymoon couples
preferred relaxing schedule, thus only one or two activities or excursions should be well-
matched to their need. Once they are satisfied with the received travel experience, they are
more likely to revisit the destination to recall and refresh their good memories together. Also,
the service providers should give special attention on travel experience in aspect of social
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media, the honeymoon couples would recall their memory of their previous visit once the
service providers keep posting activities, atmosphere, and nice spots in the social media as this
could motivate them to revisit the destination in the future. Travel experience is an important
factor since it provides both direct and indirect influences on revisit intention of the honeymoon
couples.
5.4.3 Recommendation on Perceived Value (Money) and Perceived Value (Quality)
From the findings, perceived value (money) and perceived value (quality) have
tourist satisfaction as a key mediating factor to positively motivate their revisit intention,
therefore the service providers should emphasize on creating the value in the eyes of
honeymoon couples. If they see the value, both in terms of money and quality, they are
satisfied, and this create more chance for them to repeat their visit. Moreover, people are more
likely to looking for all-inclusive especially the Thai market as the money or income of people
are limited therefore the all-inclusive type will be more attractive to them. The service
providers should offer a 3 to 4-day all-inclusive package with net price as 54.1% of Thai
honeymoon couples traveled 2-3 days length of stay and 43.6% agreed that their ideal length
of stay was 2-4 days. Regarding the survey results, the honeymoon couples visited Phuket had
ranges of monthly income of 15,000-30,000 Baht (42.3%), 30,000-60,000 Baht (22.9%),
60,000 Baht or higher (22.2%), and less than 15,000 Baht (12.6%), therefore knowing a total
expense in advance facilitates their decision making especially for the mid-scale market which
was the biggest group of tourists. In addition, service providers should try to add-up services
and activities to attract the honeymoon couples, and this would work well with Thais as they
want fringe benefits as many as possible. Based on the survey results, the privilege offers by
the hotels for a repeat visit provided to the honeymoon couples such as a special discount for
room (60.7%), room upgrading (15%), honeymoon set-up (10.7%), and special discount for a
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romantic dinner (7.3%); the privilege offers by the travel agents for a repeat visit provided to
the honeymoon couples such as a special discount for excursion (68.6%), complimentary meal
(11.3%), and special discount for the next purchase (7.5%) would be the good influencer to
bring them back to the destination since they see value of returning. Importantly, the price
charged, and the quality provided should be well-matched in the perception of the honeymoon
couples as this could enhance their tourist satisfaction which further influence their revisit
intention. Furthermore, as the survey results showed 75.9 % of the honeymoon couples
organized their trip on their own, therefore service providers should arrange for Thai
honeymoon couples the flexible options such as a honeymoon package that allows them to
choose the preferred complementary meal, activities, excursions, transportation, and add-on
services to make them design and decide on the best travel components for their stay.
5.4.4 Recommendation on Destination Attributes
Additionally, destination attributes provide a direct and significant impact on
revisit intention of the honeymoon couples, therefore the service providers in the scale of
private and public sectors should help improving the quality of destination attributes such as
the beaches, attractions, accommodation, facilities, infrastructures, transportations, restaurants,
shopping places, local foods, and service staff because these are the important attributes that
could directly influence the revisit intention of the honeymoon couples who are familiar with
the destination and already had a sense of attachment to Phuket from their previous visit. The
public transportation in Phuket was a key concern as there was limited public transportation
and the fee was quite expensive to Thais. The destination should seriously provide more variety
of public transportation with affordable fee to suit the diversity of lifestyle and budget of
different honeymoon couples to make it more applicable and convenient in the perception of
Thai honeymoon couples, at least, the public transportation to the major points of interest.
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Moreover, based on the survey results, the symbol of honeymoon in the perspective
of honeymoon couples were private time (25.9%) and beach (24.8%). The state agencies should
launch the policy to enhance the use of public areas especially the beaches to provide more free
available space shared with a zoning of the commercial area to allow Thai honeymoon couples
spending private time on the beach. Besides gastronomy, leisure, and adventure; culture was
considered one of outstanding preferred activities (9%) of the honeymoon couples visited
Phuket. This indicated that the diversity of cultures and beautiful history of Phuket are
attractive factors for the Thai honeymoon couples, therefore the destination should maintain
the charm and enrich this unique characteristic to influence tourist satisfaction and their revisit
intention.
5.4.5 Phuket ROMANCE Model
Tourism is a major export industry for Thailand. Phuket, one of the most popular
tourist destinations in the country, has been negatively influenced in recent years by a number
of crises, including the Global Financial Crisis (GFC). This has limited the travel budget not
only for domestic honeymoon tourists but also those from overseas. Hotel and tourism
businesses have been particularly affected by the Global Financial Crisis. While hotel and
tourism managers may not be able anticipate a crisis, it is crucial for them to understand the
critical success factors contributing to effective crisis recovery in order to ensure their long-
term survival. Based on the findings of this study, the guideline of the Phuket ROMANCE
Model in Figure 5.1. could be helpful for the mentioned situation.

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Figure 5.1 Phuket ROMANCE Model
R Romance Promoting a romance of Phuket
O Organize Organizing the places, events, safety, and tourism resources
Promote Repeat Visitation

M Memorable Delivering a memorable experience
A Affordable Being an affordable honeymoon destination for

domestic market
N Nationalism Building a sense of pride and attachment
C Convenience Creating an ease of accessibility and a customized service
Communicating ‘One destination fits all’

E Everyone
to domestic honeymoon market
Source: This model was developed by the researcher.
From the findings, the recommendation of this study is the Phuket ROMANCE
Model. The destination should promote the romance of beautiful sea-sand-sun,
accommodations, attractions, and leisure activities; and the state agencies should well-
cooperate with the private sector to organize the places, events, safety regarding to the Covid-
19 pandemic protocols, and tourism resources such as natural and man-made attractions,
infrastructure, and services to deliver the honeymoon couples an unforgettable trip. The
destination could create a memorable travel experience through a creative service design to
allow the honeymoon couples to spend private time and explore new things together to
strengthen their affection, relationship and understanding.

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The destination should emphasize on offering an affordable travel packages,
accommodations, attractions, activities, and transportation for the domestic honeymoon
couples. The pricing strategy of honeymoon package should be based on the average spend per
stay to make it affordable for them. Moreover, for the nationalism, building a sense of pride in
visiting Phuket could boost up the domestic honeymoon tourism in the destination. Also, the
domestic honeymoon couples have to feel that they are welcomed at the destination and Phuket
is not a place for only the overseas tourists. The emotional bond between person and place
could be an important feeling to bring people back to a destination.
Additionally, the destination should ensure that the domestic honeymoon couples
receive the convenience in term of accessibility to and within Phuket, the various choices of
public transportation should be provided at least in the major attractions, and as the honeymoon
or other special romantic holiday is special for the couples, customizing the honeymoon
package according to individual preferences, lifestyles, expectations, and financial plan is the
key to success. The well-prepared special privilege such as a special discount for room for the
returned guests, room upgrade, honeymoon set-up, and special discount for a romantic dinner
could smooth their holiday and at the same time create a sense of value in their perspectives.
Phuket should communicate clearly that the destination fits to different needs and budgets of
everyone. The honeymoon couples could comfortably match their expectations and travel costs
when planning to visit Phuket. Finally, the goal of this model is to achieve the satisfaction of
domestic honeymoon couples as well as influence them to repeat their visit in the future.
To this end, the above recommendations help enlarging the related literature and
knowledge about the determinants of revisit intention in the context of beach destinations in
Thailand by assisting to improve a clearer understanding between the relationships of all
variables. They provide essential comprehensive knowledge to the academic segment and
managerial implications to business segment of the tourism industry in Thailand and other
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similar areas. Moreover, the findings provide information for the academic research in
honeymoon and wedding planning management as well as being the further source for the
future tourism research. The recommendations could help local agencies and practitioners in
policy planning, developing, and delivering more appropriate products, services, facilities, and
activities to fulfill the needs and expectations of Thai honeymoon couples with the aim to
enhance their revisit to the destination. This study suggests the state tourism agencies on how
to successfully promote Phuket as honeymoon destination among Thai couples and helps the
destination to plan for an effective resource management to maximize the benefit of
destinations. The destination agencies and managers could create the attractive marketing
strategies, promotions, advertisements, packages, and campaigns motivating domestic
honeymoon couples to repeat their visits which will bring more revenue to the destinations.
This could help in motivating more honeymoon couples to revisit the destination whereas
perceived value and destination attributes could help in developing the tourist destination and
make it worth to honeymoon couples to revisit the destination. The destination image, travel
experience, perceived value (quality), and perceived value (money) were found as independent
variables contribute to high level of tourist satisfaction and this may lead to proper tourism
planning by the central and local agencies. The recommendations would be useful for the beach
and island destinations in other area that have similar characteristics to Phuket to plan the
strategy in effectively portray romantic destination image and travel experience as well as to
successfully develop perceived value and destination attributes to fulfil the needs, expectations,
and satisfaction of honeymoon couples with the aim to attract them to travel domestically and
generate more domestic tourism income.

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5.5 Research Implications
5.5.1 Theoretical Implication
Perceived value (money), perceived value (quality), travel experience, destination
attributes, and destination image had an influence on tourist satisfaction and revisit intention
as presented in the literature review of this study, however, there is no empirical study of such
factors together on the honeymoon couples previously. Awareness of the factors that influence
tourist satisfaction is important for a destination management in creating effective strategic
plans and emphasizing on the quality improvements. Moreover, tourist satisfaction is vital for
a successful destination marketing since it influences the selection of destination and the
decision to revisit.
This study introduces an extended viewpoint of honeymoon tourism from the
perspective of Thai honeymoon couples through seven factors (perceived value (money),
perceived value (quality), travel experience, destination attributes, destination image, tourist
satisfaction, and revisit intention). No empirical research has yet examined the dimensionality
of perceived value (money), perceived value (quality), travel experience, destination attributes,
and destination image on tourist satisfaction and revisit intention of the honeymoon tourists.
Perceived value (quality) presented higher influence on tourist satisfaction comparing to the
perceived value (money). The perceived value has not been clearly identified into two
separated factors, perceived value (money) and perceived value (quality) in the context of
honeymoon tourism; instead, they had been explained only the perceived value (Reisenwitz,
2013). This study has expanded scholarly insight of the honeymoon tourists and augment
literature in this topic. Moreover, the further research can apply the finding regarding the
perceived value by focusing on two categories, in term of money/price and quality to examine
the perception of target respondent.

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Surprisingly, the destination attributes that were studied by many scholars in the
honeymoon tourism context (Lee et al., 2020a; Liu et al., 2019; Fakfare & Lee, 2019; Ünal et
al., 2017; Jericó & Wu, 2017; Siribowonphitak, 2015; Gomaa, 2013; Winchester et al., 2011;
Lee et al., 2010; Rattanaumpol, 2004) showed no significant effect on tourist satisfaction.
However, it had the direct influence on revisit intention. Potentially, Phuket offers a large
variety of beaches and plenty of attractions with unique characteristic that the honeymoon
couples could not complete within few days, therefore they aimed to revisit the destination in
the future hoping to see other interesting places.
Previous studies mentioned that honeymoon couples are willing to pay, spend more
than regular tourists, and are less sensitive to price (Sardone, 2019; Jericó & Wu, 2017; Ünal
et al., 2017; South Pacific Tourism Organization, 2015; Winchester et al., 2011; Yin, 2007),
however, the findings of this study revealed that they need to see value in terms of money and
quality to be satisfied and enhance their revisit which support the study of Lee et al. (2020a);
Fakfare & Lee (2019); Lee et al. (2010); Rattanaumpol (2004), stated that the reasonable cost
was needed in the destination’s selection process as not every honeymoon couple was able to
pay for up-scale travel cost. This also supports the study of Lee et al. (2020a) that mentioned
the importance of value for money in the honeymoon study.
The findings from in-depth interviews revealed that social medias and photo spots
are important especially for the Thai honeymoon couples as they have been influenced by the
attractive reviews of the influencers like friends, superstars, bloggers, and youtubers, as well
as enjoying posting their photos on social media to present their travel experience and social
status as it is a once-in-a-lifetime experience for the couple life. However, this behavior and
perception might be different for the international tourists. Also, Thai honeymoon couples
prefer an all-inclusive package as they want to know the total expense in advance without any
surprise of any additional cost during their stay, however, they would rather select the package
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that is flexible in terms of locations, services, period of stay, and expired date. This is confirmed
by the study of Herjanto and Gaur (2014), concluded that the absence of flexibility in policy of
service providers such as booking, and cancelation caused the romantic tourist’s dissatisfaction.
Thus, the findings of this study could broaden the awareness to achieve tourist
satisfaction of the domestic honeymoon couples as well as the knowledge about the
determinants of revisit intention in the context of beach destinations in Thailand. Academic
can utilize and develop the measurement tool for future research related to the research in
honeymoon and wedding planning management.
As Phuket had long been the destination filled of international tourists, the profile
of Thai tourists especially the honeymoon couples is therefore limited, this study also provides
the demographic characteristics of domestic honeymoon couples visited Phuket during the
pandemic. Accommodation is one of the key attributes the honeymoon couples give attention
to (Lee et al., 2020a, Fakfare & Lee, 2019; Ünal et al., 2017; Siribowonphitak, 2015;
Winchester et al., 2011; Lee et al., 2010; Rattanaumpol, 2004). Generally, with the aim to relax
and the sense of romance, majority of the honeymoon tourists preferred beach accommodation.
Phuket is a well-known honeymoon destination providing plenty of beautiful beach resorts,
65.8% of domestic honeymoon couples selected to stay in beach resort, however 12% selected
to stay in a city hotel, and 11.5% selected to stay in boutique hotel. This showed that the city
area of beach destination is possibly the prevalent chosen option. Potentially, Phuket town has
unique Sino-Portuguese buildings, colorful shophouses, Chinese style houses, area of historical
interest, nice restaurants, and local foods that are convenient for the honeymoon couples to
actively explore.
Additionally, the theoretical framework of this study is developed based on
stimulus-organism-response (SOR) theory. In this study, the stimuli were perceived value
(money), perceived value (quality), travel experience, destination attributes, and destination
286
image as the factors that may influence the emotional reactions of the tourists; organism is the
tourist satisfaction which is a cognitive evaluation of individuals based on individual’s overall
experience in honeymoon trip; and the response is revisit intention of domestic honeymoon
tourists as this is their subsequent behavioral response towards perceived value, travel
experience, destination attributes, and destination image by having tourist satisfaction as a
mediator. This study confirmed the mediating role of tourist satisfaction to revisit intention
with the influence of antecedents, namely perceived value (money), perceived value (quality),
travel experience, destination image. Despite having no effect on tourist satisfaction, the
destination attribute had direct significant effect on revisit intention. Therefore, this model can
be adopted and extended into other contexts for the future research, such as a study of another
target group especially during a crisis, a study on the international honeymoon couples visited
Phuket to compare the perception between the domestic and overseas honeymoon tourists, as
well as a study on beach or island destinations in other area that have similar characteristics to
Phuket.
This study also performed multi-group analysis on male and female which
indicated the higher influence of destination image on male than female.
5.5.2 Managerial Implication
In the modern world, data is one of the greatest necessary resources especially in
business area as it helps to make the proper decisions based on providing facts, trends, and
statistical figures, it also guides thinking, planning, and acting which consequently affect the
outcome of the business. In tourism, there is a limited information regarding the Thai
honeymoon couples especially in a popular beach destination like Phuket, as Phuket has long
been the destination for overseas tourists with most local Thai people considering Phuket as an
expensive place to visit. When the tourism in Thailand has to rely on the domestic market
287
which is unusual for Phuket. The stakeholders faced a tough challenge dealing with the
domestic market due to their perception, expectation, preference, behavior, and budget. The
findings of this study could provide insight regarding the domestic honeymoon couples visiting
Phuket for the stakeholders in tourism as follows:
5.5.2.1. Tourism Professionals and State Tourism Agencies
To develop the honeymoon tourism in Phuket, referring to the findings, the state
agencies and private service providers could give priority on destination image, travel
experience, perceived value (quality), perceived value (money) respectively when planning and
improving the tourism products and services to satisfy Thai honeymoon couples and enhance
their revisit intention. The local tourism professionals and local state tourism agencies could
perform the survey to monitor perspective of Thai honeymoon couples towards Phuket by
emphasizing on destination image, such as romantic beaches, exciting shopping places,
exceptional hospitable service staff, interesting attractions, and reputation; travel experience
such as privacy, serenity and carefreeness, and recreational activities; perceived value (quality)
such as the quality of honeymoon trip, romantic gateway’s activities, accommodation, and
offered privileges; perceived value (money) such as the price of honeymoon trip, honeymoon
package, cost of attractions and activities, and offered privileges; as well as overall tourist
satisfaction. The survey could guide the local tourism professionals and local state tourism
agencies in designing the proper tourism products and services as well as promotional package
and advertisement that match to the expectations, lifestyles, preferences, and budget of Thai
honeymoon couples. This study could give the highlighted area of concern to the hospitality
and tourism business in Phuket in boosting up the domestic income especially from the
potential Thai honeymoon couples.

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In addition, this should focus on promoting Phuket to the local market as
honeymoon travel is an all-year-round business, not limited to tourism seasonal period. Thai
honeymoon couples could arrange their holiday in different travel patterns such as anniversary
trip or any other special romantic occasion which will generate more and stable income to
destinations in the future. The findings are especially helpful to the local tourism professionals
and local state tourism agencies in building the competitiveness of destination to attract more
Thai honeymoon couples especially during the off-seasoned period.
The hospitality and tourism businesses in Phuket may have to be re-launched after
the pandemic situation ameliorate or vanishes from people’s lifestyle, this study advises them
to prioritize on destination image as it presented the strongest impact both in line of direct and
indirect effect on revisit intention of the honeymoon couples. Moreover, travel experience is a
crucial factor to enhance the satisfaction of honeymoon couples which consequently influence
their revisit intention in the future, the destination could design and provide accommodations,
activities, and attractions by focusing on privacy, peacefulness, worry-free, and unique
experience for them. Also, the personalized service such as welcoming card with their names
and dates of visit, in-room honeymoon set-up, or honeymoon gift box, is required to
acknowledge their specialty and purpose of visit. The service providers could provide them a
small souvenir gift that they could bring back home or create a small surprise as this could
remind them about their memorable travel experience in Phuket as well as create a sense of
attachment that could bring them back to the destination.
Despite the lack of significant effect of destination attributes on tourist satisfaction,
destination attributes could still influence revisit intention of the honeymoon couples to Phuket.
It is eventually true that attracting existing tourists costs less than attracting new tourists,
therefore the findings give guideline that destination attributes of Phuket such as beaches,
nearby islands, attractions, activities, cultures, local foods, shopping places, photo spots, and
289
people could directly enhance the honeymoon couples to revisit the destination. The local
tourism professionals and local state tourism agencies could promote the unique and beautiful
attributes to attract them to repeat their visit.
In terms of promotional communication, the local tourism professionals and local
state tourism agencies could employ the findings in decision making when planning the
destination management by highlighting on building a strong destination image and
communicating to Thai honeymoon couples that Phuket is a destination for all lifestyles and
budgets, it is an affordable honeymoon destination offering good quality of services value for
the money spent. This could be done through the various social media platforms as it is
appealing to a young generation as well as the middle-age group who are considered the biggest
potential tourist sector to the destination.
Phuket offers variety of tourism products and service from the upscale to budget,
the findings confirm that Thai honeymoon couples looked for worth-to-pay quality to achieve
tourist satisfaction and accordingly their revisit intention. The local tourism professionals and
local state tourism agencies could employ the findings to design the appropriate questionnaire
to survey the perception towards performance of hotels, tourism services, and destination. To
be most effective, the perceived value (money) should be from the aspect of tourists, not the
service providers. Perceived value (money) does not mean the cheapest price, however the
well-balanced between the sacrifices in term of money, time, and effort the honeymoon couples
paid and gained tourism products and services. For example, the hotels could analyze the
average spend of honeymoon tourists per stay and design the honeymoon package based on the
average spend and monitor the feedback if the honeymoon couples are satisfied with the
package offered. This could be the same to perceived value (quality), the findings could be the
guideline for the local tourism professionals and local state tourism agencies to devise the
survey to check feedback of the honeymoon couples in terms of quality received. The findings
290
from mentioned survey could be a good guideline for the destination and business. Also, the
local tourism professionals and local state tourism agencies could employ demographics
information in strategic plan to yield the benefit both the tourists and service providers.
The findings would be useful for professionals of tourism marketing and
promotion to create the effective advertisements, packages, campaigns, promotional activities,
and communications with the target tourists using social medias. Moreover, local agencies and
practitioners could use the findings in policy planning, developing, and delivering more
appropriate products, services, facilities, and activities to fulfill the needs, expectations, and
preferences of domestic honeymoon couples with the aim to attain their satisfaction as well as
to enhance their revisit.
The destination agencies and managers both online and offline can provide a wide
range of products and services to appropriately serve a different group of the honeymoon
couple, so they can operate among reliable and professional tourism suppliers to offer well-
designed and well-organized package as well as a tailored-made package to individual
honeymoon couple.
Through having an awareness of the perceptions of domestic honeymoon couples
in this study’s context, the state agencies could design or develop a suitable marketing plan to
well promote Phuket as honeymoon destination among Thai couples as well as attract them to
repeat their visit in the future. Moreover, this could help the destination to plan for an effective
resource management to maximize the benefit of destinations by focusing on the policies to
give the guideline for the private entrepreneurs or businesses. Phuket has not been designed for
Thai as its target market. Presently, during the pandemic, it is a new approach to attract Thai
couples to Phuket as Phuket offers variety level of tourism products and services which match
to different need, budget, lifestyle, and preferences of different Thai honeymoon couples.
291
5.5.2.2 The Beach and Island Destinations
The beach and island destinations in other area that have similar characteristics to
Phuket could apply their knowledge gained to plan the tourism strategy in excellently
representing an attractive and romantic destination image and travel experience together with
to successfully develop perceived value in terms of both money and quality aspect, as well as
effectively developing destination attributes to influence the revisit intention of domestic
honeymoon couples with the aim to attract them to travel domestically and generate more
domestic tourism revenue. The destination should promote good quality of accommodation,
beaches, and activities, private time, unique experience, local foods, rich cultural charm, value
for money, good quality of services that the honeymoon couples would experience to enhance
their relationship and attachment.
5.6 Limitations
Regarding the sampling, this study focused on domestic honeymoon couples
visiting Phuket, the respondents were mostly Thai honeymoon couples, and the data collection
was conducted in Phuket, the findings does not represent in the context of international
honeymoon couples worldwide.
Moreover, this study examined the relationships of perceived value (money),
perceived value (quality), travel experience, destination attributes, and destination image in
relation to satisfaction and revisit intention of Thai honeymoon couples visited Phuket, the
results do not represent other destinations in Thailand.
This study conducted the survey during high season of Andaman beach destination,
February 2021, the findings may be different in other periods. Also, the data collection was
conducted during the Covid-19 pandemic, the results do not represent demographic
292
information of honeymoon couples and their perception in the normal situation without the
crisis.
Due to the pandemic, airports in Thailand are closed for usual air traffic, hence
international tourists cannot enter Thailand for recreational purposes. Those who can enter on
a special visa will have to undergo a 14 days’ quarantine period. Therefore, international
tourists are excluded in this study. Only the non-Thai honeymoon couples who lived in
Thailand travel to Phuket were included.
Due to some travel restrictions during the Covid-19 pandemic, the tourists are not
able to travel normally. Therefore, the findings may be different in other periods.
Tourist satisfaction of the past cannot guarantee the future satisfaction as the
honeymoon couples may or may not have higher expectation. Therefore, tourist satisfaction of
the findings in this study may vary in the future depending on the tourism circumstances.
The venues of data collection of this study were Promthep Cape, Phuket Old Town,
Patong Beach and Kata Beach. Therefore, the findings may be different in other areas of data
collection.
This study did not analyze the intangible aspect of the honeymoon tourism, the
results may be varied if examining the intangible aspect.
This study did not scope the time from the wedding day to honeymoon days, the
results may be different when scaling the mentioned period.
This study did not identify the personal preference on holiday destinations, the
results may be different according to individual lifestyle, preference, and budget.
This study did not collect the data based on the favorite recreational activities of
the honeymoon couples, the results may be different with the specific favorite recreational
activities.
293
This study did not analyze the time constraints of the domestic honeymoon
couples, the results may be different with the study based on time limitations.
Based on the mentioned limitations, the guidelines for future research are discussed
in the next section.
5.7 Future Research
This study focused on domestic honeymoon couples who has visited Phuket, the
findings demonstrated the perceptions of most Thai honeymoon couples, hence the
international honeymoon couples visited Phuket might be targeted to study the comparison
between Thai and overseas honeymoon couples. Thus, the service providers might be able to
design the effective marketing strategies and promotional package to attract each market more
specifically.
A study on the beach and island destinations in other area that have similar
characteristics to Phuket might be studied to monitor the perceptions of Thai honeymoon
couples in other areas. Moreover, the further research might study the areas with different
characteristic to Phuket such as Chiang Mai, a well-known destination among Thais and
international honeymoon couples, to compare their perceptions in different context.
Regarding the pandemic, the tourism condition is totally different from the usual
situation, hence the future research might study on the same concept in a period without
pandemic crisis when the hotels and tourism operators provide full operation and people are
able to travel freely with fewer concern to the pandemic and its safety measures as well as the
regarding financial instability.
As this study examined only the honeymoon couples visited Phuket, therefore other
groups such as solo travelers, family and friends, senior tourists, or business tourists might also
be investigated for the future research.

294
An additional antecedent factor such as travel risk or place attachment could be
added to the framework for further study to see if there is any other relationship on tourist
satisfaction and revisit intention of the domestic honeymoon couples.
This study included both the newlyweds and the couples who married for some
years as the target population. The further study could compare between these two groups
separately to see their perceptions toward tourist satisfaction and revisit intention.
The relationship between the independent variables; perceived value (money),
perceived value (quality), travel experience, destination attributes, and destination image could
be explored for the future research to examine the effect on the honeymoon tourism.
295
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APPENDICES
339
APPENDIX A
Consent Form
340
CONSENT FORM
TOPIC
The Analysis of Structural Model to Predict Revisit Intention of Honeymoon Tourists to Phuket
Consent to Take Part in Research
I have voluntarily agreed to participate in this study conducted by Ms. Akruthai La, a Ph.D
candidate of Doctor of Philosophy in Hospitality and Tourism Management Program at
Assumption University, Thailand
o I understand that I have right to decline to answer any question.

o I will not be paid for my participation.
o I may withdraw and discontinue a participation in this study at any time without any
penalty.
o I allow an audio-record and a photo-taking for this interview.
o I understand that all information I provide for this study will be treated confidentially.
o I understand that my identity will remain anonymous.
o I have been given a copy of the consent form before the interview.
341
APPENDIX B
In-depth Interview Questions

342
INTERVIEW SCHEDULE
TOPIC: The Analysis of Structural Model to Predict the Revisit Intention of Honeymoon Tourists to
Andaman Beach Destination
Interview Guide
1. What are the important characteristics of an attractive honeymoon destination?

2. In your opinion, how do you create a sense of value for a honeymoon couple?
3. In your opinion, what are the unique experiences the domestic honeymoon couples are
looking for?
4. How travel experience of honeymoon couples motivates them to revisit the
destination?
5. When customizing a honeymoon package, what are the outstanding features the
honeymoon couples would emphasize on?
6. As a honeymoon destination, what are the most desirable features of Phuket?
7. What do you think about Phuket’s image as a honeymoon destination? And why?
How it differs between local and international tourists?
8. In your opinion, what satisfies honeymoon couples visiting Phuket?
9. From your experience, do honeymoon couples revisit Phuket? Why and what brings
them back?
10. How would travel agents / hotels achieve tourist satisfaction of the domestic
honeymoon couple to consequently motivate their revisit intention?
11. What are the preferred activities of honeymoon couples on their visit to Phuket?
12. Do you encourage honeymoon couples to revisit Phuket? How?
13. Do you acknowledge if they revisit? Are they entitled to get any special incentives?
343
APPENDIX C
Questionnaire Form
English and Thai Version

344
QUESTIONNAIRE
Section 1: Introduction
The purpose of this study is to collect data about tourist satisfaction and revisit intention of domestic
honeymoon tourists in Phuket for the achievement of Doctor of Philosophy in Hospitality and Tourism
Management Program from Assumption University, Bangkok. The findings of the research will be used
for academic and practical purposes. All information will be treated confidentially.
The questionnaire consists of 3 sections. Kindly answer all the questions.
Akruthai La
Ph.D. HTM candidate at Assumption University, Bangkok
Screening
Questions
(I) I travel to Phuket with the purpose of a honeymoon. Yes No
If yes, continue otherwise stop.
(II) I travel to Phuket as the ….. First-time honeymoon

Second-time honeymoon
Wedding anniversary
Other special romantic occasions
345
Section 2: General Information
Instruction: Kindly choose the answer that fits your general information
1. Which province do you come from? ………………………………………………….
2. Nationality: ………………………………………..
3. Gender: Male Female
4. Age: 25-30 31-35 36-40 41 and above
5. Marital status: Newly Married Married less than 6

months
Married 6 months but less than a year Married between 1-2 years
Married for more than 2 years
6. Education: High school or lower Bachelor or college degree Master degree or

higher
7. Occupation: Student Company employee

Business owner Self-employed
Unemployed Retired Other:
…………………………
8. Monthly income: Less than 15,000 THB 15,000 - 30,000 THB

30,001 - 60,000 THB 60,001 THB or higher
9. Preferred activity during a honeymoon: Adventure Culture

Leisure Religious
Sports Gastronomy
10. Number of a visit to Phuket for honeymoon or wedding anniversary:
First time 2-3 times 4-5 times 6 times or more
11. Length of stay for this honeymoon or wedding anniversary:
2-3 days 4-5 days Almost a week 1-2 weeks
12. Accommodation: Beach resort City hotel

Boutique hotel Airbnb
Service apartment Private rental property
13. Honeymoon organizer: Self-arrangement Travel agent

Hotel Other:
…………………………………
14. Travel companion: Spouse Spouse and kid(s)
15. Symbol of honeymoon: Special honeymoon suite Romantic decoration

Sunrise and sunset Beach
Romantic dinner Private time
346
16. What is the reason of selecting Phuket as honeymoon destination?

Worth to the money paid Easy access to Phuket
Beautiful beaches and scenery Variety of attractions and activities
Reputation and image of a destination Previous experience
17. The area of stay in Phuket for this honeymoon trip:

Phuket town Patong beach Kata beach
Karon beach Kamala beach Rawai beach
Nai Yang beach Mai Khao beach Bang Tao beach
Surin beach Nai Thon beach Laem Singh beach
Nai Harn beach Cape Panwa Chalong
Bon island Coral island Maiton island
Naka island Racha island Phi Phi island
18. The most preferred privilege from a hotel: Special discount for room
Room upgrade
Honeymoon set-up
Special discount for a romantic dinner
Special discount for a spa treatment
Complimentary round trip transfer service
Complimentary excursion
19. The most preferred privilege from a travel agent: Special discount for excursion
Special discount for the next purchase
Complimentary tour guide
Complimentary attraction
Complimentary meal
Limousine upgrade
20. Information source of travel decision for this trip: Families and friends
Online reviews
Social medias
Hotel website
Travel agent
TV programs
Travel books
21. The ideal length of stay for a honeymoon trip:

2-4 days 4-5 days Almost a week 1-2 weeks
347
Section 3: Questions
Section 3.1: Please tick one box for each statement based on the level of your agreement regarding
a honeymoon trip in Phuket.
Neither
Strongly Strongly
Questions disagree
Disagree agree nor Agree
agree
disagree
PV1. The price of a honeymoon trip to Phuket is worth it.
PV2. The honeymoon package is a good value for money.
PV3. The value of this honeymoon trip to Phuket is what I want

and need.
PV4. I selected a honeymoon trip in Phuket because the
romantic gateway’s activities are better than other places.
PV5. A honeymoon trip to Phuket provides cozy
accommodation beyond an expectation.
PV6. Phuket offers attractions and activities with reasonable
cost for a honeymoon.
PV7. My decision to have a honeymoon trip to Phuket is a
perfect choice.
TE8. Serenity and carefreeness are what we need.
TE9. This honeymoon trip in Phuket provided meaningful and

exciting intimate experiences.
TE10. I am overwhelmed by the beautiful exotic landscape in
Phuket.
TE11. I enjoyed leisure and recreation activities in Phuket.
TE12. I found the transportation and accessibility in Phuket

convenient.
TE13. I experienced Phuket: romantic, relaxing, comfortable,
and safe.
TE14. Phuket offers a memorable dining experience.
DA15. Phuket offers clean beaches.
DA16. Phuket has many romantic unique sceneries.
DA17. Phuket provides a variety of accommodation with

privacy suitable for honeymoon couple.
DA18. Phuket offers many interesting shopping places.
DA19. Service staff have hospitable personality (hotel,

restaurant, tour).
348
Neither
Strongly Strongly
Questions disagree
Disagree agree nor Agree
agree
disagree
DI20. Phuket is a romantic destination.
DI21. Phuket has a reputation for the beaches and islands.
DI22. Phuket is a well-known honeymoon destination.
DI23. Phuket has many exciting and interesting places to

visit.
DI24. The pictures of Phuket disseminated on social media is
a dreamy destination.
TS25. A honeymoon trip in Phuket has exceeded my
expectation.
TS26. My experience of traveling to Phuket is really
something I need.
TS27. I have a positive feeling about the quality of tourism
features in Phuket.
TS28. I feel relaxed both mentally and physically after
Touring/ staying in Phuket.
TS29. Overall, I truly enjoyed my honeymoon trip to Phuket.
TS30. I will recommend Phuket for honeymoon

couples.
RI31. Phuket will be my first choice in the near future.
RI32. I would visit the same beaches and locations which I

have visited, if I am on vacation back to Phuket.
RI33. I will certainly visit Phuket again.
RI34. If the occasion arises, I may stay longer than the

present stay.
RI35. Without a doubt, Phuket will remain as one choice
to celebrate the wedding anniversary next year.
***** Thank you for your time and kind cooperation *****
349
แบบสอบถาม
หมวดที่ 1: บทนา
การศึกษาครั้งนี้มีวตั ถุประสงค์เพือ่ เก็บข้อมูลเกี่ยวกับความพึงพอใจของนักท่องเที่ยวและเจตนารมณ์ที่จะเดินทางกลับมา
ท่องเที่ยวจังหวัดภูเก็ตอีกครั้งของนักท่องเที่ยวฮันนีมูนภายในประเทศ เพื่อสาเร็จการศึกษาในระดับปริ ญญาเอกหลักสู ตร
การบริ หารการโรงแรมและการท่องเที่ยว จากมหาวิทยาลัยอัสสัมชัญ กรุ งเทพมหานคร ข้อค้นพบจากการวิจยั จะถูกใช้เพื่อ
วัตถุประสงค์ทางวิชาการและทางปฏิบตั ิ ข้อมูลทั้งหมดจะถือเป็ นความลับ
แบบสอบถามนี้ ประกอบด้วย 3 หมวด กรุ ณาตอบคาถามทุกข้อ
เอกฤทัย ลา
นักศึกษาปริ ญญาเอก มหาวิทยาลัยอัสสัมชัญ กรุ งเทพมหานคร
คาถามคัดกรอง
(I) ข้าพเจ้าเดินทางไปภูเก็ต โดยมีวตั ถุประสงค์เพื่อฮันนีมูน  ใช่  ไม่ใช่
ถ้ าใช่ ให้ ดาเนินการต่ อ ถ้าไม่ใช่ ให้ยตุ ิการกรอกแบบสอบถาม
(II) ข้าพเจ้าเดินทางไปภูเก็ตเพื่อ  ฮันนีมูนครั้งแรก
 ฮันนีมูนครั้งที่สอง
 วันครบรอบแต่งงาน
 โอกาสพิเศษอื่นๆที่โรแมนติก
350
หมวดที่ 2: ข้ อมูลทั่วไป
คาชี้แนะ: โปรดเลือกคาตอบที่ตรงกับข้อมูลทัว่ ไปของท่าน
1. ท่านมีภูมิลาเนาในจังหวัดใด ........................................................
2. สัญชาติ: ....................................................................
3. เพศ:  ชาย  หญิง
4. อายุ:  25-30 ปี  31-35 ปี  36-40 ปี  41 ปี ขึ้นไป
5. สถานภาพสมรส:  เพิง่ สมรสใหม่  สมรสแล้ว น้อยกว่า 6 เดือน
 สมรสแล้ว 6 เดือนแต่นอ้ ยกว่า 1 ปี  สมรสแล้ว ระหว่าง 1-2 ปี
 สมรสแล้ว มากกว่า 2 ปี
6. การศึกษา:  มัธยมศึกษาหรื อต่ากว่า  ปริ ญญาตรี หรื อวิทยาลัย  ปริ ญญาโทขึ้นไป
7. อาชีพ:  นักศึกษา  พนักงานบริ ษทั
 เจ้าของกิจการ  อาชีพอิสระ
 ว่างงาน  เกษียณอายุ  อื่น ๆ: .....................
8. รายได้ต่อเดือน:  ต่ากว่า 15,000 บาท  15,000 – 30,000 บาท
 30,001 – 60,000 บาท  60,001 บาทขึ้นไป
9. กิจกรรมที่ตอ้ งการในช่วงฮันนีมนู :  การผจญภัย  วัฒนธรรม
 สันทนาการ  ศาสนา
 กีฬา  อาหาร
10. จานวนครั้งที่เดินทางมาภูเก็ตเพื่อฮันนีมูนหรื อฉลองครบรอบแต่งงาน:
 ครั้งแรก  2-3 ครั้ง  4-5 ครั้ง  6 ครั้งขึ้นไป
11. ระยะเวลาการเข้าพักสาหรับฮันนีมูนหรื อฉลองครบรอบแต่งงานในครั้งนี้:
 2-3 วัน  4-5 วัน  เกือบ 1 สัปดาห์  1-2 สัปดาห์
12. ที่พกั :  รี สอร์ทริ มชายหาด  โรงแรมในเมือง
 โรงแรมบูติก  Airbnb
 เซอร์วิสอพาร์ทเมนท์  อสังหาริ มทรัพย์ให้เช่าส่วนตัว
13. ผูจ้ ดั ฮันนีมูน:  จัดเตรี ยมเอง  ตัวแทนท่องเที่ยว
 โรงแรม  อื่น ๆ: .............................
14. เพื่อนเดินทาง:  คู่สมรส  คู่สมรสและบุตร
15. สัญลักษณ์ของการฮันนีมูน:  ห้องฮันนีมูนสุ ดพิเศษ  การตกแต่งที่โรแมนติก
 พระอาทิตย์ข้ นึ และตก  ชายหาด
 อาหารค่าสุ ดโรแมนติก  เวลาส่วนตัว
351
16. เหตุผลในการเลือกภูเก็ตเป็ นสถานที่ฮนั นีมนู คืออะไร

 คุม้ ค่ากับเงินที่จ่ายไป  เดินทางไปภูเก็ตได้ง่าย
 ชายหาดและทิวทัศน์ที่สวยงาม  สถานที่ท่องเที่ยวและกิจกรรมที่หลากหลาย
 ชื่อเสี ยงและภาพลักษณ์ของจุดหมายปลายทาง  ประสบการณ์ก่อนหน้านี้
17. พื้นที่เข้าพักในภูเก็ตสาหรับการเดินทางฮันนีมูนครั้งนี้:
 ตัวเมืองภูเก็ต  หาดป่ าตอง  หาดกะตะ
 หาดกะรน  หาดกมลา  หาดราไวย์
 หาดในยาง  หาดไม้ขาว  หาดบางเทา
 หาดสุ รินทร์  หาดในทอน  หาดแหลมสิ งห์
 หาดในหาน  แหลมพันวา  ฉลอง
 เกาะบอน  เกาะเฮ  เกาะไม้ท่อน
 เกาะนาคา  เกาะราชา  เกาะพีพี
18. สิ ทธิพิเศษที่ตอ้ งการมากที่สุดจากโรงแรม:  ส่วนลดพิเศษสาหรับห้องพัก
 ได้พกั ห้องที่มีระดับสู งหรื อหรู หรากว่าห้องที่จองไว้ (อัพเกรดห้องพัก)
 การตกแต่งห้องแบบฮันนีมูน
 ส่วนลดพิเศษสาหรับมื้อค่าสุดโรแมนติก
 ส่วนลดพิเศษสาหรับการทาสปา
 บริ การรับส่งไป-กลับโดยไม่คิดค่าใช้จ่าย
 บริ การพาเที่ยวโดยไม่คิดค่าใช้จ่าย
19. สิ ทธิพิเศษที่ตอ้ งการมากที่สุดจากตัวแทนการท่องเที่ยว:  ส่วนลดพิเศษสาหรับการท่องเที่ยว
 ส่วนลดพิเศษสาหรับการซื้อครั้งต่อไป
 มัคคุเทศก์นาเที่ยวโดยไม่คิดค่าใช้จ่าย
 สถานที่ท่องเที่ยวโดยไม่คิดค่าใช้จ่าย
 อาหารโดยไม่คิดค่าใช้จ่าย
 ได้รถที่มีระดับสู งหรื อหรู หรากว่ารถที่จองไว้
(อัพเกรดรถที่ใช้ในการเดินทางท่องเที่ยว)
20. แหล่งข้อมูลในการตัดสิ นใจเดินทางสาหรับครั้งนี้:  ครอบครัวและเพื่อน  บทวิจารณ์ออนไลน์
 สื่ อสังคม (โซเชียลมีเดีย)  เว็บไซต์โรงแรม
 ตัวแทนการท่องเที่ยว  รายการโทรทัศน์
 หนังสื อท่องเที่ยว
21. ระยะเวลาที่เหมาะสาหรับการเดินทางฮันนีมนู :
 2-4 วัน  4-5 วัน  เกือบสัปดาห์  1-2 สัปดาห์
352
หมวดที่ 3: คาถาม
หมวดที่ 3.1: โปรดทาเครื่ องหมาย  เพียง 1 ช่อง สาหรับข้อความดังต่อไปนี้ ตามระดับความเห็นด้วยของท่าน สาหรับการ
เดินทางฮันนีมูน ไปยังภูเก็ต
ไม่เห็นด้วย ไม่มี เห็นด้วย

คาถาม ไม่เห็นด้วย เห็นด้วย
อย่างยิ่ง ความเห็น อย่างยิ่ง
พีวี1. การเดินทางฮันนีมูนไปยังภูเก็ตคุม้ ค่ากับราคาที่จ่าย
พีวี2. แพ็คเกจฮันนีมูนคุม้ ค่าเงินที่จ่าย
พีวี3. ความคุม้ ค่าของการท่องเที่ยวฮันนีมูนที่ภูเก็ตครั้งนี้คือสิ่ งที่ขา้ พเจ้า

ต้องการ
พีวี4. ข้าพเจ้าเลือกการท่องเที่ยวฮันนีมูนที่ภูเก็ตเพราะกิจกรรมการพักผ่อน
แบบโรแมนติกดีกว่าที่อื่น
พีวี5. การท่องเที่ยวฮันนีมูนที่ภูเก็ตมีที่พกั แบบสบายๆที่เกินความคาดหมาย
พีวี6. ภูเก็ตมีแหล่งท่องเที่ยวและกิจกรรมที่มีราคาที่เหมาะสมสาหรับการ
ฮันนีมูน
พีวี7. การตัดสินใจท่องเที่ยวฮันนีมูนที่ภูเก็ตเป็ นการตัดสินใจที่ยอดเยี่ยม
ทีอี8. ความสงบและปราศจากความกังวลเป็ นสิ่ งที่เราต้องการ
ทีอี9. การท่องเที่ยวฮันนีมูนของข้าพเจ้าที่ภูเก็ตครั้งนี้เป็ นประสบการณ์ที่ดี

ครั้งหนึ่งในชีวิต
ทีอี10. ข้าพเจ้ารู้สึกดีมากกับวิวทิวทัศน์ที่สวยงามในภูเก็ต
ทีอี11. ข้าพเจ้ามีความสุขกับกิจกรรมนันทนาการและกิจกรรมพักผ่อนหย่อน
ใจในภูเก็ต
ทีอี12. ข้าพเจ้าพบว่าการขนส่ งและการเข้าถึงสถานที่ต่างๆในภูเก็ตนั้น
สะดวก
ทีอี13. ข้าพเจ้าได้รับประสบการณ์ที่โรแมนติก ผ่อนคลาย สะดวกสบายและ
ปลอดภัยในภูเก็ต
ทีอี14. ภูเก็ตให้ประสบการณ์ในการรับประทานอาหารค่าที่น่าจดจา
ดีเอ15. ภูเก็ตมีชายหาดที่สะอาด
ดีเอ16. ภูเก็ตมีทิวทัศน์ที่โรแมนติกอันเป็ นเอกลักษณ์หลายแห่ง
ดีเอ17. ภูเก็ตมีที่พกั หลากหลายที่มีความเป็ นส่ วนตัวเหมาะสาหรับคู่ฮนั นีมูน
ดีเอ18. ภูเก็ตมีสถานที่ชอ้ ปปิ้ งที่น่าสนใจหลายแห่ง
ดีเอ19. เจ้าหน้าที่บริ การมีบุคลิกภาพที่ตอ้ นรับ (โรงแรม ภัตตาคาร ทัวร์)

353
ไม่เห็นด้วย ไม่มี เห็นด้วย

คาถาม ไม่เห็นด้วย เห็นด้วย
อย่างยิ่ง ความเห็น อย่างยิ่ง
ดีไอ20. ภูเก็ตเป็ นสถานที่โรแมนติก
ดีไอ21. ภูเก็ตมีชื่อเสียงในเรื่ องชายหาดและหมู่เกาะ
ดีไอ22. ภูเก็ตเป็ นสถานที่ฮนั นีมูนที่รู้จกั กันดี
ดีไอ23. ภูเก็ตมีสถานที่ท่องเที่ยวที่น่าตื่นเต้นและน่าสนใจมากมาย
ดีไอ24. ภาพถ่ายของภูเก็ตที่เผยแพร่ ทางสื่อสังคมออนไลน์เป็ นแหล่ง

ท่องเที่ยวในฝัน
ทีเอส25. การท่องเที่ยวฮันนีมูนที่ภูเก็ตเกินความคาดหมายของข้าพเจ้า
ทีเอส26. ประสบการณ์การท่องเที่ยวของข้าพเจ้าที่ภูเก็ตเป็ นสิ่ งที่ขา้ พเจ้า

ต้องการ
ทีเอส27. ข้าพเจ้ามีความรู้สึกเชิงบวกต่อคุณภาพของคุณลักษณะเด่นทางการ
ท่องเที่ยวในภูเก็ต
ทีเอส28. ข้าพเจ้ารู้สึกผ่อนคลายทั้งทางจิตใจและร่ างกายหลังจากได้
ท่องเที่ยว/อยู่อาศัยในภูเก็ต
ทีเอส29. โดยภาพรวม ข้าพเจ้ามีความสุขมากกับการท่องเที่ยวฮันนีมูนของ
ข้าพเจ้าที่ภูเก็ต
ทีเอส30. ข้าพเจ้าจะแนะนาภูเก็ตให้กบั คู่รักฮันนีมูน
อาร์ไอ31. ภูเก็ตจะเป็ นตัวเลือกแรกของข้าพเจ้าในอนาคตอันใกล้
อาร์ไอ32. ข้าพเจ้าจะไปชายหาดและสถานที่เดิมที่เคยไปถ้าหากข้าพเจ้า
กลับมาพักผ่อนที่ภูเก็ต
อาร์ไอ33. ข้าพเจ้าจะไปเที่ยวภูเก็ตอีกครั้งอย่างแน่นอน
อาร์ไอ34. หากมีโอกาส ข้าพเจ้าอาจใช้เวลาพักผ่อนในภูเก็ตให้นานกว่าครั้งนี้
อาร์ไอ35. ภูเก็ตจะยังคงเป็ นหนึ่งในตัวเลือกเพื่อฉลองครบรอบแต่งงานของ

ข้าพเจ้าในปี หน้าอย่างไม่ตอ้ งสงสัย
***ขอบคุณที่ท่านกรุ ณาให้ความร่ วมมือและสละเวลาของท่าน”

354
APPENDIX D
Photos of Data Collection
In-depth Interviews
355
Ms. Khanchana Larpyongyot Mr. Withaya Pawawes

The Sales Manager & Owner Sales & Marketing Executive
L J BIZ., Co, Ltd. Travel service Asian Oasis Co., Ltd.
4th December 2020 at 1400 – 1530 hrs. 8th December 2020 at 0930 - 1100 hrs.
Mr. William Koh Ms. Parichat Preedeephataraphan

President Visa & Tour Operation Manager
Only One Tour International Co., Ltd. On The Way Group Co., Ltd.
15th December 2020 at 1330 – 1500 hrs. 16th December 2020 at 1500 – 1630 hrs.
356
Mr. Sophonpat Woungchob Ms. Chanisa Saikang

Owner Owner
N Bangkok Best Tour Co., Ltd. Ferncy Travel Tour
17th December 2020 at 1000 – 1130 hrs. 25th December 2020 at 1430 – 1600 hrs.
Mr. Chaiyut Sophannarat Ms. Karnchanok Pholrong

Owner Sales Coordinator
I Phuket Co., Ltd. Anantara Mai Khao Phuket Villas
6th January 2021 at 1400 – 1530 hrs. 7th January 2021 at 1000 – 1100 hrs.
357
Mr. Bill Barnett Ms. Natchaya Thanyapong

Managing Director Sales Manager – Wedding and Social
C 9 Hotelworks Le Méridien Phuket Beach Resort
Mr. Kittipong Ketmuang Ms. Ambhorn Pumiem

Sales Manager Reservationist
Ramada Plaza by Wyndham Chao Fah Elephant Jungle Sanctuary Phuket
358
Ms. Duanphen Klinkrong Ms. Kanchana Charoensri

Director of Sales and Marketing Marketing Communications Manager
Wyndham Grand Nai Harn Beach Phuket Dusit Laguna Phuket
Ms. Suparat Boonthai Mr. Andrew Hogg

Director of Sales Managing Director
Phuket Marriott Resort and Spa, Phuket Travel Shop
Nai Yang Beach
359
Mr. Visarut Tantitaweewatana Ms. Bhummikitti Ruktaengam

Assistant Group Marketing Director President
KATATHANI Collection of Resorts Phuket Tourist Association
Mr. Watcharapong Sommut Ms. Tonyaporn Konto

Sales Executive Sales Executive
The Naka Phuket Trisara Phuket
360
Ms. Uthaiwan Nookaew Mr. Jaroon Kaewmukdakul

Owner Director
Being Tours & Travel Tourism and Sports Office, Phuket
Mr. Nitin Narayanan Mr. Anthony Lark

Cluster Commercial Director President
DoubleTree by Hilton Phuket Banthai Resort Phuket Hotels Association
361
Ms. Masha Siriwangsanti Ms. Tesinee Jareanrit

Resident Manager Managing Director
Ayara Kamala Resort & Spa Phuket Honeymoon Co.Ltd.
20th January 2021 at 1400 – 1530 hrs. 22nd January 2021 at 1000 – 1130 hrs.
362
APPENDIX E
Photos of Data Collection
Questionnaire Survey
363
Boat Avenue: 05 February 2021 (See Table 4.2 Page 208)

364
Patong Beach: 06, 12, 13, and 14 February 2021 (See Table 4.2 Page 208)
365
Patong Beach (Continued): 06, 12, 13, and 14 February 2021 (See Table 4.2 Page 208)
366
367
368
Promthep Cape: 07, 13, and 14 February 2021 (See Table 4.2 Page 208)
369
Promthep Cape (Continued): 07, 13, and 14 February 2021 (See Table 4.2 Page 208)
370
Promthep Cape (Continued): 07, 13, and 14 February 2021 (See Table 4.2 Page 208)
371
Phuket Old Town: 07 and 14 February 2021 (See Table 4.2 Page 208)
372
Kata Beach: 12 February 2021 (See Table 4.2 Page 208)

373
APPENDIX F
GSB Ph.D.-HTM Dissertation Grammar Checking Form

374
375
376
377
APPENDIX G
Turnitin Result
378
379
BIOGRAPHY
NAME & SURNAME: Akruthai La
DATE OF BIRTH: 02/03/1975
POSITION: -
EDUCATION:
• Bachelor’s Degree in Business Administration: Faculty of Arts,
Assumption University, Bangkok Thailand.
• Master’s Degree of Business Administration in Hotel and Tourism
Management
- Silpakorn University International College, Bangkok Thailand
- Université de Perpignan Via Domitia (UPVD), Perpignan France
WORK EXPERIENCE:
• Manager: International Affairs Office, Dusit Thani College
• Department Head of Hotel and Resort Management (International
Program), Dusit Thani College
• Full-time Instructor: Dusit Thani College
AWARDS/PUBLICATIONS
• Academic Articles
- The Engagement of Hotels in CSR Program for the Host Community
based on United Nations, Sustainable Development Goals (UN SDG)
2030, Dusit Thani College Journal Vol.13 No.1 January - April 2019
- Tourism Marketing Plan for Nature-based Destinations: A Case
Study of British Columbia, Canada, Dusit Thani College Journal
Vol.13 No.2 May - August 2019

The Antecedent of Thai Honeymoon Tourists Revisit Intention of Phuket.

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The Antecedent of Thai Honeymoon Tourists Revisit Intention of Phuket.

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The Antecedent of Thai Honeymoon Tourists Revisit Intention of Phuket.

A Dissertation Submitted in Partial Fulfillment of the Requirements for

ASSUMPTION UNIVERSITY OF THAILAND

The Graduate School/ Faculty of Graduate School of Business and Advanced

DISSERTATION EXAMINATION COMMITTEE

……………………………………………… Chairman (External)

……………………………………………… Committee Member

……………………………………………… Committee Member

……………………………………………… Committee Member

……………………………………………… Dissertation Advisor

I.D. No.: 6019381

Key Words: HONEYMOON TOURIST, PERCEIVED VALUE, TRAVEL EXPERIENCE,

DESTINATION ATTRIBUTES, DESTINATION IMAGE, TOURIST SATISFACTION,

REVISIT INTENTION, PHUKET

Dissertation Title: THE ANTECEDENT OF THAI HONEYMOON TOURISTS REVISIT

Dissertation Advisor: ASST. PROF. DR. ADARSH BATRA

Honeymoon tourism is a particular type of tourism. The honeymoon couples are a

promotional activities of state agencies mainly focused on international honeymoon couples,

the Thai market was overlooked and ignored.

attributes, and destination image on tourist satisfaction of domestic honeymoon couples to

satisfaction as a significant mediator.

literature on this topic. It provides the demographic characteristics of domestic honeymoon

lack of significant effect of destination attributes on tourist satisfaction, destination attributes

could still influence revisit intention of the honeymoon couples to Phuket.

with knowledge and inspiration creating passion in my work in successfully completing my

expertise in honeymoon market I wouldn’t be able to draw an end to my dissertation.

assistance and guidance in finishing my dissertation on time.

Finally, I would like to give my warm thank to my parents, my husband, Charles,

the storm and sunshine … I love you all very much.

APPROVAL ............................................................................................................ iii

TABLE OF CONTENTS ......................................................................................... vii

LIST OF TABLES ................................................................................................... xiv

LIST OF FIGURES ................................................................................................. xvi

1.1 Introduction of the Study ............................................................... 1

1.1.1 Overview of Phuket .............................................................. 5

1.1.2 History of Honeymoon ......................................................... 7

1.1.3 Second Honeymoon .............................................................. 8

1.2 Situational Analysis ....................................................................... 8

1.3 Need for Research .......................................................................... 13

1.4 Statement of Research Problem ..................................................... 15

1.5 Research Objectives ....................................................................... 19

1.6 Research Questions ........................................................................ 20

1.7 Research Hypothesis ...................................................................... 21

1.8 Scope and Limitations.................................................................... 22

1.9 Significance of Study ..................................................................... 24

1.10 Definition of Terms...................................................................... 26

CHAPTER II THE LITERATURE REVIEW AND THE THEORETICAL,

CONCEPTUAL AND RESEARCH FRAMEWORKS

2.1 Review of Literature ...................................................................... 28

2.1.1 Honeymoon Tourism in Thailand ......................................... 29

2.1.2 Perceived Value .................................................................... 31

2.1.2.1 Definition of Perceived Value .................................. 31

2.1.2.2 Conceptualized Theories of Perceived Value ........... 33

2.1.2.3 The Literature Review of Perceived Value,

Tourist Satisfaction and Revisit Intention................. 37

2.1.3 Travel Experience ................................................................. 38

2.1.3.1 Definition of Travel Experience ............................... 38

2.1.3.2 Conceptualized Theories of Travel Experience ........ 40

2.1.3.3 The Literature Review of Travel Experience,

Tourist Satisfaction and Revisit Intention................. 44

2.1.4 Destination Attributes ........................................................... 45

2.1.4.1 Definition of Destination Attributes.......................... 45

2.1.4.2 Conceptualized Theories of Destination Attributes .. 47

2.1.4.3 The Literature Review of Destination Attributes,