The Relationship between Destination Image, Food Image, and Revisiting Pattaya, Thailand

Sarunya Lertputtarak


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

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