The Influence of Destination Marketing Factors on Destination Loyalty in Secondary Cities of Thailand
DOI:
https://doi.org/10.47941/jmh.3881Keywords:
Destination loyalty, Secondary cities, Thailand Tourism, MarketingAbstract
Purpose: This study investigates the influence of destination image, destination branding, marketing communication, perceived service quality, and memorable tourism experience on destination loyalty among Thai domestic tourists visiting secondary cities in Thailand. The study addresses the limited empirical evidence regarding the marketing factors that influence tourist loyalty toward Thailand's secondary tourism destinations.
Methodology: A quantitative research approach was employed using a structured questionnaire administered to 400 Thai domestic tourists who had visited at least one secondary city in Thailand within the previous 12 months. Data were analyzed using descriptive statistics, reliability analysis, and multiple regression analysis to examine the relationships between the proposed destination marketing factors and destination loyalty.
Findings: The results indicate that destination image, marketing communication, perceived service quality, and memorable tourism experience have significant positive effects on destination loyalty. Among these variables, marketing communication exerts the strongest influence. In contrast, destination branding does not have a statistically significant effect on destination loyalty. The findings suggest that tourists visiting secondary cities place greater importance on effective communication, high-quality services, and memorable travel experiences than on destination branding alone.
Contribution to Theory Practice and Policy: This study extends the destination marketing and tourism literature by providing empirical evidence on the determinants of destination loyalty in the context of Thailand's secondary tourism destinations, an area that has received limited scholarly attention. The findings offer practical guidance for destination management organizations, tourism marketers, and policymakers by highlighting the importance of strengthening integrated marketing communication, improving service quality, and creating memorable tourism experiences to enhance tourist loyalty and support the sustainable development and competitiveness of secondary tourism destinations in Thailand.
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Copyright (c) 2026 Nealnara Wongkerd, Ph.D.
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