Amazing destination: amazing international travel behaviour



Publication Details

Kattiyapornpong, U. & Miller, K. (2011). Amazing destination: amazing international travel behaviour. Australian and New Zealand Marketing Academy Conference (ANZMAC 2011)


The objective of this paper was to identify the differences between destination choice importance, destination satisfaction and destination image and perception of tourists from Korea and Australia in order to better understand these specific segment groups. The total questionnaire surveys of 800 tourists from Korea (400) and Australia (400) were collected at two international airports in Bangkok and Phuket, Thailand. The overall findings of shopping importance and satisfaction showed the delightfulness of these two groups when they were in Thailand. The findings had important implications for destination marketing managers when attempt to understand these factors including pre-purchase destination choice importance (destination attractiveness/destination attributes/destination products) and post-purchase evaluation of consumers to improve destination satisfaction and destination perception and image.

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