Experiential Value for International Tourists’ Satisfaction and Loyalty Toward Beach Activities in Pattaya City, Thailand

Abstract

Pattaya has been one of famous tourism destination in Thailand due to natural resources, plenty of accommodations, variety food and beverages, quality of services, attractive beach activities, and etc. In accordance with, overall satisfaction of beach activities could be a key indicator for choosing a destination to revisit, re-purchase and recommend to others. This study focuses on experiential value for international tourists’ satisfaction and international tourists’ loyalty toward beach activities in Pattaya City, Thailand. A total of 400 questionnaires were distributed to international tourists who were taking beach activities at Pattaya City, Thailand during March 1-15, 2019. The statistical methods conducted to analyze the data are descriptive statistics and linear regression analysis. The linear regression model shows that experiential value as the predictor, in order to predict the satisfaction and loyalty of international tourists towards beach activities in Pattaya City, Thailand. The finding shows that there are 2 components affecting to international tourists’ satisfaction which are value for money (B = 0.170, p = 0.004) and experience value (B = 0.375, p = 0.000), respectively. In addition, the international tourists’ satisfaction has a positive effect to international tourists’ loyalty with affecting size as (B = 0.573, p = 0.000). The research finding can announce the Pattaya Municipal and business owners to maintain experiential value for beach activities in Pattaya City, Thailand. According to managerial point of view, international tourists are seeking for new experience in tourism destination. As a consequence, Pattaya Municipal and business owners should develop and create various of activities. It is not only beach activities but also land based activities and water sport activities to attract international tourists to revisit Pattaya City, Thailand.