International tourists confident toward Thailand destination satisfaction: A case of Singapore Malaysia and Lao PDR tourist

摘要

The global recession, Thailand's riots, political uncertainties, severe flooding, anti-government protests and ongoing military coup are notable factors affecting international incoming tourist visiting Thailand. In order to promote Thailand as must visiting destination in ASEAN. Hence, Thai government has adopted a campaign message globally called "Amazing Thailand: Discover Thainess". This study investigated Singaporean Malaysian and Laotian (SML) tourists' perceptions on Thailand destination image via Thailand tourism campaign and its activities. Diversity of destinations and environmental factors will also investigated by using a questionnaire as a tool. The result shows that Amazing Thailand has barely registered in mind of tourists from these major ASEAN countries while Thainess has little effect on their perception. Surprisingly, environment and safety has no relationship effect on destination satisfaction across SML tourist groups. Thus, tourists confident and destination satisfaction is more likely to improve the number of international tourists, generate national employment and income.