Understanding the Perceptions of Asian University Students Toward Thai Tourism Destinations: The Cases of Phuket and Pattaya
This study investigates Asian university students’ perceptions of Phuket and Pattaya, emphasizing city image, defining attributes, information exposure, familiarity, and travel intentions. Using a quantitative survey with 3,432 online respondents, the study reveals that Phuket consistently outperfor...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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ANPOR Korea
2025-02-01
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| Series: | Asian Journal for Public Opinion Research |
| Online Access: | https://doi.org/10.15206/ajpor.2025.13.1.122 |
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| author | Kanyika Shaw Nutthapon Jitprapai Jantima Kheokao |
| author_facet | Kanyika Shaw Nutthapon Jitprapai Jantima Kheokao |
| author_sort | Kanyika Shaw |
| collection | DOAJ |
| description | This study investigates Asian university students’ perceptions of Phuket and Pattaya, emphasizing city image, defining attributes, information exposure, familiarity, and travel intentions. Using a quantitative survey with 3,432 online respondents, the study reveals that Phuket consistently outperforms Pattaya across four dimensions.
Tourism and recreation findings show Phuket as more vibrant and diverse in activities. In authenticity and atmosphere, Phuket is slightly favored for its friendliness and cleanliness. Both cities score similarly in economic factors, with Phuket being slightly more navigable. In environmental and safety factors, Phuket is viewed as safer and more climate-friendly, though both cities are crowded.
Path analysis was utilized to investigate the relationship between information exposure, familiarity, and visitation intentions. The findings reveal that information exposure significantly affects visitation intentions, both directly and indirectly, with familiarity serving as a critical mediator. Increased information exposure enhances familiarity, which, in turn, strengthens the intention to visit the cities.
To elevate destination appeal, recommendations include targeted marketing via diverse media, highlighting authentic experiences, and addressing safety and authenticity concerns. These strategies can enhance Phuket and Pattaya's competitive edge in tourism. |
| format | Article |
| id | doaj-art-ccfda3aa644b4718a23d5a05001d2e65 |
| institution | DOAJ |
| issn | 2288-6168 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | ANPOR Korea |
| record_format | Article |
| series | Asian Journal for Public Opinion Research |
| spelling | doaj-art-ccfda3aa644b4718a23d5a05001d2e652025-08-20T03:16:21ZengANPOR KoreaAsian Journal for Public Opinion Research2288-61682025-02-0113110.15206/ajpor.2025.13.1.122Understanding the Perceptions of Asian University Students Toward Thai Tourism Destinations: The Cases of Phuket and PattayaKanyika ShawNutthapon JitprapaiJantima KheokaoThis study investigates Asian university students’ perceptions of Phuket and Pattaya, emphasizing city image, defining attributes, information exposure, familiarity, and travel intentions. Using a quantitative survey with 3,432 online respondents, the study reveals that Phuket consistently outperforms Pattaya across four dimensions. Tourism and recreation findings show Phuket as more vibrant and diverse in activities. In authenticity and atmosphere, Phuket is slightly favored for its friendliness and cleanliness. Both cities score similarly in economic factors, with Phuket being slightly more navigable. In environmental and safety factors, Phuket is viewed as safer and more climate-friendly, though both cities are crowded. Path analysis was utilized to investigate the relationship between information exposure, familiarity, and visitation intentions. The findings reveal that information exposure significantly affects visitation intentions, both directly and indirectly, with familiarity serving as a critical mediator. Increased information exposure enhances familiarity, which, in turn, strengthens the intention to visit the cities. To elevate destination appeal, recommendations include targeted marketing via diverse media, highlighting authentic experiences, and addressing safety and authenticity concerns. These strategies can enhance Phuket and Pattaya's competitive edge in tourism.https://doi.org/10.15206/ajpor.2025.13.1.122 |
| spellingShingle | Kanyika Shaw Nutthapon Jitprapai Jantima Kheokao Understanding the Perceptions of Asian University Students Toward Thai Tourism Destinations: The Cases of Phuket and Pattaya Asian Journal for Public Opinion Research |
| title | Understanding the Perceptions of Asian University Students Toward Thai Tourism Destinations: The Cases of Phuket and Pattaya |
| title_full | Understanding the Perceptions of Asian University Students Toward Thai Tourism Destinations: The Cases of Phuket and Pattaya |
| title_fullStr | Understanding the Perceptions of Asian University Students Toward Thai Tourism Destinations: The Cases of Phuket and Pattaya |
| title_full_unstemmed | Understanding the Perceptions of Asian University Students Toward Thai Tourism Destinations: The Cases of Phuket and Pattaya |
| title_short | Understanding the Perceptions of Asian University Students Toward Thai Tourism Destinations: The Cases of Phuket and Pattaya |
| title_sort | understanding the perceptions of asian university students toward thai tourism destinations the cases of phuket and pattaya |
| url | https://doi.org/10.15206/ajpor.2025.13.1.122 |
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