The Influential Roles of Past Experience, Affective Attitude, and Destination Culture on Thai Tourists’ Likelihoods of Revisitation and Recommendation

Drawing upon tourism contribution, tourists’ visitations are the backbone of country’s economic growth and development. This study thus aims to test a structural model for examining relationship between affection, cultural perceptions, their revisit, recommendation intentions through mediating role past travel experience. To our hypotheses, 547 questionnaires from Thai tourists were analyzed using equation modeling. The results show that all hypotheses substantially confirmed statistically significant except affective attitude aspect which is not found influence revisit intentions. Notwithstanding, we tourist experience catalyzes However, affection perception only nurtures experience, but revisitation recommendation. As such, this sheds new laser light on how perceptions can future growth. recommendations suggestions these findings explained be an avenue research. Implications entrepreneurs, policymakers, Asian business context also presented.