Cultural interaction and tourist destination loyalty : a case study of Phuket, Thailand

Abstract

The interaction between cultural factors and tourists’ destination loyalty has not yet been widely observed among research scholars. However, the knowledge of the interaction is necessary for understanding how culture is becoming a central factor of attraction in tourism. The objective of this study was therefore to find the possible linkages between cultural interaction factors and the destination loyalty of tourists by using Phuket, Thailand, as a case study. The study employed the satisfaction-loyalty theory in the examination of the role of cultural interactions and destination loyalty. A sample of 378 respondents of international tourists who visited Phuket responded to the questionnaires. The study used the structural equation model (SEM) to observe the relationship among the various variables. The results of the study revealed that cultural interaction was statistically positive toward the destination attitudes and destination loyalty of international tourists. Moreover, the implication of this study can contribute to cultural studies in the field of the tourism industry, as well as management implications for tourism operators and policymakers.