The casual effects of perceived destination image, perceived experience quality effecting revisit intention via perceived value and satisfaction tourist of the world heritage site at Phra Nakhon Si Ayutthaya province

Abstract

World Heritage Sites are the world’s priceless treasures, both cultural and natural, that mankind has inherited from the past. The historical city of Phra Nakhon Si Ayutthaya is a rare and unique display, evidence of traditions or civilizations that are still extant or may have disappeared. It has Outstanding Universal Value (OUV), which is one of the world’s most prosperous and international cities. This can be considered a good image and creation of a travel experience for both Thai and foreign tourists who are interested in visiting and are satisfied, impressed and come to visit often. This study aims to investigate the causal effects of perceived destination image, perceived experience quality, tourist perceived value, tourist satisfaction, and revisit intention of Thai tourists who the world heritage site visit Phra Nakhon Si Ayutthaya province. A comprehensive examination involved 400 Thai tourists. The research utilized a quantitative approach with survey questionnaires as the data collection tool. Descriptive and inferential methods, including exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), were employed for analysis. Structural equation modeling (SEM) analysis demonstrated that the hypotheses aligned well with empirical data, exhibiting good fit indices: χ2 /df = 3.437, CFI = .919, TLI = .901, RMSEA = .078 and RMR = .023. The results affirmed the positive influence of tourist perceived value, tourist satisfaction as a mediator between perceived destination image, perceived experience quality, and revisit intention. These findings contribute significantly to academic knowledge and offer managerial insights, emphasizing the critical role of strategic plan regarding the management of the world heritage site of Phra Nakhon Si Ayutthaya Province should be established with participation from various sectors. Especially people and communities in a systematic way for sustainable management.