The Impact of Brand Symbolism on Traveler's Intention to Visit Thailand

Abstract

Symbolic consumption plays an important role in the purchase decision of consumers. Thailand was taken as an example to analyze the impact of brand symbolism on the travel intention of tourists in this paper. The result showed that tourists' perception of Thai brand symbolism could be divided into three dimensions, the individual self-expression & relationship self-consolidation, the sense of group belongingness, and the demonstration of social reputation & status. Therein, the individual self-expression & relationship self-consolidation and the sense of group belongingness played a significant positive role in the intention of tourists to visit Thailand. While the role of the social reputation & status demonstration was not enough to promote tourists to visit Thailand.