Tourism Management of Russian Behavioral Intention toward Thailand

Built on a structural equation model, this study explores perceived value and satisfaction in relation to revisit of tourism products in Thailand by sampling 100 Russian tourists in Bangkok. The model is developed which, in turn, broadens the literature by integrating a range of key variables into a single theoretical framework. A mixed method research approach has been employed in order to gather in-depth data from a wide area, thereby enhancing the reliability and validity of the analysis. The results substantiate the importance of tourism satisfaction and perceived value as a determinant of destination revisit. The findings support the hypotheses that perceived value had a positive effect on revisit, satisfaction had a positive effect on revisit, perceived value had a positive effect on satisfaction and perceived value had an indirect effect on revisit through satisfaction. The models from the literature indicate a strong analytical support for the framework. The managerial implications were also discussed.