THE INFLUENCE OF ISLAND TOURISM SAFETY ON SATISFACTION AND DESTINATION REVISIT INTENTION OF CHINESE TOURISTS IN KOH SAMUI, THAILAND
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This study examined how island tourism safety influence Chinese tourist satisfaction and destination revisit intention in Koh Samui. The objectives of this study are: (1) To examine the levels of island tourism safety, satisfaction, and destination revisit intention of Chinese tourists in Koh Samui; (2) To analyze the influence of island tourism safety on tourist satisfaction and destination revisit intention of Chinese tourists in Koh Samui; (3) To test the validity of the proposed conceptual framework that explains the relationships among variables. This is quantitative research; The sample was Chinese tourists (age 18 years and above) who have visited Koh Samui at least once within 2 years and participated in non-package travel. Through non-probability sampling, 314 valid questionnaires were collected. Analysis data by Descriptive statistics and SEM Analysis. The research results were found as follows: (1) Chinese tourists had high levels of safety, satisfaction and destination revisit intention in Koh Samui. (2) Island tourism-related social security incidents were negatively related to destination revisit intention, island tourism-related natural disasters were negatively related to tourist satisfaction. Tourist satisfaction was positively related to destination revisit intention. (3) Model validation indicated good overall fit for the proposed conceptual framework, with tourist satisfaction mediating the relationship between island tourism-related natural disasters and destination revisit intention.
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