1.
Nichapat Sangkaew
– Faculty Of Hospitality And Tourism, Prince Of Songkla University, Phuket, Thailand.
2.
Chayanon Phucharoen
– Faculty Of Hospitality And Tourism, Prince Of Songkla University, Phuket, Thailand.
Abstract
Utilizing Structural Equation Modeling (SEM), this study provides a detailed analysis of how various factors influence a destination’s tourism income. It addresses a research gap by integrating tourists’ expenditure, length of stay, and perceived destination competitiveness with destination loyalty. Additionally, the study introduces destination loyalty as a factor that can shape tourists’ spending behavior. The results reveal that perceived destination competitiveness does not significantly impact the length of stay and, surprisingly, shows a negative relationship with daily spending, challenging the notion that competitive destinations attract higher spending. This research advances theory by integrating supply- and demand-side perspectives, highlighting the complex role of perceived competitiveness in shaping tourist spending and loyalty. The findings suggest a strategic shift in tourism policy toward cultural experiences, diversified offerings, and balanced sustainable tourism development.
Keywords Destination Loyalty, Destination Competitiveness, Length of Stay, Tourism Income, Tourist Expenditure
