First-time versus repeat travellers: Perceptions of the destination image of Thailand and destination loyalty

Understanding destination image perceptions is critical for tourism destinations seeking to maintain competitive advantage and foster visitor loyalty. While the traditional literature suggests that first-time and repeat visitors differ significantly in their cognitive and affective destination image perceptions due to experiential differences, emerging evidence from destinations with established branding challenges these conventional assumptions. Thailand, as a globally prominent destination with sustained branding initiatives since 1998, provides an ideal context for examining whether visitor experience moderates destination image formation and loyalty outcomes. This study investigates differences in cognitive and affective destination image perceptions and destination loyalty between first-time and repeat international travellers to Thailand, applying the cognitive–affective–behavioural (CAB) model to examine how these constructs influence revisit and recommendation intentions across visitor segments. Data were collected from 392 international tourists visiting three major southern coastal destinations in Thailand (Phuket, Krabi, and Phang-Nga) through face-to-face surveys using purposive sampling. The sample comprised 185 first-time travellers and 207 repeat visitors. Partial least squares structural equation modeling (PLS-SEM) with multigroup analysis was employed to examine structural relationships and test for significant differences between visitor cohorts using parametric, Welch–Satterthwaite, and permutations tests. Contrary to theoretical expectations, multigroup analysis revealed no statistically significant differences between first-time and repeat travellers across all examined pathways (all permutation p-values > 0.05). Both groups demonstrated equivalent perceptions regarding how cognitive image influences affective image, and how these dimensions affect revisit and recommendation intentions. Affective image emerged as the dominant predictor of destination loyalty for both segments, while cognitive image primarily served as an enabler of emotional responses. These findings challenge traditional assumptions about experiential differences between visitor types suggesting that mature destinations with consistent long-term branding may achieve perceptual uniformity that transcends direct experience. Destination marketing organizations should implement unified rather than segmented strategies, prioritizing emotional engagement mechanisms over rational attribute promotion to cultivate destination loyalty across all visitor segments. However, these findings are specific to coastal leisure destination and may not fully generalize to other destination types.

Shariah-Compliant Attributes and Muslims’ Intention to Visit Non-Muslim Countries

This study examined the influence of Shariah-oriented attributes on Indonesian Muslims’ intention to visit Thailand, which is a non-Muslim country. This stimulus–organism–response (SOR) model was used to examine the relationships between Shariah-oriented tangible and intangible attributes (stimulus), perceived halal safety and Muslim trust (organism), and visit intention (response). The data from 387 Indonesian Muslim respondents were analyzed using partial least squares structural equation modelling combined with Importance–Performance Map Analysis (IPMA). The results supported six of seven hypotheses establishing that Shariah-oriented attributes significantly influenced perceived halal safety, Muslim trust, and visit intention. Notably, perceived halal safety showed a significant direct negative effect on visit intention (β = −0.108, p < 0.05); it did not significantly mediate the relationship between Shariah-oriented attributes and visit intention (β = −0.049, p = 0.059). Muslim trust demonstrates a strong positive mediating effect (β = 0.236, p < 0.001). The IPMA results revealed that Shariah-oriented tangible attributes demonstrated both high importance and excellent performance, while intangible attributes showed high importance but moderate performance, indicating a priority area for improvement. These findings highlight that Muslim trust and tangible Shariah-compliant attributes are crucial for attracting Muslim tourists to non-Muslim destinations, providing valuable insights for tourism stakeholders.