The Causal Effects of Island Tourism Safety Perception toward Island Destination Loyalty of International Tourists: A Case of Samui Island, Thailand

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Siyathorn Nakphin Thaniwit Buafai

Abstract

This paper aims to investigate 1) level of perceived island tourism safety by focusing on perceived safety before and during travelling, 2) level of destination loyalty, and 3) the effects of perceived tourism safety of Samui Island, Suratthani, Thailand on destination loyalty. The self-rated questionnaire used in the study was developed by extracting content from previously published papers and conducting in-depth interviews of tourism stakeholders, along with 3 experts and administering a pilot test. To analyze the collected data according to the research objectives, the final version is comprised of data collected by Non-probability sampling, convenient sampling from 245 foreign tourists in Samui Island, Suratthani, Thailand, Means, Standard Deviation, Exploratory Factor Analysis and the Structural Equation Model (SEM) by AMOS.


The findings found that level of island tourism safety perception before and during travelling was moderate and that island destination loyalty was at a high level. Additionally, the result revealed 3 unique components to measure tourism safety of island destinations consisting of: General Safety (GS), Tourism Activities Safety (TAS) and Tourism Destination Safety (TDS). The SEM result found that the perception of island tourism safety significantly affected island destination loyalty. Additionally, perceived tourism safety level significantly affects destination loyalty of international tourists. Tourism activities safety (TAS) played a vital role in perceptions of island tourism safety. It is incontestable that tourism planners should exert greater effort to systematically manage, as well as enhance, safety levels of tourism destinations, especially tourism activities on islands.  

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References

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