Author(s): Thitinant Wareewanich, Khunanan Sukpasjaroen
The aim of the study is to investigate the mediating impact of destination image on the relationship of costs and risks, perceived value, perceived quality and tourism satisfaction in the tourism industry of Thailand. For this purpose, data was collected from the 251 international tourists out 500 visitors. To analyses the data, Structural Equation Modeling (SEM) technique has been employed by using the smart PLS version 3.2.8. The key findings of the results have been shown that Perceived Quality (PQ), Perceived Value (PV), and Destination Image (DI) has a positive and significant association with the tourist satisfaction (TS), while Costs and Risks (C&S) has negative and insignificant association with the TS. On the other hand, the indirect effect has been shown that DI partially mediates within the relationship of two antecedents, PQ and PV and not mediated with the C&S. The key results of the current study could deliver the guiding principle to the managers of the tourism and also added a body of knowledge in the form of empirical findings which could become a new area of research in future. The research limitations and future directions are also discussed ate the end of the study.