INTEGRATING PERSONALITY TRAITS, PERCEIVED VALUE, TOURIST EXPERIENCE, AND DESTINATION IMAGE: A FRAMEWORK FOR UNDERSTANDING TOURIST INTENTION

Abstract

Given the significance of tourism as an economic driver in Thailand, it is crucial to investigate the psychological and experiential factors that shape tourists' decision-making processes. This paper proposes a conceptual framework aimed at understanding tourist intentions to revisit and recommend Thailand, by integrating personality traits, perceived value, tourist experience, and destination image. The study intends to understand the influence of positive personality traits on tourists' perceived value and overall satisfaction, which are critical predictors of their intentions to return to or endorse the destination. Based on the literature review, the researchers propose a mixed-methods approach that integrates qualitative findings from semi-structured interviews with quantitative data collected through structured questionnaires. The expected outcome can contribute as a guide for Destination Management Organizations (DMOs) and tourism marketers, offering strategic insights to enhance tourist satisfaction and loyalty in a competitive global environment. By clarifying the interrelations and mediation analysis among these essential variables, this research aims to contribute to improve theoretical model to provide a deeper understanding of tourist behavior and implications for sustainable tourism development in Thailand.