Path analysis of the revisit potential of an iconic tourism destination

Abstract

This study aims to investigate factors that affect the revisit potential of a historic destination. This study has a conceptual framework that is based on theory and literature review of the sustainable tourism management. This is a quantitative study that collected data from 800 international visitors who visited two famous religious tourism sites in Bangkok, namely the reclining Buddha temple and the emerald Buddha temple. These visitors were selected through the accidental sampling method. The data were analyzed using path analysis. The study showed that interpretation positively affects revisit potential, local people negatively influence revisit potential, and process positively affects revisit potential. Interpretation, local people, and process have both direct and indirect influences on revisit potential.