TOURIST ATTRACTION’S POTENTIALS INFLUENCING TO REVISITING INTENTION OF TOURISTS TRAVELING IN SONGKHLA PROVINCE: THE MEDIATING ROLE OF TOURIST SATISFACTION

Abstract

This article aimed to 1) study the influence of the tourist attraction’s potential on the revisiting intention of tourists traveling and 2) examine the mediating roles of tourist satisfaction in the relationship between the tourist attraction’s potential and the revisiting intention of tourists traveling. This study employed quantitative research, in which data were collected from 300 tourists in Songkhla province. The sampling method employed was convenience sampling. The instrument for collecting data was survey questionnaires distributed to the tourists in Songkhla province by online questionnaire. Structural Equation Modeling (SEM) was employed for the analysis of the proposed mediation model, which consisted of two phases: the measurement model, assessed via Confirmatory Factor Analysis (CFA), followed by the structural model. The research results were found as follows: 1) The tourist attraction’s potential, which comprises aspects of tourism attractions, accessibility, facilities, and safety, had a positive direct influence on the revisiting intention of tourists traveling; 2) The tourist attraction’s potential had a positive direct influence on tourist satisfaction; 3) The tourist satisfaction had a positive direct influence on revisiting the intention of tourists and 4) The tourist attraction’s potential had an indirect influence on revisiting the intention of tourists traveling via the mediating roles of tourist satisfaction. The findings of this research emphasize the importance of destination potential in terms of tourist attractions, accessibility, facilities, and safety in affecting tourist satisfaction. This satisfaction, in turn, has a positive effect on the revisiting intention of tourists traveling in Songkhla province.