Components of Destination Image, Overall Satisfaction and Behavioral Intention of Lao Tourists Traveling to Luang Prabang during the Covid-19 Pandemic

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Latsamy Bounpathaph
Akarapong Untong
Valailada Tavonmongkolkij


The objective of this article is to examine the causal among components
of destination image, overall satisfaction, and behavioral intention of Lao tourists visiting Luang Prabang during the COVID-19 epidemic. The structural equation model (SEM) of the MIMIC model was applied to analyze data obtained from interviews with 300 Lao tourists who traveled to Luang Prabang during the COVID-19 pandemic. The variables used in this study consisted of 11 observed variables, 2 internal latent variables: overall satisfaction and behavioral intention. The components of destination image are 5 external observed variables. The results of the study revealed that different components impact on overall satisfaction and behavioral intention in different way. Culture and entertainment and leisure were two most significant components that increased the level of overall satisfaction and encouraged positive behavioral intention of local tourists who visited Luang Prabang. Therefore, to encourage local tourists to revisit or recommend others to travel to Luang Prabang, the creation of promotional images should be upon culture, and entertainment and leisure.


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