Original Scientific Article
The Effects of Destination Image on Tourist
Satisfaction: The Case of Don-Wai Floating Market
in Nakhon Pathom, Thailand
Napaporn Janchai
Suranaree University, Thailand
napaporn_jan@sut.ac.th
Glenn Baxter
Suan Dusit University, Thailand
g_glennbax@dusit.ac.th
Panarat Srisaeng
Suan Dusit University, Thailand
panarat_sri@dusit.ac.th
The aim of this study was to analyse the effects of a Floating Market’s destination
image on tourist satisfaction. A closed-question questionnaire was prepared draw-
ing from the attributes that influence tourist destination satisfaction in the literature.
The sample in the study consisted of 200 tourists who visited Nakhon Pathom’s Don
Wai Floating Market in January 2018. Multiple regression analyses were applied to
empirically test the study’s four hypotheses. The results found that the uniqueness
of nature, uniqueness of history, and uniqueness of tourist products are the most
critical factors affecting the tourists’ satisfaction at the 95 percent significance level.
However, the uniqueness of architecture factor did not have a significant effect on
tourist satisfaction. The study for the first time established an empirical relationship
between the uniqueness of nature, uniqueness of history, and uniqueness of tourist
products of a floating market and tourist satisfaction with a Floating Market as a
tourist destination. These insights may help other FloatingMarkets to better under-
stand the factors that influence tourist satisfaction with such facilities.
Keywords: destination image, floating market, tourism management, tourist
satisfaction, Thailand
https://doi.org/10.26493/2335-4194.13.139-151
Introduction
Cultural tourism plays a significant role in economic,
social and cultural aspects in terms of a source of in-
come for local communities and a source of cultural
learning and recreation for tourists, as well as a source
of cultural conservation and community development
(Boniface, 2012; Prideaux et al., 2008; Richards, 2010).
Moreover, cultural tourism also encourages involve-
ment and pride within the community. Local people
can learn and increase awareness toward the value
of culture as a heritage and an essential resource for
tourism (Tourism Collaborative Commerce, 2015).
Floating markets are an essential resource of cul-
tural tourism in Thailand that reflect the traditional
ways of life and local culture of the Thai people who
are connected to the river and canal. Rivers and canals
Academica Turistica, Year 13, No. 2, December 2020 | 139
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
were used for subsistence, consumption, agriculture,
and transportation (Tourism Authority of Thailand,
2009). A floating market is a meeting place around a
river site where both buyers and sellers gather to trade
in a variety of consumer goods, principally cooked and
raw food items, and household utensils (Din, 2008).
In Thailand, canals were also used for trading var-
ious goods by boat or floating houseboat. Floating
markets were widespread in the Ayutthaya period un-
til the Ratanakosin era, especially, canals with many
households living (Tourism Authority of Thailand,
2009). At present, there are over 30 floating markets
in Thailand, mainly located in various provinces in
the central region such as Bangkok, the capital city
of Thailand, and nearby provinces, Nakhon Pathom,
Samut Songkram, and Ratchaburi provinces. Some of
them are in the east, the northeast, and the south of
the country (Tourism Authority of Thailand, 2009).
This study focused on the floating market at Wat Don
Wai, which is located quite close to Wat Rai Khing, in
Nakhon Pathomprovince. The floatingmarket has be-
come very popular for both Thai and foreign tourists.
The floating market is located on Nakhon Chai Si
River, Nakhon Pathom province, and is around 30 km
from Bangkok.
The image of a destination is an essential compo-
nent of tourist attractions (Bowen & Clarke, 2009).
The destination image is based on the perceptions of
tourists as an individual or a group concerning the
destination (Ksouri et al., 2015). There is a substantial
volume of research that has concluded that destina-
tion image has a positive effect not only on tourists’
satisfaction but also on destination loyalty (Chi & Qu,
2008; Chiu et al., 2016; Martins, 2015; Puh, 2014; Ra-
jesh, 2013; Shafiee et al., 2016). Ksouri et al. (2015) have
suggested that the image can be used to add value to
attract new visitors and retain loyal ones. Addition-
ally, the destination image can be a strategic tool to at-
tract different types of tourists. Iordanova and Stylidis
(2019) note that direct destination experience plays a
vital role in forming destination image.
The significance of the destination image empha-
sises the need to study destination image from various
perspectives. In addition, various research has been
conducted focusing on the importance of the image
of a tourist destination (Garay, 2019; Guzman-Parra et
al., 2016; Ksouri et al., 2015; Kim et al., 2019); the im-
pact of tourist harassment on destination image (Al-
rawadieh et al., 2019); the relationship between the
tourist imagery, the destination image and the brand
image (Martins, 2015); the relationship between tourist
destination image and consumer behaviour (Kim,
2018; Melo et al., 2017); and the impact of country im-
age and destination image on tourists’ travel intention
(Chaulangain et al., 2019; Zhang et al., 2018). However,
studies identifying what characteristics of destination
image have a positive effect on tourists’ satisfaction
are quite limited. Understanding these characteristics
may lead to the development of a tourist destination,
especially a key destination like a floating market, to
enhance the satisfaction of tourists and their intention
to visit and revisit the destination, and recommenda-
tion to others.
Therefore, the aim of the study is to analyse the
level of perceived image and satisfaction of tourists in
the case of Nakhon Pathom’s Don-Wai Floating Mar-
ket and analyse the effects of the Floating Market’s
destination image, which characteristics of destina-
tion image influence tourist satisfaction, and to quan-
tify the degree of influence of each characteristic on
tourist satisfaction.
Literature Review
Destination Image
From a tourism perspective, the image potential cus-
tomers have of a tourist destination is a very sig-
nificant issue. Indeed, images play an essential role
in destination choice matters (Sonnleitner, 2011). As
tourism services are intangible (Dwyer et al., 2010),
images are said to become even more important than
reality. The concepts of destination image and des-
tination marketing and branding have a very close
inter-relationship. The ultimate aim of any destina-
tion is to influence possible tourists’ travel-related de-
cisionmaking and choice throughmarketing activities
(Sonnleitner, 2011).
Destination image is an essential factor contribut-
ing to perceived value, satisfaction and tourist loy-
alty (Chankingthong, 2014; Hsu et al., 2008; Kakai &
Panchakachornsak, 2011; Kunrattanaporn, 2013; Pike,
140 | Academica Turistica, Year 13, No. 2, December 2020
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
2008; Tsai, 2015; Sangla-or & Kornpetpranee, 2015;
Sukphol, 2014). The image of a tourist destination is
an incentive for tourists to visit a place (Chaulagain et
al., 2019; Murphy & Murphy, 2004).
According to Melo et al. (2017), although many
scholars have developed concepts of the tourist desti-
nation, its concept is still complicated and subjective,
and no consensus has been reached on its definition,
formation, and measurement. These conceptualisa-
tions are dependent on the factor of time and place.
Ksouri et al. (2015) state that the measure of the des-
tination image is a complex phenomenon; since the
multiplicity of attributes and inferences characterises
the destination image, its creation and evolution de-
pend on several factors.
The concept of image was initially applied in the
area of tourism in the early 1970s by Hunt (1971). He
conceptualises destination image as the set of impres-
sions that are perceived by a group or an individual
about a place where they do not live. Since then, desti-
nation image has beenwidely discussed in the tourism
literature (Beerli & Martin, 2004; Govers et al., 2007;
Melo et al., 2017; Perpiña et al., 2017; Zhang et al.,
2014). According to Al-Azri andMorrison (2006), the
destination image is a perception of tourists regarding
a tourist destination based on a combination of their
beliefs, feelings, impression, ideas, and knowledge that
people attach to a given place. Perception about a des-
tination may be derived from various sources of in-
formation (Cavlak & Cop, 2019; Pike, 2008) and their
own experience. This perception can be formed be-
fore, during, and after visiting a place (Ioradanova &
Stylisdis, 2019). This study focuses on the perception
of tourists on destination image during or after visiting
the destination (Nakhonpathom’s Don Wai Floating
Market). In addition, the destination image is a com-
bination of both cognitive and affective images (Birdir
et al., 2018; Lin et al., 2007). The cognitive image in-
volves knowledge about the destination, while the af-
fective image concerns the feelings and emotions of
people about the destination.
Hsu et al. (2008) observe that destination image
is what tourists imagine or receive information about
what they perceive that the tourist attractions look
like. Meanwhile, the tourist destination is trying to
create a different image from other destinations and
build awareness of the image of the tourist destination.
The image of a tourist destination can be communi-
cated in several ways: the name of the tourist destina-
tion or brand, logo, and visible media such as photos
and animations.
As Pike (2008) notes, in general, the image of
the tourist attraction is based on the characteristics
of tourist attractions or elements of tourism which
are unique, both the concrete and abstract nature of
the tourist attraction. According to Qu et al. (2011),
uniqueness is an important reason for tourists to cho-
ose their destinations. Creating a unique destination
image is in the focus for marketing the destination.
Unique and distinctive characteristics have been used
to differentiate tourist destinations among similar des-
tinations, to build the destination image in target
tourists’ minds, and to increase their attention to the
destinations. Formation of positive image is based
on strong, favourable and unique associations that
tourists hold. These associations help tourists dis-
tinguish the destination from others. Various stud-
ies confirm that destination uniqueness has a signifi-
cant effect on tourists’ behavioural intentions to visit
the destination (Chen et al., 2007; Chunashvili, 2019;
Ramkissoon et al., 2011).
However, the unique nature of the destinationmay
not be a competitive image. If the uniqueness cannot
meet the needs of the tourists, the image of the des-
tination can be divided into two types: organic im-
age and induced image. The organic image of a tourist
destination is the tourist’s impressions of a destination
without them physically visiting the place (Ispas et al.,
2016). The tourist’s organic image of a destination is
developed through their everyday assimilation of in-
formation, which come from a diversity of sources,
which include school history lessons, word of mouth,
social media posts, mass media, and actual visitation
(Pike, 2016). The image of a tourist attraction is closely
correlated with perceived value, satisfaction, and the
loyalty of tourists. The image of a tourist attraction is
also influenced by the relationship between attitudes
about travel experience and future travel behaviour
which consists of cognition, affect, and connotation
(Hsu et al., 2008; Khunrattanaporn, 2013; Pike, 2008).
Academica Turistica, Year 13, No. 2, December 2020 | 141
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
Tourist Satisfaction
Satisfaction has been theoretically delineated as the
tourist’s emotional state which has developed at the
post-visitation stage, that is, where the tourist has ex-
perienced the visit to their desired destination (Horáv-
th, 2013; Um et al., 2006; Walters & Li, 2017). Satisfac-
tion is the expression of overall pleasure perceived by
the tourist following their trip or visit (Chen & Tsai,
2007; Thiumsak & Ruangkanjanases, 2016). Satisfac-
tion is categorised as an affective attitude to a product
or service or a brand and is an important predictor of
frequent purchase behaviour, or loyalty by a customer
to products and services that are functionally substi-
tutable (Olson, 2006). There is a wide body of liter-
ature that concludes that customer satisfaction influ-
ences consumer loyalty to a product and service. Fur-
thermore, satisfaction has been shown to have a posi-
tive correlation to post-purchase behaviour, especially
in the process of repurchase in the future by a con-
sumer (Thiumsak & Ruangkanjanases, 2016).
Satisfaction is an essential goal of business and
tourism (Cooper &Hall, 2008). Customer satisfaction
is a measure of how a firm’s total product performs in
relation to a set of customer requirements (Hill et al.,
2003). If things meet or exceed a consumer’s expecta-
tions, it will result in satisfaction. On the other hand,
if something diminishes or does not meet the indi-
vidual’s expectation, then this will result in customer
dissatisfaction (Kotler & Keller, 2012).
In addition, satisfaction is an essential factor di-
rectly affecting tourist loyalty (Alegre&Cladera, 2007;
Dasgupta, 2011; Kakai&Panchakachornsak, 2011; Lert-
wannawit&Gulid, 2004;Meechinda et al., 2008;Quin-
tal, 2010; Sukphol, 2011; Tsai, 2015; Wongkangwan,
2013; Wang et al., 2009). According to Maignan et al.
(1999), customer loyalty is the non-random tendency
displayed by many of a firm’s customers to keep pur-
chasing products from the same firm over time and
to associate positive images with the firm’s products
and services. Satisfaction also creates a bond with the
product or company (Kotler & Keller, 2012). Cooper
and Hall (2008) have observed that customer satisfac-
tion can result in a profound relationship.
However, each tourist’s satisfaction rating is differ-
ent. Some people are easily satisfied, while some peo-
ple often feel uncomfortable or often unhappy (Kotler
& Keller, 2012). Cooper and Hall (2008) have stated
that the factors that affect satisfaction are the need of
the tourist, price and value that are recognised, expec-
tations and past experiences, the credibility of tourism
resources and related businesses, quality of both phys-
ical and service environment, and staff and the people
involved are friendly and taking care of tourists. The
study undertaken by Quintal (2010) found that sat-
isfaction with tourist attractions, and the quality and
value of the tourist attraction has a positive influence
on the return of tourists.
Parasakul (2012) observes that satisfaction consists
of a variety of dimensions. Each dimension is indi-
vidual in nature. Therefore, tourist satisfaction with
tourism activities is diversified satisfaction. Satisfac-
tion includes satisfying the various dimensions of the
tourism experience, for example, satisfaction with the
natural environment (scenery, beauty, cleanliness, un-
spoiled), or satisfaction with the services. Satisfaction
in each dimension must be analysed separately. This
analysis will reveal what the tourists are satisfied with
and what aspects they are not satisfied with because,
in one trip, tourists may not be satisfied or dissatis-
fied with everything. In summary, the satisfaction of
tourists from their tourism experience will affect their
loyalty to a tourist destination in the future. If tourists
are satisfied with the tourism experience, they will re-
turn to visit the place and recommend it to others.
Research Methodologies
Research Instrument
A survey using close-ended questions (Mayo, 2014;
Smith, 2017) to gather data on the predictors and crite-
rion variable, as well as on specific demographic char-
acteristics underpinned the research undertaken in
this study. Closed-end questions are typically used in
confirmatory research, that is, when the researcher(s)
want to empirically examine specific hypotheses (John-
son & Christensen, 2008).
The questionnaire was developed based on pre-
vious research focusing on tourist satisfaction and
tourism destination image (Bui & Le, 2016; Chiu et
al., 2016; Moon & Han, 2019). The self-administered
questionnaire was used to assess the Thai people’s
142 | Academica Turistica, Year 13, No. 2, December 2020
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
perceived image and respondent’s satisfaction with
NakhonPathom’sDon-Wai FloatingMarket. The ques-
tionnaire was written in Thai. The questionnaire com-
prised five main sections: demographic information,
the tourist’s views towards the image of the Float-
ing Market, the tourist’s perceived value of visiting
the Floating Market, the tourist’s opinion on destina-
tion image attributes, the tourist’s satisfaction with the
Floating Market, and the level of tourist loyalty to the
Floating Market.
In this study, the tourist satisfaction attributes were
in the categories of the images of the uniqueness of na-
ture, the uniqueness of the Floating Market’s history,
the uniqueness of the Floating Market’s architecture,
and the uniqueness of the Floating Market’s products
offering. All four categories had single questions, ex-
cept for the FloatingMarket’s products offering, which
had two questions.
The respondents were asked to indicate their level
of satisfaction on a 5-point Likert scale, a more re-
liable tourist satisfaction assessment, which ranged
from (1) strongly disagree to (5) strongly agree (Ánge-
les Oviedo-Garcíaa et al., 2019; Bui & Le, 2016; Chiu et
al., 2016; Huanga&Crottsb, 2020;Moon&Han, 2019).
The demographic characteristics of the respondents
were measured using nominal and ordinal scales.
Pilot Study
Following the recommendations of Cargan (2007), Jo-
hanson and Brooks (2010), and Ruel et al. (2016), a
pilot study to test the efficacy of the survey instru-
ment was conducted. Pilot studies are often recom-
mended so that the researcher(s) can address a vari-
ety of issues. These include preliminary scale or instru-
ment development. Specific concerns such as item dif-
ficulty, item discrimination, internal consistency, re-
sponse rates, and parameter estimation in general are
all viewed as being highly relevant for undertaking a
pilot study (Johanson& Brooks, 2010). The pilot study
consisted of 30 Thai citizens. A convenience sampling
approach (Battaglia, 2008; Gravetter & Forzano, 2012)
was used to conduct the pilot study. Following the con-
clusion of the pilot, several minor changes were made
to the survey instrument to address the feedback from
the pilot study participants.
Nature
History
Architecture
Products
Products
Destination image
Figure 1 Proposed Research Framework
Research Framework
The tourism destination image of Nakhon Pathom’s
DonWai FloatingMarket was identified based on past
studies (Ahmad et al., 2014; Chittangwattana, 2005;
Jankingthong, 2013; Inkson &Minnaert, 2012; Kanwel
et al., 2019). Four independent variables, that is, the
image of tourism destination in the aspect of nature,
the image of tourism destination in the aspect of his-
tory, the image of tourism destination in the aspect of
architecture and the image of tourism destination in
the aspect of products were considered to affect tourist
satisfaction. The research framework is shown in Fig-
ure 1.
Data Collection and Study Sampling
The target population of this study were the Thai peo-
ple who visited Nakhon Pathom’s Don Wai Floating
Market during January 2018. The questionnaire survey
was conducted in both the morning and the evening.
The convenience samplingmethodwas used to collect
data (Lertputtarak, 2012). Field editing was also con-
ducted at the market to check for the completeness of
the questionnaire (Gunturo & Hui, 2013).
The sample in this study comprised 200 Thai visi-
tors travelling to Nakhon Pathom’s Don Wai Floating
Market during January 2018. Blair and Blair (2015) and
Read (2011) have suggested that 200 is an ideal sample
size for a survey.
Data Analysis
To analyse the gathered data, this study utilised both
descriptive and inferential statistics. The demographic
Academica Turistica, Year 13, No. 2, December 2020 | 143
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
variables were analysed using frequency and percent-
age. The mean score and standard deviation analysed
each independent variable. Multiple regression analy-
sis was used to analyse the relationship between the
tourism destination image (independent variables)
and the tourist satisfaction dependent variable.
Hypothesis Development
The destination image consists of threemain elements:
the image of organisation, the image of products and
services, and the image of attractions (Jankingthomg,
2013). According to Chittangwattana (2005), the des-
tination image can be divided into 5 elements. They
are physical, cultural and historical, economic, con-
struction or built environment, and flora and fauna.
Historical sites now feature strongly as sites for tourist
visitation (Austin, 2002). Belton (n.d.) states that key
elements of a destination consist of 5 As: Access, Ac-
commodation, Attractions, Activities, and Amenities.
In the tourism industry, a tourist’s decision to travel
is influenced by both push and pull factors (Dann,
1977). Push and pull factors distinguish between the
reasons why individuals participate in tourism, and
the reasons why they travel to a particular destination.
Push factors are the personal drivers that encourage a
tourist to travel, for example a need to escape the daily
routine, a need to spend quality time with family, or
the demand for adventure. And Pull factors are the el-
ements that attract a tourist to a specific destination in
order to satisfy the push factors. Pull factors could be
natural environment, festival, tradition, tourism activ-
ities, and attractions (Inkson &Minnaert, 2012).
In the case of Nakhon Pathom’s Don-Wai Floating
Market, the present study examined four elements of
the destination image that represent the uniqueness
and identity of the floating markets and have a strong
link to tourist demand. The uniqueness of nature, the
uniqueness of history, the uniqueness of architecture
of a tourism destination, and the product’s uniqueness
offered by a tourism destination were selected to de-
termine how these attributes will affect a tourist’s sat-
isfaction with the tourist attraction. The following hy-
potheses were empirically tested in this study.
h1 The image of the uniqueness of nature as a tour-
ism destination will affect tourists’ satisfaction.
h2 The image of the uniqueness of history at a
tourism destination will affect tourists’ satisfac-
tion.
h3 The image of the uniqueness of architecture of a
tourism destination will affect tourists’ satisfac-
tion.
h4 The image of the product’s uniqueness offered by
a tourism destination will affect tourists’ satis-
faction.
Findings
Don-Wai Floating Market: A Brief Overview
The Don-Wai Floating Market is located near Wat
DonWai, Sam Pran District, Nakhon Pathom Provin-
ce. The market is around 32 kilometres west of Bang-
kok. Themarket is mainly patronised by the Thai peo-
ple, but tourists also visit the market as well. Food,
cooking utensils, cosmetics and furniture is sold at
the market. There are food stalls and restaurants, with
the restaurants primarily being located on the river
(Liedtke, 2012).
Demographic Profile of the Respondents
Table 1 (p. 145) presents the demographic profile of the
respondents. Out of the 200 participants, the major-
ity were female (57), and 43 were male. Most of
the age group were respondents with an age of 31–40
years (31.5). This was followedwith respondents with
an age between 21–30 years old (23.5). The majority
of respondents (58) held a Bachelor’s degree. Thirty-
one percent of the respondents were government offi-
cers, followed by students (21 ). Most of the respon-
dents (28) had income in the range of 15,000–25,000
Thai Baht.
Most of the visitors (44) lived in Bangkok and
most respondents (47.5) had visited the Don Wai
Floating Market more than three times. Nineteen per
cent of the respondents had visited the Floating Mar-
ket on three occasions. A further eighteen and a half
per cent had visited the market on two occasions,
whilst 15 of the respondents were making their first
visit to the Floating Market.
Most of the respondents resided inBangkok (44.5)
and Nakhonpathom (24). The smallest number of
respondents lived in the Southern Region (2).
144 | Academica Turistica, Year 13, No. 2, December 2020
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
Table 1 Demographic Characteristics of the Study’s
Respondents
Item Category f f
Gender Male  .
Female  .
Age group Less than   .
–  .
–  .
–  .
–  .
>  .
Education High school or lower  .
Bachelor degree  .
Postgraduate or higher  .
Occupation Student  .
Housewife  .
Employee  .
Government officer  .
Private business owner  .
Others  .
Income/
Month
(thb)
Less than ,  .
,–,  .
,–,  .
,–,  .
,–,  .
>,  .
Continued in the next column
Descriptive Statistics
As mentioned earlier, destination image attributes
of Nakhon Pathom’s Don Wai Floating Market were
composed of nature, history, architecture and prod-
ucts. The respondents were asked to express their
opinion toward the destination image attributes of the
DonWai FloatingMarket. Themean and standard de-
viation (sd) scores for the destination image are pre-
sented in Table 2. The uniqueness of nature has the
highest mean score (3.81), followed by the uniqueness
of products (3.78), the unique nature of history (3.47)
and the uniqueness of the architecture (3.44).
Tourists were also required to rate their satisfaction
Table 1 Continued from the previous column
Item Category f f
Respondents’
hometown
Nakhonpathom  .
Bangkok  .
Central Region  .
Northern Region  .
Eastern Region  .
Western Region  .
Northeastern Region  .
Southern Region  .
Past
Experience
First Time visit  .
Second Time visit  .
Third time visit  .
Over three times visit  .
Table 2 Tourists’ Opinion toward the Destination Image
Attributes
Destination image attributes Mean sd Rank
The uniqueness of nature . . 
The uniqueness of history . . 
The uniqueness of architecture . . 
The uniqueness of products . . 
Table 3 Tourists’ Satisfaction on Visiting Don Wai
Floating Market
Tourists’ satisfaction Mean sd Rank
I really enjoyed the visit . . 
I have gained great experience . . 
Visiting was better than expected . . 
on visiting Nakhon Pathom’s Don Wai Floating Mar-
ket. The results are presented in Table 3. It was found
that the tourists who enjoyed their visit to Don Wai
Floating Market has the highest mean score of 4.02,
followed by the tourists who gained a great experience
(4.00) and the visit was better than expected (3.90).
Hypothesis Testing
The data that was obtained from the 200 respondents
through the questionnaire was used to analyse and ex-
plore how the impacts of the uniqueness of nature, his-
tory, building architecture and tourism products at a
Academica Turistica, Year 13, No. 2, December 2020 | 145
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
Table 4 Multiple Regression Results between Destination
Image and Satisfaction
Tourism Destination Image β t p
Nature . . .*
History . . .*
Architecture . . .
Products . . .*
Notes R2 = 0.467, adjusted R2 = 0.456, F = 42.638, sig. =
0.000. *p < 0.05.
tourist destination affect tourists’ satisfaction. In pre-
dicting the relationship between the factors and tourist
satisfaction with the tourist destination, multiple re-
gression analysis was used to test the four hypotheses.
Regression Analysis
As previously noted, multiple regression was perfor-
med to test the research’s hypotheses and to quantify
the effects of the tourism destination image, includ-
ing the four factors nature, history, architecture, and
products on the tourists’ satisfaction. The four factors
or the independent variables were regressed with the
dependent variable, the tourist satisfaction. The mul-
tiple regression results are shown in Table 4. Accord-
ing to the regression analysis, the F value is 42.638 (sig.
= 0.000), and the significance test of the regression
equation shows that there is a linear correlation be-
tween three independent variables nature, history, and
products, and the dependent variable. All independent
variables, except the image of the uniqueness of the
tourism destination’s architecture, were significant in
themodel at a significance level of 0.05 (95). The Ad-
justed R2 value is 0.456, indicating that the closeness
of the relationship between tourism destination image
attribution and the satisfaction degree is 45.60.
The results found that all independent variables
have a positive relationship with tourist satisfaction.
The image of the uniqueness of nature of a tourism
destination was β = 0.345, p = 0.000. The image of the
uniqueness of history of a tourism destination was β
= 0.231, p = 0.001. The image of the product’s unique-
ness offered by a tourism destination was β = 0.200, p
= 0.003. However, the image of the uniqueness of ar-
chitecture of a tourism destination was β = 0.075, p =
Nature
History
Architecture
Products
Products
β = 0.345
β = 0.231
β = 0.075
β =
0.20
0
Destination image
Figure 2 The Effects of Destination Image of Don Wai
Floating Market on Tourist Satisfaction
0.168; these statistical results suggest that uniqueness
of a tourist destination’s architecture was insignificant
to the tourists’ satisfaction with the Don Wai Floating
Market. Thus, hypotheses h1, h2 and h4 were sup-
ported whilst h3 was not accepted. The image of the
uniqueness of nature of a tourism destination was the
most important predictor of tourist satisfaction t =
4.658, while the second and the third most essential
predictors are the image of uniqueness of the history
of a tourism destination t = 3.344, and the image of the
product’s uniqueness offered by a tourism destination
t = 2.983. The effects of the destination image of Don
Wai FloatingMarket on tourist satisfaction is depicted
in Figure 2.
Discussion
As previously noted, the elements of a tourist desti-
nation in general consist of 5 As: Access, Accommo-
dation, Attractions, Activities, and Amenities (Belton,
n.d.). Chittangwattana (2005) argues that the destina-
tion image can be divided into five elements; they are
physical, cultural and historical, economic, construc-
tion or built environment, and flora and fauna. Ac-
cording to a study by Jankingthong (2013), the image
of Thailand can be measured in three elements: the
image of organisation, the image of products and ser-
vices, and the image of attractions. In terms of floating
markets, influential elements of a destination image on
tourist satisfaction include the uniqueness of nature,
the uniqueness of history and the uniqueness of prod-
ucts provided by the floating market.
146 | Academica Turistica, Year 13, No. 2, December 2020
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
The finding of the uniqueness of nature is a key
component of a tourist destination imagewhich stron-
gly influences tourist decision making, similar to var-
ious previous studies which show that natural envi-
ronment is a major attraction for tourists (Belton,
n.d.; Chittangwattana, 2005; Jankingthong, 2013). The
uniqueness of history which adds more value to a des-
tination is now a feature as sites for tourist visitation
(Austin, 2002). Finally, the uniqueness of products is
also significant for tourists to choose the destination
(Jankingthong, 2013). The three elements of a desti-
nation image of a floating market may be pull factors
to attract tourists to the destination and an influence
on satisfaction of tourists and intention to revisit the
destination.
In the tourism literature, the role of behavioural
intention is viewed as being the most powerful force
for the sustainability of tourism products including
tourist destinations (Ahmad et al., 2014). Behavioural
intention shows how frequent visitors decide to revisit
the destination at some point in the future (George
& George, 2004). Tourists’ satisfaction plays a vital
role, being the primary precursor of post-purchase
behavioural intentions (Kanwel et al., 2019). This is
because it positively develops the insight of tourists
towards the service, brand, or product. Furthermore,
it may also heighten the conscious attempt of tourists
to return to the destination again in the future (Oliver,
1980).
Conclusions and Implication
This research aimed to analyse the effects of the des-
tination image of Nakhon Pathom’s Don Wai Float-
ing Market on tourist satisfaction. The sample in this
study consisted of 200 tourists who visited Don Wai
Floating Market in January 2018. Data was collected
and analysed using multiple regression analysis. Four
aspects of tourism destination image were identified,
which included the image of uniqueness of nature of
a tourism destination, the image of the uniqueness
of history of a tourism destination, the image of the
uniqueness of architecture of a tourism destination,
and the image of the product’s uniqueness offered by
a tourism destination.
It was found that the destination image had a sig-
nificant effect on tourist satisfaction. The most impor-
tant factor affecting tourists’ satisfactionwas the image
of the unique nature of Don Wai Floating Market as
a tourism destination, while the second and the third
most essential predictors are the image of the unique-
ness of history of the Don Wai Floating Market as a
tourism destination, and finally the image of the prod-
uct’s uniqueness offered at the DonWai FloatingMar-
ket. However, the image of the uniqueness of the Don
Wai Floating Market architecture was not significant
to the study’s regressionmodel, and thus, this hypoth-
esis was not proven.
Destination image becomes a critical factor for
the success or failure of tourism management (Lopes,
2011). The image of tourist destination involves cog-
nitive and affective conditions of tourists (Birdir et
al., 2018; Lin et al., 2007) which may then contribute
to a negative or positive image of the tourist destina-
tion (Jankingthong, 2013). If the organic image cannot
meet the tourist demand, induced image should be
built or developed to satisfy tourists. This study pro-
vides insights into the influence of destination image
on tourist satisfaction in the case of a Floating Mar-
ket. Tourismmanagers and marketing executives may
adapt and apply this insight from the present study to
build or develop the image of a tourist destination in
the right dimensions since the image of a tourist at-
traction is closely correlated with perceived value, sat-
isfaction, and the loyalty of tourists (Hsu et al., 2008;
Khunrattanaporn, 2013; Pike, 2008).
Suggestions for Further Study
A limitation of the present study was that the sam-
ple was based on Thai citizens. Future research could
explore the effects of destination image of a Floating
Market on international tourists and further test the
effect of destination image on tourist loyalty. The sur-
vey undertaken in the present study was conducted
during Thailand’s high tourism season. Thus, a sug-
gestion for a future study would be to replicate the
survey during the non-peak season of tourism. In ad-
dition, investigation of model variability should be
added by studying a group of tourists who visited the
floatingmarket for the first time and a group of tourists
who visited the floating market many times.
Academica Turistica, Year 13, No. 2, December 2020 | 147
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
References
Ahmad, M. A., Jamaluddin, M. R., Alias, M. A., & Abd
Jalil, A. Q. (2014). Destination attractiveness of a theme
park: A case study in Malaysia. In N. Sumarjan,Z. Mohd
Salehuddin Mohd, R. Salleh Mohd, M. Zurinawati, H.
Mohd Hafiz Mohd, B. Mohd Faeez Saiful, Z. Artinah,
S. Bakhtiar, M. Hafiz, & M. Hanafiah (Eds.), Hospital-
ity and tourism: Synergizing creativity and innovation in
research (pp. 153–157). crc Press.
Al-Azri, H. I., & Morrison, A. M. (2006). Measurement of
Oman’s destination image in the us. Tourism Recreation
Research, 31(2), 85–89.
Alegre, J., & Cladera, M. (2009). Analysing the effect of sat-
isfaction and previous visits on tourist intentions to re-
turn. European Journal of Marketing, 43(5/6), 670–685.
Alrawadieh, Z., Alrawadieh, Z., & Kozak, M. (2019). Explor-
ing the impact of tourist harassment on destination im-
age, tourist expenditure, and destination loyalty.Tourism
Management, 73, 13–20.
Ángeles Oviedo-Garcíaa, M., Vega-Vázquezb, M., Castella-
nos-Verdugob, M., & Orgaz-Agüerac, F. (2019). Tourism
in protected areas and the impact of servicescape on
tourist satisfaction, key in sustainability. Journal of Des-
tination Marketing & Management, 12, 74–83.
Austin,N. K. (2002).Managing heritage attractions:Market-
ing challenges at sensitive historical sites. International
Journal of Tourism Research, 4(6), 447–457.
Battaglia, M. (2008) Convenience sampling. In P. J. Lavrakas
(Ed.), Encyclopedia of survey research methods (pp. 148–
149). Sage.
Beerli, A., & Martin, J. D. (2004). Factors influencing desti-
nation image.Annals of TourismResearch, 31(3), 657–681.
Belton, V. (N. d). Key Elements of a Destination, Part 5:
Amenities. https://stampdestinations.com/insights/key-
elements-destination-amenities/
Birdir, S. S., Dalgic, A., & Birdir, K. (2018). Destinationmar-
keting and destination image. In D. Gursoy & C. G. Chi
(Eds.), The Routledge handbook of destination marketing
(pp. 71–81). Routledge.
Blair, E., & Blair, J. (2015). Applied survey sampling. Sage.
Boniface, P. (2012).Managing quality cultural tourism.Rout-
ledge.
Bowen, D., & Clarke, J. (2009). Contemporary Tourist Be-
haviour: Yourself And Others As Tourists. cabi.
Bui,H. T., & Le, T. A. (2016). Tourist satisfaction and destina-
tion image ofVietnam’sHa LongBay.Asia Pacific Journal
of Tourism Research, 21(7), 795–810.
Cargan, L. (2007).Doing social research. Rowman and Little-
field.
Cavlak, N., & Cop, R. (2019). Perceived destination image:
The case of Gallipoli. In M. A. Camilleri (Ed.), Strategic
perspectives in destination marketing (pp. 240–265). igi
Global.
Chankingthon, V. (2014). Theory of planned behavior and
tourist loyalty. Silpakorn University Journal, 34(2), 131–
146.
Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of
country image and destination image on us Tourists’
travel intention. Journal of Destination Marketing &
Management, 12, 1–11.
Chen, C., & Tsai, D. (2007). How destination image and
evaluative factors affect behavioural intentions. Tourism
Management, 28(4), 1115–1122.
Chen, X., Wasti, S. A., & Triandis, H. C. (2007). When does
group norm or group identity predict cooperation in a
public goods dilemma? The moderating effects of idio-
centrism and allocentrism. International Journal of Inter-
cultural Relations, 31(2), 259–276.
Chi, C. G., & Qu, H. (2008). Examining the structural rela-
tionships of destination image, tourist satisfaction and
destination loyalty: An integrated approach. Tourism
Management, 29(4), 624–636.
Chittangwattana, B. (2005). Tourism industry. Press and De-
sign.
Chiu, W., Zeng, S., & Cheng, P. (2016). The influence of des-
tination image and tourist satisfaction on tourist loyalty.
International Journal of Culture, Tourism and Hospitality
Research, 10(2), 223–234.
Chunashvili, N. (2019). Which factors influence tourists to
choose Northern Norway as a travel destination? Factors
influencing behavioral intentions of tourists [Unpublished
PhD dissertation]. Nord University, Bod?.
Cooper, C., & Hall, C. M. (2008).Contemporary tourism: An
international approach. Elsevier.
Dann, G. (1977). Anomie, ego-enhancement and tourism.
Annals of Tourism Research, 4(4), 184–194.
Dasgupta, D. (2011). Tourism marketing.Dorling Kindersley
India.
Din, K. (2008). Floating market. In M. Lück (Ed.), The en-
cyclopedia of tourism and recreation in marine environ-
ments (p. 178). cabi.
Dwyer, L., Forsyth, P., & Dwyer, W. (2010). Tourism eco-
nomics and policy. Channel View Publications.
Garay, L. (2019). #Visitspain: Breaking down affective and
cognitive attributes in the social media construction of
the tourist destination image. TourismManagement Per-
spectives, 32, 100560. https://doi.org/10.1016/j.tmp.2019
.100560
148 | Academica Turistica, Year 13, No. 2, December 2020
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
George, P. B., &George, P. B. (2004). Past visits and the inten-
tion to revisit a destination: Place attachment as the me-
diator and novelty seeking as the moderator. The Journal
of Tourism Studies, 15(2), 51–66.
Govers, R., Go, F. M., & Kumar, K. (2007). Promoting tour-
ism destination image. Journal of Travel Research, 46(1),
15–23.
Gravetter, F. J., & Forzano, L. B. (2012). Research methods for
the behavioral sciences (4th ed.). Wadsworth.
Gunturo, B., & Hui, T. K. (2013). Travel satisfaction and re-
visit intention of Chinese visitors: The case of Singapore.
In J. S. Chen (Ed.),Advances in hospitality and leisure (pp.
29–47). Emerald.
Guzman-Parra, V. F., Roberto Vila-Oblitas, J., & Javier Ma-
queda-Lafuente, F. (2016). Exploring the effects of cogni-
tive destination image attributes on tourist satisfaction
and destination loyalty: A case study of Málaga, Spain.
Tourism &Management Studies, 12(1), 67–73.
Hill, N., Brierley, J., & MacDougall, R. (2003). How to mea-
sure customer satisfaction. Gower.
Horávth, Z. (2013). Cultural value perception in the mem-
orable tourism experience. In M. Smith & G. Richards
(Eds.), The Routledge handbook of cultural tourism (pp.
375–381). Routledge.
Hsu, L. K., Graham, B., Michael, J. G., & Sam, H. (2008).
Tourism marketing: An Asia Pacific perspective.Wiley.
Huanga, S., & Crottsb, J. (2020). Relationships betweenHof-
stede’s cultural dimensions and tourist satisfaction: A
cross-country cross-sample examination. TourismMan-
agement, 72, 232–241.
Hunt, J. D. (1971). Image: A factor in tourism [Unpublished
PhD dissertation]. Colorado State University, Fort Col-
lins, co.
Inkson, C., &Minnaert, L. (2012). TourismManagement: An
introduction. Sage.
Iordanova, E., & Stylidis, D. (2019). International and do-
mestic tourist ‘a priori’ and ‘in situ’ image differences and
the impact of direct destination experience on destina-
tion image: The case of Linz, Austria. Current Issues in
Tourism, 22(8), 982–1005.
Ispas, A., Constantin, C., and Candrea, A. N. (2016). Cul-
tural tourism and museum marketing: Contributing to
the development of Alba Julia’s image. In A. M. Nede-
lea, M. Korstanje & B. George (Eds.), Strategic tools and
methods for promoting hospitality and tourism services
(pp. 26–48).
Jankingthong, W. (2013). Destination Image in Thailand.
Journal of Silpakorn University, 34(1), 31–50.
Johanson, G. A., and Brooks, G. P. (2010). Initial scale devel-
opment: Sample size for pilot studies. Educational and
Psychological Measurement, 70(3), 394–400.
Johnson, R. B., & Christensen, L. (2008). Educational re-
search: Quantitative, qualitative, and mixed approaches.
Sage.
Kakai, V., &Panchakachornsak, V (2011). Tourist destination
loyalty model for Pattaya City. Journal Anthropology and
Social Science, 19(31), 123–140.
Kanwel, S., Lingqiang, Z., Asif, M., Hwang, J., Hussain, A.,
& Jameel, A. (2019). The influence of destination im-
age on tourist loyalty and intention to visit: Testing a
multiplemediation approach. Sustainability, 11(22), 6401.
https://doi.org/10.3390/su11226401
Khunrattanaporn, T. (2013). The influences of marketing mix
and the image of cultural tourism products on the loy-
alty of foreign tourists studying Thai culture [Unpub-
lished PhD dissertation]. Ramkhamhaeng University,
Bangkok.
Kim, J. H. (2018). The impact of memorable tourism expe-
riences on loyalty behaviors: The mediating effects of
destination image and satisfaction. Journal of Travel Re-
search, 57(7), 856–870.
Kim, S., Lehto, X., & Kandampully, J. (2019). The role of
familiarity in consumer destination image formation.
Tourism Review, 74(4), 885–901.
Kotler, P., & Keller, K. L. (2012). Marketing management.
Pearson Prentice Hall.
Ksouri, R., Ayoun, S., Storai, C., & Abdellatif, T. (2015). The
importance of the image of a destination in the choice
and intention of revisiting: The case of Island of Djerba.
ssrn Electronic Journal, 7(7), 1–24.
Lertputtarak, S. (2012). The relationship between destina-
tion image, food image, and revisiting Pattaya, Thailand.
International Journal of Business and Management, 7(5),
111–121.
Liedtke, M. (2012). Bangkok travel guide: Bangkok & the sur-
rounding area. Lovely-Thailand.com.
Lin, C., Morais B. D., Kerstetter, L. D., & Hou, J. (2007).
Examining the role of cognitive and affective image in
predicting choice across natural, developed, and theme-
park destinations. Journal of Travel Research, 46(2), 1–11.
Lertwannawit, A., & Gulid, N. (2014). A structural relation-
ship between domestic tourist satisfaction, trust, switch-
ing barriers and retention. International Business & Eco-
nomics Research Journal, 13(6), 1375–1382.
Lopes, S. D. F. (2011). Destination image origin, develop-
ments and implications. pasos Revista DeTurismo y
Patrimonio Cultural, 9(2), 305–315.
Maignan, I., Ferrell, O. C., & TomasM. Hult, G. (1999). Cor-
Academica Turistica, Year 13, No. 2, December 2020 | 149
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
porate citizenship: Cultural antecedents and business
benefits. Journal of the Academy of Marketing Science,
27(4), 455–469.
Martins, M. (2015). The tourist imagery, the destination im-
age and the brand image. Journal of Tourism and Hospi-
tality Management, 3(2), 1–14.
Mayo, F. B. (2014). Planning an applied research project in
hospitality, tourism, and sports.Wiley.
Meechinda, P., Sereerat, S., & Kulis, N. (2008). Loyalty of
Thai and international tourists to tourist destinations in
Chaing Mai and Phuket. The Thailand Research Fund.
Melo, H., Moniz, A., Silva, F., & Batista, M. (2017). Tourist
destination image and consumer behavior: The case of
the Azores. Journal of Spatial and Organizational Dy-
namics, 5(2), 73–82.
Moon, H., & Han, H. (2019). Tourist experience quality and
loyalty to an island destination: the moderating impact
of destination image. Journal of Travel & Tourism Mar-
keting, 36(1), 43–59.
Murphy, P. E., & Murphy, A. E. (2004). Strategic manage-
ment for tourism communities: Bridging the gaps. Chan-
nel View Publications.
Oliver, R. L. (1980). A cognitivemodel of the antecedents and
consequences of satisfaction decisions. Journal of Mar-
keting Research, 17(4), 460–469.
Olson, S. O. (2006). Issues in exploring consumer attitudes
and choice of seafood. In F. Asche (Ed.), Primary indus-
tries facing global markets: The supply chains and mar-
kets for Norwegian food and forest products (pp. 292–324).
Universitetsforlaget as.
Parasakul, L. (2012). Tourist behavior. Chulalongkorn Uni-
versity.
Perpiña, L., Camprubí, R., & Prats, L. (2017). Destination
image versus risk perception. Journal of Hospitality &
Tourism Research, 43(1), 3–19.
Pike, S. (2008).Destinationmarketing: An integratedmarket-
ing communication approach. Elsevier.
Pike, S. (2016). Destination marketing essentials (2nd ed.).
Routledge.
Prideaux, B., Timothy, J. D., & Chon, K. (2008).Cultural and
heritage tourism in Asia and the Pacific. Routledge.
Puh, B. (2014). Destination image and tourism satisfaction:
The case of a Mediterranean destination.Mediterranean
Journal of Social Sciences, 5(13), 538–544.
Qu, H., & Kim, L. H., & Im, H. H. (2011). A model of desti-
nation branding: Integrating the concepts of the brand-
ing and destination image. Tourism Management, 32(3),
465–476.
Quintal, V. A. (2010). Factors influencing tourists’ revisit in-
tentions. Asia Pacific Journal of Marketing and Logistics,
22(4), 554–578.
Rajesh, R. (2013). Impact of tourist perceptions, destination
image and tourist satisfaction on destination loyalty: A
conceptual model. Revista de Turismo y Patrimonio Cul-
tural, 11(3), 67–78.
Ramkissoon,H., Uysal,M., & Brown, K. (2011). Relationship
between destination image and behavioral intentions of
tourists to consume cultural attractions. Journal of Hos-
pitality Marketing & Management, 20(5), 575–595.
Read, N. (2011). Attitude research is science education. In I.
M. Saleh &M. Swe Khine (Eds.),Attitude research in sci-
ence education: Classic and contemporary measurements
(pp. 3–44). Information Age Publishing.
Richards, G. (2010). Creative tourism and local develop-
ment. In R. Wurzburger, T. Angelson, A. Pattakos, & S.
Pratt (Eds.),Creative tourism: A global convention how to
provide unique creative experience for travelers worldwide
(pp. 78–90). Sunstone Press.
Ruel, E. E., Wagner iii., W. E., & Gillespie, B. J. (2016). The
practice of survey research: Theory and applications. Sage.
Sangla-or, C., & Kornpetprani, S. (2015). A causal relations
model of destination loyalty in the Eastern Region for
the Thai Tourists. Research Methodology and Cognitive
Science, 12(2), 23–33.
Shafiee,M.M., Tabaeeian, A. A., &Tavakoli, H. (2016, April).
The effect of destination image on tourist satisfaction,
intention to revisit and wom: An empirical research in
Foursquare Social Media. Paper presented at the 10th In-
ternational Conference on E-Commerce with focus on
e-Tourism, Isfahan, Iran.
Smith, S. L. J. (2017). Practical tourism research (2nd ed.).
cabi.
Sonnleitner, K. (2011). Destination image and its effects on
tourism marketing and branding. Lambert.
Sukpol, S. (2011). Study of the components affecting loyalty
in cultural tourism, Khao Kred, Nonthaburi Province
[Unpublished master thesis]. Ramkamhang University,
Bangkok, Thailand.
Thiumsak, T., & Ruangkanjanases, A. (2016). Factors influ-
encing international visitors to revisit Bangkok, Thai-
land. Journal of Economics, Business and Management,
4(3), 220–230.
TourismAuthority of Thailand. (2009).Ahandbook for trav-
elling 15 markets and 16 floating markets.
Tourism Collaborative Commerce. (2015). Tourism e-com-
merce.
Tsai, C. (2015). The relationships among destination image,
perceived quality, emotional place attachment, tourist
150 | Academica Turistica, Year 13, No. 2, December 2020
Napaporn Janchai et al. The Effects of Destination Image on Tourist Satisfaction
satisfaction, and post-visiting behavior intentions.Mar-
keting Review, 12(4), 455–479.
Um, S., Chon, K., & Ro, H. Y. (2006). Antecedents of revisit
intention. Annals of Tourism Research, 33(4), 1141–1158.
Walters, G., & Li, S. (2017). The role and influence of emo-
tions on tourist behavior. In S. K. Dixit (Ed.), The Rout-
ledge handbook of consumer behaviour in hospitality and
tourism (pp. 46–54). Routledge.
Wang, X., Zhang, J., Gu, C., & Zhen, F. (2009). Examin-
ing antecedents and consequences of tourist satisfaction:
A structural modelling approach. Tsinghua Science and
Technology, 14(3), 397–406.
Wongkangwan, A. (2013). Factors and loyalty of interna-
tional tourists to tourist attraction in Bangkok. Journal
of Research and Development, 5(1), 85–99.
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination im-
age and tourist loyalty: A meta-analysis. Tourism Man-
agement, 40, 213–223.
Zhang, J., Wu, B., Morrison, A. M., Tseng, C., & Chen, Y. C.
(2018). How country image affects tourists’ destination
evaluations: A moderated mediation approach. Journal
of Hospitality and Tourism Research, 42(6), 904–930.
Academica Turistica, Year 13, No. 2, December 2020 | 151