Izvorni znanstveni članak
https://doi.org/10.20867/thm.32.1.8
Relationship between destination competitiveness and behavioral intention: The case of agritourism destination
Siripussorn Bhuwakietkumjohn
Panisa Mechinda
orcid.org/0009-0003-3762-137X
*
* Dopisni autor.
Sažetak
Purpose - This study analyses the relationship between destination competitiveness
and behavioral intentions of agritourists in Prachinburi, Thailand. It investigates which
competitiveness dimensions most influence intentions to revisit and recommend. It also
explores the effects of sociodemographic as control variables.
Methodology/Design/Approach – Using models developed by Ritchie & Crouch (2010) and
Dwyer & Kim (2003), data from on-site agritourists was analysed using Factor Analysis and
Multiple Regression.
Findings –Results indicate that four competitiveness dimensions (accessibility, marketing
strategy, created resources, and endowed resources) positively influence revisit intentions. Five
dimensions (adding quality of service) influence recommendation intentions. Generational
cohorts and distance from destination affect competitiveness’s impact on revisit intentions,
while sociodemographic variables don’t influence recommendation intentions. The study
concludes that the role of supporting factors cannot be mitigated if a destination aims to
retain customers. Furthermore, destinations having less distinctive natural resources can still
be competitive by enhancing created resources and marketing strategy.
Originality of the research – This research contributes to literature by focusing on Asia Pacific/
developing countries, emphasizing the demand side, and exploring the agritourism context.
Ključne riječi
Hrčak ID:
345115
URI
Datum izdavanja:
4.3.2026.
Posjeta: 225 *