EXPLORING MULTIDIMENSIONAL DRIVERS OF REVISIT INTENTIONS: THE CASE OF BANGKOKIAN MILLENNIALS AND JAPAN

Abstract

This study investigates the multifaceted factors influencing revisit intentions among Bangkokian millennial tourists to Japan. Expanding traditional frameworks, the research incorporates nine key constructs - perceived destination image, travel motivation, travel cost, social influence, destination accessibility, cultural familiarity, emotional attachment, environmental factors, and service quality - to capture the intricate interplay of cognitive, emotional, and practical dimensions. Using a quantitative research design, data were collected from 400 respondents and analyzed through Structural Equation Modeling (SEM), uncovering critical insights into millennial travel behavior. The findings reveal that emotional attachment, service quality, and destination accessibility are the strongest predictors of revisit intentions, emphasizing the importance of personal connections, seamless travel experiences, and exceptional hospitality. Constructs such as cultural familiarity, perceived destination image, and environmental factors further enhance revisit intentions, while travel cost exerts a moderate negative influence, reflecting the cost-conscious nature of millennials. The study highlights the pivotal mediating roles of emotional attachment and cultural familiarity, illustrating how these constructs amplify the effects of destination attributes on loyalty. This research offers theoretical contributions by integrating emotional and cultural dimensions into the push-pull framework, providing a holistic perspective on tourist decision-making. Practical implications include strategies for tourism stakeholders to enhance loyalty through value-driven packages, emotional resonance campaigns, and sustainability-focused initiatives. By addressing the unique preferences of Thai millennials, this study delivers actionable insights for positioning Japan as a premier repeat destination. These findings not only advance tourism theory but also provide a blueprint for sustainable and loyalty-driven tourism strategies, ensuring long-term growth in an increasingly competitive global market.