Exploring Pattaya’s tourism DNA: a mixed-method approach for revisit intention

Abstract

This study investigates the structural and symbolic foundations of Pattaya’s tourism identity using a mixed-methods approach that integrates thematic qualitative analysis with Partial Least Squares Structural Equation Modeling (PLS-SEM). It examines relationships among Tourism DNA Constructs (TDC), Destination Infrastructure (DI), Destination Image (DIM), Tourist Experience Value (TEV), and Revisit Intention (RI), drawing on 442 international tourist surveys and 47 stakeholder interviews. Findings show that TDC significantly predicts DIM, which enhances TEV and ultimately influences RI. However, DI and DIM do not directly shape revisit intention, indicating that infrastructure and image alone do not generate loyalty unless mediated by experiential value. Thematic insights highlight the underutilization of cultural identity, limited communication of infrastructure benefits, and the need for soft-power activation and inclusive, participatory governance. These insights support shifting from infrastructure-led development toward identity-driven tourism planning. Accordingly, the study proposes six recommendations: curating cultural DNA assets, encouraging participatory branding, strengthening infrastructure storytelling, designing immersive experience packages, promoting ethical tourism behavior, and amplifying local voices in destination marketing. Theoretically, the study contributes to destination image and experience-value models by emphasizing TEV as a key mediator. Practically, it provides strategic guidance for repositioning Pattaya as a co-created, culturally enriched, and globally competitive destination.

Affiliated Institutions

• Kasetsart University TH
• Phetchaburi Rajabhat University TH
• Management Sciences (United States) US

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