Information from the abstract
Tour guide attributes’ roles have emerged as a crucial element affecting tourists’ memorable experiences and intention to revisit destinations along Thailand Andaman Coast, especially within the foreign tourist context. However, few studies have investigated the influences of specific tour guide attributes individually. Based on the stimulus-organism-response (S-O-R) model, this study examined the influences of tour guide attributes (TGA) on memorable tourism experience (MTE) and revisit intention (RVI) among foreign tourists along Thailand's Andaman Coast. In addition, this study investigated the mediation of revisit intention by the memorability of tourist experiences and the relation to perceived tour guide attributes. Using convenience sampling, 400 foreign tourists completed a self-administered face-to-face questionnaire between October 2024 and February 2025. PLS-SEM analysis indicated that the proposed model explained a moderate level of MTE (R² = .302) and a strong level of RVI (R² = .395) effectively. Interpersonal and communication attributes had the strongest influence on MTE, whereas positive attitude had the strongest influence on RVI. In addition, as a mediating variable, MTE significantly mediated the influence of TGA on RVI. These findings provide empirical support for applying the S-O-R model to the influences of tour guide attributes and also offer practical insights for tour guides, tour operators, travel agencies, and tourist destinations to boost foreign tourists’ memorable tourist experiences and revisit intention in the context of the Andaman area.
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This record has an Impact Signal of 81/100 based on recency, source, collaboration, and bibliographic signals. It prioritizes monitoring and is not a judgment of research quality.
Related topics: Diverse Aspects of Tourism Research · Culinary Culture and Tourism · Customer Service Quality and Loyalty
Thai researcher and institutional participation
ํีYongyut Kaewudom · Wipada Thaothampitak · University of the Thai Chamber of Commerce · Prince of Songkla University
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