RELATIONSHIP BETWEEN DESTINATION COMPETITIVENESS AND BEHAVIORAL INTENTION: THE CASE OF AGRITOURISM DESTINATION

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.