The relationship among destination quality, place attachment, and happiness

Perspectives of long-term Chinese tourists in Thailand

Resumo

Destination quality and place attachment are pivotal factors in enhancing tourist happiness and fostering sustainable tourism development. High-quality destinations not only encourage visitors to affirm their positive experiences but also cultivate a unique sense of place attachment. These emotional connections attract tourists while enriching their journeys with meaningful spiritual experiences. This dynamic not only enhances tourist happiness but also plays a crucial role in driving sustainable development in the tourism industry. The primary purpose of this study is to examine relationships among long-term Chinese tourists’ perceptions of destination quality, place attachment, and happiness in Thailand. Understanding the intricate interplay among these factors provides deeper insights into tourism development and informs improved destination management strategies. The ultimate goal is to enhance the attractiveness and competitiveness of tourist destinations by improving destination quality. This study employed a questionnaire survey method, collecting data from 372 long-term Chinese tourists in Thailand. The results indicate that destination quality directly enhances happiness and fosters place attachment. Moreover, place attachment fully mediates the relationship between destination quality and happiness. These findings underscore the importance of prioritising destination quality and nurturing place attachment as key considerations for tourism development. Result findings also provide valuable references for advancing tourism development, offering theoretical and practical insights for future research and strategic growth in tourist destinations.