The Influence of Digital Marketing on Perceived Image and Revisit Intention Toward Agricultural Tourism Destinations in Chumphon Province, Thailand

Supaphorn Akkapin; Atchara Salee; Phattarawadee Rungsimanop

Authors

Supaphorn Akkapin Rajamangala University of Technology Krungthep https://orcid.org/0009-0005-0114-8220
Atchara Salee Rajamangala University of Technology Krungthep, Bangkok, Thailand
Phattarawadee Rungsimanop Rajamangala University of Technology Krungthep, Bangkok, Thailand

Keywords:

Digital Marketing, Perceived Destination Image, Revisit Intention, Agricultural Tourism, Chumphon Province

Abstract

This study examines the influence of digital marketing factors on the perceived image of agricultural tourism destinations and tourists’ revisit intention in Chumphon Province, Thailand. A quantitative research design was employed using a structured questionnaire administered to 200 tourists who had visited agricultural tourism sites in Chumphon. The digital marketing factors investigated included social media marketing, content marketing, influencer marketing, and electronic word of mouth (e-WOM). Perceived destination image was assessed through five dimensions: quality, credibility, uniqueness, attractiveness, and sustainability. Data were analysed using descriptive statistics, Pearson's correlation, and stepwise multiple regression. The results revealed that overall digital marketing was perceived as high (M = 4.18), with e-WOM receiving the highest mean score (M = 4.28). The perceived image of Chumphon’s agricultural tourism was moderate to high (M = 3.78), with attractiveness ranked highest (M = 3.91). Revisit intention was also high (M = 3.84). Stepwise regression indicated that influencer marketing (β = .398), content marketing (β = .271), and social media marketing (β = .229) significantly predicted perceived destination image (R² = .590). Furthermore, all five perceived image dimensions significantly predicted revisit intention (R² = .460), with attractiveness (β = .372) and uniqueness (β = .315) being the strongest predictors. These findings provide practical implications for destination marketers seeking to leverage digital marketing strategies to enhance the perceived image and encourage repeat visitation to agricultural tourism destinations.

References

Akkapin, S., & Salee, A. (2025). Exploring the potential and landscape of digital marketing to enhance agricultural tourism in Chumphon and Ranong provinces: A preliminary study. Rajamangala University of Technology Krungthep.

Asan, L., Safira, A., Juliana, J., Pramono, R., & Yerikho, J. (2022). The effect of e-WOM on tourists' revisit intention in Danau Toba. Budapest International Research and Critics Institute, 5(2), 15124–15132.

Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609–623.

Chen, C. F., & Tsai, D. (2007). How do destination image and evaluative factors affect behavioural intentions? Tourism Management, 28(4), 1115–1122.

Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction, and destination loyalty: An integrated approach. Tourism Management, 29(4), 624–636.

Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), 18–23.

Department of Tourism, Ministry of Tourism and Sports. (2024). Tourism statistics of Chumphon province 2023. Ministry of Tourism and Sports, Thailand.

Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270.

Gretzel, U. (2018). Influencer marketing in travel and tourism. In Sigala, M. & Gretzel, U. (Eds.), Advances in social media for travel, tourism and hospitality (pp. 147–156). Routledge.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.

Hankinson, G. (2004). The brand images of tourism destinations: A study of the saliency of organic images. Journal of Product & Brand Management, 13(1), 6–14.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.

Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607–610.

Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 22(140), 1–55.

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.

Ministry of Agriculture and Cooperatives. (2023). Agricultural tourism development plan for Southern Thailand. Ministry of Agriculture and Cooperatives, Thailand.

Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.

Ong, Y. X., & Ito, N. (2019). I want to go there too! Evaluating social media influencer marketing effectiveness: A case study of Hokkaido’s DMO. In Pesonen, J. & Neidhardt, J. (Eds.), Information and communication technologies in tourism 2019 (pp. 132–144). Springer.

Phau, I., Shanka, T., & Dhayan, N. (2010). Destination image and choice intention of university student travellers to Mauritius. International Journal of Contemporary Hospitality Management, 22(5), 758–764.

Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly, 28(2), 116–123.

Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5–6), 517–540.

Siricharoen, W. V. (2012). Social media, how does it work for the elderly? International Journal of e-Education, e-Business, e-Management and e-Learning, 2(4), 340–346.

Stylidis, D., Sit, J., & Biran, A. (2016). An exploratory study of residents’ perception of place image: The case of Kavala. Journal of Travel Research, 55(5), 659–674.

Tham, A., Croy, G., & Mair, J. (2013). Social media in destination choice: Distinctive dimensions of electronic word-of-mouth. Journal of Travel & Tourism Marketing, 30(1–2), 144–155.

Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.

Yamane, T. (1973). Statistics: An introductory analysis (3rd ed.). Harper and Row.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.

Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism Management, 40, 213–223.