Tourists’ Decision to Revisit the Same Hotels: Insights from Pattaya City

Abstract

This research article aims 1) to examine the factors influencing tourists’ decisions to revisit the same hotels in Pattaya, 2) to explore tourists’ opinions and satisfaction with hotel services, and 3) to explain the behaviors of tourists in choosing to return to the same hotels. This study employed a quantitative research design, using the concepts of service quality, perceived value, and satisfaction as the theoretical framework for understanding revisit behavior. The sample consisted of 385 tourists who had previously stayed in hotels in Pattaya. The sample size was determined using Cochran’s formula, and participants were selected through convenience sampling. The findings revealed that credibility, trust, and courteous service were the most influential factors in encouraging repeat visits. Tourists also perceived their stays as worthwhile, though the differentiation from competitors was not strongly evident. Moreover, hotel location, atmosphere, and staff service skills were key drivers of satisfaction, while pricing and promotions remained areas for improvement. Regarding revisit behavior and intentions, tourists showed a positive tendency to return to the same hotels and expressed willingness to recommend them to others. The study contributes a conceptual framework called the “Customer Revisit Model”, which demonstrates that service quality influences perceived value, leading to satisfaction—a mediating factor that drives revisit intentions and behaviors. This knowledge can be applied as a strategic guideline for hotel operators in Pattaya and other tourist destinations to enhance service quality and strengthen competitive advantage.