Tourism is one of the major industries for many Asian countries. Tourism also generated countries’ main revenues. It is important for the destination marketers and tourism authority to promote and create strategy in order to get tourist’s intention to travel to the destination. It has been widely accepted that the more favorable the image of destinations, the greater the potential tourists will visit them. However, it is interesting that destinations with positive images have not always been selected as the final vacation choice. It is also interesting why some tourists do not want to return to the same destinations although they were satisfied with the first visit.
This study examined the impact of political instability, destination image, and cultural distance on tourist’s intention to revisit and intention to recommend Bangkok as their destination. A questionnaire survey was given to more than 350 randomly selected international tourists at Suvarnabhumi International Airport in Bangkok, Thailand. The structural equation model and ANOVA were used to identify the impact of each factor on tourist’s intention to revisit and recommend. Also this study provides useful information to the Thai hospitality industry and the travel and tourism research.

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