Satisfaction and Involvement in Loyalty: A Survey of Tourists in Bangkok, Thailand

This research investigated the satisfaction of tourists to Bangkok, Thailand and how it relates to (affects) involvement in loyalty of returning or recommend Bangkok as a tourist destination in South-East Asia. The research adopted a quantitative data collection method, with distribution of 500 copies of questionnaire to tourists in Wat Arun, Floating Markets, Khao San Road, Grand Palace, Soi Cowboy and Chatuchak Weekend Market in Bangkok, Thailand. The structural equation modelling approach was adopted to empirically test the hypotheses. The results showed that tourists’ loyalty is assured by satisfaction. Tourism marketers are encouraged to keep positive involvement of tourists aimed to increase their satisfaction toward the destination and revisit it again in the future.