The Importance of Socio-Economic Primary and Secondary Images for Thailand’s Tourism: A Case Study of Swedish Tourists

Abstract

Swedish tourists constitute one of the most important markets for Thailand’s tourism industry. On average, Swedish tourists stay in Thailand 9 days and spend 101 euros per day. Their image of Thailand plays a significant role in deciding to visit or revisit Thailand. The socio-economic primary image consists of five factors: safety and security, feeling at home during their visit to Thailand, money value, the trip exceeding their expectation, and the ease of making trip arrangements. These are crucial factors that determine the level of satisfaction tourists experience during their trip. These factors also help determine whether the tourists visit Thailand again in the future.