How destination familiarity and communication shape recommendation intentions: Evidence from post-crisis tourism in Thailand

Abstract

Grounded in attachment and destination image theories, this paper explores how destination positioning shapes the relationships among recommendation intentions, destination familiarity, and communication. This paper also analyzes the moderating effect of destination credibility. A sequential mixed methods approach was adopted, starting with a quantitative survey of 718 international tourists to Thailand, followed by qualitative interviews with 21 participants. Results highlighted a strong correlation between destination positioning and recommendation intention, with perceived credibility further strengthening it. Qualitative findings identified three pillars of credibility perception: emotional attachment, cultural resonance, and trust in governance. Feasible recommendations are sought from tourism policymakers to ensure that destination positioning strategies align with credible signals that sustain credibility.