Dr. Siripan Deesilatham (Ph.D.)
Title: Lecturer in Marketing Department, School of Business
|Papers in Peer-Reviewed Journals|
|• Hosany, S., Prayag, G., Veen, R. V., Huang, S. (., & Deesilatham, S. (2016). Mediating Effects of Place Attachment and Satisfaction on the Relationship between Tourists’ Emotions and Intention to Recommend. Journal of Travel Research, 56(8), 1079-1093. doi:10.1177/0047287516678088|
|• Hosany, S., Prayag, G., Deesilatham, S., Cauševic, S., & Odeh, K. (2014). Measuring Tourists’ Emotional Experiences. Journal of Travel Research, 54(4), 482-495. doi:10.1177/0047287514522878|
1. Mediating Effects of Place Attachment and Satisfaction on the Relationship between Tourists’ Emotions and Intention to Recommend
This study develops a model based on the developmental theory of place attachment. The model considers the influence of tourists’ emotions on place attachment and the mediating effects of satisfaction and place attachment on the relationship between tourists’ emotions and intention to recommend. The model was tested using data collected from 464 international tourists at the end of their trip to Thailand. Results show that positive emotions, negative emotions and satisfaction are significant determinants of place attachment. In particular, negative emotions display a positive relationship with place attachment. In addition, only satisfaction mediates the relationship between tourists’ emotions and intention to recommend. Findings highlight the need for researchers to incorporate emotions in modeling place attachment and offer implications for marketers promoting Thailand as a tourist destination.
2. Measuring Tourists’ Emotional Experiences: Further Validation of the Destination Emotion Scale
This study is an extension of Hosany and Gilbert’s original research on the development of a scale measuring the diversity and intensity of tourists’ emotional experiences toward destinations: the Destination Emotion Scale (DES). The DES consists of 15 items, representing three emotional dimensions: joy, love, and positive surprise. Although the DES displays solid psychometric properties, additional evidence is required of the scale’s validity. Using data collected from international tourists visiting two distinct destinations, Petra (Jordan) and Thailand, this study further examines the scale’s construct validity. Adopting state-of-the-art procedures guiding scale validation, results confirm the unidimensionality, reliability, convergent, discriminant, and nomological validity of the DES. In particular, discriminant validity tests show that emotions and place attachment are related but distinct constructs. The DES provides a useful tool for marketers and researchers to measure tourists’ emotional responses toward destinations.