A survey of 280 Thai people experienced in or interested in pet-friendly travel found that service quality and destination image increased perceived value, the strongest predictor of travel intention. Service quality had a positive direct effect, while destination image showed a negative direct but positive indirect effect.
Key findings
- Service quality and destination image significantly predicted perceived value, which most strongly predicted intention. Destination image displayed competitive mediation: a negative direct effect but positive value-mediated effect.
Why this matters globally
As pet-humanising tourism grows globally, the findings shift destination strategy from branding alone toward accessibility, hygiene, safety and services for humans and animals.
Thai researcher contribution
Kasetsart University's Sriracha management team investigated an emerging Thai segment and developed guidance for inclusive destination design.
Limitations to consider
A self-selected, cross-sectional self-report sample is vulnerable to common-method bias and reverse causation. SEM paths are not causal evidence, and actual behaviour and animal welfare were not measured.