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This study aimed to examine the influence among destination image, perceived value, satisfaction, and revisiting intention and compare cultural differences among Chinese and Australian tourists. By adopting a quantitative method, this study collected 673 questionnaires from Chinese and Australian tourists in Phuket. Structural equation modeling was used for testing the causal relationship. The results indicated that the destination image impacts the functional value, social value, emotional value, and economic value, on the other hand it does not indicate a direct influence on tourist satisfaction. Moreover, the mediating role of social value and the emotional value was significant between destination image on satisfaction and revisiting intention. In addition, this study found differences between Chinese and Australian tourists revisiting intentions. Furthermore, current study confirms that tourists’ have different cultural approaches. The results of study can help destination managers understand the models that have an impact on tourists’ intentions to return, which can be used for setting an appropriate strategy for destinations.

Linking Perceived Destination Image and Revisiting Intention: A Cross-cultural Study of Chinese and Australian Tourists