Examining honeymoon tourist behavior: multidimensional quality, fantasy, and destination relational value

Pipatpong Fakfare, Jin Soo Lee, Kisang Ryu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

6 Citations (Scopus)


This study examines which honeymoon quality dimensions contribute significantly to fulfilling fantasy and determining whether a realized fantasy enhances the relational value of honeymoon tourists. This study used Phuket, Thailand, as the study context and adopts a mixed-methods approach. The empirical validation of multidimensional qualities leads to a seven-factor structure. The structural model indicates that honeymoon service providers, honeymooner privileges, accessibility, honeymoon accommodation, and local tour product contribute to honeymoon tourist fantasy, subsequently increasing destination relational value. This study enriches the current body of honeymoon tourism literature and offers implications for tourism scholars and industry practitioners.

Original languageEnglish
Pages (from-to)836-853
Number of pages18
JournalJournal of Travel and Tourism Marketing
Issue number7
Publication statusPublished - 2020


  • destination relational value
  • fantasy
  • Honeymoon tourism
  • perceived quality
  • structural model

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

Cite this