| Summary: | Image is significant when tourists choose select their destination. Country and destination image are two concepts of image in the tourism industry which are important. However, only a few studies investigate the relationship between them and their effects. This paper examined such influential factors that include country image, destination image, overall satisfaction, and tourist revisit rates. A questionnaire survey was used for 409 western tourists traveling in Phuket, Thailand. Structural equation modelling was used to test the hypotheses. The findings of this study showed that the measurements of country and destination image were different constructs and that country image directly affected destination image. Moreover, country image did not directly impact the intention to revisit but it did have an indirect effect on intention to return through destination image and overall satisfaction. Several managerial implications are presented in the paper.
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