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

ABSTRACT 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.