This study investigates the phenomenon of destination image within the thematic tourism circuit context. Although destination image has been one of the most popular topics in tourism literature, researchers have paid little attention to the thematic tourism circuit context. The purpose of this paper is to explore the factors that determine image of the Buddhist Circuit. This study used a questionnaire survey administered to 432 tourists. The research found that there are twelve significant factors, namely, general infrastructure, destination governance, tourism affinity, tourism infrastructure, destination ambience, natural setting, Buddhist attraction, tourism experience, social settings, transportation, value for money, and leisure and recreation affecting the image of Buddhist Circuit. The results suggest that the destination image construct is multi-dimensional in nature. The study provides destination management organizations (DMOs) and partner organizations an analytical and useful tool to measure destination image in a thematic tourism circuit context.

Buddhist Circuit, destination image, thematic tourism circuit