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Understanding tourist behavior has been of interest in tourism literature, among academics and practitioners as the cornerstone to improve destination competitiveness. Tourism exports are seen as one of the important economic pillars in many countries including Thailand as a growing source on foreign exchange earnings. Various research indicates that increased tourist satisfaction and better tourist experience can contribute to the enhanced reputation of the destination, increased tourist loyalty, reduced price elasticities, lower cost of future transaction and improve productivity (Anderson, Fornell, & Rust, 1997; Swanson & Kelly, 2001). This study, therefore, proposed a more integrated approach by examining the theoretical and empirical evidence on the causal relationships among destination image, tourist expectation, perceived quality, perceived value, tourist experience, tourist complaint and tourist loyalty/transferred loyalty for the case of Bangkok, Thailand. The conceptual model is developed on the basis of literature review and exploratory study. An exploratory study in the form of in-depth interviews with hospitality and tourism experts supported the previous literature in developing a