อิทธิพลของการท่องเที่ยวเชิงวัฒนธรรมที่มีต่อการรับรู้คุณค่าและ แรงจูงใจในการเดินทางของนักท่องเที่ยวจังหวัดนครพนมในประเทศไทย

Prompassorn Chunhabunyatip

doi:10.14456/mjba.2023.9

ผู้แต่ง

Prompassorn Chunhabunyatip Tourism and Service Industry College, Nakhon Phanom University

DOI:

https://doi.org/10.14456/mjba.2023.9

คำสำคัญ:

Cultural tourism, Value perception, Tourism promotion, Travel motivation Nakhon Phanom tourists

บทคัดย่อ

Cultural tourism is the largest and most rapidly growing tourism segment in the global tourism market. The objective of this study is to investigate the influences of cultural tourism on value perception and travel motivation of Nakhon Phanom tourists in Thailand. In addition, tourism promotion is hypothesized to become a moderating variable of this research relationships. 400 Nakhon Phanom tourists in Thailand are the samples of the study. Both structural equation model analysis and multiple regression analysis are applied to test the influences. The results indicate that cultural tourism has a significant positive influence on value perception and travel motivation. Moreover, value perception has a significant positive influence on travel motivation. It is also a mediator of the research relationships. In addition, tourism promotion is a moderator of the research relationships. Thus, sustainable cultural tourism is important and is becoming a major source of business and employment in today’s economy. It could increase competitiveness, create employment opportunities, curb rural migration, generate income for investment in cultural preservation, and nurture a sense of pride and self-esteem of cultural communities.

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