DRIVING HERITAGE TOURISM: FACTORS INFLUENCING THAI TOURISTS' INTENTIONS AT SI THEP WORLD HERITAGE SITE
DOI:
https://doi.org/10.14456/aisr.2025.29Keywords:
Heritage Tourism, Tourism Components, Destination Image, Travel Intention, ThailandAbstract
This study examines the factors influencing Thai tourists' intentions to visit the Si Thep World Heritage Site, with a focus on tourism components (attractions, accessibility, amenities, activities, accommodation, and services), as well as destination image (encompassing both cognitive and affective dimensions). Grounded in the Theory of Planned Behavior (TPB) and employing the SERVQUAL framework, a quantitative study was conducted with 400 Thai tourists visiting the site. Data analysis included descriptive statistics, correlation analysis, and multiple regression analysis. The findings reveal that both tourism components and destination image have a significant influence on travel intentions. Specifically, attractions, accessibility, tourism activities, and services have a positive impact on travel intentions. Both cognitive and affective dimensions of destination image exhibit a significant positive influence on visitor intentions. These results emphasize the importance of enhancing tourism infrastructure, promoting a positive destination image, and ensuring high-quality visitor experiences to boost travel intentions. This research offers practical implications for tourism planners, site managers, and policymakers aiming to develop sustainable tourism strategies that align with visitor expectations while preserving the cultural and historical significance of the site.
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