DRIVING TOURIST INTENTIONS VIA CREATIVE TOURISM, SERVICE MARKETING, AND DESTINATION ATTACHMENT
DOI:
https://doi.org/10.14456/aisr.2026.4Keywords:
Creative Tourism, Service Marketing Strategies, Destination Attachment, Tourist Behavioral Intention, Community-Based TourismAbstract
This empirical study systematically investigates the structural relationships among creative tourism (CT), service marketing strategies (SMS), destination attachment (DA), and tourist behavioral intention (TBI) within community-based tourism destinations in Chumphon Province, Thailand. Utilizing a quantitative approach, primary data were collected from 384 tourists via structured questionnaires and analyzed using partial least squares structural equation modeling (PLS-SEM). The empirical results reveal that while CT significantly fosters DA, it does not directly drive TBI. Instead, CT exerts a profound indirect effect on TBI exclusively through DA. Conversely, SMS directly predicts both DA and TBI, and also demonstrates a significant indirect effect via DA. Notably, destination attachment is the strongest predictor of behavioral intentions and serves as a critical mediating mechanism linking experiential and service factors to sustainable behavioral outcomes. These findings provide actionable insights for destination managers, emphasizing the strategic necessity of carefully designing immersive creative experiences and optimizing service interactions to cultivate emotional attachment, thereby driving sustainable tourist loyalty and positive behavioral intentions.
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Copyright (c) 2026 Maytinee PANTHURAT, Kritsada CHIMPLEEWAT, Chanyaphak LALAENG
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