Rajapark Journal

The Role of Social Media on Political Movements: Case Study Pranakhon District Bangkok, Thailand

Keratiwan Kalayanamitra — 2025-10-12

This research aims to: 1) examine the level of factors influencing the role of social media in political movements; 2) investigate the relationships among the factors influencing the role of social media in political movements; and 3) compare the relationships among variables related to the role of social media in political movements with empirical data, using Phra Nakhon District, Bangkok, as a case study. A quantitative research approach was employed, utilizing multistage sampling from the population across all 12 subdistricts of Phra Nakhon District, resulting in a total of 745 respondents. Data were analyzed using descriptive statistics and Structural Equation Modeling (SEM) to test the relationships among variables. The research findings revealed that: 1) the factors influencing the role of social media in political movements were at a high level; 2) the relationships among the variables ranged from moderate to high; and 3) the proposed model was consistent with the empirical data. In conclusion, social media plays a crucial role in shaping news agendas and encouraging political participation, particularly among young people. Its use strengthens political movements by enabling the rapid and widespread dissemination of information. Therefore, social media is not merely a communication channel but also a tool for generating public interest in political issues, influencing public opinion, and decision-making.

Transforming Human and Social Capital into Value the Mediating Role of Organizational Learning in Education SMEs—Evidence from Shandong Province, China

Lijuang Jiang — 2025-10-12

This study examines how human capital (HC) and social capital (SC) influence value capturing (BVCA) and value delivery (BVDE) in education SMEs, with a focus on the mediating role of organizational learning (OL). Using data from 526 senior managers in Shandong Province, China, analyzed via PLS-SEM, the study reveals that both HC and SC have significant direct effects on BVCA and BVDE (β= 0.125–0.163, p < 0.01). More importantly, OL serves as a strong mediator, with indirect effects ranging fromβ= 0.189 to 0.212 (p < 0.001). These findings underscore the critical role of OL in converting static resources into dynamic value outcomes. The study integrates Resource-Based View and Dynamic Capabilities Theory, proposing a "Weak Resources–Strong Mechanisms" framework that emphasizes practical OL practices—such as knowledge sharing, R&D integration, and external collaboration—to help SMEs enhance value creation and competitiveness. This research offers actionable insights for education SMEs operating in resource-constrained environments.

The Influence of Tourist Expectations on Tourist Loyalty in Henan, China: Mediated by Tourist Perceptions and Satisfaction

Jinbao Ge — 2025-10-12

Tourism is a vital driver of regional economies, and Henan Province, with its rich historical and cultural heritage, faces intensifying competition in China’s tourism market. Understanding how tourist expectations affect loyalty is essential for sustainable development. This study aimed to examine: 1) the direct impact of tourist expectations on tourist loyalty, as well as on perceived quality, perceived value, and satisfaction; 2) how perceived quality and perceived value influence tourist satisfaction, and how satisfaction in turn affects tourist loyalty; and 3) the mediated roles of perceived quality, perceived value, and satisfaction in the relationship between tourist expectations and tourist loyalty. A quantitative design was employed using structural equation modeling (SEM). Data were obtained from 400 valid questionnaires collected from Chinese tourists visiting Henan between March and May 2025. Survey items covered six dimensions of tourism services-food, hotel, transportation, scenery, shopping, and recreation—and were analyzed using SPSS 27.0 and AMOS 28.0.

Results show that expectations positively affect loyalty (β=0.64, p<0.001), perceived quality (β=0.46, p<0.001), and perceived value (β=0.36, p<0.001), but negatively influence satisfaction (β=-0.46, p<0.001). Perceived quality (β=0.52, p<0.001) and perceived value (β=0.17, p<0.01) both enhance satisfaction, which significantly predicts loyalty (β=0.33, p<0.001). Mediation tests confirm that perceived quality and satisfaction partially mediate the effects of expectations on loyalty, while excessive expectations may lower satisfaction through disconfirmation. The findings extend expectation-disconfirmation theory and highlight the importance of aligning marketing communication with realistic service standards. For Henan, strengthening service quality in the six key areas and managing pre-travel information can improve satisfaction and foster long-term tourist loyalty.

Research on the Impact of Brand Culture on Consumer Identity

Mengqi Jiang — 2025-10-12

With the rapid growth of globalization and informatization in the global market, consumers are exposed to an increasingly wide selection of goods and services. Consumption behavior is not only a process of satisfying functional needs, but also a means of expressing oneself and constructing identity. Thus, we aim to explore whether brand culture affects consumer recognition and examine the impact of each dimension of brand culture, including brand values, brand stories, brand attitudes, and brand communities, using a systematic analysis approach. This study also examines the mechanisms by which brand culture affects consumer recognition. Data were collected based on a survey of 436 electronic product consumers in Qingdao, China. The study's conclusion suggests that brand culture and its various dimensions can influence the level of consumer identity through the transmission of values, effective communication, and resonance with consumers, as well as the shaping of brand symbols.

Causal Factors of Transformational Leadership on Innovation Capabilities of Small and Medium Enterprises (SMEs) in Thailand

Sukumarl Koednok — 2025-10-12

This research aimed to 1) develop a model of factors influencing innovation capability of small and medium-sized enterprises (SMEs) in Thailand, 2) analyze the direct positive influence of knowledge management and organizational agility on innovation capability, and 3) analyze the indirect influence of transformational leadership on innovation capability through mediating variables, namely knowledge management and organizational agility. This research was quantitative. The samples used in the study were SME entrepreneurs in 5 Gross Province Product (GPP) center provinces in each region: Bangkok, Chiang Mai, Khon Kaen, Phuket, and Chonburi.

Multi-stage sampling was used, and the sample size was 20 times the number of observed variables. A total of 409 respondents were used. A questionnaire was used to collect data. The data were analyzed using structural equation modeling. The results of the research found that 1) The causal relationship model influencing innovation capability is consistent with empirical data, explaining 82% of the covariance of the developed model. 2) Knowledge management has a statistically significant positive influence on innovation capability, and organizational agility has a statistically significant positive influence on innovation capability. 3) Transformational leadership has an indirect influence on innovation capability through the mediating variable organizational agility, indicating that transformational leadership promotes innovation capability, with two leading indicators: organizational agility and knowledge management, which are essential for promoting the enhancement of innovation capability of SMEs in Thailand.

Leadership Factors Motivation Factors and Working Environment Factors that Affect Organizational Engagement of Digital and Information Technology Employees at the Bank for Agriculture and Agricultural Cooperatives

Pheeraphat Chinput — 2025-10-12

This research investigates leadership, motivational, and work environment factors influencing the organizational engagement of digital and information technology employees at the Bank for Agriculture and Agricultural Cooperatives. The primary objective of this quantitative study was to examine how leadership, motivation, and work environment impact organizational engagement. Data were collected through questionnaires administered to employees in the Bank for Agriculture and Agricultural Cooperatives’ digital and information technology department. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed for data analysis. Inferential statistics were also utilized for hypothesis testing. The findings indicate that, overall, leadership, motivational, and work environment factors significantly influence the organizational engagement of digital and information technology employees at the Bank for Agriculture and Agricultural Cooperatives.

Ethical Behaviors Affecting Kalyanamitra Dhamma's Principles of Educational Institution Administrators under Surin Primary Educational Service Area Office 1

Sirasit Yuenyong — 2025-10-12

This research aimed to study 1) ethical behaviours of educational institution administrators, 2) the application of Kalyanamitra Dhamma's principles of educational institution administrators, 3) the relationship between ethical behaviours affecting the Principles of Kalyanamitra Dhamma, and 4) ethical behaviours affecting Kalyanamitra Dhamma's Principles of Educational Institution Administrators under Surin Primary Educational Service Area Office 1. The sample consisted of 169 school administrators, selected through a proportional stratified random sampling method. The research instrument was a 5-point rating scale questionnaire with a reliability coefficient of 0.97. Data were analyzed using percentages, means, standard deviations, Pearson's correlation coefficient, and stepwise multiple regression analysis. The research results found that: 1) the overall ethical behaviours of educational institution administrators were at a high level, 2) the overall having of the principles of Kalyanamitra Dharma was at the highest level, 3) there was a high positive correlation between ethical behaviours affecting the principles of Kalyanamitra Dhamma (rXY = 0.65) with statistical significance at the .01 level, and 4) two aspects of ethical behaviours, work management and personnel management, affected the principles of Kalyanamitra Dhamma, jointly explaining 43.40% of the variance with statistical significance at the .05 level, with a standard error of estimate of ±0.23.

Participation in the Administration of Basic Education School Board Committees According to the Opinions under Surin Primary Educational Service Area Office 1

Sasithorn Namutthaisong — 2025-10-12

This research aimed to study and compare participation in the Administration of Basic Education School Board Committees according to opinions under the Surin Primary Educational Service Area Office 1. The sample group consisted of 337 members of the Basic Education Commission. The research instrument was a 5-level rating scale questionnaire with a reliability value of .963. The statistics used in data analysis included the mean, percentage, standard deviation, and hypothesis testing, utilizing the t-test and F-test. The findings provided guidelines for participation in the Administration of Basic Education School Board Committees, based on the opinions of nine individuals who underwent a specific selection process. The data used in the tools is from a semi-structured interview about study guidelines and participation in the Administration of Basic Education School Board Committees, as per the opinions. The research results found that 1) participation in the Administration of Basic Education School Board Committees. According to the views, overall and in each aspect, they are at a high level. 2) Comparison of Participation in the Administration of Basic Education School Board Committees According to the Opinions classified by gender, the overall size of the basic education institution is not different, and classified by age, it is significantly different at the .05 level. 3) Guidelines for participation of school board members must be given to all four areas of administration planning, decision-making, operations, and sharing in benefits to develop every aspect and be concrete.

Factors Affecting the Effectiveness of Academic Administration in Basic Education Institution According to Teachers' Perception under the Secondary Educational Service Area Office Surin

Phatthareeya Thongngam — 2025-10-12

The objectives of this study were to 1) study the effectiveness of academic administration in basic education institutions. 2) Study the factors of academic administration in basic education institutions. 3) Study the relationship between each factor affecting the effectiveness of academic administration in basic education institutions. 4) Study the factors affecting the effectiveness of academic administration in basic education institutions. This is quantitative research. The sample group used in the research was 350 teachers. It was obtained by determining the size through calculation using Taro Yamane's formula and applying the stratified random sampling method according to the proportion of teachers. The research instrument was a 5-level rating scale questionnaire based on the Likert concept with a reliability of 0.97 for the entire questionnaire. The statistics used for data analysis were percentage, mean, standard deviation, Pearson's product-moment correlation coefficient, and multiple regression analysis. The results of the research found that 1) the effectiveness of academic administration in basic education institutions, overall, is at a very good level. 2) The factors of academic administration in basic education institutions were overall at a high level. 3) The relationship between each factor affecting the effectiveness of academic administration in basic education was found to be positive and statistically significant at a level of .01. 4) Factors affecting the effectiveness of academic administration in basic education institutions were found to jointly explain the variance of the effectiveness of academic administration of basic education institutions with statistical significance at a level of .05.

Exploring the Effect of Hybrid Work and Onsite Work on Employee Motivation in Thailand

Pakwan Sermcharoenkit — 2025-10-12

This study examined 1) differences in motivation levels between employees utilizing onsite work and those utilizing hybrid work arrangements, 2) the effect of a dedicated workspace on hybrid employee motivation, and 3) the effect of marital status on employee motivation. The sample comprised 400 Thai employees aged 20–60 years, consisting of 200 onsite and 200 hybrid employees. Participants were selected using Cochran’s formula for finite populations. Data were collected via an online questionnaire adapted from the multidimensional work motivation scale, focusing on four types of motivation: extrinsic regulation (social), extrinsic regulation (material), and intrinsic motivation. Statistical analyses included descriptive statistics, t-tests, ANOVA, and MANOVA. The results revealed three key findings: 1) Work conditions (onsite vs. hybrid) did not have a statistically significant impact on any of the motivation types (p > 0.05). 2) Among hybrid employees, having a dedicated workspace significantly increased extrinsic regulation (social) and extrinsic regulation (material) motivation. 3) Marital status differentially affected motivation: single hybrid employees reported higher extrinsic regulation (social) than married employees in either work condition, and higher extrinsic regulation (material) than married hybrid employees. These findings underscore the importance of providing equal opportunities irrespective of work conditions, establishing dedicated workspaces for hybrid employees, and accounting for personal circumstances when managing motivation across diverse employee groups.

Integrated Marketing Communications (IMC) for Sustainability Related to Consumers’ Purchasing Decisions for Apple Brand Products in Bangkok

Watcharaporn Kayom — 2025-10-12

This research investigates 1) consumers’ perceptions of Apple’s integrated marketing communication (IMC) for sustainability, 2) their level of purchase intention for Apple’s products, 3) whether the purchase intention for Apple’s products varies based on demographic characteristics, and 4) the relationship between IMC for sustainability and the decision to purchase Apple’s products. Using a quantitative approach, the study administered an online questionnaire to 400 consumers in Bangkok who were either aware of or had previously purchased Apple products. Data analysis involved 1) descriptive statistics and 2) inferential statistics, specifically one-way ANOVA and Pearson’s correlation. The results indicate that 1) consumers hold a highly favorable opinion of Apple’s IMC for sustainability, encompassing advertising, personal selling, sales promotion, publicity/public relations, and direct marketing. 2) The average level of purchase intention for Apple’s products was also high. 3) No statistically significant difference was found in the purchase intention for Apple’s products across different demographic characteristics (p > 0.05). And 4) there is a highly positive and statistically significant relationship (p < 0.01) between IMC for sustainability and the decision to purchase Apple brand products. These findings can inform the integrated marketing communication strategy for sustainability to foster Apple brand loyalty.

Comparative Impacts of Xiaohongshu and Douyin on Domestic Travel Intentions: An Integration of AISAS and the Theory of Planned Behavior

Siyuan Zhang — 2025-10-29

This study investigates the comparative influence of Xiaohongshu and Douyin on domestic tourists’ travel intentions and explores the dual psychological mechanisms underlying rational and emotional decision-making. A total of 842 valid responses were collected from Chinese domestic tourists aged 18–54 through convenience and purposive sampling. The data collection instrument was a structured, bilingual questionnaire adapted from established measurement scales. Specifically, the questionnaire measured seven constructs—perceived usefulness, perceived credibility, perceived interactivity, perceived pleasure, behavioral attitude, subjective norms, and behavioral intention—drawing from validated sources such as Davis (1989), Ajzen (1991), Cheung et al. (2009), and Childers et al. (2001). Data was analyzed using structural equation modeling (SEM) with SPSS and AMOS, following reliability and validity testing procedures.

Results show that Xiaohongshu has a more substantial effect on perceived credibility (β = 0.740, p < 0.001) and usefulness (β = 0.723, p < 0.001), thereby leading to rational, well-planned travel decisions. In contrast, Douyin exerts greater influence through perceived interactivity (β = 0.794, p < 0.001) and pleasure (β = 0.615, p < 0.001), thereby stimulating spontaneous, emotion-driven travel intentions. The model achieved a good fit (χ²/df = 2.13, CFI = 0.963, TLI = 0.951, RMSEA = 0.042), confirming the validity of the dual-mechanism framework.

The findings enrich the theoretical integration of AISAS and TPB, demonstrating how different platform affordances activate distinct decision-making pathways. Practically, the study offers actionable insights for tourism marketers to design platform-specific content strategies tailored to rational planning (Xiaohongshu) and emotional stimulation (Douyin).

Transformational Leadership Competency Requirements for University Counselors in the Digital-Intelligence Era: A Mixed-Methods Study at a Chinese Undergraduate Institution

Chen Siqi — 2025-10-29

This study aims to explore 1) the current state of transformational leadership among university counselors in the context of digital intelligence, 2) the core competency requirements to enhance transformational leadership, and 3) the pathways to develop these competencies. The sample consisted of counselors from a Chinese undergraduate university, and the study used a mixed-methods design combining a questionnaire survey and semi-structured interviews. The quantitative phase employed a structured questionnaire assessing the four dimensions of transformational leadership, and the qualitative phase employed thematic analysis of interview data. To ensure methodological transparency and robustness, we conducted descriptive statistics alongside reliability and validity tests. The findings reveal that, in the digital-intelligence era, the overall level of transformational leadership among counselors is moderate, with uneven development across different dimensions. Specifically, intellectual stimulation and individualized consideration were relatively intense, while inspirational motivation and idealized influence require improvement. Additionally, counselors need significant improvement in competencies such as the use of digital intelligence tools, data analysis skills, online values education, and social media influence. The study proposes a three-dimensional optimization framework— “competency reconstruction, mechanism coordination, and technology empowerment” — to guide university counselors in improving their transformational leadership in the digital-intelligence context. This framework translates mixed-methods evidence into actionable pathways by aligning targeted training, full-cycle leadership management, and intelligent service platforms. Theoretically, the study refines the application of Bass and Avolio’s four-dimensional model to digital-intelligence contexts by clarifying competency structures and boundary conditions; practically, it offers concrete implications for policy design, counselor training systems, and the digital transformation of ideological and political education in higher education.

Quality of Life of Elderly Farmers in Chainat Province: An Analysis Using United Nations Quality of Life Indicators

Litsak Sapbruangthong — 2025-10-31

This research aimed to 1) assess the quality of life of elderly rice farmers in Chainat Province based on the United Nations’ Quality of Life Indicators and 2) compare their quality of life according to personal factors including gender, age, marital status, chronic illness, income, debt, and total farming area. The sample consisted of 412 elderly rice farmers, selected using multi-stage sampling. Data were collected through a structured questionnaire with a reliability coefficient of 0.87. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics using t-tests and ANOVA. The findings revealed that (1) the overall quality of life of the elderly rice farmers was at a moderate level ( = 3.76, SD = 0.86). The highest mean score was in the domain of personal beliefs and values ( = 3.94, SD = 0.76), followed by mental health ( = 3.67, SD = 0.85), independence ( = 3.68, SD = 0.85), and social relationships, while the environmental domain had the lowest score ( = 3.49, SD = 0.89). (2) Statistically significant differences in quality of life were found in relation to age (p = 0.47), chronic illness (p < .001), income (p = .015), and debt (p = .003), In contrast, gender, marital status, and total farming area showed no significant differences.

The Impact of Social Media Marketing on Electric Vehicle Purchase Intention in Henan: An SOR Perspective

Jing Li — 2025-11-29

This study investigates the impact of social media marketing (SMM) on private electric vehicle (PEV)purchase intentions in Henan Province, China, utilizing the Stimulus-Organism-Response (SOR) model as the theoretical foundation. The research objectives were to: (1) examine the direct effect of SMM on purchase intention; (2) assess the mediating role of perceived value; and (3) evaluate the moderating effect of government policies. A quantitative methodology was employed, using a structured questionnaire distributed to 426 private PEV owners in Henan, selected via snowball sampling. Data analysis involved reliability tests, correlation analysis, regression analysis, and mediation/moderation tests. The results demonstrate that SMM has a significant positive direct impact on purchase intention (β=0.872, p<0.001). Furthermore, perceived value partially mediates this relationship, and government policies positively moderate it (interaction β=0.082, p<0.001). This study enriches the SOR framework by integrating SMM and policy dimensions, offering theoretical contributions to PEV adoption literature and practical insights for marketers and policymakers in emerging regional markets.

Guidelines for Preventing and Suppressing Migrant Worker Smuggling in Thailand

Atichatt Yampaga — 2025-10-12

The academic article aimed to study the characteristics of migrant smuggling in Thailand and propose measures to prevent and suppress it. A qualitative research method was used to collect news and related research from August 2024 to February 2025. It was found that migrant smuggling in Thailand operates as a network, with brokers luring migrant workers to work in Thailand through natural channels or along the border. They use various vehicles to transport migrant workers, and the costs of each trip into the country vary depending on the agreement. The costs start at 800 – 96,000 baht, with an average price of 15,000 – 25,000 baht. The measures to prevent and suppress migrant workers in Thailand include: 1) Enforcement agencies related to migrant workers, such as the Immigration Police or the Department of Employment, should strengthen their detection measures; 2) Establishing checkpoints and interceptors along key border rotes can address the problem of illegal migrant workers; 3) Penalties should be an increased for employers who fail to comply with migrant labor laws; 4) Measures should be put in place to ensure that migrant workers enter the legal employment system; and 5) Agencies related to migrant workers should publicize and provide helpful information to migrant workers.

Introducing Myanmar Workers into the System in Accordance with Good Governance Principles

Siriya Siriphadaracht — 2025-10-12

This academic article explains to readers the importance of legally hiring Myanmar workers to the Thai economy and society by outlining the procedures for hiring them, including requesting employment permits, issuing work permits, and signing employment contracts. It also focuses on protecting Myanmar workers’ rights, ensuring they receive fair wages, safe working conditions, and legal welfare, reducing human trafficking and labour rights violations, and promoting good relations between countries and economic cooperation between Thailand and Myanmar. This analysis uses the concepts of the foreign worker system and foreign worker policy as a framework for consideration, indicating that there are currently almost 6.8 million Myanmar workers living and working in Thailand and that domestic businesses cannot afford to do without this group of workers. Although Myanmar workers must reside in Thailand for a long time, the government should take appropriate measures to introduce them into the system for the benefit of all parties. Excluding Myanmar workers may have adverse effects on the Thai economy, as they are a key driver of its growth. Appropriately accepting Myanmar workers will help Thailand steadily move forward in developing its economy. There is also a humanitarian dimension to consider, as some of these workers are fleeing from war and instability in their own countries. Providing compassionate assistance to Myanmar workers will help enhance Thailand’s image, reduce social prejudice, and foster friendly cooperation among nations, thereby creating a society with mutual understanding. Therefore, the government should implement policies with transparency, honesty, and fairness. There should be a strict inspection system to reduce corruption and the exploitation of foreign workers, and to provide clear information about labour policies to both employers and foreign workers so they can make informed decisions about the cost of renewing their work permits. Such policies will enable Myanmar workers to work legally in Thailand and help promote sustainable development.

An Approach to Integrating the Principle of Supporting the Lower Direction with the Context of Labor Protection Laws

Sopon Charoen — 2025-10-12

The article on the integration of the principle of maintaining the lower direction with the context of labor protection law aims to study and analyze the maintenance of the lower direction with the context of labor protection law. The researcher focuses on analyzing the meaning of maintaining a lower direction according to Buddhist teachings, which involves the duties of employers or supervisors towards subordinates. This entails taking care of, protecting, and promoting employees to achieve a good quality of life, safety, and stability in their lives. Such principles reflect the moral and ethical relationship between employers and employees when working together. When considering the context of the Labor Protection Act B.E. 2541, it was found that the intention of this law is clearly consistent with the principle of maintaining the lower direction by specifying the duties of employers to pay wages fairly, set appropriate working hours, and provide holidays and leave, as well as protect safety and health at work. It also specifies prohibitions to prevent taking advantage of employees, such as unfair dismissal or inappropriate discrimination. This comparison reveals that, although labor laws are secular in nature and statutory regulations, they are deeply rooted in religious principles. As a result, the enforcement of the law not only protects the rights of employees as stipulated by law but also promotes moral consciousness in human relationships. Therefore, maintaining the lower direction is not just an ethical concept. But it is a basic approach that supports the sustainability of the labor system in Thai society.

Gratitude and Reciprocation: The Moral Foundation for a Sustainable Thai Society

Chatchanok Towattanakul — 2025-10-12

This academic article aims to explore the meaning, roles, and approaches to promoting the virtue of gratitude (katanyu katavedita) in contemporary Thai society, with the goal of creating sustainable moral mechanisms. In the context of contemporary Thai society, which is facing currents of economic, cultural, and value transformation, gratitude as a fundamental virtue has been alarmingly diminished. Phenomena such as family estrangement, neglect of benefactors, or the pursuit of personal interests all reflect the lack of foundational consciousness regarding the value of gratitude. Moreover, gratitude is not merely an individual ethic but rather the foundation of relationships characterized by mutual support, assistance, and responsibility at the family, community, and societal levels. This article focuses on studying the meaning and roles. It approaches to strengthening gratitude as a sustainable moral force by presenting conceptual frameworks from Buddhism, such as the 38 Blessings (Mangala 38) and the Six Directions teaching, along with the approaches to awareness-building at the individual, family, educational institution, and organizational levels, which can be applied to developing quality of life in all dimensions. Gratitude is not only connected to interpersonal relationships but also reflects public consciousness in environmental conservation and the preservation of public property. The conclusion suggests that the continuous and systematic promotion of the virtue of gratitude can help reduce morally deviant behaviors and sustainably enhance peace in Thai society, which constitutes an important goal for developing a stable and values-driven Thai society in the long term.

The Influence of Social Media Influencers on Consumers’ Willingness to Travel

Jia Yaqi — 2025-10-12

Integrating the perspectives of source credibility and narrative transmission, this study systematically explores how social media influencers (SMIs) can motivate consumers to visit cultural heritage destinations through personal traits and story-based content. Based on the combination and theoretical deduction of relevant literature at home and abroad, (1) when influencers are perceived as professional and credible, their credibility can be effectively transferred to the endorsed heritage sites, reducing risk perception and increasing the intention to visit. (2) Although perceived attraction can quickly capture attention, its persuasive effect depends on the value consistency between influencers and fans. (3) The narrative transmission triggered by story-based content can significantly amplify the above effects, so that the audience can have emotional resonance with the heritage narrative. (4) In addition, the interaction effect of high credibility and high narrative produces the most substantial increase in visitor intention. Based on this, this study proposes management implications for cultural authorities, destination marketing organizations, scenic spot managers, and influencers themselves, such as hierarchical cooperation, co-creation of narratives, immersive touchpoints, and credible markers, which provide a theoretical basis and practical path for the precision marketing and sustainable governance of cultural heritage tourism in the digital era.