The Influence of Lifestyle Destination Tourism on Tourist Experience: The Mediating Role of Novelty Seeking in Song Wat Road, Bangkok
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Abstract
This study aimed to (1) examine the influence of lifestyle tourism on novelty seeking and tourism experiences, (2) analyze the influence of novelty seeking on tourism experiences, and (3) investigate the mediating role of novelty seeking between lifestyle tourism and tourism experiences. The research was conducted using a case study of Song Wat Road, Bangkok. The sample consisted of 347 tourists who had previously visited the area. Data were collected using a questionnaire verified for content
validity with an item-objective congruence (IOC) index ranging from 0.80 to 1.00, and an overall reliability coefficient of 0.95. The data were analyzed using descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM) with JAMOVI software. The results revealed that lifestyle tourism had a significant positive effect on novelty seeking (β = 0.897, p<0.001) and tourism experiences (β = 0.981, p<0.001). Novelty seeking also positively influenced tourism experiences (β = 0.950, p<.001) and partially mediated the relationship between lifestyle tourism and tourism experiences (β = 0.853, p<0.001). These findings indicate that destinations designed to align with tourists’ lifestyles and preferences can stimulate curiosity, enhance engagement, and create more profound and memorable experiences. Such experiences ultimately foster satisfaction and revisit intentions among tourists,
contributing to sustainable destination development.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของมหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยเทคโนโลยีราชมงคลอีสานและคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
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