Factors Influencing the Decision on Destination Choice for Creative Tourism of Thai Tourist in Khon Kaen Province

Authors

  • Jinnapas Dominic Tourism Industry Management, Faculty of Business Administration and Accountancy, Khon Kaen University
  • Thanabodee Namlak Tourism Industry Management, Faculty of Business Administration and Accountancy, Khon Kaen University
  • Rattikant Khamwandee Tourism Industry Management, Faculty of Business Administration and Accountancy, Khon Kaen University

Keywords:

Creative Tourism, Thai tourists, Tourism behavior, Cultural dimensions

Abstract

       This research aims to 1) examine the creative tourism behavior of Thai tourists in Khon Kaen Province; 2) identify the factors influencing their decision to engage in creative tourism in Khon Kaen Province; and 3) analyze the factors affecting their destination choice for creative tourism. A quantitative research methodology was employed, utilizing a survey questionnaire distributed to a sample of 520 Thai tourists (both male and female) visiting creative tourism sites in Khon Kaen Province. Data were analyzed using descriptive statistics and structural equation modeling.         An in-depth analysis of the factors influencing destination choice for creative tourism among Thai tourists in Khon Kaen Province revealed that pull factors had the greatest impact on their decision. The most influential aspects were the appeal of new cultural experiences and the uniqueness of creative tourism activities.

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Published

2025-06-30

How to Cite

Dominic, J., Namlak, T., & Khamwandee, R. (2025). Factors Influencing the Decision on Destination Choice for Creative Tourism of Thai Tourist in Khon Kaen Province. Suan Sunandha Asian Social Science, 19(1), 77–93. retrieved from https://so05.tci-thaijo.org/index.php/ssajournal/article/view/277018

Issue

Vol. 19 No. 1 (2025): January-June 2025

Section

Reseach Articles

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Copyright (c) 2025 Institute of Research and Development, Suan Sunandha Rajabhat University

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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