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Factors Affecting the Intention to Mutelu Tourism of Thai Tourists: A Case Study of Wat Chedi (Ai Khai) Nakhon Si Thammarat Province |
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| รหัสดีโอไอ | |
| Creator | Chompunoot Duangjan |
| Title | Factors Affecting the Intention to Mutelu Tourism of Thai Tourists: A Case Study of Wat Chedi (Ai Khai) Nakhon Si Thammarat Province |
| Contributor | Monsikan Kueprajong, Pasit Uchupab, Nanchaporn Niyom, Pawarisa Bunliang, Issariyaporn Kliangpradit, Worakarn Phetmeekha |
| Publisher | Mahasarakham University |
| Publication Year | 2569 |
| Journal Title | Journal of Humanities and Social Sciences Mahasarakham University |
| Journal Vol. | 45 |
| Journal No. | 2 |
| Page no. | 422-437 |
| Keyword | Theory of Planned Behavior, Electronic Word-of-Mouth, Spiritual Tourism, Travel Intention, Thai Tourists |
| URL Website | https://so03.tci-thaijo.org/index.php/humsujournal |
| Website title | Journal of Humanities and Social Sciences Mahasarakham University |
| ISSN | 2672-9733 (Online) |
| Abstract | Spiritual tourism, or Mutelu tourism in Thailand, has experienced rapid growth. However, there remains a lack of in-depth understanding regarding the factors influencing tourist decision-making, particularly in the digital era, where online communication plays a crucial role. This research aimed to investigate the factors influencing Thai tourists’ intention to engage in Mutelu tourism by applying the Theory of Planned Behavior and Electronic Word of Mouth concepts as the theoretical framework.This study employed quantitative research methodology, collecting data through questionnaires from 341 Thai tourists visiting Wat Chedi (Ai Khai) in Nakhon Si Thammarat Province using purposive sampling.The findings revealed that tourists placed the highest importance on travel intention, followed by attitudes toward behavior, subjective norms, perceived behavioral control, and electronic word of mouth communication, respectively. The analysis identified key factors significantly affecting tourism intention, with attitude toward behavior having the strongest influence, followed by subjective norms and perceived behavioral control. The research findings support the significance of the Theory of Planned Behavior in explaining Mutelu tourism intentions and suggest that marketing strategies should prioritize developing positive attitudes toward this form of tourism. |
