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Social Media and Motivation Influencing Thai Tourists' Revisit Intention to Bangkok's Nostalgic Cultural Destinations |
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| รหัสดีโอไอ | |
| Creator | Emmika Tielens |
| Title | Social Media and Motivation Influencing Thai Tourists' Revisit Intention to Bangkok's Nostalgic Cultural Destinations |
| Contributor | Tinikan Sungsuwan |
| Publisher | Phetchaburi Rajabhat University |
| Publication Year | 2569 |
| Journal Title | Interdisciplinary Research Review (IRR) |
| Journal Vol. | 21 |
| Journal No. | 5 |
| Page no. | 11-22 |
| Keyword | Social Media Influence, Intention to Revisi, Push Motivation, Pull Motivation, Nostalgic Cultural Tourism |
| URL Website | https://ph02.tci-thaijo.org/index.php/jtir |
| Website title | Interdisciplinary Research Review (IRR) |
| ISSN | 2697-536X |
| Abstract | This study investigates the influence of Social Media Influence, Push Motivation, and Pull Motivation on Thai tourists’ intention to revisit nostalgic cultural destinations in Bangkok, Thailand. Using a quantitative research approach, data were collected from 440 Thai tourists visiting Wat Arun, Wat Pho, and the Grand Palace. The conceptual framework was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that Social Media Influence had the strongest influence on revisit intention (β = 0.462, p < 0.001), followed by Push Motivation (β = 0.296, p < 0.001). In contrast, Pull Motivation did not significantly influence revisit intention (β = 0.056, p = 0.475). The model explained 40.0% of the variance in revisit intention (R² = 0.400). These findings indicate that social media influence and intrinsic motivational factors are associated with tourists’ intention to revisit, while destination-related pull motivation was not significant in this study. The study contributes to research on nostalgic cultural tourism and provides practical implications for destination managers and tourism marketers seeking to strengthen revisit intention through social media communication and culturally engaging experiences. |
