CAUSAL RELATIONSHIP MODEL OF TOURIST MOTIVATION AND DESTINATION BRANDING RELATED TO BEHAVIORAL INTENTIONS TOWARDS HEALTH AND WELLNESS TOURISM IN MAHA SARAKHAM, THAILAND
DOI:
https://doi.org/10.14456/aamr.2023.27Keywords:
Tourists’ Motivation, Tourism Branding, Behavioral Intention, Wellness TourismAbstract
The objectives of this research were: 1) to study the motivation of health tourists in attraction of Maha Sarakham, Thailand, 2) to analyze the behavioral intentions on health and wellness tourism in Maha Sarakham, and 3) to synthesize a causal relationship between tourists' motivation and tourism brands and their behavioral intentions on health tourism in Maha Sarakham. The population sample consists of 400 Thai visitors, and questionnaires were used to gather data. Utilizing the Confirmatory Factor Analysis (CFA) technique, frequency, percentage, standard deviation, mean, and weighted mean were assessed as part of the data analysis. The findings indicated that visitors' motivation has a negative effect on their tourism-related behavioral intentions (b = -.340, p .01), which implies that if tourists are more motivated, it may lead to a decrease in their tourism-related behavioral intentions in Maha Sarakham. While the rise in positive tourism brand awareness among tourists will result in an increase in their tourism-related behavioral intentions, the increase in positive tourism brand awareness among tourists will result in a decrease in their in other words, if visitors see the tourism brand in a more favorable light, their desire to engage in tourism-related activity will certainly grow (b = .824, p .01).
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