Motivation Factors That Effect on Decision for Cultural Tourism in Thailand
Keywords:
Cultural tourism, Tourism motivation, Push and pull factors, Tourist behavior, Cultural attractions, Tourism marketingAbstract
Cultural tourism is a rapidly expanding sector within the global tourism industry. Following the decline of the COVID-19 pandemic, cultural tourism has undergone significant changes, directly influencing trends in tourist behavior and the tourism business. Tourism motivation is the primary factor influencing tourists' travel choices and activities. The author employed the concept of tourism motivation theory, particularly focusing on push and pull factors, to analyze and categorize elements from literature related to motivation in cultural tourism. This approach was then applied to study motivational factors in cultural tourism according to Crompton's (1979) motivation theory, which identifies push and pull factors. The push factors, representing internal motivations that drive tourists to cultural destinations, include five elements: cultural learning and pilgrimage, relaxation, escape, status and prestige, and socialization. The pull factors, which are external motivations from the cultural attractions themselves that entice tourists, include five elements: famous cultural attractions, atmosphere, accessibility, amenities, value, and social media. These factors align with Crompton's (1979) theoretical framework, particularly emphasizing the importance of value and social media in shaping perceptions within cultural tourism marketing.
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