Media Exposure Behavior as a Moderating Variable Influencing the Management of Nostalgia Tourism: A Framework Based on the Theory of Planned Behavior
Article Sidebar
Main Article Content
Abstract
The objectives of this study were: (1) to investigate the factors influencing nostalgia tourism behavior among tourists; (2) to examine the influence of self-congruity on nostalgia tourism behavior based on the Theory of Planned Behavior (TPB); and (3) to analyze the influence of media exposure behavior as a moderating variable affecting nostalgia tourism behavior under the TPB framework. This quantitative research focused on objective findings and statistical conclusions by using data collected through a questionnaire to test the proposed hypotheses. The samples consisted of 888 Thai tourists who traveled to nostalgia tourism destinations across various regions of Thailand. The samples were proportionally selected based on the distribution of Thai tourists in each region. Data analysis was conducted using both descriptive and inferential statistics to identify the key factors influencing nostalgia tourism behavior and to test the influence of self-congruity and the moderating effects of media exposure behavior. A Structural Equation Model (SEM) was applied for data analysis. The results revealed that three factors—attitude toward tourism, subjective norm, and perceived behavioral control—significantly influenced tourists’ intention to engage in nostalgia tourism at the 0.001 level of statistical significance. These three factors jointly predicted 34.60% of the variance in intention (R² = 0.346). In addition, self-congruity was found to significantly influence tourists’ attitudes toward nostalgia tourism at the confidence level of 0.001. However, media exposure behavior as a moderating variable did not significantly affect the relationship between intention and actual nostalgia tourism behavior. From this study, it was found that employing strategies to enhance positive attitudes, marketing through influential figures, and communicating directly with tourists possessing nostalgic personalities can enrich their experiences and serve as policy guidelines for advancing tourism management in Thailand.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
1. Any views and comments in the Journal of Social Innovation and Lifelong Learning are the authors’ views. The editorial staff have not to agree with those views and it is not considered as the editorial’s responsibility.
2. The responsibility of content and draft check of each article belongs to each author. In case, there is any lawsuit about copyright infringement. It is considered as the authors’ sole responsibility.
3. The article copyright belonging to the authors and The Far Eastern University are copyrighted legally. Republication must be received direct permission from the authors and The Far Eastern University in written form.
References
Abbasi, G. A., Kumaravelu, J., Goh, Y.-N. & Dara Singh, K. S. (2021). Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB). Spanish Journal of Marketing, 25(2), 280-307. https://doi.org/10.1108/SJME-12-2019-0109
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, N.J.: Prentice-Hall.
Anantamongkolkul, C. & Khongma, T. (2021). ASEAN University Students Travel Behavioural Intention: An Application of the Theory of Planned Behaviour. Journal of Thai Hospitality and Tourism, 16(2), 3–17. https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/249611
Atinwong, P. (2022). Parents’ knowledge, attitudes, and experience toward car seat use for children [Master's independent study, College of Management, Mahidol University].
Azhar, M., Hamid, S., Akhtar, M. & Subhan, M. (2022). Delineating the Influence of Social Media Use on Sustainable Rural Tourism: An Application of TPB with Place Emotion. Journal of tourism, sustainability and well-being, 10(4), 292-312. https://www.jsod-cieo.net/journal-tsw/index.php/jtsw/article/view/343
Belch, G. E. & Landon, E. L. (1977). Discriminant validity of a product anchored self-concept measure. Journal of Marketing Research, 14(2), 252-256. https://doi.org/10.2307/3150479
Berkman H. W., Lindquist, J. D. & Sirgy, J. M. (1997). Consumer behavior. Chicago: NCT Business Book.
Chaisri, S. (2021). Nostalgia and community tourism PakPhanang District. Journal of Human Society, 11(2), 70–79. https://so03.tci-thaijo.org/index.php/humannstru62/article/view/256408
Chaiyanont, P., Watanarawee, W., Boonyarasai, P. & Rattanasimakul, K. (2025). Media exposure behavior as a moderating variable influencing the management of nostalgia tourism: A Framework Based on the theory of planned behavior. Journal of Management Science Pibulsongkram Rajabhat University, 7(2). 71-88. https://so03.tci-thaijo.org/index.php/jmspsru/article/view/283901
Chang, K. S., Park, J. Y. & Choi, I. H. (2001). The influence of self-congruity between brand personality and self-image on attitude toward brand. Korean Journal of Marketing, 3(2), 92-114.
Chanyam, U. & Yuttrai, P. (2016). Predicting the intention not to drink alcohol among first-year undergraduate students: An application of the theory of planned behavior. Thai Journal of Nursing Council, 33(2), 28–39. https://he02.tci- thaijo.org/index.php/TJONC/article/view/57807
Charatsengchirachot, T. & Songkasant, P. (2023). The process, strategies and effectiveness of communication in sustainable tourism at Namtok Phlio National Park, Chanthaburi province. Journal of Communication Arts Review, 27(2), 20–32. https://so06.tci-thaijo.org/index.php/jca/article/view/264040
Fang, L., Jianyao, L., Dick, M. & Huangting, S. (2012). Self-congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing, 46(7/8), 922-937. https://doi.org/10.1108/03090561211230098
Fornell, C. & Larcher, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Reasearch, 18(1), 39-50. https://doi.org/10.2307/3151312
Govers, P. C. & Schoormans, J. P. (2005). Product personality and its influence on consumer preference. Journal of Consumer Marketing, 22(4), 189-197. http://dx.doi.org/10.1108/07363760510605308
Hair, J., Black, W., Babin, B. & Anderson, R. (2019). Multivariate data analysis (8th ed.). England: Cengage Learning.
Intarapanich, S., Limsulapong, C. & Pakpian, T. (2023). Comparative study of the planned travel behavior factors and the travel mode of Thais and Chinese’s tourists affecting the intention of hi-speed train traveling. MUT Journal of Business Administration, 20(1), 166–189. https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/266159
Jankingthong, W. (2014). The theory of planned behavior and tourist loyalty. Silpakorn University Journal (Thai version), 34(2), 131–146. https://so05.tci-thaijo.org/index.php/sujthai/article/view/21340/
Kemapatapan, S. (2015). Media exposure and Thailand’s tourism perception of Chinese tourists [Master’s independent study, Thammasat University].
Klapper, J. (1960). The Effects of Mass Communication. IL: Free Press.
Kline, R. (1998). Principles and practice of structural equation modeling. Newyork: The Guilford Press.
Laophon, N. & Khamwon, A. (2018). Self-Congruence, Emotional Brand Attachment, Brand Love, and Brand Advocacy: A Case of Fashion Brands. International Journal of Management and Applied Science, 4(11), 12–16. https://www.researchgate.net
/publication/353349128_SELF-CONGRUENCE_EMOTIONAL_BRAND_ATTACHMENT_BRAND_LOVE_AND_BRAND_ADVOCACY_A_CASE_OF_FASHION_BRANDS
Lesser, J. & Pope, D. (2011). Human behavior and the social environment: theory and Practice (2 ed.). Boston: Allyn and Bacon.
Ministry of Tourism and Sports. (2020, October 21). Domestic tourism situation in 2019. https://www.mots.go.th/download/article/article_20201104090554.pdf
Ministry of Tourism and Sports. (2023, April 21). Summary of domestic tourism statistics by province, 2011–2020. https://www.nso.go.th/nsoweb/nso/statistics_and_indicators?%2Fnso%2Fstatistics_and_indicators=&impt_branch=320&page=2
Mueansungnoen, P. (2023). Which emotional scenes in “Y series” are the most attractive engagement attention [Master's independent study, College of Management, Mahidol University].
Ngamcharoenmongkol, P. & Phochanapanich, M. (2023). The Influence of self-image congruence on brand evaluations of publicly and privately consumed products. NIDA Business Journal, 32, 21–35. https://so10.tci-thaijo.org/index.php/NIDABJ/article/view/620
Office of the Permanent Secretary, Ministry of Tourism and Sports. (2021). Summary report on the development of the tourism satellite account. https://www.mots.go.th/download/article/article_20220711132930.pdf
Pansaita, N. (2020). Elder tourists behavioral intention in wellness tourism: A case study of tourists in elderly club, Bangkok. Academic Journal of Humanities and Social Sciences Burapha University, 28(1), 168–194. https://so06.tci-thaijo.org/index.php/husojournal/article/view/210804
Theppitak, T. (2013). The KAP Model and A Study of Behavior and Attitude on Prevention HIV/AIDS Infection in Thai Seafarers. Journal of Management Science Chiang Rai Rajabhat University, 8(2), 84–102. https://so03.tci-thaijo.org/index.php/jmscrru/article/view/127101
Pholkerd, P. & U-un, W. (2022). The digital marketing determinants that affect skincare purchase behavior of consumers in Bangkok metropolis and vicinity. Journal of research and development Buriram Rajabhat University, 17(1), 9–17. https://so03.tci-thaijo.org/index.php/RDIBRU/article/view/258022
Pimdee, P. (2021). Pro-environmental behavior. Journal of Industrial Education, 20(1), A1–A5. https://ph01.tci-thaijo.org/index.php/JIE/article/view/244377
Pochakorn, T. & Chaiyachotchuang, Y. (2022). The influence of electronic word-of-mouth communication, attitude, subjective norm and perceived behavioral control of Thai tourists on intention to travel to Koh Samui, Surat Thani province. Suratthani Rajabhat Journal, 9(2), 118–149. https://so05.tci-thaijo.org/index.php/srj/article/view/260333
Poonklat, W., Tharathuek, B. & Wongpaisarnluk, S. (2023). Community-based tourism for the sustainable development. Interdisciplinary Academic and Research Journal, 3(2), 793–812. https://so03.tci-thaijo.org/index.php/IARJ/article/view/267016
Saleepalin, S. & Lertkulprayad, L. (2020). Factors of nostalgia tourism potential and marketing mix affecting to tourism behavior: Case study of traditional market in Suphanburi province. Pathumthani University Academic Journal, 12(2), 12–24. https://so05.tci-thaijo.org/index.php/ptujournal/article/view/241735
Sattawetin, P. (1997). Principles of communication arts. Bangkok: Faculty of Communication Arts, Chulalongkorn University.
Schiffman, L. G. & Kanuk, L. I. (2004). Consumer behavior. NJ: Prentice Hall.
Sedikides, C., Wildschut, T., Routledge, C., Arndt, J., Hepper, E. & Zhou, X. (2015). To nostalgize: Mixing memory with affect and desire. Advances in experimental social, 51, 189-273. https://doi.org/10.1016/bs.aesp.2014.10.001
Singh, I. & Malaviya, A. (1994). Long distance truck drivers in India: HIV infection and their possible role in disseminating HIV into rural areas. International Journal of STD and AIDS, 5(2), 137-138. https://doi.org/10.1177/095646249400500212
Sirgy, M. J., Grewal, D. & Mangleburg, T. (2000). Retail environment, self-congruity, and retail patronage: An integrative model and a research agenda. Journal of business research, 49(2), 127-138. https://doi.org/10.1016/S0148-2963(99)00009-0
Sittiphon, T. & Atiwetin, T. (2019). Nostalgia tourism behavior from media exposure and customers’ perspective marketing mixes among Thai tourist: case study of King Narai Reign Fair, Lopburi province. In The 2019 National Conference of the Four University Network. (pp. 98–106). Bangkok: Srinakharinwirot University.
Somphet, W. (2017). Nostalgia tourism behavior of Thai tourists in old market in Chachoengsao [Master's thesis, Master of Arts (Integrated Tourism Management), National Institute of Development Administration (NIDA)].
Sujood, Siddiqui, S., Babo, N. & Hamid, S. (2022). Travelling to Tourism Destinations through the lens of Sustainability: An extended TPB Model to predict behavioural intention of Gen Z Consumers. Journal of tourism, sustainabiliTy and well-being, 10(3), 172-188. https://doi.org/10.34623/1vyp-qy32
Uday Raj Shrestha & Thanabordeekij, P. (2017). Factors affecting tourist travel intention to Napal after natural. Panyapiwat Journal, 9(2), 232-243. https://so05.tci-thaijo.org/index.php/pimjournal/article/view/97912
Uthaihom, D. & Kaewkoasaba, S. (2022). A causal and effects model of the creative community based tourism intention that effect to activities needs for creative community based tourism of people in Songkhla province. Journal of Social Sciences in Measurement Evaluation Statistics and Research, 3(2), 46–59. https://so03.tci-thaijo.org/index.php/mesr/article/view/263994
Verma, V. & Chandra, B. (2018). An application of theory of planned behavior to predict young Indian consumers’ green hotel visit intention. Journal of Cleaner Production, 172, 1152-1162. https://doi.org/10.1016/j.jclepro.2017.10.047
Weston, R. & Gore, P. (2006). A brief guide to structural equation modeling. The Counseling Psychologist, 34(5), 719-751. http://dx.doi.org/10.1177/0011000006286345
Yanatossasil, T. (2021). Factors affecting decision making to travel in Thailand of private company employees in Bangkok after the first pandemic of COVID-19 [Master's independent study, Mahidol University].
