GUIDELINES FOR THE DEVELOPMENT OF AGRITOURISM MARKETING
DOI:
https://doi.org/10.60101/gbafr.2024.277371Keywords:
Destination competitiveness, Behavioral intention, Travel behavior, AgritourismAbstract
Purpose – The objectives of this research are (1) to compare perceived competitiveness dimensions and behavioral intentions of tourists from two major agritourism destinations in Prachinburi, (2) to explore whether tourists with different travel behavior (e.g., number of visits, travel companion) perceive competitive dimensions differently as well as (3) to develop guidelines for enhancing competitiveness of those destination using the results from previously mentioned objectives. The sample group consisted of 620 on-site agritourists visiting Prachinburi Province, with 310 participants allocated to each of the two destinations: Phumbhubejhr and Mai Khed Farmstay.
Methodology – Quota random sampling and accidental sampling methods were applied. Data was collected through questionnaires, and the hypotheses were tested using a one-sample t-test and an independent samples t-test. At Phumbhubejhr, most respondents are female (64.52%), with three-quarters (75.81%) aged 26-58. About 60% hold a bachelor’s degree, and most work in government, state enterprises, or private businesses. Income levels are evenly distributed. For Mai Khed farmstay, most respondents are male (70.32%), with nearly two-thirds (65.48%) aged 26-58. Most (84.52%) have a college degree or lower, with many employed (42.58%) or running businesses (26.45%). Income levels are also evenly distributed.
Results – The results revealed that Phumbhubejhr demonstrates stronger competitiveness across all dimensions compared to Mai Khed. Regarding the second objective, tourists having different travel behavior significantly have different perceptions toward destination competitiveness. Repeat visitors have a stronger appreciation for its inherited resources and management, while first-time visitors to Phumbhubejhr are impressed by its created resources and infrastructure. Additionally, traveling with family/friends appears to enhance the visitor experience and competitiveness ratings across both destinations, suggesting that the social context of the visit plays a role in shaping positive perceptions and loyalty intentions. These findings can guide targeted strategies for improving visitor satisfaction and encouraging repeat visits for different visitor groups.
Implications – Phumbhubejhr should promote unique resources like its herb garden and historic buildings while maintaining service quality, and Mai Khed should enhance facilities and recreational offerings. Both should use loyalty programs for repeat visitors, targeted campaigns for first-time tourists, and family-friendly packages. Flexible itineraries for group tours and social-focused marketing can boost appeal and foster sustainable agritourism growth.
Originality/Value – This research fills theoretical gaps by focusing on destination competitiveness in non-European countries and emphasizing unique regional and industry-specific dimensions. It integrates underexplored behavioral factors, such as travel companions and visit frequency, into competitiveness models. By addressing variations between first-time and repeat visitors, it offers new insights for tailoring destination strategies to diverse visitor profiles.
References
Ahmed, F., Mohammed, A., & Abdulwase, R. (2021). The influence of social media engagement on positive e-wom and customer loyalty in agritourism green hotels. American Based Research Journal, 10(2), 2304-7151. http://dx.doi.org/10.5281/zenodo.4576950
Ajzen, I. (2005). Attitudes, personality, and behavior (2nd ed.). Open University Press.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.
All Points East. (n.d.). Prachinburi province: Thailand off the beaten path. https://allpointseast.com/blog/thailand/prachinburi-province/
Andrades, L., & Dimanche, F. (2017). Destination competitiveness in Russia: Tourism perceptions and challenges. Tourism Management, 62, 152-163. https://doi.org/10.1016/j.tourman.2017.03.014
Arizo, L. E., & Apritado, J. M. M. (2022). Farm activities and behavioral intention to recommend agritourism sites in Cebu. Journal of Agritourism Studies, 4(1), 45-56.
Artal-Tur, A., Correia, A., Serra, J., & Osorio-Caballero, M. I. (2019). Destination choice, repeating behaviour and the tourist-destination life cycle hypothesis. In Trends in Tourist Behavior (pp. 175–193). Springer.
Aziz, N. Z., Ariffin, A. Z. M., Omar, N. A., & Yoon S. K. (2011). An investigation of international and domestic tourists' satisfaction in heritage context: Implications for destination marketing. Jurnal Pengurusan, 33, 61-76. https://doi.org/10.17576/pengurusan-2011-33-05
Azzopardi, E., & Nash, R. (2016). A framework for island destination competitiveness-Perspectives from the Mediterranean. Tourism Management, 55, 215-227. https://doi.org/10.1016/j.tourman.2015.12.009
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5
Barbieri, C. (2013). Agritourism sustainability. In R. Butler & S. Prideaux (Eds.), Tourism and resilience (pp. 121-137). Routledge.
Bonn, M. A., Joseph, S. M., & Dai, M. (2007). International versus domestic visitors: An examination of destination image perceptions. Journal of Travel Research, 45(2), 160-170. https://doi.org/10.1177/0047287506291609
Boonpim, W., Thonglatong, P., & Samarak, P. (2020). Infrastructure and community readiness for agritourism growth in Chumporn Province. Journal of Thai Rural Tourism Development, 3(2), 75-88.
Brune, S., Knollenberg, W., Stevenson, K., & Barbieri, C. (2022). Creating visitor experiences: Impact on agritourism revisit intention. Journal of Agricultural Tourism, 5(1), 19-34.
Buhalis, D. (1998). Strategic use of information technologies in the tourism industry. Tourism Management, 19(5), 409-421.
Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97-116. https://doi.org/10.1016/S0261-5177(99)00095-3
Busby, G., & Rendle, S. (2000). The transition from tourism on farms to farm tourism. Tourism Management, 21(6), 635-642. https://doi.org/10.1016/S0261-5177(00)00011-X
Business Events Thailand. (2023). Agritourism insights and trends. https://intelligence.businesseventsthailand.com/files/insights/89915706179611.pdf
Carpio, C. E., Wohlgenant, M. K., & Boonsaeng, T. (2008). The Demand for Agritourism in the United States. Journal of Agricultural and Resource Economics, 33(2), 254–269. http://www.jstor.org/stable/41220626
Castro, C. B., Armario, E. M., & Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behavior. Tourism Management, 28(6), 175-187. https://doi.org/10.1016/j.tourman.2006.11.009
Champathong, K., Darunsontaya, T., & Rungmekarat, S. (2020). Effect of soil conditioner from fly ash on growth, yield and yield components of cassava in infertile soil. In Proceedings of 58th Kasetsart University Annual Conference: Plants, Animals, Veterinary Medicine, Fisheries, Agricultural Extension and Home Economics (92-98). Kasetsart University.
Chang, S., Li, Z., & Hsu, C. H. C. (2019). The influence of natural landscape and cultural experiences on behavioral intentions. Journal of Sustainable Tourism, 27(3), 392-409.
Chang, Y.-C.; Yeh, T.-M.; Pai, F.-Y.; Huang, T.-P. (2018). Sport activity for health!! The effects of karate participants' involvement, perceived value, and leisure benefits on recommendation intention. International Journal of Environmental Research and Public Health, 15, 953. https://doi.org/10.3390/ijerph15050953
Chen, C. F., & Phou, S. (2013). A closer look at destination loyalty: A case study of Taiwan. Tourism Management, 36, 386-396. https://doi.org/10.1016/j.tourman.2012.10.009
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115-1122. https://doi.org/10.1016/j.tourman.2006.07.007
Chen, J. S., & Gursoy, D. (2001). An investigation of tourists’ destination loyalty and preferences. Journal of Contemporary Hospitality Management, 13(5), 79–85. https://doi.org/10.1108/09596110110495012
Chen, J. S., Wang, W., & Prebensen, N. K. (2016). Travel companions and activity preferences of nature-based tourists. Tourism Review, 71(1), 45–56. https://doi.org/10.1108/TR-06-2015-0024
Chi, C. G., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636. https://doi.org/10.1016/j.tourman.2007.06.007
Chi, X., Lee, S. K., Ahn, Y., & Kiatkawsin, K. (2020). Tourist-Perceived Quality and Loyalty Intentions towards Rural Tourism in China. Sustainability, 12(9), 3614. https://doi.org/10.3390/su12093614
Chin, C. H., Wong, W. P. M., & Wahap, D. Z. B. A. A. (2022). Effects of destination appeal and tourism infrastructure on rural tourism destination competitiveness and revisit intention: A study in Bario Kelabit Highland. Pakistan Journal of Commerce and Social Sciences (PJCSS), 16(3), 366-386.
Chomchalow, N., & Na Songkhla, P. (2008). Thai mango export: A slow-but-sustainable development. AU Journal of Technology, 12(1), 1–8.
Churchill, G. & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19, 491-504. https://doi.org/10.1177/002224378201900410
Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55(1), 591–621. https://doi.org/10.1146/annurev.psych.55.090902.142015
Craggs, R., & Schofield, P. (2011). The street as a venue for tourism: The role of public realm improvements in urban tourism. Tourism Management, 32(5), 1093-1102. https://doi.org/10.1016/j.tourman.2010.09.010
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(1), 55-68. https://doi.org/10.1177/002224299205600304
Cronjé, D. F., & du Plessis, E. (2020). A review on tourism destination competitiveness. Journal of Hospitality and Tourism Management, 45, 256-265. https://doi.org/10.1016/j.jhtm.2020.06.012
Crouch, G. I. (2011). Destination competitiveness: An analysis of determinant attributes. Journal of Travel Research, 50(1), 27–45.
Crouch, G. I., & Ritchie, J. R. B. (1999). Tourism, competitiveness, and societal prosperity. Journal of Business Research, 44(3), 137-152.
Cucculelli, M., & Goffi, G. (2016). Does sustainability enhance tourism destination competitiveness? Evidence from Italian Destinations. Journal of Cleaner Production, 111(B), 370-382. https://doi.org/10.1016/j.jclepro.2014.12.069
Cvelbar, L. K., Dwyer L., Koman M., Mihalic. (2015). Drivers of destination competitiveness in Tourism. A global investigation. Journal of Travel Research, 55(8), 1041-1050. https://doi.org/10.1177/0047287515617299
Dagger, T. S., Danaher, P. J., & Gibbs, B. J. (2011). How often versus how long: The interplay of contact frequency and relationship duration in customer-reported service relationship strength. Journal of Service Research, 14(4), 387-401. https://doi.org/10.1177/1094670511411172
Dakhathok, W., & Kaewnuch, K. (2017). Guidelines to Increase Accommodation Service Capacity for Tourism of Nakhonratchasima Province. Dusit Thani College Journal, 11(2), 106-123.
Dawwiangkan, K., & Pinta, L. (2020). Factors influencing tourists’ decision-making in ecotourism destinations. Thai Tourism Journal, 6(3), 200-214.
Dupeyras, A. & MacCallum, N. (2013). Indicators for Measuring Competitiveness in Tourism: A Guidance Document. Paris: OECD.
Dwyer, L., & Kim, C. (2003). Destination competitiveness: Determinants and indicators. Current Issues in Tourism, 6(5), 369-414. https://doi.org/10.1080/13683500308667962
Ekinci, Y., Dawes, P. L., & Massey, G. R. (2021). The impact of travel companions on the emotional experiences and satisfaction of tourists. Journal of Travel Research, 60(6), 1223–1237. https://doi.org/10.1177/0047287520981148
Enright, M. J., & Newton, J. (2004). Tourism destination competitiveness: A quantitative approach. Tourism Management, 25(6), 777-788. https://doi.org/10.1016/j.tourman.2004.06.008
Flanigan, S., Blackstock, K., & Hunter, C. (2014). Agritourism from the perspective of providers and visitors: A typology-based study. Tourism Management, 40, 394-405. https://doi.org/10.1016/j.tourman.2013.07.004
Fleischer, A., & Pizam, A. (1997). Rural tourism in Israel. Tourism Management, 18(6), 367-372. https://doi.org/10.1016/S0261-5177(97)00035-4
Forsyth, P., Gillespie, D., & McGilvray, M. (2018). Numerical simulations of particle transport and deposition experiments at gas turbine temperatures. http://dx.doi.org/10.2514/6.2018-3238
Gohary, A., Pourazizi, L., Madani, F. & Chan, E.Y. (2020). Examining Iranian tourists memorable experiences on destination satisfaction and behavioral intentions. Current Issues in Tourism, 23(2), 131-136. https://doi.org/10.1080/13683500.2018.1560397
Gomezelj, D. O., & Mihalič, T. (2008). Destination competitiveness-Applying different models, the case of Slovenia. Tourism Management, 29(2), 294-307. https://doi.org/10.1016/j.tourman.2007.03.009
Gursoy, D., & McCleary, K. W. (2004). An integrative model of tourists' information search behavior. Annals of Tourism Research, 31(2), 353–373. https://doi.org/10.1016/j.annals.2003.12.004
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage.
Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1994). Emotional contagion. Cambridge University Press.
Hirankitti, P., Choibamroong, T., & Sivarak, A. (2014). Factors influencing Thai tourists' perception in agritourism. Journal of Thai Tourism Studies, 6(2), 23-35.
Iamkijakarn, P., & Khwankitwisala, K. (2018). The impact of community-based agritourism management in Rayong. Journal of Thai Community Tourism, 4(1), 98-115.
Isichaiyakul, R., & Silpa-archa, W. (2015). Policy for Enhancing Agritourism Potential to Accommodate ASEAN Tourists. Thailand Science Research and Innovation.
Jeong, Y., & Kim, S. (2019). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal of Marketing and Logistics, 32(4), 940–960. https://doi.org/10.1108/APJML-02-2019-0101
Keaveney, Susan M. (1995). Customer Behavior in Services Industries: An Exploratory Study. Journal of Marketing, 59 (2), 71-82. https://doi.org/10.1177/002224299505900206
Keller, P., & Smeral, E. (1997). Tourism: Managing for long-term sustainability. Tourism Economics, 3(1), 97-103.
Khamung, R. (2015). A study of cultural heritage and sustainable agriculture conservation as a means to develop rural farms as agritourism destinations. Silpakorn University Journal of Social Sciences, Humanities, and Arts, 15(3), 1–35.
Khunawut, K., & Phinij, A. (2017). Marketing Competitiveness of Nakhon Chai Burin Tourism. MBA-KKU Journal, 10(1), 199-219.
Lane, B. (1994). What Is Rural Tourism. Journal of Sustainable Tourism, 2, 7-21. http://dx.doi.org/10.1080/09669589409510680
Lee, C. F., & King, B. (2006). Assessing destination competitiveness: Hot springs tourism in Taiwan. Asia Pacific Journal of Tourism Research, 11(1), 47-67. https://doi.org/10.1080/10941660500500655
Lee, J. B., Kinsey, L. E., & Cherney, L. R. (2024). Typing versus handwriting: A preliminary investigation of modality effects in the writing output of people with aphasia. American Journal of Speech-Language Pathology. Advance online publication, 1-9. https://doi.org/10.1044/2024_AJSLP-23-00344
Li, X., & Cai, L. A. (2012). The effects of personal values on travel motivation and behavior. Journal of Travel Research, 51(4), 473–487. https://doi.org/10.1177/0047287511418360
Liu, C. H. S., & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42-54. https://doi.org/10.1016/j.jairtraman.2015.12.007
Liu, C., & Lee, C. (2016). The effect of service quality and value on tourists' word-of-mouth communication. Tourism Management Perspectives, 19, 27-36. https://doi.org/10.1016/j.tmp.2016.04.003
Lucha, C., Ferreira, G., & Walker, M. (2016). Sustainability practices of agritourism businesses: A case study in Virginia and Tennessee. Sustainability, 8(6), 535. https://doi.org/10.3390/su8060535
Madhyamapurush, W., Saksirikhun, P., & Smerchuar, N. (2021). Marketing mix factors affecting the purchase of cultural souvenirs by Thai consumers in Phayao province, Thailand. Journal of Management Information and Decision Sciences, 24(Special Issue 1), 1–8.
Maksimovic, M., Tadic, M., & Mitrovic, S. (2015). Agritourism potential of Serbia. Procedia Economics and Finance, 19, 260-270. https://doi.org/10.1016/S2212-5671(15)00027-6
Maraphot, K., & Sombun, T. (2023). Development of Agritourism Routes to Promote Tourism in Phanom Sarakham District, Chachoengsao Province. Journal of Interdisciplinary Social Science and Communication, 6(4), 210-223.
Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24. https://doi.org/10.1016/S0148-2963(00)00114-4
Michael, N., Reisinger, Y., & Hayes, J. P. (2019). The UAE's tourism competitiveness: A business perspective. Tourism Management Perspectives, 30, 53-64. https://doi.org/10.1016/j.tmp.2019.02.002
Ministry of Public Health. (2016). Thai Herbal City Development Initiative. https://moh.go.th
Nam, J., Ekinci, Y., and Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009-1030. https://doi.org/10.1016/j.annals.2011.01.015
National Tourism Policy Office. (2023). Thailand's tourism development strategies. https://www.tourism.go.th
Nazir, M. U., Yasin, I., Tat, H. H., Khalique, M., & Mehmood, S. A. (2021). The Influence of International Tourists' Destination Image of Pakistan on Behavioral Intention: The Roles of Travel Experience and Media Exposure. International Journal of Hospitality & Tourism Administration, 1-25. https://doi.org/10.1080/15256480.2021.1938782
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer. UK: Routledge. https://doi.org/10.4324/9781315700892
Oppermann, M. (2000). Tourism destination loyalty. Journal of Travel Research, 39(1), 78–84. https://doi.org/10.1177/004728750003900110
Patamaritthakil, T., & Promlang, A. (2024). Guidelines for the Development of Agritourism in Wang Nam Khiao District, Nakhon Ratchasima Province. Thai Journal of Hospitality and Tourism, 19(2), 3-5.
Patterson, P. (1993). Expectations and product performance as determinants of satisfaction for a high involvement purchase. Psychology & Marketing, 10(5), 449-465. https://doi.org/10.1002/mar.4220100507
Pearce, D. G. (1997). Competitive Destination Images: Analysis of Association Meeting Planners' Perceptions. Tourism Management, 17(3), 175-82. https://doi.org/10.1016/0261-5177(96)00004-0
Peoplaid. (2018). Prachinburi province. https://peoplaid.com/2018/11/05/prachinburi-province/
Phillip, S., Hunter, C., & Blackstock, K. (2010). A typology for defining agritourism. Tourism Management, 31(6), 754–758. https://doi.org/10.1016/j.tourman.2009.08.001
Pike, S., & Page, S. J. (2014). Destination marketing organizations and destination marketing: a narrative analysis of the literature. Tourism Management, 41, 202-227.
Pojana, R., Prasertsanban, K., Duangwanthong, K., Kongdit, S., & Nawattanatee. T. (2024). A study of tourist behavior and satisfaction with agritourism activities: A case study of Bamboo Garden by Yai Lee Agritourism Site. Journal of Tourism, Leisure, and Hospitality Management, 5(2), 39-48. https://so04.tci-thaijo.org/index.php/JTHM/article/ view/254231
Prachinburi Provincial Office. (2023). Prachinburi Provincial Development Plan 2018-2022 (Revised in 2022). https://prachinburi.go.th
Prachinburi Tourism Guide. (n.d.). Mai Khed Farmstay: An immersive agritourism destination. https://www.tourismthailand.org
Prayag, G. (2009). Tourist’ evaluations of destination image, satisfaction and future behavioral intention the case of Mauritius. Journal of Travel & Tourism Marketing, 26(8), 836-853. https://doi.org/10.1080/10548400903358729
Prayag, G., & Ryan, C. (2012). Antecedents of tourists' loyalty to Mauritius: The role and influence of destination image, satisfaction, and place attachment. Journal of Travel Research, 51(3), 342–356. https://doi.org/10.1177/0047287511410321
Responsible Tourism in Thailand. (2016). Tourism statistics and economic impact of agritourism in Thailand. https://en.wikipedia.org/wiki/Responsible_tourism_in_Thailand
Ritchie J.R.B., & Crouch G.I. (2010). A model of destination competitiveness/sustainability: Brazilian perspectives. Revista de Administracao Publica, 44(5), 1049-1066. https://doi.org/10.1590/S0034-76122010000500003
Ritchie, J. R. B., & Crouch, G. I. (2003). The Competitive Destination: A Sustainable Tourism Perspective. CABI.
Roman, M., Roman, M., Prus, P., & Szczepanek, M. (2020). Tourism competitiveness of rural areas: Evidence from a region in Poland. Agriculture, 10(11), 569. https://doi.org/10.3390/agriculture10110569
Sarnsook, P. (2016). Guidelines for the Development of Agritourism Promotion in Nakhon Nayok Province. Suan Sunandha Rajabhat University Journal, 8(2.1), 418-424.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67. https://doi.org/10.1362/026725799784870496
Sgroi, F., Tudisca, S., Testa, R., & Di Trapani, A. M. (2020). The rural tourism as development opportunity or farms: A Case Study in Southern Italy. Sustainability, 12(22), 9575. https://doi.org/10.3844/ajabssp.2014.407.419
Soonthonsmai, V. (2022). a causal relationship model of health tourism destination image and marketing strategies affecting tourists’ intention to revisit prachinburi province. The Journal Editorial Office, Community Research Journal, Nakhon Ratchasima Rajabhat University, 6(1), 37-50. https://doi.org/10.14456/nrru-rdi.2022.4
Sribenjachoti, T., Panichatra, S., Saengkhae, N., Sonbundit, W., Somaruk, P., & Thongla, P. (2018). Agritourism Management in Chanthaburi Province. Thailand Science Research and Innovation.
Su, L., Cheng, J., & Swanson, S. (2021). The companion effect on adventure tourists’ satisfaction and subjective well-being: The moderating role of gender. Tourism Review, 77(1), 1–15. https://doi.org/10.1108/TR-02-2021-0063
Suhartanto, D., Dean, D., T. Chen, B., & Kusdibyo, L. (2020). Tourist experience with agritourism attractions: what leads to loyalty?. Tourism Recreation Research, 45(3), 364-375. https://doi.org/10.1080/02508281.2020.1736251
Suwankut, K., Charoenrup, N., & Benjatikul, K. (2021). Agritourism management models in Rayong and Chanthaburi Provinces. Rambhai Barni Research Journal, 15(1), 52-53.
Tew, C., & Barbieri, C. (2012). The perceived benefits of agritourism: The provider’s perspective. Tourism Management, 33(2), 215–224. https://doi.org/10.1016/j.tourman.2011.02.005
Thailand Convention and Exhibition Bureau. (2023). Business Events Thailand. https://www.businesseventsthailand.com/en
Thibaut, J. W., & Kelley, H. H. (1959). The Social Psychology of Groups. John Wiley & Sons.
Thonglatong, P., & Samarak. P. (2020). Potential Management of Agritourism Sites in Chanthaburi Province. Journal of Humanities and Social Sciences, Ubon Ratchathani University, 11(1), 190-213.
Tourism Authority of Thailand. (2023). Prachinburi Tourism Highlights. https://tatnakhonnayok.org
Tourism Authority of Thailand. (n.d.). Phra Chao Borommawong Thoe Krom Muen Phitak Montri. https://www.tourismthailand.org
Tourism Authority of Thailand. (n.d.). Prachinburi: Discover the province of nature and culture. https://www.tourismthailand.org/Destinations/Provinces/Prachin-Buri/230
United Nations Development Programme. (n.d.). Sustainable Development Goals (SDGs) in Thailand. https://www.undp.org/sustainable-development-goals
Vada, S., Prentice, C., Filep, S., & King, B. (2022). The influence of travel companionships on memorable tourism experiences, well-being, and behavioural intentions. Tourism Management, 88, 104396. https://doi.org/10.1016/j.tourman.2021.104396
Wang, C., & Hsu, M. K. (2010). The Relationships of Destination Image, Satisfaction, and Behavioral Intentions: An Integrated Model. Journal of Travel & Tourism Marketing, 27(8), 829-843. https://doi.org/10.1080/10548408.2010.527249
Wilde S.J., & Cox C. (2008). Linking destination competitiveness and destination development: Findings from a mature Australian tourism destination. In: Proceedings of the travel and tourism research association (TTRA) European chapter conference - competition in tourism: business and destination perspectives (467-478). Helsinki, Finland.
Williams, P., & Soutar, G. N. (2009). Value, satisfaction and behavioral intention in an adventure tourism context. Annals of Tourism Research, 36, 413-438. https://doi.org/10.1016/j.annals.2009.02.002
Wong, J.-Y., & Teoh, T.-S. (2015). The influence of customer-based brand equity on tourism destination competitiveness. International Journal of Business and Society, 16(4), 614-627.
Wu, H. C., & Li, T. (2017). A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. Journal of Hospitality & Tourism Research, 41(8), 904-944. https://doi.org/10.1177/1096348014525638
Xu, J., & Au, C. S. T. (2023). Does travel personality really affect travel behavior?. Paper presented at asia pacific tourism association (apta) annual conference 2023.
Yacob, S., Erida, E., & Siregar, A. P. (2021). The loyalty of rural tourism destination: A perspective of destination quality perception, satisfaction, and behavior intention in Indonesia. International Journal of Research in Business and Social Science (2147-4478), 10(7), 257-265. https://doi.org/10.20525/ijrbs.v10i7.1404
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822. https://doi.org/10.1002/mar.20030
Žabkar, V., Brenčič, M., & Dmitrović, T. (2010). Modelling perceived quality, visitor satisfaction and behavioral intentions at the destination level. Tourism Management, 31(4), 537-546. https://doi.org/10.1016/j.tourman.2009.06.005
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341–352. https://doi.org/10.1086/208520
Zainuddin, Z., Chu, S. K. W., Shujahat, M., & Perera, C. J. (2020). The impact of gamification on learning and instruction: A systematic review of empirical evidence. Educ. Res. Rev., 30, 100326. https://doi.org/10.1016/j.edurev.2020.100326
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929
Zhang, C., Jiang, F., Wang, S., & Sun, S. (2020). A new decomposition ensemble approach for tourism demand forecasting: Evidence from major source countries. https://arxiv.org/abs/2002.09201
Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8, 326-336. https://doi.org/10.1016/j.jdmm.2017.06.004
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Faculty of Business Administration, Rajamangala University of Technology Thanyaburi
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
