The guideline of religious tourism activities arrangement facilitating Thai tourists’ behavior in a new normal

Abstract

          This research is a quantitative study with the objectives to (1) study the religious tourism behavior of Thai tourists in the new normal and (2) propose religious tourism activity approaches that align with the behavior of Thai tourists in the new normal. Data collection was done using a convenient sampling method from Thai tourists traveling to the Buddhist monastic province of Suphanburi in the morning and returning in the evening, with a total of 450 samples. The research utilized a questionnaire as the research tool for subsequent data analysis using descriptive and inferential statistics, leading to Confirmatory Factor Analysis (CFA) to achieve the research objectives.

          The research findings indicate that (1) Thai tourists visiting Buddhist temples in Suphanburi province prefer to visit during weekdays, accompanied by family or close relatives to avoid crowds. Most tourists predominantly adhere to Buddhism, own their businesses, and have similar tourism interests, such as appreciating the beauty of Phra Buddha Pusayakhiri Sri Suvarnabhumi (Largest cliff-carved Buddha figure in ASEAN) and participating in various religious activities. Communication through word of mouth and electronic media significantly influences the decision to engage in religious tourism. Furthermore, Thai tourists prefer religious tourism activities that are organized on the most significant religious days, followed by activities on important religious occasions and group-specific activities. (2) For organizing religious tourism activities in the new normal, it is suggested to start with enhancing the aesthetic appeal to attract tourists. Subsequently, religious tourism activities should be planned based on tourists' preferences, focusing on activities during significant religious days, important religious occasions, and group-specific activities respectively. The emphasis should be on activities held on significant religious days, often regular days, to encourage continuous tourist visits and avoid congestion during long holiday periods associated with festivals. Moreover, it is crucial to incorporate knowledge related to local culture, indigenous wisdom, and regional beliefs as part of the attraction and activity content to establish a unique identity for the religious destination. Additionally, there should be activities that cater to the diverse needs of families.