Destination branding and tourism experiences used by to make decisions to religious tourism of Thai tourists in Bangkok.

Authors

  • Sarawut Tantiwattanasutti Kasem Bundit University
  • Athip Jansuri Kasem Bundit University

Keywords:

Destination Branding, Tourism Experiences, Religious Tourism

Abstract

          The objectives of this study were 1) to study the destination branding in religious tourism, 2) to study the tourism experiences in religious tourism, and 3) to compare the demographical data and destination branding, and tourism experiences used in making decisions to religious of Thai tourism in Bangkok. A sample of quantitative research cases was drawn of 400, using a convenient sampling method and a questionnaire was a tool to collect data. Therefore, the statistics used werefrequency, percentage, mean, standard division (S.D.), and hypothesis testing of T-test, F-test (ANOVA). The findings indicated that 1)the destination branding was overall at a high level and various information associated was a brand association and a brand salience respectively., 2)the tourism experiences wereoverall at a high level, an aspect of story-based experience and an event-based experiencerespectively., and 3) a comparison of demographics and destination branding in which differences in status, education, and occupation to destination branding for making decisions to religious tourism was a significant difference at 0.05and 0.01. Nonetheless, a comparison of demographics and tourism experiences found that age, education and income, and tourism experiences used in making decisions to religious tourism were a significant difference at 0.05, 0.01, and 0.001.

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Published

2021-08-25