Motivation and Branding Influencing Behavioral Intentions of Wellness Tourism in Maha Sarakham Province
Keywords:
Tourists’Motivation, Tourism Branding, Behavioral Intention, Wellness TourismAbstract
This research aims to investigate 1) the motivation of wellness tourists in Maha Sarakham Province, 2) the behavioral intentions on Wellness Tourism in Maha Sarakham Province, and 3) the causal relationship between tourists' motivation and tourism brands and their behavioral intentions on Wellness Tourism in Maha Sarakham Province. The population sample consists of 400 Thai visitors, and questionnaires were used to gather data. Utilizing the Confirmatory Factor Analysis (CFA) technique, frequency, percentage, standard deviation, mean, and weighted mean were assessed as part of the data analysis. The findings indicated that visitors' motivation has a negative effect on their tourism-related behavioral intentions (= -.340, p < .01), which implies that if tourists are more motivated, it may lead to a decrease in their tourism-related behavioral intentions in Maha Sarakham Province. While the rise in positive tourism brand awareness among tourists will result in an increase in their tourism-related behavioral intentions, the increase
in positive tourism brand awareness among tourists will result in a decrease in their In other words, if visitors see the tourism brand in a more favorable light, their desire to engage in tourism-related activity will certainly grow (= -.340, p < .01) . Keywords: Tourists’Motivation, Tourism Branding, Behavioral Intention, Wellness Tourism
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