The Marketing Activities in Royal Monasteries Affecting Repeat Travel Intention of Thai Senior Tourists
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Published:
Aug 29, 2020
Keywords:
The Marketing Activities, Repeat Travel Intention, Thai Senior Tourists
Main Article Content
Abstract
The purposes of this research were to study 1) the fundamental characteristics of Thai senior tourists, and 2) the opinion level of the marketing activities in royal monasteries affecting repeat travel intention of Thai senior tourists. In this research is mixed research by used the questionnaires to collected data from 400 samples of Thai senior tourists who visited Wat Rai Khing. The data were analyzed by using frequency distribution, percentage, arithmetic means and standard deviation. Moreover the interview method was use to collect data from 3 key informants who have experiences with royal monasteries’ tourism.
The results of study showed that the responded samples of Thai senior tourists were mostly female, aged 60 - 64 years old, married status, money spent on tourist from their descendants, stayed at central region, nearby living location, monastery known from friends/ acquaintances, the ways of traveling was by self, the frequent and experience traveling was over 3 times and traveling with family (husband/ wife/ children).
The opinion level of Thai senior tourists on marketing activities in royal monasteries was at high level ( = 3.64) especially at joining ritual activities ( = 3.84). The repeated travel intention of Thai senior tourists was at high level ( =3.74). The most important factor was the repeat to travel ( = 3.92). That is consistent with the qualitative research found that all six the marketing activities in Rai Khing monastery that are the ritual activities, leisure activities, the Dhamma practice activities, activities of mind dependent on, the activities inherited of Buddhism, and the activities of buying amulet are the activities that will make Thai senior tourists repeat travel at Rai Khing monastery in the future.
Article Details
How to Cite
Chayabbamo, P. . P. . o, & Laksitamas, P. . . (2020). The Marketing Activities in Royal Monasteries Affecting Repeat Travel Intention of Thai Senior Tourists. Dusit Thani College Journal, 14(2), 51–66. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/243421
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Research Article
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Ariyasupachock, Lalita. (2019). Factors Affecting the Decision to Travel in Bangkok Via Traveling Agency of Chinese Tourists. Dusit Thani College Journal, 13(3), 343 - 359.
Banki, B. M., Ismail, H. N., Dalil, M., & Kawu, A. (2014). Moderating role of affective destination image on the relationship between tourists satisfaction and behavioral Intention: Evidence from Obudu mountain resort. Journal of Environment and Earth Science, 4(4), 47 - 60.
Bigne, J., Sanchez, I., & Andreu, L. (2009). The role of variety seeking in short and long run revisit intentions in holiday destinations. International Journal of Culture, Tourism and Hospitality Research, 3(2), 103 - 115.
Bunprasert, Munil. (2014). Analysis of the characteristics of elements of satisfaction in travel behavior in Phutthawat among senior in Nakhon Pathom province. Master thesis: Silpakorn University.
Chanmuean, Pramahaboonphichat. (2010). The tourism management in the first class royal monasteries in Rattanakosin Island. Master thesis: Srinakharinwirot University.
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioural intentions. Tourism Management, 28, 1115 - 1122.
Chi, G. C., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29, 624 - 636.
Cronin, J. J., Brady, M .K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193 - 218.
Chotiyanphol, Pramahachan. (2015). The Thai temple identity in Buddhism affecting repeat travel of foreign tourists. Dissertation: Siam University.
Dungsrikaew, Kanokwan. (1999). The development of temples as the tourist sites.
The journal of tourism. 18(4), 48 - 52.
Hanna, N. & Wozniak, R. (2001). Consumer behavior: An applied approach. Upper Saddle River. NJ: Prentice Hall.
Huh, J. (2002). Tourist satisfaction with cultural/ heritage sites: The virginia historic triangle. Master of science in Hospitality and Tourism Management, Virginia Polytechnic Institute and State University.
Jirathasnakul, Somkid. (2000). The Buddhist temple with Thai architecture. Bangkok:
Silpakorn University.
Kanokwan, Dungsrikaew. (1999). The development of temples as the tourist sites.
The journal of tourism. 18(4), 48 - 52.
Khuharattanachai, Choojai. (1999). Introduction to Statistics. Bangkok: Department of Applied Statistics Mahanakorn University of Technology, 7 - 9.
Kotler, P., & Armstrong, G. (2006). Principles of marketing. 11th Ed. New Jersey: Pearson.
Kotler, Philip. 2003. Marketing Management. Englewood Cliffs: Prentice Hall.
Kuo, C. (2011). Tourist satisfaction and Intention to revist Sun Moon Lake. Journal of international management , 6(2), 1 - 6.
Leisen, B. (2001). Image Segmentation: the Case of Tourism Destination. Journal of Service Marketing, 5(4).
Limpairod, Rudee & Pinkaew, Kraruk. (2012). The influence of the image and satisfaction of tourists affecting the return of tourists in Pathum Thani province. Retrieved Mayr 10, 2020, http://elibrary.trf.or.th/project_content.asp?PJID=RDG5550047.
Masanthiek, Pramahasuriya. (2015). Value Enrichment Strategy for Buddhism-Based Tourism Marketing In Royal Monasteries around Rattanakosin lsland. Dissertation: Siam University.
Mooncome, Orathai. (2020). Behaviors of Domestic Tourists in the Special Economic Zone in Nakhon Phanom Province. Dusit Thani College Journal, 14(1), 130-143.
Nasing, P. S., Rodhetbhai, C., & Kirtiburana, Y. (2013). Royal Buddhist monasteries in Rattanakosin period: Potential development guidelines for promoting cultural tourism. International Journal of Academic Research in Business and Social Sciences, 3(9), 671 - 676.
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Oppermann, M. (2000). Tourism destinations loyalty. Journal of Travel Research, 39(11), 78 - 84.
Pollack, B. L. (2009). Linking the hierarchical service quality model to customer satisfaction and loyalty. Journal of Services Marketing, 23(1), 42 - 50.
Pizam, A., & Mansfield, Y. (1999). Consumer behavior in travel and tourism. New York: Haworth Press.
Seeboonrueang, Natthaphong., Manching, Suvimol. & Chainuwat, Pharadai. (2009).
The mental factors in society that are associated with the Buddhist tourism behavior. Pathumthani: Rajamangala University of Technology Thanyaburi.
Sirimanon, Phatthira. (2008). A study of Buddhist faith and relationship with the participants of the senior. Independent Study: Srinakharinwirot University.
Sunda, Jirayud. (2014). Tourism Image and Perception of Marketing Public Relation Affecting Thai Tourisms’ Revisiting Chanthaburi Province. Master thesis: Bangkok University.
The Ministry of Social Development and Human Security (2017). The statistics of senior of Thailand 77 province 2017. Retrieved September 22, 2018,
from http://www.dop.go.th/th/know/1/125.
Tirakanan, Suvimol. (2007). The Research Methods in Social Sciences: Guidelines.
Bangkok: Chulalongkorn University.
Tourism Authority of Thailand. (2000). The monasteries development 43. Bangkok:
The religion printing company.
Um, S., Chon, K., & Ro, Y. H. (2006). Antecedents of revisit intention. Annals of Tourism Research, 33, 4, 1141 - 58.
Varapol, Suphaporn. (2003). Monasteries: Tourism Sites of Art. The journal of tourism, 22, 46 - 63.
Wanichbuncha, K. (2005). Statistic for Reseach. Bangkok: Chulalungkorn University.