The Marketing Activities in Royal Monasteries Affecting Repeat Travel Intention of Thai Senior Tourists

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Pra Pharatt o Chayabbamo
Prin Laksitamas


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.

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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
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