Factors influencing the Selection of Spiritual Tourism Destination : A case study of the Memorial Park
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Abstract
The tourism industry plays a significant role in national and global economic development by contributing to income generation, employment, and regional growth. In recent years, spiritual tourism has emerged as an important yet underexplored tourism segment in Thailand. This study investigates the relationships among tourist motivation, destination image, and visit intention toward a spiritual tourism destination, using a Memorial Park as a case study. A mixed-method research design was employed. Quantitative data were collected through a self-administered questionnaire from 400 Thai and non-Thai tourists who had traveled in Thailand within the previous three years. In addition, 15 respondents were purposively selected for in-depth interviews to provide qualitative insights supporting the quantitative findings. Pearson correlation and multiple linear regression analyses were applied to examine relationships and causal influences among the variables. The results reveal significant positive relationships among push–pull motivation, destination image (cognitive and affective), and visit intention. Push motivation was found to significantly influence destination image, while push–pull motivation and cognitive–affective image significantly influenced visit intention. The qualitative findings further highlight the importance of emotional comfort, environmental quality, and recreational value in shaping tourists’ perceptions of spiritual tourism destinations. The findings provide practical implications for the design and development of memorial parks as spiritual tourism destinations by emphasizing the integration of spiritual significance, positive destination image, and leisure-oriented experiences. This study contributes to tourism literature by extending behavioral research within the context of spiritual tourism and destination development.
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