Factors Influencing Tourists’ Decision-Making at the Golden Mount Temple Fair: Motivations and Needs

Abstract

         This research aimed to 1) examine the motivations of tourists in deciding to attend the Golden Mount Temple Fair, 2) investigate the needs of tourists attending the event, and 3) propose guidelines for developing the Golden Mount Temple Fair as a center of faith and belief that can enhance Thailand’s soft power. A mixed-methods research approach was employed. The quantitative sample consisted of 100 tourists, while the qualitative sample included 8 tourists selected through accidental sampling. The quantitative data was collected using an online questionnaire consisting of 20 questions, and the qualitative data was obtained through focus group discussions. The research findings revealed that the factors relating to the primary motivation of Thai tourists in attending the Golden Mount Temple Fair were internal motivation driven by the desire to learn and seek new experiences, while external motivations included the desire to share experiences and the influence of online advertising. Regarding the factors related to tourists’ needs, safety was the highest priority, followed by the desire to preserve and learn about Thai traditions and culture. Additionally, the analysis of development approaches for Wat Phu Khao Thong using the 4A 2R framework indicates that power users should implement four key principles (4A): 1) promoting Thai culture internationally to enhance the country's image, 2) strengthening networks among event organizers, 3) highlighting the golden chedi red cloth wrapping tradition and Thai handicrafts, and 4) organizing cultural art exhibitions, improving facilities, and integrating technology to create engaging tourism experiences. These initiatives will influence power recipients through two principles (2R): 1) tourists with positive experiences will help disseminate Thai culture more widely, and 2) the temple festival will cultivate a strong identity and contribute to the promotion of Thailand’s soft power.