Spiritual Tourism and Travel Decision of Naga Cave Tourists, Bueng Kan, Thailand: Roles of Social Media, Tourist Experience, Religious Belief, and Word of Mouth
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Abstract
This study aims at examining the impacts of spiritual tourism on travel decision of Naga Cave tourists, Bueng Kan, Thailand. It also investigates a moderator of social media and antecedents of tourist experience, religious belief and word of mouth on the research relationships. In addition, data are collected from 400 Naga Cave tourists. Structural equation model analysis is employed to test the direct and antecedent impacts. Multiple regression analysis is used to examine the moderating impacts. The research results indicate that spiritual tourism has a positive impact on travel decision. Similarly, both tourist experience and religious belief, except for word of mouth, are the significant antecedents of spiritual tourism. In contrast, social media is not the moderator of the research relationships. In summary, spiritual tourism becomes a critical concept, principle and guideline for sustainable tourism management. It has promoted, motivated and encouraged all tourists from inside and outside Thailand to continuously visit the Naga Cave, a tourist destination located in Bueng Kan, Thailand. Moreover, the executives of the national park in Bueng Kan, Tourism Authority of Thailand, and other related government and private agencies need to work, plan, manage, and collaborate effectively in order to maintain and sustain the resources, the assets and the surroundings of the Naga Cave. All aforementioned activities and operations could directly and indirectly enhance the performance, success, growth, and sustainability of spiritual tourism of the Naga Cave.
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