The Influence of Online Marketing Communication on Perceived Value of Cultural Tourism at Wat Pa Lelai Worawihan, Suphan Buri Province, Thailand
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Abstract
This study aimed to (1) analyze tourists’ awareness of marketing communication strategies, (2) assess tourists’ perceived value of cultural tourism, and (3) examine how each marketing communication factor influenced perceived cultural tourism value at Wat Pa Lelai Worawihan, Suphan Buri Province. Quantitative data from 447 tourists were analyzed using descriptive statistics, Pearson correlation, and multiple regression.
Results showed high awareness of marketing communication, especially online marketing, advertising, and public relations. Perceived value was also high, with spiritual value rated highest. Regression results indicated that online marketing had the strongest influence on perceived value, followed by sales promotion, direct marketing, and advertising, while public relations had no significant effect. The model explained 83.7% of the variance in perceived value, emphasizing that interactive online communication enhances tourists’ perceived cultural tourism value. It is recommended that temple administrators and local tourism agencies prioritize digital content creation, active social media engagement, and continuous online storytelling to deepen visitors’ emotional connections and promote sustainable cultural tourism development.
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