The Causal Model of Slow Travel Intention with Behavior as a Mediating Variable
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Abstract
The purposes of this research was to study factors influencing slow tourism behavior of slow tourists. They were motivation and awareness of slow destination’s readiness with travel behavior as a mediating variable. Four hundred and forty samples were collected through questionnaires at four slow tourism destinations. The factors included slow tourism motivation, slow tourism perception, slow tourism tourist behavior and slow tourism intention of revisiting. Most were female in age 20-30 with a monthly income between 10,001 – 20,000 Baht. The analysis of slow tourism behavior showed that Thai slow tourists spent the longest travel period of 8 days and the shortest period was a 1-day trip. Local tourists traveled 7 times to slow tourism sites within 2 years with the highest travel budget of about 15,000 Baht. The structural model showed that slow tourism motivation factors had a strong relationship with slow tourist behavior at the significant level of 0.05. Slow tourism perception had no influence on slow tourism behavior and slow tourism behavior had no influence on revisiting intention of Thai tourists.
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