The Motivation of Thai Religious Tourists Affecting Destination Loyalty in Thailand
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Abstract
This research aimed to explore the motivations of Thai religious tourists affecting destination loyalty in Thailand. This study employed a quantitative research method with a sample of 400 respondents aged 18 and above. Descriptive statistics were conducted using SPSS, with a significance level of 0.05. Results indicated that visitor motivation positively affects visitor perception ( = 0.723, p < 0.001), and visitor perception positively affects destination loyalty (
= 0.654, p < 0.001). The analysis of moderating and mediating variables showed that the relationship between visitor motivation and visitor perception is weakened when belief and religion act as moderating variables (
= -0.044, p = 0.176). On the other hand, the positive relationship between visitor perception and destination loyalty is strengthened when spiritual experience acts as a moderating variable (
= -0.105, p = 0.004). Additionally, visitor motivation also positively affects destination loyalty when visitor perception acts as a mediating variable, with an indirect effect size of 0.238, falling between 0.110 and 0.380 (p < 0.05). Although religious tourism in Thailand has grown and plays a significant role in stimulating the economy and fostering relationships between religions, there is limited research on the factors affecting the loyalty of religious tourists within the Thai context. Therefore, this study is important in filling this gap by clarifying the motivations and various factors that influence the behavior of religious tourists in the country. The research findings can serve as a guideline for developing activities or experiences that effectively strengthen the relationship between religious tourism destinations and tourists in the future.
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