Cultural Tourism in the Digital Age: Motivations and Experiences Driving Thai Visitors to the Thai Film Archive

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Published: Aug 4, 2026
Keywords:
cultural tourism Thai film archive motivation confirmatory factor analysis digital media

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Issarapong Poltanee
Faculty of Hospitality Industry, Kasetsart University, Kamphaeng Saen Campus
Napat Samranrat
Faculty of Hospitality Industry, Kasetsart University, Kamphaeng Saen Campus

Abstract

This research aimed to investigate the behavior, motivations, and decision-making processes of Thai tourists visiting the Thai Film Archive (Public Organization). Data were collected from 200 Thai tourists via questionnaires, using an accidental sampling method and were analyzed through descriptive statistics and second-order confirmatory factor analysis. The findings revealed that most tourists were first-time visitors (74.5%), were primarily informed through social media (58.0%), and typically visited on weekends with friends using private cars. The Sri Krung Sound Film Studio was the most popular attraction. Key push factors included a desire to experience a nostalgic atmosphere (equation = 4.69), while pull factors highlighted the cost-effectiveness of the visit (equation = 5.14). The decision-making model demonstrated a strong fit with empirical data (χ² = 34.97, p = 0.95, GFI = 0.96, CFI = 0.98, RMSEA = 0.05). These results underscore the growing influence of digital media post-COVID-19 and the significance of cultural experiences in attracting visitors.

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How to Cite
Poltanee, I., & Samranrat, N. (2026). Cultural Tourism in the Digital Age: Motivations and Experiences Driving Thai Visitors to the Thai Film Archive. Journal of Thai Hospitality and Tourism, 21(2), 19–32. retrieved from https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/278753
Issue
Vol. 21 No. 2 (2026): Journal of Thai Hospitality & Tourism (July - December 2026)
Section
Research Article
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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