Cultural Motivation and Behavioral Loyalty: A Modulated Mediation Perspectives of Authenticity of Elderly Tourists in the Upper Northern Region of Thailand
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Abstract
The upper Northern provinces focus on the development of cultural tourist attractions because the problem of cultural tourist attractions lacks attention and care, causing the number of tourists to decrease. Therefore, this research was conducted with the objectives (1) to study the influence of cultural motivation on behavioral loyalty of cultural tourism. (2) to investigate the influence of cultural tourism experience and cultural tourism satisfaction on how to change the relationship between cultural motivation and behavioral loyalty through the authenticity and (3) to study the linkage authenticity on cultural motivation and behavioral loyalty of cultural tourism in the upper north. A sample group of 384 people were studied in 8 provinces in the upper northern region using questionnaires to collect data. The statistics used in this research were descriptive statistics to find percentages and standard deviation. The data were analyzed by inferential statistics with structural equations. The results showed that cultural motivation had a statistically significant positive effect on behavioral loyalty 0.01 while satisfaction could change the relationship between cultural motivation and behavioral loyalty indirectly through authenticity statistically significant 0.05. Moreover, authenticity linkage on cultural motivation to behavioral loyalty when the tourism experience was low and the tourist satisfaction was high because elderly tourists, if they have little experience from occasional or infrequent visits, if their satisfaction was high in tourist friendliness, safety, delicious food, as well as the originality that is unique to each travel area. The research findings can be used as information for the public and private sectors to promote the cultural tourism context to be famous to attract conservative tourists or favor for the authenticity.
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