Developing Tourism Based on Soft Power Influencing the Decision-Making of Travelers to Lesser-Visited Provinces in the Central Region of Thailand

Abstract

Background and Aims: The role and importance of the tourism industry are like an engine driving the global economy, generating a major income for many countries in the world, including helping to reduce poverty rates, especially in developing countries. The research aimed to 1) study the factors influencing tourists' decision-making, 2) analyze the structural equation model of the causal factors influencing tourists' decision-making, and 3) explore appropriate tourism development approaches based on soft power.

Research Method: This study employed a mixed-method approach. The quantitative research used Thai tourists who had previously traveled to secondary cities in the central region of Thailand, which is considered an infinite population. A questionnaire was used as the data collection tool, and 400 participants were selected using convenience sampling, while the qualitative research involved in-depth interviews with 21 tourism stakeholders. The study area covered seven lesser-visited provinces in the Central Region of Thailand.

Results: The results of this research showed that (1) the soft power identity and image perception of tourism had a positive direct effect on tourists' decision-making to travel to lesser-visited provinces, and the image perception of tourism indirectly influenced tourists' decision-making to travel to lesser-visited provinces through their attitude toward tourism. (2) The model of the causal factors influencing tourists' decision-making had the goodness of fit, showed the empirical data of c² = 80.715, df = 70.0, CMIN/df = 1.152, P-value = 0.178, CFI = 0.998, GFI = 0.984, AGFI= 0.953, RMR = 0.010, RMSEA = 0.018 NFI = 0.993 and IFI = 0.998. The model is consistent with the empirical data based on a harmonized index of all accepted criteria. (3) The guidelines for developing tourism based on soft power that are suitable for the context of lesser-visited provinces in the Central Region should focus on utilizing soft power that connects cultural identity, history, community lifestyle, and natural resources in each province. This should be complemented by promoting and developing facilities to accommodate tourists, as well as employing technology and digital media to reach a broader audience of travelers.