THE ANTECEDENTS OF TRAVEL MOTIVATION, CO-CREATION OF COMMUNITY, TOURISM EXPERIENCE AND TOURIST SATISFACTION IN AFFECTING TO REVISIT INTENTION IN THE LOWER NORTHERN PROVINCIAL 1
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Abstract
This quantitative research aimed aimed to: 1) Examine the importance of travel motivation level, co-creation of community-based tourism experiences, tourist satisfaction, and revisit intention; 2) Investigate the causal influence of travel motivation, co-creation of community-based tourism experiences, and tourist satisfaction on revisit intention of Thai tourists; and 3) Assess the serial mediating effects of co-creation of community-based tourism experiences and tourist satisfaction in transmitting the influence of travel motivation on revisit intention. This quantitative study utilized questionnaires as a research instrument. Probability sampling, specifically proportional sampling, was employed to select 380 Thai tourists who had experienced CBT activities in five provinces: Phitsanulok, Tak, Phetchabun, Uttaradit, and Sukhothai. Data were analyzed using percentage, mean, standard deviation, and Structural Equation Modeling (SEM). The research findings indicate that travel motivation does not have a direct influence on tourist satisfaction. However, it has an indirect effect mediated by the tourism co-creation variable. Additionally, tourist satisfaction serves as a mediating variable between tourism co-creation and repeat visit intention. A key contribution of this study to the body of knowledge on community-based tourism management is that fostering community tourism experiences for Thai tourists acts as a link between travel motivation and tourist satisfaction. The study recommends promoting tourists' participation in the value co-creation process comprehensively, covering the pre-trip, during-trip, and post-trip phases. Efforts should be made to encourage interaction and co-creation between tourists and the tourist destination, which in turn leads to tourists' intention to revisit.
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