Sustainable cultural tourism management and tourist satisfaction of communities in Phra That Subdistrict, Na Dun District, Maha Sarakham Province

Abstract

Sustainable tourism is crucial to maintain the balance between meeting tourist needs and conserving the area's natural and cultural resources. This study aims to examine the association between the four dimensions of sustainable tourism management, including economic, environmental, socio-cultural, and institutional dimensions, on tourists' satisfaction of communities in Phra That Subdistrict, Na Dun District, Maha Sarakham Province. The sample group consisted of 247 tourists, and a questionnaire was used as the research instrument. Data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research findings indicate that sustainable cultural tourism management in economic, socio-cultural, and tourism management aspects significantly influences tourist satisfaction at a statistical significance level of 0.05. These research findings can be utilized by communities and relevant agencies to enhance cultural tourism, attracting tourists and contributing to the sustainable well-being of local communities.