Tourists' Intention to Travel in Chiang Rai's Tea-Coffee Communities: Examining the Role of Perceived Value of Tourism and Creative Tourism Marketing
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Abstract
This study investigates the influence of perceived value of tourism and creative tourism marketing on tourists' intention to travel in Chiang Rai's tea-coffee communities. The sample comprises 384 tourists in Chiang Rai Province, and hypothesis testing is conducted using binary logistic regression analysis. The findings reveal that perceived value of tourism, particularly social value and novelty value, significantly affect tourists' intention to visit the tea-coffee lifestyle community. Additionally, factors related to creative tourism marketing, consisting of tourist attraction activities, service quality, and tourism site identity, play a significant role in influencing tourists' intention to visit the tea-coffee lifestyle community. By focusing on enhancing social and novelty value, developing creative marketing strategies, improving service quality, and strengthening the tourism site identity, stakeholders can effectively attract and retain tourists, thereby contributing to the sustainable development of the region's tourism industry.
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