A Marketing Model for Promoting Tourism at Royal Initiative Project Sites in Phetchaburi Province, Thailand

Abstract

This research aimed to 1) examine the direct influence of integrated marketing communication on tourism image and tourist decision-making, 2) investigate the direct influence of tourism image on the same outcome, and 3) explore whether integrated marketing communication could indirectly influence it through tourism image at three Royal Initiative Project sites in Phetchaburi Province, namely, Huai Sai Royal Development Study Center, the Area Conservation and Restoration Project of Khao Nang Phanthurat under the Royal Initiative, and the Laem Phak Bia Environmental Research and Development Project under the Royal Initiative. A mixed-methods research design was employed. Quantitative data were collected via questionnaires from 302 Thai tourists, while qualitative data were gathered through in-depth interviews with 9 Thai tourists. The findings revealed that the structural equation model demonstrated a good fit with the empirical data (χ²/df = 2.800, CFI = 0.927, TLI = 0.908, RMSEA = 0.077, and RMR = 0.015). Specifically, 1) integrated marketing communication had a significant positive direct influence on tourism image (β = 0.811, p < .001), but had no significant direct influence on tourist decision-making (β = 0.091, p = .594); 2) tourism image exerted a significant positive direct influence on tourist decision-making (β = 0.734, p < .001); and 3) integrated marketing communication had a statistically significant indirect influence on tourist decision-making through tourism image (β = 0.755, p < .001), indicating that tourism image plays a vital mediating role in transmitting this influence. These results were consistent with the qualitative findings, which confirmed that a positive tourism image serves as the main driver of travel decisions. These insights can be practically applied as a strategic framework for creating value-based destination images to sustainably promote tourism in the area.