Strategies to promote value of Buddhist Religious tourism in Rattanakosin Island

Main Article Content

Phramahasuriya Masunthia

Abstract

The result of search in the topic of “Strategies to Promote Value of Buddhist Religious Tourism in Rattanakosin Island”, the researcher found that the behavior of tourists frequency visit were more than 3 visits was at 79.70 percent.  Tourists who came for leisure was 37.10 percent and tourists who came by themselves was 91.10 percent and tourists who most preferred to visit the Emerald Buddha Temple was 25.90 percent.  Tourists’ preference on marketing activities, was at the more level (X= 3.95), on mindful activities (X= 3.95), and on rite participation activities (X=3.76).  On dhamma practicing activities (X= 3.50), Buddhism inherit activities (X= 3.40), recreation activities (X= 3.39) and holy object buying activities (X= 2.71).   The most agreed with were on the aspect of praying of Buddha images (X= 4.04), making merit activities (X= 3.97) and joining the activities on Buddhism essential days (X= 3.91).  Marketing strategies on Buddhist religious tourism which the tourists were most satisfied were in the cleanliness of the place (X= 3.85), the touring products buying process (X= 3.79), tourism personnel (X= 3.70), Buddhist religious tourism activities (X= 3.66), marketing promotion (X= 3.61), and physical environment (X= 3.61).  The efficiency of the marketing strategies to promote value of Buddhist religious tourism were in the image side (X= 4.06), the awareness of value in Buddhism (X= 4.03) and the satisfaction (X= 3.90)

Article Details

How to Cite
Masunthia, P. . (2019). Strategies to promote value of Buddhist Religious tourism in Rattanakosin Island. Journal of Humanities and Social Sciences Thonburi University, 14(1), 42–54. Retrieved from https://so03.tci-thaijo.org/index.php/trujournal/article/view/230414
Section
บทความวิจัย

References

ปรีดาพร อารักษ์สมบูรณ์. (2546). ปัจจัยที่มีผลต่อความสำเร็จในการบริหารจัดการของวัดโสธรวรารามวรวิหารจังหวัดฉะเชิงเทรา. กรุงเทพฯ: มหาวิทยาลัยศรีปทุม.
อัครพงศ์ อั้นทอง; และ มิ่งสรรพ์ ขาวสอาด (2553). ภาพลักษณ์และพฤติกรรมนักท่องเที่ยวต่างชาติภายใต้สถานการณ์วิกฤตการเมืองไท. วารสารเศรษฐศาสตร์ธรรมศาสตร์ มหาวิทยาลัยกรมศิลปากร. 28(3): 55-98.
สุภาพร วรพล. (2546). แหล่งท่องเที่ยวทางศิลปกรรม. จุลสารการท่องเที่ยว. 22 (3): 46-63.
กิตติศักดิ์ กลิ่นหมื่นไวย. (2561). การศึกษาศักยภาพและสร้างรูปแบบเส้นทางการท่องเที่ยวชุมชนและมัคคุเทศก์ท้องถิ่นการท่องเที่ยวชุมชนเทศบาลตำบลนาครัว อำเภอแม่ทะ จังหวัดลำปาง. วารสารวิชาการมหาวิทยาลัยธนบุรี. 2 (28): 86.
Baloglu, S., & McCleary, K. W. (1999) A model of destination image formation. Annals of Tourism Research, 35(4): 11-15.
Bosque, I.R.D., & Martin, H.S. (2008). Tourism satisfaction: A cognitive–affective model. Annals of Tourism Research. 35: 551-57.
Brunner, T., Stocklin, M.;& Opwis, K. (2007). Satisfaction, Image and Loyalty: new versus experienced customers. NewYork: Delmar.
Chi, C. G., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach, Tourism management. Journal of Hospitality & Tourism Research, 29(4): 624-636.
Chitty, B., Ward, S., & Chua, C. (2007). An application of the ECSI model as a predictor of satisfaction and loyalty for backpacker hostels. New York: Delmar.
Chon, K. S., (1990). The role of destination image in tourism: A review and discussion, Tourism review, 45(2): 2-9.
Echtner, C. M. and J. R. B. Ritchie. (2003). The Meaning and Measurement of Destination Image. Journal of Tourism Studies. 14(1): 37-48.
Jang, S., Cai, L. A., Morrison, A. M., & O’Leary, J. T., (2006). The effects of travel activities and seasons on expenditure. International Journal of Tourism Research, 7(6): 335-346.
Magistris & Gracia. (2008). The decision to buy organic food products in Southern Italy. n.p.
Makarem & Mudambi. (2007). Satisfaction in technology-enabled service encounters. n.p.
Nellson; & Chadha. (2008). International marketing strategy in the retail banking industry. Canada: The case of ICICI Bank.
Pollack. (2009). Linking the hierarchical service quality model to customer satisfaction and loyalty. np.
Rittichainuwat, B. N., & Chakraborty, G. (2009). Perceived travel risks regarding terrorism and disease: The case of Thailand. Tourism Management, 30(3), 410-418.
Shu, T. C., & Steven, F. I. (2007). Examining the mediating role of festival visitors’ satisfaction in the relationship between service quality and behavioral intentions. Journal of Vacation Marketing, (12), 160-165.
Translated Thai References
Akaraphong, A. & Kaosa-ard,M. (2010). Image and International Tourist Behaviors under Thailand's Political Crisis. Journal of Economy Silpakorn University) 28(3): 55-98. (in Thai)
Arugsomboon, P. (2002). Factors Influencing on the Successful Management of Sothon Wararam Worawihan Temple in Chachoengsao Province. (Master of Business Administration Thesis, Sripatum University). (in Thai)
Klinmuenwai, K. (2018). A Study of Tourism Potential and Creating Community-Based Tourism Program and Local Guides of Nakrow Sob-District Municipality, Mae Tha District, Lampang Province. .Journal of Thonburi University. 12(28): 86. (in Thai)
Woraphon, S. (2003). Artistic tourist attraction. Tourism brochure. 22(3): 46-63.