RELIGIOUS TOURISM, PERSONAL BELIEF, INDIVIDUAL LEARNING, AND TOURISM BEHAVIOR: EMPIRICAL EVIDENCE FROM PHRA THAT PHANOM TOURISTS IN THAILAND
Keywords:
religious tourism, personal belief, individual learning, tourism behavior, Phra That Phanom touristsAbstract
This study examines the effects of religious tourism, personal belief and individual learning on the tourism behavior of Phra That Phanom tourists in Thailand. 400 Phra That Phanom tourists in Thailand are the samples of the study. Hierarchical multiple regression analysis was utilized to investigate the direct and moderating effects. The results indicate that religious tourism, personal belief and individual learning significantly and positively affect tourism behavior. In addition, both personal belief and individual learning have critical moderating effects on religious tourism-tourism behavior relationships. In summary, religious tourism plays a significant role in influencing, affecting, motivating, and persuading tourists’ behaviors to visit Phra That Phanom in Thailand. Moreover, personal belief and individual learning can, directly and indirectly, promote, support and advance tourists for visiting and revisiting Phra That Phanom. The results suggest that executives and other related government agencies can promote sustainable religious tourism of Phra That Phanom by maintaining, managing and creating the important characteristics, benefits and values that will help motivate and influence all tourists from Thailand and other regions to visit and revisit Phra That Phanom on a regular basis.
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