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Potential Development Strategies on Cultural Tourism

This structural equation model was built on to test the causal relationships between customer perceived value, satisfaction, and behavior intention (revisit, recommendation and word of mouth). A survey containing Likert scale questions was conducted to collect data from 400 tourists who had travelled to Thailand’s cultural destination. Research method was a mixed-method research approach. Results indicated that customer perceived value and satisfaction has a positive effect on and has a significant relationship with revisit. Moreover, the results demonstrated that revisit has a positive effect on and has a significant relationship with recommendations and word of mouth. The implications of the cultural tourism model can be used for the public environmental policy-making process based mainly on reasons of interest, ideology or understanding.