ปัจจัยที่มีอิทธิพลต่อการตัดสินใจเดินทางมาท่องเที่ยวของนักท่องเที่ยวชาวไทย บนฐานความศรัทธาและความเชื่อ

Thiradet  Thadachaipakorn; Seri  Wongmonta; Jusana  Techakana; Pakamas  Chairatana

Authors

Thiradet Thadachaipakorn College of Management Bangkok, University of Phayao
Seri Wongmonta College of Management Bangkok, University of Phayao
Jusana Techakana King Mongkut's University of Technology North Bangkok
Pakamas Chairatana Rajamangala University of Technology Phra Nakhon

Keywords:

Belief, Faith-based Tourism, Mutelu, Tourist Decision-Making

Abstract

This research article aims to (1) examine the factors influencing the travel decisions of Thai tourists based on faith and belief at the ten most popular sacred sites in Bangkok, and (2) propose strategic guidelines for promoting faith-based tourism for destination managers. A qualitative research design was employed, using semi-structured in-depth interviews with 20 purposively selected key informants from five sectors: government, private enterprise, academia, community/belief specialists, and site administrators of the ten sacred places. Data were analyzed using content analysis.

The findings revealed that:

Tourists' travel decisions are shaped by internal push factors—economic and social uncertainty generating a need for psychological anchoring—combined with external pull factors such as site reputation, social-media and influencer endorsement, and travel convenience. Strategic recommendations for sustainable faith-based tourism include transparent financial management, personalized route design, storytelling and content marketing, ESG integration, and systematic environmental and zoning regulation. These findings culminate in a knowledge model linking push factors, pull factors, destination governance, and the sustainability of faith-based tourism.

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