TOURISM MANAGEMENT MODEL TO PERFORMANCE IN THAI TOURISM: STUDY OF HERITAGE TOURISM

Abstract

Culture needs to be preserved because the traditions and customs hold high value to the nations, and also reflect the shape, beliefs and aspirations of the people of a nation. The aim of the study was to know about the impacts of Recognition of cultural values, Awareness of cultural loss and Preservation of traditions and culture on Heritage tourism growth and the study also took Intentions to support heritage tourism as a mediator. The researcher chose the areas of “Dong Phayayen-Khao Yai Forest Complex, Historic town of Ayutthaya, Ban Chiang archaeological site, Thungyai-Huai Kha Khaeng Wildlife Sanctuaries and Historic Town of Sukhothai and Associated Historic Tow” for the purpose of data collection. The researcher collected data from 420 individuals via a self-administered questionnaire-based survey. CFA and SEM were used and SPSS and AMOS were applied by the researcher for the purpose of analysis, the results showed that he impacts of Recognition of cultural values is insignificant on Heritage tourism growth whereas, the impacts of Awareness of cultural loss and Preservation of traditions and culture are significant. The mediation of Intentions to support heritage tourism is effective for the impact of Awareness of cultural loss and Preservation of traditions and culture while for the impact of Recognition of cultural values is insignificant. The study has implications to enhance heritage tourism growth and also has limitations of sample size and diversity.