Social Media and Motivation Influencing Thai Tourists' Revisit Intention to Bangkok's Nostalgic Cultural Destinations
Main Article Content
Abstract
This study investigates the influence of Social Media Influence, Push Motivation, and Pull
Motivation on Thai tourists’ intention to revisit nostalgic cultural destinations in Bangkok, Thailand.
Using a quantitative research approach, data were collected from 440 Thai tourists visiting Wat Arun,
Wat Pho, and the Grand Palace. The conceptual framework was analyzed using Partial Least Squares
Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that Social Media
Influence had the strongest influence on revisit intention (β = 0.462, p < 0.001), followed by Push
Motivation (β = 0.296, p < 0.001). In contrast, Pull Motivation did not significantly influence revisit
intention (β = 0.056, p = 0.475). The model explained 40.0% of the variance in revisit intention (R² =
0.400). These findings indicate that social media influence and intrinsic motivational factors are
associated with tourists’ intention to revisit, while destination-related pull motivation was not
significant in this study. The study contributes to research on nostalgic cultural tourism and provides
practical implications for destination managers and tourism marketers seeking to strengthen revisit
intention through social media communication and culturally engaging experiences.
Article Details
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