From Trust to Triumph: What Drives Tourists to Recommend Thailand’s Hidden Cultural Gems?
This study aims to explore the factors influencing word-of-mouth (WOM) intentions among cultural tourists in Thailand’s southern border provinces. This study develops a comprehensive framework predicting WOM intentions by combining the Stimulus–Organism–Response (S-O-R) model, the theory of planned...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-05-01
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| Series: | Tourism and Hospitality |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2673-5768/6/2/89 |
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