From Trust to Triumph: What Drives Tourists to Recommend Thailand’s Hidden Cultural Gems?

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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Bibliographic Details
Main Authors: Mohamed Soliman, Tawat Noipom, Muhammadafeefee Assalihee, Arunneewan Buaniew, Ahmad Albattat
Format: Article
Language:English
Published: MDPI AG 2025-05-01
Series:Tourism and Hospitality
Subjects:
cultural tourism
word-of-mouth
S-O-R theory
theory of planned behavior
PLS-SEM
Online Access:https://www.mdpi.com/2673-5768/6/2/89
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