PERCEIVED VALUE DEVELOPMENT FOR CULTURAL TOURISM DESTINATION : A CASE STUDY OF PHUTHAI VILLAGE, BAAN KHOK KONG KALASIN PROVINCE

Abstract

The main aim of this study is to investigate a tourist value perception toward cultural tourism destination: A case study of Phuthai Village, Baan Khok Kong Kalasin province. A quantitative method was employed with a self-administered survey and using purposive sampling technique for data collecting process. A total of two hundred and twelve responses were collected and a multiple regression technique was used to analyze data. The findings revealed that five value components, including functional, social, emotional, epistemic and conditional value influence to tourist satisfaction and intention to recommend visiting the destination. The outcome of this study can be used as an academic foundation knowledge, especially tourist perceived value development theory and it can also apply to a cultural tourism destination in similar area. In term of managerial contribution, the findings of this study are useful for many departments such as local authorities can help local community their destination value by promoting destination through online marketing or making advertisement. Keywords: Perceived value, Cultural tourism destination development, Tourist satisfaction, Intention to recommend, Tourist behavior intention