The Influence of Bodh Gaya Tourism Destination Image and Authenticity Attitude on Media Exposure Behavior and Perceived Value in Buddhist Tourism

Ntapat Worapongpat

Authors

Ntapat Worapongpat Eastern Institute of Technology Suvarnabhumi (EIT) https://orcid.org/0009-0008-3071-5249

Keywords:

Destination Image, Authenticity Attitude, Social Media, Perceived Value, Buddhist Tourism

Abstract

This study aims to investigate the relationships and influence of the Bodh Gaya pilgrimage destination image and authenticity attitude on media exposure behavior, social media sharing behavior, and the perceived value of Buddhist tourism. Gender and age were examined as moderating variables. The sample consisted of 397 Thai tourists aged 20 or older who had traveled to Bodh Gaya and shared their experiences on social media. The sample size was calculated using Cochran's with a 95% confidence level and a margin of error of 0.05. A convenience sampling method was employed. The research instrument was a questionnaire developed from a review of relevant literature and research. The Cronbach's alpha coefficients ranged from 0.72 to 0.89, indicating good reliability. Data analysis included descriptive statistics, multiple regression analysis, and hierarchical multiple regression analysis. The findings revealed that the environmental and facility aspects of the destination image, along with experiential authenticity attitude, had a significant positive influence on social media sharing behavior and contributed to the perception of spiritual and social value at a statistical significance level of 0.05 .The moderating analysis found that females placed greater importance on the destination image than males, while males placed greater importance on authenticity attitude. Among age groups, the 30-39 age group attached the most importance to destination image, while the 20-29 age group valued authenticity attitude most highly.

Author Biography

Ntapat Worapongpat, Eastern Institute of Technology Suvarnabhumi (EIT)

Nonthaburi

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