TOURIST’S BEHAVIORAL INTENTION TO VISIT SUKHIRIN IN NARATHIWAT PROVINCE: AN ECOTOURISM DESTINATION OF THAILAND

Narathiwat Province in the southernmost part of Thailand aims to shift its economic structure to a more sustainable and high-value tourism industry, with an emphasis on inclusive development of Sukhirin District to prominent ecotourism destination. This study examines factors influencing the behavioral intentions of Thai tourists travelling in Sukhirin, focusing on destination image, tourist satisfaction, reference group influence, and perceived risk. The structural equation model was employed to analyze the data obtained from 300 responses of Thai tourists, who travelled in Sukhirin district, Narathiwat province, Thailand. The demographic profile of respondents indicates that most tourists were male, with an average age of 29. A large proportion were self-employed, earning an average monthly income of approximately 18,299 THB. The majority identified as Muslim from Narathiwat and neighboring southern provinces. In terms of expenditure, they demonstrated relatively high spending with 2,229.82 THB per trip, primarily allocated to transportation, food, and accommodation. Moreover, the results showed that destination image significantly drives tourists’ behavioral intentions, particularly in terms of their willingness to revisit and further recommend it to other potential tourists. The prominent Sukhirin's image are its reputation and the valuation of traveling. Likewise, a positive destination image also significantly enhances tourist satisfaction. As a result, improving the destination's image can effectively boost satisfaction levels among tourists. Furthermore, social influences by sharing information and experiences, especially from friends and family members, have a positive impact on the destination's image. Conversely, perceived risks like natural disasters, unrest situations and accidents negatively affected the tourism image of Sukhirin. To strengthen and sustain tourism growth of Sukhirin through enhancing tourists’ behavioral intentions, stakeholders should focus on maintaining a positive destination image, emphasizing Sukhirin’s natural attractions and its cultural richness, and leveraging word-of-mouth marketing through social networks to boost interest and trust in this destination. Additionally, investing in strengthening safety measures can also increase tourists' confidence and encourage both first-time and repeat travel to Sukhirin in the future.