Cultural landscape implications and sustainable development at Phu Phra Bat historical park

The sustainable management of cultural heritage sites requires a deep understanding of the factors influencing visitor behavior, particularly revisit potential. Despite increasing interest in heritage tourism, limited research has addressed how tangible environmental features interact with service elements to shape visitor perceptions and decisions. This study investigates these dynamics within the context of Phu Phra Bat Historical Park, Thailand – a culturally significant landscape marked by ancient rock formations, religious relics, and folkloric heritage. Specifically, the research examines how physical evidence moderates the relationship between products/services and perceived price, and how this, in turn, indirectly affects revisit potential. Data were collected from 423 park visitors using cluster and convenience sampling. Employing Hayes (2013) PROCESS macro, the study found that physical evidence significantly strengthens the effect of products/services on price (R2 = .8602, p < .0001) and plays a moderating role in the indirect relationship between products/services and revisit potential via price (index = -0.0242, BootLLCI = -0.0593, BootULCI = -0.0034). These findings emphasize the role of physical elements – such as heritage structures, interpretive signage, and environmental ambiance – in enhancing perceived value and price fairness, thereby increasing the likelihood of repeat visitation.