Architectural and Cultural Influences on Thai Tourists’ Revisit Intentions: A Case Study of Koh Perd Fishing Village, Chanthaburi, Thailand

The COVID-19 pandemic has severely affected Thailand’s economy, forcing many workers to return to their hometowns and engage in agricultural activities. Community-Based Tourism (CBT) has become a significant strategy to mitigate these effects by leveraging local cultural resources. This study aims to (1) assess the potential of cultural resources for tourism development in Koh Perd fishing village, Chanthaburi, Thailand, and (2) examine the determinants of revisit intentions among Thai tourists. To address the first objective, qualitative research was conducted through in-depth interviews with 15 Thai tourists, analyzed using coding analysis, while a quantitative survey of 400 respondents assessed the perceptions of cultural resources. The findings indicate that the village’s historic houses (Ruen Ran Kha) are perceived as the most valuable tourism assets, followed by cultural authenticity and aesthetics, respectively. For the second objective, data from 400 Thai tourists were analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and multiple regression. The results reveal that destination attractions, marketing and accessibility, and safety and security are significant factors influencing revisit intentions.