Understanding the drivers of human interaction and local engagement in tourist destinations

This study investigates the key determinants of human interaction and local engagement among visitors to urban tourism destinations, with a focus on Chatuchak Weekend Market in Bangkok. Using structural equation modeling (SEM), data were collected from 400 Thai and international tourists through a combination of cluster sampling – by dividing the market into thematic zones – and accidental sampling, by approaching visitors who were available and willing to participate during their visit. The study examines the influence of destination attributes, price perception and value, support services and technology, marketing communication, infrastructure and visitor facilities, and destination management. The results reveal that marketing communication, destination attributes, and destination management have strong positive effects on human interaction and local engagement, while support services and technology also contribute moderately. In contrast, infrastructure and price perception demonstrate weak or negative effects. The model accounts for 88% of the variance in human interaction and local engagement, confirming its role as a key outcome variable. The findings underscore the importance of integrated destination planning, culturally informed communication, and inclusive management in enhancing tourist-local connections. Practical recommendations and future research directions are provided to support sustainable urban tourism development.