Social Media and Motivation Influencing Thai Tourists' Revisit Intention to Bangkok's Nostalgic Cultural Destinations

This study investigates the influence of Social Media Influence, Push Motivation, and PullMotivation on Thai tourists’ intention to revisit nostalgic cultural destinations in Bangkok, Thailand.Using a quantitative research approach, data were collected from 440 Thai tourists visiting Wat Arun,Wat Pho, and the Grand Palace. The conceptual framework was analyzed using Partial Least SquaresStructural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that Social MediaInfluence had the strongest influence on revisit intention (β = 0.462, p < 0.001), followed by PushMotivation (β = 0.296, p < 0.001). In contrast, Pull Motivation did not significantly influence revisitintention (β = 0.056, p = 0.475). The model explained 40.0% of the variance in revisit intention (R² =0.400). These findings indicate that social media influence and intrinsic motivational factors areassociated with tourists’ intention to revisit, while destination-related pull motivation was notsignificant in this study. The study contributes to research on nostalgic cultural tourism and providespractical implications for destination managers and tourism marketers seeking to strengthen revisitintention through social media communication and culturally engaging experiences.