EXPLORING CUSTOMER INTENTION FOR SUSTAINABLE TOURISM PACKAGES IN THAILAND THROUGH SOCIAL MEDIA: A ROUGH SET E-DELPHI METHOD

Abstract

The tourism industry in Thailand holds a pivotal position in driving economic advancement, constituting a substantial share of the national economy. Nevertheless, the sector encounters persistent obstacles in attaining sustainable expansion and enhancing its contribution to GDP, particularly among domestic tour operators. This research formulates a structural equation model to investigate the determinants of consumers' intention to purchase sustainable tourism packages promoted via social media platforms in Thailand. Employing a mixed-methods design, the study integrates qualitative insights derived from 21 experts, assessed through the rough set e-Delphi technique, alongside quantitative data gathered from 893 participants through an online survey, subsequently analysed using structural equation modelling (SEM). The analysis reveals that customer loyalty serves as a critical determinant of sustainable purchasing intentions, exerting a direct influence on consumers' decision-making processes. The research advances theoretical knowledge by proposing a structural equation model tailored to the operational context of Thai tour companies. Furthermore, it offers valuable recommendations for policymakers and industry practitioners to formulate effective marketing strategies that promote sustainable growth, resilience, and long-term viability in the tourism sector. The outcomes deliver essential guidance to aid Thailand's progression towards a high-income economy.