The Effect of Motivations on Sustainable Revisiting Behavior in Cross-Cultural Tourism: Mediating Role of Perceived Value

This study delves into the intricate relationships between psychological, social, and cultural motivations, perceived value, and the revisiting behavior of Chinese tourists towards Thai cultural tourism.Employing structural equation modeling to analyze responses from 750 participants, the research highlights the significant mediating role of perceived value in translating diverse motivations into revisiting behavior.The findings underscore the importance of cultural engagement and emotional resonance in enhancing tourists' perceived value of their experiences, which in turn, fuels their desire to revisit.While the study offers novel insights into the motivations behind cross-cultural tourism behavior, it also acknowledges limitations related to sampling and scope, suggesting avenues for future research.This work contributes to the theoretical and practical understanding of tourism management, emphasizing the need for culturally informed strategies to foster sustainable tourism growth through repeat visitations.