The Influence of Identity-based Soft Power on Travel Decision-making in Secondary Provinces of Central Thailand

Background and Aim: Tourism is a key economic driver in Thailand, accounting for 11.6% of the country's GDP in 2023. However, tourist concentration in major provinces creates income distribution challenges, particularly affecting secondary provinces in the central region. Identity-based Soft Power, through key cultural elements including Thai fashion, culinary heritage, festivals, and traditions, presents an opportunity for tourism development in these areas. This research aimed to (1) identify key determinants of travel decision-making in secondary provinces of Central Thailand, (2) analyze the structural equation model of causal factors influencing travel decision-making, and (3) develop policy and strategic guidelines for tourism development based on Identity-based Soft Power appropriate for secondary provinces in Central Thailand. Materials and Methods: A mixed-methods approach was employed, combining quantitative and qualitative methods. The quantitative phase surveyed 400 Thai tourists across seven secondary provinces (selected based on annual tourism revenue below 4,000 million baht and proximity to Bangkok) using structured questionnaires. The sample size was determined using the Krejcie and Morgan formula and validated against the requirements of structural equation modeling. The qualitative phase involved in-depth interviews with 21 stakeholders, including tourists, entrepreneurs, government officials, and community leaders. Data were analyzed using structural equation modeling, selected for its ability to examine complex causal relationships, and thematic analysis. Results: The findings revealed that Identity-based Soft Power significantly influenced travel decision-making (Mean = 4.15, S.D. = 0.69), with food having the strongest impact (Mean = 4.21, S.D. = 0.65), reflecting the cultural significance of culinary experiences in shaping destination choices. The structural equation model showed excellent fit (CHI-SQUARE/DF = 1.152, p-value = 0.142, GFI = 0.984, RMSEA = 0.018) and explained 70% of the variance in travel decision-making. Tourism Attitude emerged as the most significant mediating variable in the relationship between Identity-based Soft Power and travel decision-making (β = 0.72). Conclusion: Secondary provinces in Central Thailand can enhance their competitiveness by leveraging distinctive cultural identities and Soft Power elements, particularly food culture and traditional festivals. Success requires balancing cultural authenticity with modern tourism infrastructure while implementing digital marketing strategies and fostering community participation for sustainable development, as evidenced by the strong mediating effect of Tourism Attitude identified in the research.