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September 10, 2025International Journal of Sociologies and Anthropologies Science Reviews

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

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Authors

CAChitpong AyasanondBangkokthonburi UniversityJCJirawat ChucharoenBangkokthonburi UniversitySKSirachaya KarawekBangkokthonburi University

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Overview

Mixed-methods analysis shows identity-based soft power influences travel decisions in secondary provinces, suggesting cultural elements drive tourism.

Key Points

  • Identity-based soft power plays a significant role in travel decision-making in Central Thailand, especially through food culture.
  • Findings indicate that the structural equation model explained 70% of the variance in travel decision-making metrics.
  • Tourism attitude was identified as a key mediating variable in the relationship between identity-based soft power and travel choices.
  • Secondary provinces can boost tourism by utilizing unique cultural identities alongside modern strategies, emphasizing food and festivals.

Cite This Study

Ayasanond et al. (2025) studied this question.

synapsesocial.com/papers/68c1b35454b1d3bfb60e9e51https://doi.org/10.60027/ijsasr.2025.6650
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