Delving into Cultural Immersion: Enhancing Empathy and Attachment in Creative Cultural Tourism in Thailand

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Examining the effect of cultural immersion on empathy and attachment among tourists in Thailand, suggesting improved travel experiences.

Cultural immersion significantly boosts tourists' cultural empathy and place attachment, highlighting the importance of personal expressiveness.
The analysis revealed a strong correlation between cultural immersion and perceived enjoyment mediated by personal expressiveness among 780 Thai tourists.
Structural equation modeling assessed the interplay of several factors impacting tourists' experiences in creative cultural destinations in Khon Kaen through a three-month study period between 2022-2023 and touchpoints for the industry were identified through this study's findings. With these insights, tourism services can be enhanced to foster deeper emotional connections and enriched experiences for travelers.

Chiengkul et al. (2024) studied this question.

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