Predicting factors influencing tourists’ word-of-mouth intention in Thailand’s Deep South: an integrated model

Purpose This research aims to identify determinants of word-of-mouth (WOM) intentions among cultural tourists visiting the Deep South of Thailand and to develop a comprehensive model to predict these intentions by integrating behavioral theories. Design/methodology/approach The research develops a robust predictive model utilizing theories of the cognitive-affective-conative (CAC) and the theory of planned behavior (TPB) with the stimulus-organism-response (S-O-R). Self-administered questionnaires were used for purposive sampling. Partial least squares structural equation modeling assessed satisfaction, attitude, trust and WOM. Findings Attitude, satisfaction and trust are the three determinants of WOM intentions. Social influence is a strong predictor of trust, and attitude is determined by perceived behavior quality. Perceived experience quality, perceived value (PV), perceived quality of the physical environment and tourist engagement are important factors that contribute to favorable antecedents of WOM in cultural tourism. Practical implications Findings suggest that tourism stakeholders should boost visitor satisfaction and positive WOM by offering affordable, high-quality cultural activities. Policymakers and site managers should prioritize attractive physical environments, participatory events and social influence to promote visitor trust. Training communities and service providers on behavioral quality can also change attitudes, encouraging more recommendations and sustainable tourism growth. Social implications This study highlights how cultural tourism can strengthen community engagement, cultural appreciation and social interaction between visitors and local residents. By fostering trust, positive attitudes and meaningful experiences, cultural tourism encourages responsible behavior and positive WOM, which supports cultural preservation, community pride and sustainable social development in southern Thailand’s cultural destinations. Originality/value This research contributes to the existing body of literature on cultural tourism by integrating the S-O-R, TPB and CAC models, offering a novel and comprehensive approach to understanding WOM intentions and making significant theoretical and practical contributions for scholars and practitioners alike.