Enhancing visitor experiences: a quantitative analysis of marketing strategies at historical and cultural national parks
This study explores the impact of marketing mix elements—product, price, process, physical evidence, people, place, and promotion—on customers’ revisit potential to cultural and historical national parks. Using a sample of 423 participants, selected through cluster and convenience sampling, the rese...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Social Sciences |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2025.2458066 |
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| _version_ | 1832582552776343552 |
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| author | Rumpapak Luekveerawattana |
| author_facet | Rumpapak Luekveerawattana |
| author_sort | Rumpapak Luekveerawattana |
| collection | DOAJ |
| description | This study explores the impact of marketing mix elements—product, price, process, physical evidence, people, place, and promotion—on customers’ revisit potential to cultural and historical national parks. Using a sample of 423 participants, selected through cluster and convenience sampling, the research ensures instrument validity with the Index of Congruence (IOC) and achieves a reliability coefficient of 0.95. Structural Equation Modeling (SEM) was applied to analyze the relationships between key marketing mix elements (product, price, place, and promotion) and visitor perceptions, including revisit potential, process satisfaction, and physical evidence satisfaction. The results demonstrate significant direct and indirect effects of marketing strategies on visitor satisfaction, underscoring the importance of customized marketing approaches in enhancing visitor experiences. By bridging marketing theory with cultural heritage management, this study provides valuable insights for park managers and marketers to improve visitor engagement and preserve cultural heritage. |
| format | Article |
| id | doaj-art-ece56f4040ef49f296872dd703fc3e63 |
| institution | Kabale University |
| issn | 2331-1886 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj-art-ece56f4040ef49f296872dd703fc3e632025-01-29T16:04:11ZengTaylor & Francis GroupCogent Social Sciences2331-18862025-12-0111110.1080/23311886.2025.2458066Enhancing visitor experiences: a quantitative analysis of marketing strategies at historical and cultural national parksRumpapak Luekveerawattana0Suan Sunandha Rajabhat University, Bangkok, ThailandThis study explores the impact of marketing mix elements—product, price, process, physical evidence, people, place, and promotion—on customers’ revisit potential to cultural and historical national parks. Using a sample of 423 participants, selected through cluster and convenience sampling, the research ensures instrument validity with the Index of Congruence (IOC) and achieves a reliability coefficient of 0.95. Structural Equation Modeling (SEM) was applied to analyze the relationships between key marketing mix elements (product, price, place, and promotion) and visitor perceptions, including revisit potential, process satisfaction, and physical evidence satisfaction. The results demonstrate significant direct and indirect effects of marketing strategies on visitor satisfaction, underscoring the importance of customized marketing approaches in enhancing visitor experiences. By bridging marketing theory with cultural heritage management, this study provides valuable insights for park managers and marketers to improve visitor engagement and preserve cultural heritage.https://www.tandfonline.com/doi/10.1080/23311886.2025.2458066Visitor experience enhancementmarketing strategiesnational parksThailandhistorical and cultural national parksBusiness, Management and Accounting |
| spellingShingle | Rumpapak Luekveerawattana Enhancing visitor experiences: a quantitative analysis of marketing strategies at historical and cultural national parks Cogent Social Sciences Visitor experience enhancement marketing strategies national parks Thailand historical and cultural national parks Business, Management and Accounting |
| title | Enhancing visitor experiences: a quantitative analysis of marketing strategies at historical and cultural national parks |
| title_full | Enhancing visitor experiences: a quantitative analysis of marketing strategies at historical and cultural national parks |
| title_fullStr | Enhancing visitor experiences: a quantitative analysis of marketing strategies at historical and cultural national parks |
| title_full_unstemmed | Enhancing visitor experiences: a quantitative analysis of marketing strategies at historical and cultural national parks |
| title_short | Enhancing visitor experiences: a quantitative analysis of marketing strategies at historical and cultural national parks |
| title_sort | enhancing visitor experiences a quantitative analysis of marketing strategies at historical and cultural national parks |
| topic | Visitor experience enhancement marketing strategies national parks Thailand historical and cultural national parks Business, Management and Accounting |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2025.2458066 |
| work_keys_str_mv | AT rumpapakluekveerawattana enhancingvisitorexperiencesaquantitativeanalysisofmarketingstrategiesathistoricalandculturalnationalparks |