The Marketing Activities in Royal Monasteries Affecting Repeat Making Merit Intention of Thai Generation Y Tourists

Main Article Content

Pharatt Run
Prin Laksitamas


The purposes of this research were aimed to study 1) The fundamental characteristics of Thai generation Y tourists and 2) The opinion level of the marketing activities in royal monasteries affecting repeat making merit intention of Thai generation Y tourists. The data was collected from the samples of Thai generation Y tourists who visited Wat Rai Khing. This research used mixed research, by conducted interviews and used questionnaires to collect data from 400 samples. The data were analyzed using frequency distribution, percentage, arithmetic means, and standard deviation.

The responded samples of Thai generation Y tourists were mostly female, aged 21 – 25 years old, single status, Lower than a bachelor degree, work in private companies, average income per month is less than or equal 15,000 baht, stayed in the central region, the reason for visited the monastery was intended to join activities of the royal monastery, the monastery was visited known from friends/acquaintances, the ways of traveling was by self and experience of traveling was over 3 times

The results of the study showed that the opinion level of Thai generation Y tourists on marketing activities in royal monasteries was at the middle-level (gif.latex?\bar{x}= 3.16) by agreed at a high level in activities depending on the mind (gif.latex?\bar{x}= 3.84). The repeated travel intention of Thai generation Y was at a high-level (gif.latex?\bar{x}= 3.80). The important factor was to tell the others about the good experience of the marketing activities in royal monasteries (gif.latex?\bar{x}= 3.87).

Article Details

How to Cite
Run, P., & Laksitamas, P. (2021). The Marketing Activities in Royal Monasteries Affecting Repeat Making Merit Intention of Thai Generation Y Tourists. Journal of Cultural Approach, 22(41), 58–70. Retrieved from
Research Article


Aree Naipinit, Tirasaya Maneenetr, Thongphon Promsaka Na Sakolnakorn & Patarapong Kroeksakul. (2013). The Study Potentiality Approaches in Religion Tourism of “Roi Kaen Sarn Sin” Cluster Provinces. Panyapiwat Journal, 5(1), 31–40.

Banki, B. M., Ismail, H. N., Dalil, M. & Kawu, A. (2014). Moderating Role of Affective Destination Image on the Relationship between Tourists Satisfaction and Behavioral Intention: Evidence from Obudu Mountain Resort. Journal of Environment and Earth Sciences, 4(4), 47–60.

Bigne, J., Sanchez, I. & Andreu, L. (2009). The Role of Variety Seeking in Short and Long Run Revisit Intentions in Holiday Destinations. International Journal of Culture, Tourism and Hospitality Research, 3(2), 103–115.

Chen, C. F. & Tsai, D. (2007). How Destination Image and Evaluative Factors Affect Behavioral Intentions. Tourism Management, 28, 1115–1122.

Chi, G. C. & Qu, H. (2007). Examining the Structural Relationships of Destination Image, Tourist Satisfaction, and Destination Loyalty: An Integrated Approach. Tourism Management, 29, 624–636.

Cronin, J. J., Brady, M. K. & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193–218.

Department of Provincial Administration. (2017). Statistical System of Registration. Retrieved December 15, 2018, from

Kanokwan Dungsrikaew. (1999). The Development of Temples as the Tourist Sites. TAT Review, 18(4), 48–52.

Kotler, P. (2003). Marketing Management. Englewood Cliffs: Prentice–Hall.

Kuo, C. (2011). Tourist Satisfaction and Intention to Revisit Sun Moon Lake. Journal of International Management, 6(2), 1–6.

Nattapong Sribunrueng, Suvimol Manjing & Paradai Chainuwat. (2009). Alternative: Psycho–Social Correlation of Buddhist Tourism Behavior. Rajamangala University of Technology Thanyaburi.

Oppermann, M. (2000). Tourism Destinations Loyalty. Journal of Travel Research, 39(11), 78–84.

Phra Somphop Nasing, Chamnan Rodhetbhai & Ying Kirtiburana. (2013). Royal Buddhist Monasteries in Rattanakosin Period: Potential Development Guidelines for Promoting Cultural Tourism. International Journal of Academic Research in Business and Social Sciences, 3(9), 671–676.

Phramaha Bunphichet Chanmueang. (2010). Tourism Management of the Royal Temples on the Rattanakosin Island. Master’s Thesis, Department of Planning and Management Ecotourism, Faculty of Science, Srinakharinwirot University.

Phramaha Chan Chotiyanphol. (2015). The Thai Temple Identity in Buddhism Affecting Repeat Foreign Tourists. Ph.D. Thesis, Department of Marketing, Faculty of Business Administration, Siam University.

Phramaha Suriya Masanthia. (2015). Value Enrichment Strategy for Buddhism–Based Tourism Marketing in Royal Monasteries around Rattanakosin Island. Ph.D. Thesis, Department of Marketing, Faculty of Business Administration, Siam University.

Pizam, A. & Mansfield, Y. (1999). Consumer Behavior in Travel and Tourism. New York: Haworth Press.

Pollack, B. L. (2009). Linking the Hierarchical Service Quality Model to Customer Satisfaction and Loyalty. Journal of Services Marketing, 23(1), 42–50.

Rasika Angkura. (2001). The Availability of Temples in Bangkok on the Propagation of Buddhism through Guided the Art and Culture. Sukhothai Thammathirat Open University.

Ratchada Asisonthisakul. (2005). Why Generation Y is Interesting. Productivity World, 10(59).

Saowakhon Withawatoran. (2007). Gen Y Hold It Tight and Squeeze It to Work. Bangkok: Bangkokbizbook.

SCB Economic Intelligence Center. (2014). A Bunch of Consumer Strategy of Gen Y. Retrieved December 15, 2019, from

Somkid Jirathasnakul. (2000). The Buddhist Temple with Thai Architecture. Silpakorn University.

Supaporn Varapol. (2003). Monasteries: Tourism Sites of Art. TAT Review, 22, 46–63.

Thammarat Yooprot. (2013). Effect of Work Values on Organizational Citizenship Behavior among the Generations. Thammasat Business Journal, 36(138), 40–62.

Tourism Authority of Thailand. (2000). The Monasteries Development 43. Bangkok.

Yamane, T. (1973). Statistics: An Introductory Analysis. 3rd ed. New York: Harper and Row.