Cultural Identity, Authenticity perception, Attitude Behavior Affecting Behavior Intention of the Cities applying for UNESCO Creative Cities Network in Thailand
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Abstract
This paper aims to study the levels of cultural identity, authenticity perception, attitude and intention behavior variables among individuals within the community characterized as representatives of UNESCO Creative Cities in Thailand and examine the influence of cultural identity, authenticity perception, and attitude variables on the intention behavior variable among individuals within the community characterized as representatives of UNESCO Creative Cities in Thailand. This study utilized mixed methods. The population in this research consists of representatives of the general public who are members of various creative city communities affiliated with UNESCO in Thailand and conveniently sampling. Data were collected using questionnaires, with a total of 450 respondents. Analyzed with Descriptive statistics and a structural equation model.
The findings showed that: cultural identity, authenticity perception, attitude and intention behavior variables among individuals within the community characterized as representatives of UNESCO Creative Cities in Thailand were at high level in all aspects. And examine the influence of cultural identity, authenticity perception, and attitude variables on the intention behavior variable among individuals within the community characterized as representatives of UNESCO Creative Cities in Thailand, results are in accordance with the hypotheses.
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