INTEGRATED MARKETING COMMUNICATION, CONTENT FORMATS, AND DIGITAL CHANNELS INFLUENCE INTENTION AND FUTURE BEHAVIOR, AND TRAVEL DECISIONS AT THE WANG SUAN BAN KAEO HISTORICAL SITE IN CHANTHABURI PROVINCE
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Abstract
This study employs a mixed-methods research design with three objectives: 1) To develop a structural model of integrated marketing communication (IMC), content formats, and digital channels influencing travel intention, future behavioral intention, and tourism decision-making;
2) To analyze the direct and indirect effects of these variables; and 3) To propose strategic IMC guidelines for promoting sustainable heritage tourism at Wang Suan Ban Kaew, Chanthaburi Province. Quantitative research was used to develop and test the structural model, while qualitative research served to interpret and extend the quantitative findings. Quantitative data were collected from Thai tourists and analyzed using confirmatory factor analysis and path analysis, whereas qualitative data were obtained through in-depth interviews with key informants. The findings reveal that integrated marketing communication exerts the highest total influence on tourism decision-making, followed by digital channels, while content format plays a significant role in shaping travel intention and future behavioral intention, functioning as a mediating variable prior to decision-making. These results reflect that integrated communication helps bridge cultural values with tourist experiences, and that content format effectively generates awareness and deeper motivation-yet proves insufficient to drive decision-making directly in the absence of coordinated channel and communication tool integration. Furthermore, community participation and governance strengthen credibility, transparency, and stakeholder engagement. The knowledge generated from this study can be applied to develop a strategic IMC framework for enhancing the marketing communication of heritage tourism destinations, ultimately fostering long-term differentiation and sustainability.
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