INTERPRETATION MANAGEMENT, TOURIST PERCEPTION, AND LEARNING OUTCOMES IN BUDDHIST TOURISM: EVIDENCE FROM WAT PA SUTTHAWAT, SAKON NAKHON PROVINCE

Abstract

This research had three objectives: 1) To evaluate the effectiveness of Buddhist Dhamma interpretation management based on the teachings of Phra Ajahn Mun Bhuridatto Thera at Wat Pa Sutthawas, Sakon Nakhon Province; 2) To study the perceptions and self-reported learning behaviors of Thai tourists; and 3) To examine the factors influencing such perceived effectiveness. This article reports exclusively on the first phase, which was cross-sectional quantitative research collecting data via questionnaires from 400 Thai tourists and analyzing them using descriptive statistics, exploratory and confirmatory factor analyses, and hierarchical multiple regression. The results are threefold: first, the measurement model comprised three reliable components, namely human interpreter effectiveness (HI), content and media management quality (CM), and learning outcomes and loyalty (TO); second, tourists evaluated all components at a high level, with TO being the highest (M = 4.08), followed by CM (M = 3.90) and HI (M = 3.78), where the highest-scoring items were all affective and related to the application of Dhamma, reflecting contemplative learning rather than mere information reception; third, after controlling for demographic characteristics, the quality of content and media management of Phra Ajahn Mun’s Dhamma-comprising the exhibition of monastic requisites, interpretive signs, and a secluded atmosphere-had a greater effect on outcomes than human interpreters (β = .441 and β = .306), jointly explaining 41.2% of the variance, whereas demographic characteristics played a negligible role. The findings indicate that experience quality is manageable; therefore, it is suggested to develop new media, design learning trails, install QR-code signs, and create a sacred atmosphere as components of the interpretation.