The objective of this study is to explore the relationship between changing weather conditions and tourism demand in Thailand across five selected provinces: Chonburi (Pattaya), Surat Thani, Phuket, Chiang Mai, and Bangkok. The annual data used in this study from 2012 to 2022. The estimation method is threshold regression (TR). The results indicate that weather conditions proxied by the Temperature Humidity Index (THI) significantly affect tourism demand in these five provinces. Specifically, changes in weather conditions, such as an increase in temperature, generally result in a decrease in tourism demand. However, the impact of weather conditions varies according to each province’s unique characteristics or highlights. For example, tourism demand in Bangkok is not significantly affected by weather conditions. In contrast, provinces that rely heavily on maritime tourism, such as Chonburi (Pattaya), Phuket, and Surat Thani, are notably affected by weather conditions. When the THI in each province rises beyond a certain threshold, the demand for tourism in these provinces by foreign tourists decreases significantly. Furthermore, economic factors, particularly tourists’ income, significantly impact tourism demand. An increase in the income of foreign tourists is associated with a decrease in tourism in Pattaya. This trend possibly occurs because higher-income tourists tend to upgrade their travel destinations from Pattaya to more upscale locations such as Phuket or Surat Thani. For Thai tourists, an increase in income leads to a decrease in domestic tourism, as higher incomes enable more frequent international travel, thereby reducing tourism in the five provinces. Additionally, the study found that the availability and convenience of accommodation and food services are critical factors influencing tourism demand in all the provinces studied.

"One Village, One Product" is an effective measure to fully tap local resources, develop rural characteristic industries, innovate economic growth methods, and drive rapid regional economic development. Rural tourism is an important component of industrial revitalization in rural revitalization. Under the "one village, one product" model, the development of rural tourism needs to optimize the industrial structure, explore unique culture, vigorously promote the construction of "beautiful rural characteristic countryside", achieve the transformation and upgrading of traditional rural tourism, and promote the high-quality development of rural characteristic tourism.

This research analyses digital nomads’ relationship with tourism, their motivations for travelling and their expectations of the destinations they visit. In addition, it aims to understand the lifestyle of this public and their preference for sustainable destinations, as well as the implications for policies and the organisation of tourism infrastructure, in line with their specific needs. A questionnaire was administered to users of open-access social networks or members of online digital nomad communities (n = 34), between December 2022 and March 2023. Descriptive statistics, construct validations, reliability and internal consistency of the measures were carried out and Pearson’s linear correlation coefficient (r) was applied between items of the same scale and different scales. The results indicate that quality of life, life-work balance, living with other cultures, being in contact with nature, escaping from large urban centres, indulging in tourism all year round and travelling for long stays, are the main motivations of this public. The importance of quality Wi-Fi, flexible tourist services and support services is emphasised as the main attributes to be considered in tourist destinations.

This study explores how demographic factors shape perceptions of celebrity and influencer marketing in the context of promoting cryptocurrencies, particularly in the tourism sector. It evaluates whether such marketing strategies effectively promote cryptocurrencies and how their impact varies across demographic groups. By analyzing responses from a sample of 161 predominantly young and educated respondents, the study uses statistical methods to identify differences in perceived marketing effectiveness based on age, gender, and other demographics. Findings reveal no significant demographic differences in effectiveness; instead, the study underscores the importance of universal marketing qualities, such as authenticity, credibility, and relevance. These results suggest the need for inclusive marketing strategies that foster trust and transparency. Additionally, the study highlights avenues for future research, including cultural and ethical considerations, to refine marketing approaches and develop innovative campaigns that drive cryptocurrency adoption and trust in the tourism industry.

The growing attention paid to industrial tourism can be seen as one of the major trends in cultural tourism and marketing and has given currency to the proposition that customer experience of industrial tourism acts as a direct personal source of information about their perceptions of companies visited and is essential for customer relationship management of companies. This study applies the service theater theory and proposes a model to explore the structural relationships among theatrical elements of industrial tourism (including setting, performance, and actor), the dimensions of customer experience (enjoyment, learning, and escape), and customers’ behavior intentions. A survey of 500 industrial tourists in a transparent factory in the health food industry was conducted in Zhuhai, Guangdong, China. The results of structural equation modeling indicate that two theatrical factors (setting and performance) relate positively to all dimensions of customer experiences. In contrast, the theatrical factor “actor” only relates positively to the learning experience. Furthermore, all dimensions of customer experience, in turn, positively affect customers’ behavioral intentions. This study will be helpful for corporate managers and tourism organizers who aim to develop and implement marketing strategies based on the service theatre theory to improve their services.