This study was designed to study the push and pull motivational factors affecting the foreign backpackers travel behavior towards Full Moon Party in Koh Phangan District, Surat Thani Province. In the sample 300 foreign backpackers aged 18 or older were included, who came to attend the Full Moon Party solely for vacation purposes and not for any work or income generating activities. The study was executed using a structured questionnaire. The statistical tools for the analysis of the data included, but were not limited to, frequency counts, computed percentages, means, standard deviations, chi-square analysis, one- way ANOVA, and Pearson correlation at the 0.05 level of significance. The research demonstrated that with respect to the first-time foreign visitors in Thailand to attend the Full Moon Party, then, they have habitually stayed at the resorts and the bungalows. It was a general observation that such visitors preferred to seek out information on the Internet, social websites as well as tourism websites. Their activities included horse riding, general activities, seeing natural sights including waterfalls and mountains, going for mountain hikes, participating in physically hard and risky outdoors activities, and nighttime activities. Tourists are sufficiently motivated to visit Thailand for its various appealing attributes, as revealed by the analysis. Furthermore, 10 motivational components were identified with 24 variables; Push Motivation Components: (1) Escape and Novelty Seeking, (2) Feel Free, (3) Open the World, and (4) Social Need. Pull Motivation Components: (1) Party, (2) Unique, (3) Only for Myself, (4) Sea Lover, (5) Diversity, and (6) Loner. Demographic characteristics for example gender, age, marital status, education level, occupation, and place of residence were also studied. The push factors, as well as the pull factors of travel, were found to co-relate with the behavior of female foreign backpackers on the other hand where both were significant.

This research examines intangible assets or intellectual capital (IC) performance of tourism-related industries in an underexplored area which is a tourism intensively-dependent country. In this study, VAIC which is a monetary valuation method and also the most widely applied measurement method, is utilized as the performance measurement method for quantifying IC performance to monetary values. Moreover, to better understand performance, the standard efficiency levels are further applied for classifying the performance levels of tourism industries. The sample sizes of study are 20 companies operating in the tourism-related industries in the world top travel destination or Thailand, and the companies’ data are collected from 2012 to 2021. Therefore, finally, there are 187 firm-year observations. The utilization of VAIC could assess IC performance of tourism firms and industries, and the standard efficiency levels further support the uniform interpretation of IC efficiency levels. The obtained results show the strong performance of both human and structural capital of the focused tourism dependent country especially in the logistics industry that directly supports and connects to the tourism attractions. Moreover, the finding also highlights the significance of human capital which plays as a major contributor for overall IC performance in this tourism dependent economy. This study contributes the new exploration of IC in the high impact industries and also specifically in the top significant tourism country. Moreover, the application of VAIC also confirms a practical application for management. The limited number of studied countries is a limitation of study. However, these new obtained data and information could be further applied for making comparisons or in-depth or statistical analysis in the future works.

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.

This study investigates the role of Chat-GPT with augmented reality applications in enhancing tourism experiences in Thailand, focusing on behavioral intentions and innovation adoption to reduce stress in the tourism industry. The research addresses two key objectives: identifying factors driving consumers’ behavioral intentions to adopt AR apps and evaluating the robustness of a modified innovation framework for analyzing these intentions. A conceptual model integrating innovativeness, attitudes, perceived enjoyment, and revisit intentions was developed and tested using Structural Equation Modeling with data from 430 Thai tourists who have one to three years of mobile application experience. The findings highlight that service and technology innovation significantly influence perceived enjoyment and attitude, which in turn mediate the impact on behavioral intention to adopt augmented reality applications. At a significance level of p < 0.001, perceived enjoyment and attitude were identified as critical determinants of BI, underscoring the importance of intrinsic user experiences. Tourists are more likely to adopt augmented reality technologies based on personal perceptions and enjoyment rather than external recommendations. This research provides actionable insights for stakeholders in the tourism technology ecosystem, including technology providers, marketers, and policymakers. By emphasizing the interplay of social, emotional, and hedonic factors in shaping user attitudes, the study introduces a robust framework for advancing augmented reality applications in tourism. The findings underscore the importance of user-centric design to drive technology adoption and offer strategic guidance for developers and entrepreneurs aiming to enhance tourism experiences through innovative augmented reality solutions.