| 520 สาระสังเขป |
This study examines the impact of destination personalities, digital marketing communication, tourism experiences, and tourist satisfaction on destination loyalty inThailand using data from 402 tourists and PLS-SEM analysis. The objectives are to examine how destination personalities influence tourist experiences and loyalty, analyzethe impact of digital marketing on satisfaction and loyalty, and study the effects of experiences and satisfaction on loyalty. The findings show that although destination personalities have no direct impact on loyalty, it highlights that destination personalities foster emotional bonds and memorable experiences, indirectly boosting loyalty through satisfaction but they do enhance tourist satisfaction and experiences. Digital marketing enhances satisfaction without immediately affecting loyalty, the research underscores the importance of strong destination identities, effective digital marketing, and high-quality tourism experiences in enhancing tourist satisfaction and loyalty. However, loyalty is eventually strengthened by both travel experiences and satisfaction. Moreover, tourism experiences mediate the relationship between destination personalities and loyalty, while satisfaction mediates the impact of digital marketing on loyalty. Consequently, destination managers should prioritize developing distinct destinationidentities, investing in digital marketing, and delivering exceptional experiences to various target audiences. This research aims to deepen the understanding of how tourist experiences and loyalty are influenced by destination personality and digital marketing, focusing on the mediating roles of satisfaction and experience. |