DVARAVATI HERITAGE TOURISM: EXAMINING THE INTERPLAY BETWEEN DESTINATION IMAGE, MEMORABLE TOURISM EXPERIENCES, AND TOURIST REVISIT INTENTIONS

The growing role of tourism in economic development has significantly influenced global land use, creating complex challenges in balancing urban growth, resource utilization, and environmental conservation. Destinations now face increasing pressure to preserve natural landscapes and cultural heritage while accommodating a rising number of tourists. A destination’s long-term success depends on visitor satisfaction and their intention to return. In the context of Dvaravati cultural tourism, existing research has mainly emphasized general development, with limited focus on how contemporary visitors interact with heritage sites—revealing a gap in understanding tourist engagement with these ancient locales. Understanding how visitors emotionally and experientially connect with heritage sites is essential for developing sustainable cultural tourism strategies. This study aims to address these gaps by examining the relationship between the destination image of Dvaravati cultural heritage sites, memorable tourism experiences, and revisit intention. It investigates how key elements—such as the characteristics of Dvaravati heritage and seasonal cultural activities—shape visitor perceptions and influence behavioral intentions. Data were collected from 303 participants and analyzed using structural equation modeling. The study confirms the structural validity of destination image and memorable tourism experience constructs. Destination image is composed of natural attractions, cultural attractions, and tourism facilities, while memorable experiences are defined by factors such as novelty, happiness, and involvement. Results reveal a strong positive effect of destination image on memorable tourism experiences, emphasizing the importance of integrating cultural, historical, and environmental elements to enhance visitor satisfaction and support place-based cultural revival efforts. The study contributes to experiential tourism theory by demonstrating that destination image indirectly influences revisit intention through memorable tourism experiences. These experiences, rooted in cultural engagement and emotional connection, are key drivers of tourist behavior. For practitioners, the findings underscore the importance of prioritizing immersive, culturally rich experiences over promotional strategies. By incorporating community-based activities, educational components, and meaningful tourist-local interactions, destinations can significantly enhance visitor satisfaction and foster repeat visitation.