In the heart of Thailand, the Phu Phra Bat Historical Park stands as a testament to the country’s rich cultural heritage, its ancient rock formations and religious relics drawing visitors from far and wide. Yet, the sustainable management of such sites is a complex puzzle, one that researchers are only beginning to unravel. A recent study published in the *Journal of Asian Architecture and Building Engineering* (translated from Thai as *Journal of Asian Architecture and Building Engineering*) sheds new light on the factors that influence visitor behavior and, ultimately, the long-term viability of heritage tourism.
At the helm of this research is Rumpapak Luekveerawattana, a scholar from Suan Sunandha Rajabhat University, who sought to understand how the tangible elements of a cultural landscape interact with service elements to shape visitor perceptions and decisions. “We wanted to delve deeper into the dynamics that drive visitors to return to these sites,” Luekveerawattana explains. “Understanding these factors is crucial for the sustainable management of cultural heritage sites.”
The study, which surveyed 423 park visitors, revealed that physical evidence—such as heritage structures, interpretive signage, and environmental ambiance—plays a pivotal role in enhancing perceived value and price fairness. “Our findings indicate that physical evidence significantly strengthens the effect of products and services on perceived price,” Luekveerawattana notes. “This, in turn, indirectly affects the likelihood of repeat visitation.”
The implications of this research are far-reaching, particularly for the energy sector, which is increasingly investing in sustainable tourism infrastructure. By understanding the interplay between physical evidence and service elements, developers can create more appealing and sustainable cultural landscapes that not only attract visitors but also encourage repeat visits. This can lead to a more stable and predictable revenue stream, which is crucial for the long-term viability of these projects.
Moreover, the study highlights the importance of investing in the physical infrastructure of cultural heritage sites. “Our research suggests that investing in the physical elements of a site can have a significant impact on visitor perceptions and behaviors,” Luekveerawattana says. “This is a crucial consideration for developers and policymakers alike.”
As the world increasingly turns to sustainable tourism as a means of economic development, the insights gleaned from this study will be invaluable. By understanding the factors that drive visitor behavior, developers and policymakers can create cultural landscapes that are not only sustainable but also economically viable. “This research is a step towards a more sustainable future for cultural heritage sites,” Luekveerawattana concludes. “It is our hope that these findings will inform future developments in the field and contribute to the preservation of our shared cultural heritage.”