Development of New Tourist Destination Attractions for Destination Attachments Through the Moderating Role of Cultural Capital of Samut Songkhram Province, Thailand

The study objective was to check the development of new tourist destination attractions for destination attachments with the moderating role of cultural capital of Samut Songkhram Province, Thailand. For this purpose, the data was collected from 300 tourists by using convenient sampling technique. Using cross sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) results had shown that most of tourist destination attractiveness had positive and significant association with destination image except access and climate. In the same vein, the destination image also had a positive and significant association with destination attachment. The indirect effect also shown that cultural capital also had a positive and significant moderating effect on the relationship of cultural capital and destination attachment. Along with these findings, this study moderating effect relationship could be considered a big contribution of the study. This study also had some practical implications that could help to tourism department to know about the importance of destination attractiveness to increase the destination attachment. The research also had some limitations at the end of the study