DEVELOPING TOURIST ATTRACTIONS TO PROMOTE CULTURAL TOURISM FOR BUSINESS COMPETITION OF UDON THANI, THAILAND

Abstract It has been observed that tourism culture is of tremendous importance and relevance in the growth of the economic growth of the country. Among many advancements, the efficient source of emerging market had altered the concepts of tourism. This study examined the critical characteristics and veracity of resources that are essential to the growth of the economy. Therefore, the current study objective is to check the impact of tourist attractions to promote cultural tourism for enhancing the local economy of Udon Thani, Thailand. The self-administered questionnaire was distributed among of 380 tourist for data collection by using a convenient sampling technique. The researchers used deductive approach and cross sectional research design. In addition, Partial Least Square (PLS)-Structural Equation Modeling (SEM) findings shown that pull and push motivation have positive and significant association promote the cultural tourism for enhancing the local economy of Udon Thani, Thailand. Along with these findings, the current study added a body of literature and is considered to be pioneer study along with significant results contribution