Integrated Marketing Communication for Sustainable Tourism in Thailand: A Structural Equation Model of Tourist Behavioral Responses

Abstract

This study aims to develop a structural equation model (SEM) illustrating how Integrated Marketing Communication (IMC) strategies can effectively enhance tourist engagement and promote conservation efforts at natural tourist attractions in Thailand. Employing a mixed-methods approach, the research combined qualitative insights from in-depth interviews with seven key informants and quantitative data from surveys of 500 tourists. The questionnaire used for data collection was validated by experts, achieving an Item Objective Congruence (IOC) score above 0.5 and high reliability (Cronbach’s Alpha = 0.95). Structural equation modeling analysis performed using IBM SPSS AMOS version 24 yielded excellent fit indices (P-value = 0.102, CMIN/DF = 1.160, GFI = 0.967, RMSEA = 0.018). Results revealed that advertising significantly influenced public relations (Standardized Regression Weight = 0.881), followed by direct marketing and personal selling. Additionally, IMC tools including social media campaigns, targeted advertising, and influencer marketing were particularly effective in raising environmental awareness and fostering sustainable behaviors among tourists. This research provides practical recommendations for policymakers and tourism operators to strategically integrate IMC tools into conservation programs, thereby contributing to the sustainable development of Thailand’s natural attractions.