The Influence of Marketing Communication on Decision-Making with Satisfaction as a Mediating Variable among Ecotourists at Doi Phak Klong National Park, Phrae Province

Abstract

             This research aimed to: (1) examine tourists’ perceptions of marketing communication, tourist satisfaction, and ecotourism decision-making at Doi Phak Klong National Park, Phrae Province; and (2) analyze the influence of marketing communication on ecotourism decision-making, with tourist satisfaction serving as a mediating variable. A quantitative research design was employed. The sample consisted of 300 tourists visiting Doi Phak Klong National Park, selected through convenience sampling. Data were collected using a questionnaire with item–objective congruence (IOC) values ranging from 0.67 to 1.00 and an overall reliability coefficient of 0.845. The data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM).

            The findings indicated that tourists’ perceptions of marketing communication, tourist satisfaction, and ecotourism decision-making were all at a high level. Marketing communication had positive direct effects on ecotourism decision-making (β = 0.66) and tourist satisfaction (β = 0.69), while tourist satisfaction had a positive direct effect on ecotourism decision-making (β = 0.31). Marketing communication also had an indirect effect on ecotourism decision-making through tourist satisfaction as a mediating variable (β = 0.22). These findings demonstrate that clear, credible marketing communication reflecting the destination’s distinctive identity not only directly encourages travel decisions but also creates appropriate expectations and positive experiences that enhance tourist satisfaction and subsequent decision-making. The principal contribution of this research is its empirical confirmation of tourist satisfaction as a mechanism through which marketing communication is translated into ecotourism decision-making. The findings can be applied to the development of integrated communication strategies and visitor experience management at Doi Phak Klong National Park, thereby supporting the sustainable development of ecotourism in the study area.