Influence of Cultural Authenticity, Destination Image, and Tourist Trust on Repeat Visit Intention: A Case Study of Ethnographic Tourism in Northern Thailand

This study aimed to: (1) examine tourists’ perceptions of cultural authenticity, destination image, and tourist trust in relation to revisit intention; (2) investigate the revisit intention of tourists who had previously participated in ethnographic tourism in Northern Thailand; (3) analyze the effects of cultural authenticity, destination image, and tourist trust on revisit intention; and (4)propose guidelines for the sustainable development of ethnographic tourism in Northern Thailand. A quantitative research approach was employed with a sample of 280 Thai tourists who had visited ethnographic tourism destinations in Northern Thailand. Data were collected through questionnaires and analyzed using descriptive statistics, multiple regression analysis, and Structural Equation Modeling (SEM). The findings revealed that cultural authenticity, destination image, tourist trust, and revisit intention were all rated at high levels. SEM results indicated that cultural authenticity had a significant positive effect on tourist trust (β = 0.65), while destination image positively influenced revisit intention (β = 0.25). Tourist trust exerted the strongest positive effect on revisit intention (β = 0.42). Furthermore, tourist trust played a crucial mediating role in linking cultural authenticity to revisit intention. The findings suggest that preserving cultural authenticity, strengthening tourist trust, and enhancing destination image are essential factors in promoting sustainable ethnographic tourism. Based on the results, strategic recommendations are proposed focusing on cultural preservation, community participation, capacity development, and sustainable destination management to support the long-term sustainability of ethnographic tourism in Northern Thailand.