An Interaction of Architectural Design and Perceived Value toward Revisit intention in Artificially Built Attractions

Considering the significant growth of artificially built attractions in Thailand, the objective of this research is to study architectural design and perceived value toward revisit intention in artificially built attractions. The designs of these attractions are derived from foreign countries that would not be suitable for the Thai environment. Nevertheless, this could be considered through the perspective of marketing growth, which depicts artificially built attractions receiving good response from visitors. Therefore, it was essential to analyze customers’ attitude toward their travel and revisit intention to artificially built attractions. The research uses the quantitative method with 342 participants who visited the artificially built attractions. The result indicates that emotional, functional, and social values influence the revisit intention. Furthermore, the architectural design had a positive influence on emotional and social values. Though architectural design had no direct influence on revisit intention, it had indirect influence via emotional and social values. By analyzing the independent and dependent variables, it was indicated that, although all independent variables affect dependent variables, the scores of each of these factors were not high. Therefore, it can be concluded that artificially built attractions still have space for improvement in terms of perceived value in order to foster revisit intention.