Phu Phrabat, a testimony to the Sīma stone tradition of the Dvaravati period

Cultural landscape implications and sustainable development at Phu Phra Bat historical park

A significant discovery in heritage tourism reveals that the physical environment of Phu Phra Bat Historical Park, Thailand, plays a crucial role in shaping visitor perceptions and revisit intentions. The study found that tangible elements like heritage structures and interpretive signage amplify the relationship between product/service quality and perceived price fairness, indirectly boosting the likelihood of repeat visits. Using advanced statistical analysis (Hayes 2013 PROCESS macro) on data from 423 visitors, researchers demonstrated that these physical features moderate the indirect path linking service quality to revisit potential via price perceptions. This insight underscores the importance of environmental and structural design in enhancing visitor experience and sustainability at culturally significant sites.