Author(s): Nuttaprachya Nantavisit, Kassara Sukpatch
This research aims to identify the variables and present a structural model for the integrated tourism policy implementation. The integration of tourism policy implementation was presented by reviewing literature and synthesizing variables from policy-implementation concepts and behavioural science theory. Moreover, advanced statistics were used to prove the structural model by combining two theories and the hypothesis with empirical data from Thailand's tourism. This study is a quantitative research that is populated by policy practitioners of tourism policies in Thailand, using advanced statistics such as Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM). Behavioural intention and potential facilities variable have a direct positive effect on the integrated policy implementation. The next part is the subjective norm, attitude toward the behavior, and the perceived behavioural control was found to have a positive indirect effect on the implementation of policies in an integrated way through the intention to act. A notable finding in the emergence of an integrated tourism policy implementation is the significant impact of psycho-behavioural variables. The results have shown not only the conventional policy implementation variables should be encouraged, but the psycho-behavioural variables should also be used for the highest implementation.