Media Exposure Behavior and Tourism Management Along the Path of the Buddha's Pilgrimage Site, Lumbini, Influencing Nostalgic Tourism Management Under the Theory of Planned Behavior

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Abstract

This study examines nostalgic Buddhist pilgrimage tourism to Lumbini using the Theory of Planned Behavior (TPB). The objectives were to analyze the effects of attitude, subjective norms, and perceived behavioral control on behavioral intentions; investigate self-congruity as an antecedent to attitude; and test media exposure as a moderator between intention and actual behavior. Using a quantitative approach, data were collected from 400 Thai tourists via convenience sampling. Structural Equation Modeling (SEM) was applied to analyze the relationships, demonstrating acceptable reliability (Cronbach’s alpha = 0.70).Results indicate that: TPB Predictors: Attitude (β = 0.41, p < 0.001) subjective norms (β = 0.29, p < 0.01) and perceived behavioral control (β = 0.33, p < 0.001) significantly influenced behavioral intention, explaining 62% of the variance 62 (R² = 0.62) Self-congruity: This factor significantly enhanced tourists’ attitudes toward nostalgic religious tourism (β = 0.47, p < 0.001) Moderation: Media exposure did not significantly moderate the relationship between intention and actual behavior (β = 0.08, p > 0.05) Conclusion: Management strategies should prioritize faith, memory, and historical significance, combined with infrastructure support to enhance perceived control and sustain nostalgic pilgrimage tourism.