A survey of 460 consumers linked business management, customer behaviour and experiential marketing positively with purchase intention for Sukhothai handwoven textiles. Experiential marketing emerged as a key pathway and informed seven recommendations, but convenience sampling and intention measures do not demonstrate actual purchases or community income.
Key findings
- Business management, customer behaviour and experiential marketing were positively associated with purchase intention. Management and customer behaviour were also linked to experiential marketing, leading to seven practical recommendations.
Why this matters globally
The study connects intangible-heritage preservation with the creative economy, a shared challenge for heritage destinations seeking markets without hollowing out cultural meaning.
Thai researcher contribution
Pibulsongkram Rajabhat University researchers developed a framework grounded in Sukhothai's textile communities and local enterprises.
Limitations to consider
Convenience sampling limits representativeness, same-source survey measures invite common-method bias, and intention is not behaviour. The abstract does not report path magnitudes or benefits reaching weavers.
Verify the original sources
International Review of Management and MarketingRead the original article↗DOI: 10.32479/irmm.23867