Exploring the Impact of Tourist Experiences, Satisfaction, and Storytelling Intentions in Thailand’s Andaman Marine and Coastal Destinations: An Empirical Investigation

Marine and coastal tourism plays a central role in strengthening the Thai economy. This study explores the complex relationship between tourists' experiences, satisfaction, and storytelling intentions in Thailand's Andaman marine and coastal destinations. A survey of 389 domestic tourists was used to investigate the key factors influencing satisfaction and their effects on storytelling intentions. Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM), and Multiple Group Analysis were used to analyze the relationships between the variables. The results show that escapism, entertainment, and esthetics significantly influence satisfaction, while educational elements have no discernible influence. Satisfaction proved to be a crucial mediator between tourists' experiences and storytelling intentions, regardless of visitors' status. These findings are significant for the tourism industry, as they help policymakers and destination managers improve visitor experiences and promote positive word-of-mouth marketing. Understanding the factors that influence tourist satisfaction and storytelling intentions will inform strategies for sustainable growth in Thailand's marine and coastal tourism.