TRADITIONAL FAITH IN THE DIGITAL AGE: RELIGIOUS TOURISM BEHAVIOR OF THAI MILLENNIALS IN THE SOCIAL MEDIA ERA

Abstract

Digital technology is fundamentally transforming faith-based tourism in Thailand, particularly among young travelers. Thailand maintains its position as a significant global spiritual center with over 44,487 Buddhist temples and approximately 94% of Thais practicing Buddhism. Simultaneously, the country has emerged as one of the world's highest social media users, with 49.1 million users representing 68.3% of the population. The emergence of the "Mutelu" phenomenon exemplifies the integration of traditional spiritual beliefs with contemporary digital trends. Young travelers, particularly Millennials and Gen Z, demonstrate distinctive social media behaviors that reshape religious tourism experiences. The Tourism Authority of Thailand has developed the "12 Merit-Enhancing Routes" project under the concept of "Opening the Universe of Merit," with Phuket selected as a key destination. This research addresses the knowledge gap by examining the specific behavioral patterns of young Thai tourists in faith-based tourism under social media cultural influence. The study aims to provide crucial insights for tourism operators and stakeholders to develop faith-based tourism products aligned with contemporary traveler behaviors in the digital era.