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Application of the Kano Model and DEMATEL Technique to Explore Sustainable Promotion Strategies for Thai-Chinese Temples as Tourist Attractions

by Bo-Wei Zhu 1,2, Zheng Huang 3 and Lei Xiong 4,*
1
School of Architecture and Environmental Arts, Sichuan Fine Arts Institue, Daxuecheng S Rd., Shapingba District, Chongqing 401331, China
2
Faculty of Humanities and Arts, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macau 999078, China
3
Faculty of Decorative Arts, Silpakorn University, Ratchamankha Nai Rd., Nakhon Pathom 73000, Thailand
4
Academy of Fine Arts, South China Normal University, No. 55, Zhongshan Avenue, Tianhe District, Guangzhou 510631, China
*
Author to whom correspondence should be addressed.
Religions 2020, 11(4), 199; https://doi.org/10.3390/rel11040199
Received: 29 February 2020 / Revised: 11 April 2020 / Accepted: 14 April 2020 / Published: 17 April 2020
(This article belongs to the Special Issue Chinese Temples and Rituals in Southeast Asia)
With the development of the modern social economy, temple tourism has become a lucrative industry. Because of their distinct architecture, rituals, and history, temples have become an important part of the sustainable development of temple economies. Thailand, a tourism-rich country in Southeast Asia, has many Chinese temples, most of which have developed into well-known tourist attractions. However, little research has explored attraction factor categories of Thai-Chinese temples as cultural tourist attractions, and also the relationships among these factor categories. This knowledge is important for assessing and developing improvement strategies of Thai-Chinese temples for achieving a sustainable temple economy. Thus, this study aims to identify appropriate ways to identify the constituent attraction factor categories of Thai-Chinese temples as cultural tourist attractions and how they are prioritized, considering the complex interaction relationships among them. The research findings show that 12 main factor categories under the three dimensions, three attributive classifications with different priorities to which the 12 categories belong, and the complex interaction relationships among factor categories are identified. Combining the priorities on attributive classifications and the priorities on interaction relationships, the sustainable improvement strategies of Thai-Chinese temples are established. This paper extends previous research on Chinese temples, offers insights into the theoretical investigation of Thai-Chinese temples as tourist attractions, and provides decision makers with an integrated and practical way to establish priorities of multiple attraction factor categories, in order to make sustainable improvement strategies of Thai-Chinese temples under the consideration of rational allocation of resources. View Full-Text
Keywords: Chinese temples; cultural tourism attraction; Kano model; DEMATEL technique; main factor categories; attribute classifications; influential network relationships Chinese temples; cultural tourism attraction; Kano model; DEMATEL technique; main factor categories; attribute classifications; influential network relationships
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Zhu, B.-W.; Huang, Z.; Xiong, L. Application of the Kano Model and DEMATEL Technique to Explore Sustainable Promotion Strategies for Thai-Chinese Temples as Tourist Attractions. Religions 2020, 11, 199.

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