Value-based Marketing and Customer Loyalty in Thai Puan Indigo Enterprises: Implications for Sustainable Cultural Tourism Policy

Abstract

This study examines the effects of perceived product value and price fairness on repurchase intention and word-of-mouth (WOM) intention among consumers of environmentally friendly, community-produced indigo textiles in Phrae Province, Thailand. Survey data from 105 customers were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that perceived product value and price fairness significantly and positively influence both repurchase and WOM intentions, highlighting their roles in strengthening customer loyalty and advocacy. Theoretically, this study extends value-based marketing research by demonstrating how perceived value and price fairness shape consumer behavioral intentions in culturally rooted, sustainability-oriented community enterprises. Managerially, the findings emphasize product differentiation through traditional craftsmanship, cultural authenticity, environmental benefits, transparent pricing, quality assurance, and heritage storytelling. From a tourism policy perspective, the study highlights opportunities to integrate Thai Puan indigo heritage into sustainable cultural tourism through community participation, cultural preservation, and locally retained economic benefits. The findings suggest that heritage-based branding and fair pricing strategies may enhance enterprise competitiveness, encourage responsible consumption, and strengthen community economic resilience. Overall, this study provides practical insights for developing culturally sensitive, market-oriented tourism policies that support traditional craft enterprises and sustainable local tourism development.