Abstract
This research aims to examine the structural relationships between the dimensions of workation attachment, workationer power, the dimensions of workation relationship quality, and workation intention. It demonstrates that the proposed model aligns well with the collected data based on a convenience sample comprising 494 workationers in Bangkok using structural equation modeling. The analysis outcomes contribute to the tourism marketing theory by providing additional insights into the dimensions of workation attachment, workationer power, the dimensions of workation relationship quality, and workation intention. The findings from this study can aid workation managers in formulating and executing market-oriented service strategies to enhance the dimensions of workation attachment, workationer power, and the dimensions of workation relationship quality, and foster workation intention.
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