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  5. Factors affecting Chinese tourists' intention to revisit Thailand
 
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Factors affecting Chinese tourists' intention to revisit Thailand

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 319877.pdf (735.66 KB)
Author(s)
Chen, Kui Guang
Advisor(s)
Nattapan Buavaraporn
Other Contributor(s)
University of the Thai Chamber of Commerce. International Business.
University of the Thai Chamber of Commerce. International School of Management.
Publisher(s)
University of the Thai Chamber of Commerce
Date Issued
2023
Resource Type
Independent study
Language
English
Abstract
This study investigates the determinants of Chinese tourists' intention to revisit Thailand, focusing on the roles of Perceived behavioral Control, Attitudes, and Subjective Norms. Data was collected from 305 respondents predominantly comprising females aged 25-34, analyzed using a regression model. The study discovered Perceived Behavioral Control to be the most substantial factor affecting revisit intentions, followed by Attitudes and Subjective Norms. The demographic characteristics and income levels of respondents also appeared to influence revisit intentions. The regression model successfully explained 83.4% of the variance in revisit intentions, bolstered by a high Cronbach's Alpha of 0.967 indicating the reliability of the survey measures. These findings hold significant implications for the tourism strategies of the Tourism Authority of Thailand and underline the importance of enhancing the perceived behavioral control, attitudes, and the impact of subjective norms among tourists. However, the study is limited by its demographic scope, crosssectional design, reliance on self-reported data, and focus on a limited set of variables. Future research is recommended to widen the demographic scope, incorporate a longitudinal design, integrate actual behavioral data, explore additional predictors, and utilize qualitative research methods
Description
Independent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2023.
Subject(s)
Tourists -- China
Chinese -- Travel -- Thailand
Tourism -- Thailand
Consumer behavior -- China
Degree Level
Masters
Degree Grantor
University of the Thai Chamber of Commerce
Access Rights
Open access
Rights
This work is under copyright of University of the Thai Chamber of Commerce (UTCC). Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Rights Holder
University of the Thai Chamber of Commerce
Physical Location
University of the Thai Chamber of Commerce
Bibliographic Citation
Chen, Kui Guang. (2023). Factors affecting Chinese tourists' intention to revisit Thailand.
URI
https://hdl.handle.net/20.500.14437/8974
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