The Effects of Thailand Country Images on Chinese Tourist Behavioral Intention in Thailand

Abstract

The context of a slowdown in global economic growth, many countries have taken up the development of tourism, especially inbound tourism. This represents an important engine to stimulate their economic growth and many countries even pursue this as a nation-building strategy. Tourism plays a supporting role in the Thai economy, and Chinese tourists are the main customers of Thai inbound tourists. The purpose of this study is to ascertain the Thailand Country Images and to study Behavioral Intention of Chinese tourists in Thailand. As well, this study finds the relationship between Country Images and Behavioral Intention of Chinese tourists in Thailand and discovers the influence of Country Images on Behavioral Intention. The variations of the perception of Country Images and Behavioral Intention according to different demographic background have also been studied.

After obtaining 400 valid questionnaires of Chinese tourists in Thailand and analyzing data with SPSS17.00, via descriptive statistical analysis and inferential statistical analysis: t-test, ANOVA, MANOVA, correlation and regression analysis. The factor loading indicates twelve dimensions (National System, National Capacity, National Characteristic, National Relationship, Environment Conditions, Landscape and Environment Attractions, Atmosphere Attractions, Activity Attractions, Services Facilities Attractions, Commodity, Price and Value, Perceived Image and Satisfaction) of Thailand Country Images, which are important to Behavioral Intention with three dimensions (Consumption Intention, Recommendation Intention and Revisit Intention).

This study concludes: 1) Thailand Country Images significantly correlate with Behavioral Intention of Chinese Tourists. 2) Thailand Country Images significantly influence on Behavioral Intention of Chinese tourists. 3) The variations of perception of Thailand Country Images of Chinese tourists can be found according to gender, ages, marital status, monthly income, level of education, style of travel and experience about traveling in Thailand of Chinese tourists; 4) The variations of Behavioral Intention of Chinese Tourists can be seen according to gender, ages, marital status, monthly income, level of education, style of travel and experience about traveling in Thailand of Chinese tourists.

This study results provide applicable suggestions for policy maker as well as tourism managers both in national or regional levels to develop better country images and marketing programs for sustainably attract and retain Chinese tourists into the ASEAN country of Thailand.

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