FACTORS AFFECTING YOUNG CHINESE TOURISTS’ DECISION-MAKING ON TRAVELING TO THAILAND DURING COVID-19 PANDEMIC
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Abstract
The COVID-19 pandemic affects tourism industry in Thailand; consequently, Chinese tourists put off travelling to Thailand. The People of China has encouraged Chinese people to travel overseas; therefore, there was an increasing number of Chinese tourists in Thailand because Thailand has beautiful natural scenery. The great number of Chinese tourists are young. The researcher thinks that cultural backgrounds and lifestyles of young Chinese tourists are different from other groups, therefore, this
research aims to study the factors affecting travelling in Thailand of young Chinese tourists. This study promotes the development of tourism industry in Thailand and also provides a great insight for young Chinese tourists who are planning to travel in Thailand. The study is survey research. The random samples of this research were 302 young Chinese tourists who have visited Thailand. The instruments used was questionnaire which is designed based on the Marketing Theory of 4Ps. The questionnaire is related to food, accommodation, transportation, tour, shopping and entertainment. The data collected will help
researcher to analyze their feelings and experience including existing problems and impacts of young Chinese tourists during travelling. The data was analyzed by using SPSS 25. The description analyses included frequency analysis, percentages average, mean and regression analysis. The findings of this study found that factors such as transportation, economic conditions, food & beverage and entrainment, Thai local craft and products, shopping, affect young Chinese tourists’ decision making on traveling to Thailand were significantly related. In addition, this study also provides appropriate recommendation for improving the development of tourisms among young Chinese tourist travel to Thailand.
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