Factors Affecting the Decision to Travel in Bangkok Via Traveling Agency of Chinese Tourists

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Published: Apr 11, 2020
Keywords:
Decision, Marketing Mix, External Factors, Chinese Tourists, Travel Agency, Bangkok

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Lalita Ariyasupachock
Student of Master Program in Hotel and Tourism, Faculty of Business and Technology, Stamford International University
Boonyarat Sampanwattanachai
Ph.D., Department of Marketing Management, Faculty of Business and Technology, Stamford International University

Abstract

This research aims to study the demographic factors, Marketing Mix factors, and external factors affecting the decision to travel in Bangkok via traveling agency of Chinese tourists. The sample in the study was 450 Chinese tourists who decided to travel in Bangkok via travel agencies. The instrument used in this research was a questionnaire. Quantitative data analysis was used for descriptive statistics and T-test, one-way ANOVA and multiple regressions analysis.


The study indicated that most Chinese tourists who decided to visit Bangkok, Thailand with the travel agencies were female, 41 years old. Mostly married, graduated with Bachelor's degree and own a business/ trading. They were Taoist and average monthly income is between 3,001 - 5,000 Yuan. They also focus on marketing mix and external factors at the highest level. The results of the hypothesis test showed that the demographic factors such as age, occupation and religion influenced the decision to visit Bangkok, Thailand with the travel agencies. For the marketing mix factor, it is found that the physical characteristics and the service process affect the decision to visit Bangkok, Thailand through the Chinese travel agency. In terms of external factors, it was found that social and technological conditions significantly influenced the decision to visit T Bangkok, Thailand through the Chinese travel agency at 0.05.

Article Details

How to Cite
Ariyasupachock, L. . ., & Sampanwattanachai, B. . . (2020). Factors Affecting the Decision to Travel in Bangkok Via Traveling Agency of Chinese Tourists . Dusit Thani College Journal, 13(3), 343–361. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241121
Issue
Vol. 13 No. 3 (2019): Dusit Thani College Journal Vol.13 No.3 September -December 2019
Section
Research Article

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