อิทธิพลของการรับรู้ความเสี่ยงต่อความตั้งใจแสดงพฤติกรรมของนักท่องเที่ยวจีนที่เดินทางท่องเที่ยวยามราตรีในประเทศไทย

บทคัดย่อ

This study aims to 1) examine Chinese tourists’ perceptions of physical risks associated with nightlife destinations in Bangkok following the COVID-19 pandemic, 2) analyze the influence of perceived physical risks on their behavioral intentions in these destinations, and 3) propose safety measures to enhance the confidence of Chinese tourists in engaging in nighttime tourism in Thailand.

A mixed-methods approach was employed, combining quantitative data collected from 400 Chinese tourists with in-depth interviews conducted with 9 key informants, including tourism experts, business operators, and Chinese tourists with prior experience in Thailand’s nightlife destinations.

The findings revealed that (1) Chinese tourists perceived a high level of risk, particularly regarding crime ( = 4.1) and property safety ( = 4.0); (2) personal safety risk had a significant negative influence on word-of-mouth intention (β = -0.338, p < 0.01), recommendation intention (β = -0.307, p < 0.01), and revisit intention (β = -0.270, p < 0.01). Tourists with a higher perception of risk were less likely to revisit or preferred destinations with clearly visible safety measures; and (3) proposed safety measures to reduce perceived risks and enhance tourist confidence include increasing the presence of security personnel, installing high-resolution CCTV systems, implementing entry screening at entertainment venues, and communicating safety information through popular Chinese online platforms such as WeChat and Xiaohongshu.

The results provide practical insights for policymakers and tourism operators in developing effective safety strategies for nightlife tourism destinations. Enhancing security measures and implementing effective safety communication are crucial steps in rebuilding confidence among Chinese tourists, promoting repeat visitation, and strengthening Thailand’s image as a safe and attractive international tourism destination.