Behavioral Mechanisms of Chinese Tourists in Thailand’s Coffee Tourism: A Structural Equation Modeling Analysis Based on the Experience Economy
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บทคัดย่อ
International tourism recovery has intensified competition among destinations to attract experience-oriented outbound markets. Coffee tourism in northern Thailand is a culturally embedded special-interest segment that requires tourists not only to consume services but also to interpret local practices and interact with hosts. This study examines how travel motivation translates into behavioural intention among Chinese tourists participating in Thailand’s coffee tourism, with particular attention to the mediating roles of cultural adaptation and tourism experience, including a chained (sequential) mechanism.
A cross-sectional survey was administered to Chinese tourists who participated in or showed clear interest in coffee-related tourism activities in Thailand. After data screening, 527 valid responses were retained. Structural equation modelling with bootstrapping (5,000 resamples) was employed to test direct, parallel mediation, and chained mediation effects. The structural model showed excellent fit
(²/df = 1.181, CFI = 0.988, TLI = 0.987, RMSEA = 0.019, SRMR = 0.032) and strong explanatory power for behavioural intention (R² = 0.845).
The findings are as follows: (1) Travel motivation positively predicts behavioural intention (β = 0.345). (2) Motivation positively predicts cultural adaptation (β = 0.455), which in turn predicts behavioural intention (β = 0.314); the indirect effect via cultural adaptation is significant (β = 0.143). (3) Motivation positively predicts tourism experience (β = 0.350), and tourism experience is the strongest proximal predictor of behavioural intention (β = 0.432); the indirect effect via tourism experience is significant (β = 0.152). (4) A weaker but significant chained mechanism is supported (motivation to cultural adaptation to tourism experience to behavioural intention; indirect β = 0.093).
These results suggest that destinations can more effectively convert motivation into revisit and recommendation intentions by simultaneously reducing cross-cultural interaction frictions and designing immersive, story-based coffee experiences.
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ทัศนะและความคิดเห็นที่ปรากฏในบทความในวารสารศิลปการจัดการ ถือเป็นความรับผิดชอบของผู้เขียนบทความนั้น และไม่ถือเป็นทัศนะและความรับผิดชอบของกองบรรณาธิการ ยินยอมว่าบทความเป็นลิขสิทธิ์ของวารสารศิลปการจัดการ
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