Mainland Chinese Tourist Behavior and Motivations: Evidence from Two Destinations in Southern Thailand

บทคัดย่อ

With more than 70 million Chinese travelers annually, China has recently become the top
outbound tourism of the world. This study, therefore, examine Chinese tourists regarding their experience
of travelling in Thailand to gain a better understanding of Chinese’s tourist behavior and
identify the motivational factors that significantly influence their decision to take a trip to Thailand.
The finding of this study shows that top three motivation factors that pull Chinese high-value tourists
to visit Thailand are beautiful beaches and natural attractions by cultural festival and events
and good value for money. Family and/or friends and travel agents are the important players in
travel decision making. Lastly, the study reveals that the majority of the research participants have
intention to re-visit Thailand as well as making recommendation and sharing their experiences with
others.