Chinese Tourists’ Behavior and Factors Influencing Travel Decisions to Phra Nakhon Si Ayutthaya

Abstract

This study aimed to: (1) examine the travel behavior of Chinese tourists in Phra Nakhon Si Ayutthaya; (2) explore their satisfaction with the quality of services provided by local service providers; and (3) investigate the factors influencing their travel decisions. This quantitative research targeted 150 Chinese tourists visiting Phra Nakhon Si Ayutthaya, selected through purposive sampling. A questionnaire served as the primary research instrument, and data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The research findings revealed that: 1) In terms of travel behavior, the majority of Chinese tourists were female, aged 51–60, held a bachelor’s degree, and were employed as company employees or business owners. This demographic reported moderate to high income levels and demonstrated a strong interest in cultural and historical tourism. 2) The overall level of satisfaction with tourism experiences and service quality was high. Tourists expressed significant satisfaction with attractions, accommodations, restaurants, transportation, and souvenir shops, and friendly service from staff which was a key driver of positive experiences. 3) Family recommendations and social media platforms—specifically WeChat and Xiaohongshu—were the most influential factors in the travel information search and decision-making processes. The study recommends enhancing tourism infrastructure, improving the language and communication skills of service providers, and leveraging popular Chinese digital platforms to promote local attractions. Furthermore, it emphasizes the necessity of sustainable tourism management to balance cultural and environmental preservation with long-term industrial growth.