Aspects of Image Decision Process : Elite Chinese Tourists’ Thailand Revisitation

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Pawida Tanathantawee Siwarat Na Pathum et al.

Abstract

            The research aimed to investigate the relationship between Thailand tourism image presentation and revisit under decision making. The main objectives are to study (1) the level of Thailand tourism image presentation and decision-making process revisiting Thailand and (2) model of Thailand tourism for Chinese elite tourists’ decision process revisitation.


             The research tool was questionnaire collected from elite Chinese tourists of 423 samples whom visited decision to Thailand. The data analysis comprises of SPSS version 16.0 and AMOS version 6.0 for statistical values of frequency, percentage, average, standard deviation, skewness, kurtosis, and structural equation model analysis (SEM). 


            The research found that the sampling group viewed that Thailand tourism image presentation was suited at a high level (gif.latex?\bar{x} = 3.76) classified as for society, learning, experience, excitement, and adventure, reputation and attraction. On the token, Thailand tourism image was perceived at the medium level identified as pricing, environment leisure, and relaxation respectively. The sampling elite Chinese decision process for Thailand visitation was at a high level (gif.latex?\bar{x} = 3.77) beginning with perception on post evaluation, needs and desire, information search, alternative selection, and destination selection decision respectively. The development model of decision process for elite Chinese tourists’ decision to revisit Thailand was consistent with the empirical data (gif.latex?\chi2/df = 1.264, GFI = 0.974, RMR = 0.022, RMSEA = 0.047) and can be predictable at good and acceptable level at 91.3 percentage passing the measurement standard of above 40 percentage.


            The causal relationship found that factors of the background information among elite Chinese class tourists’ such as family income, number of trips, travel mode, communication media, number of media exposition and image presentation of Thailand tourism has directly causal related toward Thailand revisitation decision at 0.05 statistical significance.         

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