A Study on the Impact of Cultural Attraction on the Intention of Chinese Visitors Revisiting Thailand

Long Liang; Digong Zuo

doi:10.14456/jsasr.2022.48

Authors

Long Liang Business School,Guangxi Technological College of Machinery and Electricity, Nanning, China https://orcid.org/0000-0002-3602-5766
Digong Zuo Chinese Graduate School, Panyapiwat Institute of Management, Nonthaburi, Thailand https://orcid.org/0000-0002-2032-5369

DOI:

https://doi.org/10.14456/jsasr.2022.48

Keywords:

Chinese Visitor; , Thailand's Tourism; , Cultural Attraction;, Revisit Intention

Abstract

Before the outbreak of COVID-19, China was the largest source of tourists to Thailand. With the relaxation of the epidemic prevention policy of the Chinese government, it is expected that outbound tourism between China and Thailand will gradually recover in the near future. Therefore, it is necessary to study the factors affecting Chinese tourists' revisit of Thailand for the recovery of the tourism industries of China and Thailand. With push-pull theory, taking Chinese tourists who have travelled to Thailand as the research object, this paper constructs a model of the relationship between cultural attraction and tourism revisit intention by means of a questionnaire survey. Taking cultural attraction as the independent variable and tourists' revisit intention as the dependent variable, this paper analyses 358 questionnaire data points through SPSS24.0 and Amos24.0 software. The results show that cultural attraction has a significant impact on Chinese tourists' revisit intention. The study finds that the attraction of material culture has the greatest impact on Chinese tourists' revisit intention, followed by the attraction of spiritual culture, and the attraction of institutional culture is the weakest, indicating that tourists' perception of Thai culture is more reflected in material culture and spiritual culture and that the perception of institutional culture is weak.

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