A Study of the Influencing Factors of Chinese Tourists' Satisfaction with Thailand's Internet Celebrity Tourist Attractions
DOI:
https://doi.org/10.14456/jsasr.2023.29Keywords:
Thailand Tourism; , Tourist Satisfaction;, Internet Celebrity FeaturesAbstract
Background and Aim: After the current global epidemic are over, the tourism industry is crucial for many countries that rely on tourism as the backbone of their economies. Today, a large number of tourists will look for the so-called Internet celebrity attractions from short Internet videos to plan their tourism. This paper aimed (1) To investigate the impact of the infrastructure of internet celebrities on tourist satisfaction. (2) To investigate the impact of characteristics of Thai internet celebrities on tourist satisfaction in Thailand. (3) To investigate the impact of the service management of web celebrity scenic spots on tourist satisfaction in Thailand. And (4) To investigate the impact of the web celebrity elements of Thai scenic spots on service management and tourist satisfaction in Thailand.
Materials and Methods: This paper takes Thailand’s Internet celebrity attractions as a sample to explore the factors affecting Chinese tourists’ satisfaction with Thailand’s Internet celebrity attractions. This study employs the survey method to gather data from 435 valid tourists through a questionnaire, and conduct statistics; the reliability and validity have reached the standard in terms of regression analysis.
Results: The infrastructure of Thailand's Internet celebrity attractions positively predicts tourist satisfaction. The Thai characteristics of attractions positively affect tourist satisfaction; furthermore, the service management of Thai Internet celebrity attractions positively affects tourist satisfaction, and Internet celebrity characteristics will interfere with the relationship between infrastructure prices, Thai characteristics, service management, and tourist satisfaction.
Conclusion: Now many webs celebrity scenic spots, due to a certain popularity, the number of tourists has increased sharply, resulting in a serious decline in the management and service level, resulting in the tourists feeling very poor service. It can be seen that the service of web celebrity scenic spots is a very important influencing factor for tourists.
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