Factors Influencing the Behavior and Decision-making of Chinese Tourists Choosing the China-Laos Railway for Southeast Asian Tourism

Abstract

This research aims to analyze the causal influence of perception and satisfaction on the behavioral intentions and recommendations of Chinese tourists regarding the China-Laos Railway, while proposing regional cooperation strategies. Employing a quantitative research approach, data were collected via questionnaires from 386 Chinese tourists in Yunnan Province aged 18 and above, with the sample size determined according to Cochran's statistical criteria. Data was analyzed using descriptive statistics and Multiple Regression Analysis. The findings reveal that in the era of post-COVID-19 tourism recovery, the China-Laos Railway has significantly restructured the market from “single-point concentration” to “multi-point diffusion”. Vang Vieng (67.36%) and Luang Prabang (51.81%) have emerged as the most popular destinations. Statistical hypothesis testing confirms that perception and satisfaction significantly and positively influence travel intention and recommendations (p< 0.05). Perception exerts the highest influence on decision-making
(β = 0.189), which aligns with the primary motivator of schedule certainty (59.84%). However, the study identifies critical structural barriers as significant obstacles: inadequate language services (52.59%) and inconvenient visa processes (49.48%). Strategic recommendations focus on integrating ticketing systems, increasing train frequency, and streamlining border procedures to enhance people-to-people bonds and drive the region toward a sustainable Pan-Asian Railway network in the future.