Influencing factors of memorable tourism experience and behavioral intention: a study of Chinese tourists in Thailand
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2022
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2565
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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(2022). Influencing factors of memorable tourism experience and behavioral intention: a study of Chinese tourists in Thailand. Retrieved from: https://repository.nida.ac.th/handle/662723737/6481.
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Influencing factors of memorable tourism experience and behavioral intention: a study of Chinese tourists in Thailand
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Abstract
As the competition of destination is more and more severe, more attention is paid to providing memorable tourism experiences (MTEs) to tourist. Though existing literature has made certain achievements in exploring MTEs and influencing factors, there are still some research gaps and are listed as follows: 1) A consensus about the influencing factors of MTEs has not yet been reached. 2) Whether MTEs remains the best tool of behavior prediction in the future is yet to be verified.
This research has three purposes: 1) To explore the influencing factors of MTEs; 2) To discuss how the influencing factors of MTEs affect behavioral intentions; 3) To examine the mediating effect of MTEs on influencing factors and behavioral intention.
This study used a mixed research methods approach by collecting and analyzing both qualitative and quantitative data. First, this study generated and purified a scale through in-depth interviews (15 self-guided Chinese tourists) and summarization of relevant literature. Second, it refined and validated the scale through quantitative study.
Taking 400 self-guided Chinese tourists to Thailand as samples, the quantitative study determines the influencing factor scale by using the software of SPSS and AMORS 24.0 to analyzing the reliability and validity, projects information, EFA and CFA.
A hypothetical model of the relationship among MTEs influencing factors, MTEs and behavioral intentions was built based on CAB theory and planned behavior theory.
Another 400 samples taking from self-guided Chinese tourists to Thailand were collected to conduct fitting evaluation and hypothesis verification in the following study.
Then, based on CAB theory and planned behavior theory, a hypothetical model of the relationship was constructed among MTEs influencing factors, MTEs and behavioral intentions. The main conclusions obtained in the paper are as follows.
1) There are 7 influencing factors of MTEs: Infrastructure, Hospitality & Service, Physiography, Culture & Architecture, Activities & Events, Knowledge & Emotion, Social interaction, the first five factors among which describe the destination attributes, while the last two factors describe the tourists’ personal factors.
2) The influencing factors MTEs have positively effects on MTEs.
3) MTEs have significant positive effects on behavioral intention.
4) MTEs have a mediating effect between Inf, PH, CA, AE, KE, HS, SI and BI.
The theoretical contribution of this research is mainly reflected in the following aspects : 1) Broadening the theoretical knowledge related to the influencing factors of MTEs. 2) Determining the relationship between the antecedents and consequences of MTEs, which is also the first attempt to integrate the influencing factors of MTEs, MTEs and behavioral intention into one model and test it empirically. 3) Expand the scope of sampling in tourism study. This paper conducted research on antecedents and consequences of MTEs by collecting data from self-guided Chinese tourists to Thailand. The focus of this group was new in tourism study. And the study also expands and subdivides the sample scope and enriches the connotation of tourism experience research.
The practical significance of this study is mainly reflected as follows: 1) It is helpful for destination managers to pay attention to MTEs and adjust their tourism operation and management strategies; 2) Helping managers to better understand the influencing factors of MTEs; 3) Helping tourism practitioners to improve their management of tourism resources; 4) It is helpful for tourism practitioners to think innovatively.
In addition, this study puts forward countermeasures and suggestions to improving the MTEs of tourist and promoting tourism experience management on four aspects: 1) Increase the investment in infrastructure to perfecting the tourism experience; 2) Optimize the industrial structure, highlighting cultural tourism projects and increasing marketing; 3) To remind the government pay more attention to the sustainable development and the protection of natural resources.
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Thesis (Ph.D. (Management))--National Institute of Development Administration, 2022