THE CRITICAL FACTOR THAT IMPACTS CHINESE TOURISTS DECISION MAKING TO CHOOSE BANGKOK AS THEIR DESTINATION

Abstract

The purpose of this research were 1) This research focuses on the factors that impact Chinese tourists’ decision-making in selecting Bangkok as their destination. This research focuses on seven factors that impact their decision-making: destination image, safety, activity attractions, motivation, cultural differences, infrastructure, and tourist package promotions. This research employs quantitative and qualitative methodology to collect and analyze the data. The research instruments were using quantitative methodology, 150 questionnaires were distributed and analyzed by using three methods 1) descriptive analysis 2) reliability tests 3) linear regression analysis. For qualitative methodology, the researcher interviewed three persons. The results of this research were as follow: 1. The results showed that four factors are significant; destination image, activity attractions, safety and cultural differences. 2. The other significant factor is satisfaction level. In the qualitative analysis, the results showed that activity attraction, safety and cultural differences were significant factors in attracting Chinese tourists. Recommendations for the research and the limitations of the study are also discussed.