CHINESE TOURISTS’ LOYALTY TOWARD DESTINATION IMAGE STUDY IN THAILAND

Abstract

The purpose of this research were 1) to research Chinese tourists’ complex image to Thailand, which perceived by their actually traveling experiences; 2) To research whether Chinese tourists' complex image would contribute to their loyalty toward Thailand; 3) to research whether the induced image that generally promoted in Thailand is coincide with the complex image that enable tourists generate loyalty. The research instruments were questionnaires and on-site interviews. The data derived from questionnaires were analyzed by statistical software SPSS of version 20. Regarding interview records were analyzed by procedures of data reduction, display, and conclusions. Finally employing convergent parallel pattern to combine both quantitative and qualitative data. The results of this research were as follow: 1. The overall complex image that Chinese tourists have of Thailand has significant influence on their loyalty. 2. However, different categories of image indicate different influences on Chinese tourists’ loyalty toward Thailand. 3. From relevant comparison and contrast, it can be seen that those induced image that generally promoted in Thailand is not completely coincide with the complex image that enable tourists generate loyalty. In a word, this study is expected to find out both advantages and disadvantages while promote specified image to retain Chinese tourists’ loyalty to Thailand, as well as to provide some effective orientation to develop image of Thailand for committing a sustainable tourism model to benefit both Thai tourism market and Chinese tourists. However, during the period of conducting this study, the insecure issues of boom attack in Ratchaphrasong Rd. was the accidental obstacles on data collection procedure.