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The Effect of travel motivation, perceived risk and destination image on tourist satisfaction : a case study of Chinese tourists having revisit intention in Bangkok, Thailand / Yingying Xue.

By: Yingying, Xue [author]Contributor(s): Rawida Wiriyakitjar [advisor] [advisor] | University of the Thai Chamber of Commerce. Business AdministrationMaterial type: TextTextPublisher: 2019Description: xi, 88 pagesContent type: text | text Media type: unmediated | computer Carrier type: volume | online resourceSubject(s): Tourists -- China | Consumer satisfaction -- China | Tourist satisfaction | Chinese tourists | Travel motivation | RevisitDDC classification: 658.83430951 Online resources: เอกสารฉบับเต็ม (Fulltext) Dissertation note: Thesis (M.B.A. (International Business Management)) -- University of the Thai Chamber of Commerce, 2019. Summary: Tourism plays an increasingly important part in the development of Thai economy at present. The development of tourism not only creates jobs for people, but also improves other related enterprises. Bangkok, the capital of Thailand, which is the top destination for Chinese tourists. The number of Chinese visitors traveling overseas and the level of tourist consumption are also growing in latest years. It is necessary to understand tourists’ travel motivation and risk perception. Thailand should improve its destination image to maintain China’s huge potential market in tourism,and tourists’ satisfaction and re-visit intention is an important key to make profits.The researcher of this study discussed the objectives in four aspects, which was adapted from previous research literature. (1) To investigate the impact of travel motivation on tourist satisfaction; (2) To investigate the impact of perceived risk on tourist satisfaction; (3) To investigate the impact of destination image on tourist satisfaction; (4) To investigate the impact of tourist satisfaction on revisit intention. It establishes a theoretical research model from the perspective of five variables and their internal relations.The tourists from mainland China to Bangkok as the object in this study. 400 questionnaires were distributed, among which 200 were individual travelers and 200 were package tourists who were travelling in Bangkok. Descriptive statistical analysis, reliability analysis and linear regression analysis were conducted for the collected data by SPSS software to explore the relationship between variable dimensions. It shows that the travel motivation and destination image have a positively effect on tourist satisfaction. The perceived risk has negatively effect on the tourist satisfaction. The tourist satisfaction has a positively effect on revisit intention. The data analysis of this study will provide useful information for the marketing activities and marketing management of tourist destinations. It provides useful suggestions and references for the prospective market development of relevant government departments.
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Thesis (M.B.A. (International Business Management)) -- University of the Thai Chamber of Commerce, 2019.

Tourism plays an increasingly important part in the development of Thai economy at present. The development of tourism not only creates jobs for people, but also improves other related enterprises. Bangkok, the capital of Thailand, which is the top destination for Chinese tourists. The number of Chinese visitors traveling overseas and the level of tourist consumption are also growing in latest years. It is necessary to
understand tourists’ travel motivation and risk perception. Thailand should improve its destination image to maintain China’s huge potential market in tourism,and tourists’
satisfaction and re-visit intention is an important key to make profits.The researcher of this study discussed the objectives in four aspects, which was adapted from previous research literature. (1) To investigate the impact of travel motivation on tourist satisfaction; (2) To investigate the impact of perceived risk on tourist satisfaction; (3) To investigate the impact of destination image on tourist satisfaction; (4) To investigate the impact of tourist satisfaction on revisit intention. It establishes a theoretical research model from the perspective of five variables and their internal relations.The tourists from mainland China to Bangkok as the object in this study. 400 questionnaires were distributed, among which 200 were individual travelers and 200 were package tourists who were travelling in Bangkok. Descriptive statistical analysis,
reliability analysis and linear regression analysis were conducted for the collected data by SPSS software to explore the relationship between variable dimensions. It shows that the travel motivation and destination image have a positively effect
on tourist satisfaction. The perceived risk has negatively effect on the tourist satisfaction. The tourist satisfaction has a positively effect on revisit intention. The data analysis of this study will provide useful information for the marketing
activities and marketing management of tourist destinations. It provides useful suggestions and references for the prospective market development of relevant government departments.

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