The Impacts of Perceived Risk and Destination Image on Chinese Visitor’s Decision and Destination Loyalty for Visiting Thailand

Abstract

The purposes of the quantitative research were: (1) to investigate the impacts of Chinese visitors’ perceived risk and destination image on their decisions and destination loyalty for visiting Thailand, and (2) to investigate the impact of Chinese visitors’ decisions on their destination loyalty as well. The 357of 385samples were selected from the Chinese tourists who had experiences in visiting Thailand, by using purposive sampling method. The administered questionnaire was used as an instrument to collect data. The Simple Regression and Multiple Regression Analysis were employed for hypothesis testing at 0.05 level of statistically significance. The research findings showed that Chinese tourists perceived risk and destination image affected their decisions and destination loyalty. In addition, Chinese tourists’ decisions also affected their destination loyalty.