The impact of destination image and words of mouth on Chinese tourists' destination decision to visit Thailand

Abstract

Thailand is a very good destination for traveling. Every year there are a lot of tourists come visit Thailand. As of 2016, the total tourist come visit Thailand up to 32.58 million people.(CRI.cn, 2017) Meanwhile, the 25% among them are Chinese tourists.(CRI.cn, 2017) The total Chinese tourists who came visit Thailand up to 8.7 million people.(Thai Rath, 2017) Of all the tourist groups, the number of Chinese tourists is the largest.(Thai Rath,2017) the purpose of this study is to find out the impact of Thailand’s destination image and words of mouth on Chinese tourists’ destination decision.This study used the questionnaire as a research methodology to collect data. The 247 samples are the Chinese tourists who came visit Thailand. The statistical techniques used for interpreting the data include frequency, percent, mean, standard deviation, and multiple regression and analysis. The research findings are found that both destination image and words of mouth have the impact on the tourists’ destination decision to visit Thailand.