The Impacts of Product Attributes, Physical Environment and Cutural Awareness on Chinese Visitors to Visit Night Market in Bangkok

Abstract

This research aimed to identify factors that have impacts on Chinese visitors’ decision making on visiting a night market when they come to Thailand. Based on findings of former researchers, product attributes, physical environment, and cultural awareness were chosen. A quantitative approach was deployed. Opinions of 300 Chinese citizens who had visited Thai night market at least once within 2017 were collected by questionnaire.

Statistical techniques for data analysis included descriptive and inferential statistics which were mean, standard deviation, and multiple regression analysis. The hypotheses were tested at the significant level of 0.05.

The findings were shown that product attributes, physical environment, and cultural awareness all affect Chinese visitors to do a decision to visit night markets in Bangkok while cultural awareness holds stronger influence than the other two factors.