The Effects of Motivation and Perceived Value on Tourist Satisfaction and Loyalty: A Case of Chinese F.I.T. Tourists to Thailand

Abstract

This study aimed to explore the influences of motivation and perceived value on tourist satisfaction and loyalty. The population were fully independent Chinese tourists traveling to Thailand. Self-administered questionnaires in Chinese were used to collect data from 400 convenient samples at Don Muang and Suvarnabhumi Airports. The Index of Item-Objective Congruence (IOC) and Cronbach Alpha Coefficients were used to assure the questionnaire’s validity and reliability. Multiple regression analyses were employed to assess the research questions. Most respondents were single female, aged between 21 – 30 years old, holding a bachelor’s degree and travelling with their families. The analyses showed that motivation and perceived value could statistically explain 96.3% variance in tourist satisfaction. Both factors had almost equal relative effects on satisfaction. Motivation, perceived value and satisfaction could statistically explain 71.6% variance in tourist loyalty with motivation having the highest relative effect (58.84%).