DSpace
 

DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >

Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4724

Title: The influence of Chinese tourists' travel cognition and motivation on their travel intention to Thailand: A case study of Thai TV series "Buppesannivas" (Love Destiny)
Authors: Zhong Cheng
Keywords: Thai TV series “Buppesannivas” (Love Destiny)
travel cognition
travel motivation
travel intention
Chinese tourists
Issue Date: 2020
Publisher: Bangkok University
Abstract: This survey is to examine the influence of Chinese tourists’ travel cognition and motivation on their travel intention to Thailand. The study involved 200 participants, selected by purposive sampling and snowball sampling. The samples were Chinese audiences between 15 and 45 years old who have watched the Thai TV series “Buppesannivas” (Love Destiny). The mean and standard deviation were tabulated and analyzed using Multiple Regression to test the hypothesis that the significance is 0.50. The findings found that: (1). Chinese tourists’ cognition about tourism in Thailand can significantly predict their travel motivation at the rate of 65.1% which is considered be the medium prediction. Chinese tourist perceived natural state as the most influential factor that influences their travel motivation, followed by comfort and security, cultural distance, interest and adventure, resort atmosphere and climate, inexpensiveness, and lack of language barrier. However, the results found that tourist facilitation was negative predictor of their travel motivation; (2). Chinese tourists’ cognition about tourism in Thailand can significantly predict their travel intention at the rate of 62.3% which is considered be the medium prediction. Chinese tourist perceived inexpensiveness as the most influential factor that influences their travel intention, followed by comfort and security, natural state, lack of language barrier, and cultural distance. However, the results found that resort atmosphere and climate, interest and adventure, and tourist facilities were negative predictors of their travel intention; (3). Chinese tourists’ motivation about tourism in Thailand can significantly predict their travel intention at the rate of 53% which is considered be the medium prediction. Chinese tourist perceived cultural enrichment as the most influential factor that influences their travel intention, followed by ego-enhancement, fulfilling prestige, and novelty and knowledge-seeking. However, the results found that socialization, rest and relaxation were negative predictors of their travel intention. Keywords: Thai TV series “Buppesannivas” (Love Destiny), travel cognition, travel motivation, travel intention, Chinese tourists
Description: Independent Study (M.Com.Arts)-Global Communication, Graduate School, Bangkok University, 2020.
Advisor(s): Pacharaporn Kesaprakorn
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4724
Appears in Collections:Independent Studies - Master

Files in This Item:

File Description SizeFormat
zhong.cheng.pdf2.63 MBAdobe PDFView/Open
View Statistics

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

 

  DSpace Software Copyright © 2002-2010  Duraspace - Feedback