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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2679

Title: The impact of destination image and words of mouth on Chinese tourists' destination decision to visit Thailand
Authors: LI HAO
Keywords: Thailand tourism industry
destination image
words of mouth
destination decision
Issue Date: 9-Sep-2017
Publisher: Bangkok University
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.
Description: Independent Study (M.B.A.)-- Graduate School, Bangkok University, 2017
Advisor(s): Kasemson Pipatsirisak
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2679
Appears in Collections:Independent Studies - Master

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