The Chinese tourism promotional video and the effects on Thai tourists' travelling intention to China

Abstract

The purpose of this research is to find out the effect of the Chinese tourism promotional video on Thai tourists’ travelling intention to China, particularly pure Thai and Thai Chinese tourists. Within this research, the researcher has distributed two hundred questionnaires to Thai tourists in Bangkok area, Chiangmai, Ubon Ratchatani, Phuket and other cities in Thailand from August 2015 to October 2016. After collecting and analyzing data by utilizing in a T-test way, the study showed that, as expected, the Chinese tourism promotional video has significant effects on the Thai tourists’ travelling intention to travel to China with t (199) = -14.792, p<0.001 two tailed. However, the pure Thais were found to be more influenced by the Chinese tourism promotional video than Thai Chinese.