Perception of a destination, cultural and natural attractions, and destination satisfaction affecting revisit intention of Chinese tourists in Thailand

Abstract

This independent study was aimed to investigate perception of a destination,cultural and natural attractions, destination satisfaction affecting revisit intention of Chinese tourists in Thailand. The survey questionnaire was applied for collecting the primary data. The sample size was 280 Chinese tourists in Thailand who had experience visiting Thailand and had intentions to visit Thailand again. The results found that most of them were males with 21-30 years of age, who worked as company employees, finished bachelor’s degrees, and had monthly income less than 4,000 CNY. They have visited Thailand in recent years and most of the respondents have visited Thailand for 2-3 times. The results also revealed that cultural attractions, natural attractions, and destination satisfaction were the three significant factors that affected revisit intention of Chinese tourists in Thailand at the significant level of .05. On the other hand, perception of a destination did not affect revisit intention of Chinese tourists in Bangkok.