Country Image，Destination Image And Memorable Tourism Experiences That Lead To The Increase Of Chinese Re-visited Tourists In Thailand

Abstract

The purpose of this study is to study how Thailand's national image, destination image and Memorable tourism experiences have influenced Chinese tourists' intention to revisit Thailand, while exploring the relationship between national image and destination image. This study explores which aspects of Thailand's national image affect Chinese tourists' intention to visit Thailand again, how Thailand's destination image affects Chinese tourists' intention to visit Thailand again, and how Memorable tourism experiences affect Chinese tourists' intention to visit again. Based on 385 questionnaires from respondents aged 25 to 55 who have been to Thailand at least twice, this study uses quantitative research, including the use of descriptive statistics to show respondents' personal data and their travel behavior, and use simple linear regression to test hypotheses. Hypothesis test results show that for Chinese tourists, the national image of Thailand, the image of Thai destinations, and the Memorable tourism experiences all linearly affect the intention of Chinese tourists to revisit Thailand, and the national image of Thailand also significantly affects the destination image of Thailand.