Factors affecting tourists' decision to travel in Thailand Chinese people in the year 2023

Abstract

The objectives of this research are 1) to study personal factors and Chinese tourists' decision to travel in Thailand and 2) to study marketing mix factors that affect Chinese tourists' decision to travel in Thailand. The sample group used in the research is Chinese tourists from January 1, 2023 - April 30, 2023, totaling 400 people. Statistics used to analyze the data include percentage (Percentage), frequency (Frequency), mean (Mean), standard deviation. (Standard Deviation) and test the hypothesis. By using multiple regression analysis statistics (Multiple Regression Analysis)

          Research results found that.

          The level of marketing mix factors that affect the overall decision to travel. Overall, it is at a high level. When considering each aspect, it was found that the marketing promotion aspect had the highest average. Followed by products, markets, prices, and distribution locations.

          The overall level of Chinese tourists' decision to travel in Thailand during 2023 is at a high level. When considering each item, it is found that the current economic situation has an impact on tourism. has the highest average, followed by faster and more convenient transportation affecting tourism. Political fluctuations influence tourism. And the popularity of tourism influences tourism.

          Personal factors affecting Chinese tourists' decision to travel in Thailand during 2023 are the marketing mix factor (β=.885) with statistical significance (p<.01). The multiple correlation coefficient (R) between the independent variable set, namely marketing mix factors (X1), and the dependent variable (Chinese tourists' decision to travel in Thailand) is equal to .885, the decision coefficient (R2) is equal to .783, and the coefficient Explanation (Adjusted R2) is equal to .782, with a joint efficiency in deciding to travel in Thailand of 29.9 percent of Chinese tourists with a statistical significance of .01, written as a prediction equation (raw score) and an equation. prophecy (standard score) as follows  = 1.113 + .711 X₁ (raw score) y = .885 Zx₁ (standard score)