The Study of Behavior and Brand Awareness of Thailand Health Tourism Image Among Japanese Tourists

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Duangdao Yoshida
Watcharin Chotchaicharin


          The purposes of this study were 1) to study the data on demographic and behavior of Japanese tourists travelling to Thailand, and 2) to study brand awareness of Thailand health tourism image among Japanese tourists. This study used quantitative research methods. The quantitative questionnaires were collected from 385 Japanese tourists who visited Thailand. The questionnaires data analysis was based on the descriptive statistics. The study found that 1) the majority of Japanese tourists were male, aged 40-49 years, with educational background in undergraduate, full time employed with average monthly income, more than 500,000 yen, married, and, they visited Thailand more than 3 times. The factors affecting the decision on visiting Thailand were delicious food.  The visitors searched for Thailand travelling data through internet. They traveled with family by package tour and they traveled during July - September.  They spent more than 7 days in Thailand.  Their experience in health tourism was Thai massage, and they would like to return to travel in Thailand again. 2) the factor with the highest point of brand awareness of Thailand health tourism image among Japanese tourists was that Thailand was a tourist destination for massage while Thailand was a tourist destination for onsen was less significant. The Japanese tourists with different genders, ages, and average monthly incomes had different overview opinions to brand awareness of Thailand health tourism.


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Duangdao Yoshida, Innovative Tourism and Hospitality Management, Thai-Nichi Institute of Technology

อาจารย์ประจำ สาขาการจัดการการท่องเที่ยวและบริการเชิงนวัตกรรม คณะบริหารธุรกิจ สถาบันเทคโนโลยีไทย-ญี่ปุ่น


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