Factors Influencing Thai Tourists’ Travel Decisions to Japan: A Study on Marketing Strategies and Service Quality
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Abstract
This study examines the factors influencing Thai tourists’ decisions to visit Japan, focusing on the distinct roles of “Marketing Quality” and “Service Quality” within the research framework. Using survey data from 400 respondents and regression analysis, the findings highlight the significant impact of digital marketing on travel intentions (β = 0.42, Adjusted R² = 0.55). Marketing Quality is conceptualized as a strategic pre-travel factor, encompassing digital engagement and cultural campaigns, while Service Quality emphasizes operational aspects such as responsiveness and cleanliness. The revised framework also incorporates “Unique Attractions” including cultural heritage and modern innovations, as critical pull factors shaping tourist satisfaction and travel intention. These insights underscore the importance of tailored marketing strategies, superior service standards, and the promotion of unique attractions to enhance satisfaction and strengthen Japan’s appeal to Thai travelers in a competitive global tourism market.
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