SPIRITUAL TOURISM: MOTIVATION INFLUENCING CHINESE TOURIST SATISFACTION AND INTENTION TO REVISIT, A CASE STUDY OF ERAWAN SHRINE BANGKOK

Abstract

            This research aims to study the motivating factors that influence the spiritual tourism of Chinese tourists, using the case study of Erawan Shrine in Bangkok. The objectives of the study are as follows: 1) To investigate the Pull motivating factors that contribute to the spiritual satisfaction of Chinese tourists. 2) To study Push factors that attract tourists to engage in spiritual tourism and their impact on overall satisfaction. 3) To explore the satisfaction levels of Chinese tourists and its influence on their intention to revisit the destination. The research utilizes a quantitative approach, with a sample population of 160 Chinese spiritual tourists visiting Erawan Shrine in Bangkok. A questionnaire is used as a data collection tool, and multiple regression analysis is employed to analyze the data and identify the influence of motivating factors on satisfaction and intention to revisit. This study has academic benefits, as it fills the knowledge gap regarding spiritual tourism on the demand side and the motivating factors that contribute to satisfaction and intention to revisit. From a practical perspective, the findings can be used by businesses to fulfill the specific needs and desires of spiritual tourists, including the development of tourism products that cater to their destination preferences, thereby enhancing satisfaction and encouraging repeat visits.

The results of the study found that 1) Pull Factors Relaxation, Physical Health and Appearance, Indulgence influence on satisfaction 2) Push Factors  Attractions and Amenities attract tourists to engage in spiritual tourism and their impact on overall satisfaction 3) the satisfaction levels of Chinese tourists and its influence on their intention to revisit the destination.