Factors influence on the continuance intention of young Chinese tourist who have visited Thailand

Authors

  • ถิรพิทย์ ศรศักดิ์ สาขาการจัดการการท่องเที่ยวระหว่างประเทศ มหาวิทยาลัยบูรพา
  • เพชรรัตน์ วิริยะสืบพงศ์ Faculty of Management and Tourism, Burapha University
  • ศักดิ์ชัย เศรษฐ์อนวัช Faculty of Management and Tourism, Burapha University

Keywords:

Health Tourism,Hot Spring, Continuance Intention

Abstract

This study aims (1) to know the rank of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, (2) to know the direct effects and indirect effects of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi,Thailand, and (3) to develop the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourism who have visited Thailand. This research uses quantitative research. The probability sampling method by stratified random sampling was used. The questionnaires consist of three parts. The sample size was 400. The data will be analysed using descriptive statistics and path analysis.Overall of the variables were indicates on an “Average”. The ranking level (Mean) of all variables consist as follow: The 1st is Trust, and the 6th is Confirmation. There are five dimensions of independent variables part have a positive relationship with Continuance intention. Satisfaction is the strongest variable that influences on Continuance Intention in a direct way. Confirmation is the strongest variable that influences on Continuance Intention in an indirect way. There all factors that can be used to develop the structural equation modeling analysis model the factors influence on the continuance intention. Overall, the data indicate an excellent fit for the testing model. All seven hypotheses are supported byliterature reviews.

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Published

2019-12-28

Issue

Vol. 16 No. 2 (2019): UMT Poly Journal

Section

Research Article

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    บทความ ข้อมูล เนื้อหาหรือรูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารวิชาการมหาวิทยาลัยการจัดการและเทคโนโลยีอีสเทิร์น ถือเป็นลิขสิทธิ์ของวารสารวิชาการมหาวิทยาลัยการจัดการและเทคโนโลยีอีสเทิร์น  หากบุคคลหรือหน่วยงานใดต้องการนำข้อมูลทั้งหมดหรือบางส่วนไปเผยแพร่ต่อหรือเพื่อกระทำการใด ๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารวิชาการมหาวิทยาลัยการจัดการและเทคโนโลยีอีสเทิร์นก่อนเท่านั้น