Factors Influencing Chinese Golf Tourists’ Intention to Visit Thailand
บทคัดย่อ
The study’s objective is to analyze the factors infl uencing Chinese golf tourists’ intention to visit Thailand. The total population for the study is those who traveled from China to Thailand for tourism purposes. According to the Tourism Authority of Thailand (TAT), approximately 1.6 million Chinese visited the country in the fi rst six months of 2023. (Khaosod English, 2023) The 1.6 million Chinese tourists in Thailand represents 5% (0.05). Using the basic formula for calculating sample sizes (Yamane, 1973), the sample size has been expanded to 426 respondents. The study uses quantitative methodology and a closed-end questionnaire to collect data. The study uses fi ve experts to do the item objective congruence (IOC) test before collecting data. In the pilot study, 30 respondents chosen for the pre-study, have understood and answered the questionnaire. Online surveys are often prepared using the questionnaire, and data are gathered using QQ and WeChat.
The analysis is carried out using correlation, path analysis, mediating effect, and coeffi cient of determination. SPSS 26 software is utilized for correlation analysis, and AMOS 24 software is used for route analysis, mediating effect, and coeffi cient of determination. the study fi nding shows that there is a signifi cant and positive relationship between internal factors, external factors, and perceived value. There is also a signifi cant and positive relationship between perceived value, internal factors, external factors, and Chinese golf tourist’s intention to visit Thailand. In the same way, perceived value mediates the relationship between internal factors, external factors, and Chinese golf tourist’s intention to visit Thailand.
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