Factors Affecting Chinese Tourists Choosing Thailand as the Destination in the Post-COVID-19 Pandemic
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Abstract
This research aimed to study how social media, perceived value, and costs shape Chinese tourists' travel behaviors and destination choices, especially in the post-COVID-19 context. The sample consisted of 490 Chinese independent tourists with prior travel experience in Thailand. They were selected by a stratified sampling approach focusing on seven major regions in China, to gather diverse insights. The instrument for collecting data was Sojump (The questionnaire tool). Analysis of data by reliability and validity analysis confirmatory factor analysis, and structural equation modeling. The research results were found as follows: social media significantly influences tourists' perceptions and choices, with platforms like WeChat, Weibo, and Douyin (China TikTok) playing a central role. 2) The perceived value and costs were found to be crucial determinants in shaping travel decisions. 3) The study identified subjective norms, cultural familiarity, and value for money as influential factors in attracting Chinese tourists to Thailand.
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