Experiential Marketing, Satisfaction, and Place Attachment Affecting Chinese Tourism’s Revisit Intention to Chiangmai Province

Abstract

The purposes of this study were to 1) study the opinion level of the experiential marketing, satisfaction, place attachment and Chinese tourism’s revisit intention to Chiangmai province and 2) to study the affecting the of the experiential marketing, satisfactions, and place attachment to Chinese tourism’s revisit intention to Chiangmai province. The sample comprised 385 Chinese tourism who have been to Chiangmai province. The research instrument was an online questionnaire. Data were analyzed by descriptive statistics using frequency, percentage, mean, standard deviation and interferential statistic using multiple regression analysis. The findings indicated that place attachment the experiential marketing, satisfaction, and Chinese tourism’s revisit intention to Chiangmai province were at a high level, with mean scores of 3.95, 3.95, 3.76 and 3.73, respectively. Place attachment, the experiential marketing, and satisfaction affect Chinese tourism’s revisit intention to Chiangmai province with statistical significance at the 0.05 level, with effect sizes of 0.491, 0.224 and 0.162, respectively. These predict the Chinese tourism’s revisit intention to Chiangmai province by 55.30 %. The departments involved in the tourism industry should implement experiential marketing strategies to cultivate satisfaction and foster a sense of place attachment to the area. This approach aims to encourage Chinese tourists to revisit Chiang Mai province.