Determinants of Chinese Tourists’ Decision-making in Selecting Tourist Attractions in Chiang Mai Province

Abstract

The objectives of the research were 1. to study the level of perspective on tourism image, facilities, tourism resources, and Chinese tourists’ decision-making, 2. to study the determination of Chinese tourists’ decision-making in selecting tourist attractions in Chiang Mai Province. It was a survey research and involved three hundred and ninety-eight Chinese tourists who visited Chiang Mai. The data obtained from the questionnaire were analyzed with descriptive statistics of percentage, mean, standard deviation, and inferential statistics by Enter multiple regression analysis. The findings revealed that most of Chinese tourists who visited Chiang Mai lived in Guangdong Sheng. They liked the recreational attractions and natural attractions. Most tourists accompanied by friends and took the local minibus service. They stayed around 3-4 nights and spent their 1,001-3,000 Chinese Yuan. The level of Chinese tourists’ perspective focused on tourism image, tourism resources, and facilities respectively. Results of Enter multiple regression analysis indicated that facilities affected to the decision-making the most by having the regression coefficient of 0.304. Tourism resources affected to the decision-making by having the regression coefficient of 0.263, and tourism image affected to the decision-making by having the regression coefficient of 0.224 respectively.