FACTORS AFFECTING CULTURAL TOURISM LOYALTY OF CHINESE TOURIST FROM GUANGDONG PROVINCE IN THAILAND

Abstract

The objective of this research were (1)  to study the causal factors affecting cultural tourism loyalty of Chinese tourists from Guangdong Province in Thailand (2) to analyze the influence of causal factors on cultural tourism loyalty of chinese tourists from Guangdong Province in Thailand and (3) to develop a causal factor model affecting cultural tourism loyalty of  chinese tourists from Guangdong Province in Thailand.

This research employs a mixed-methods approach, combining quantitative and qualitative research. The population studied in this research consisted of 1,986,802 Chinese tourists from Guangdong Province who traveled to Thailand. The sample size was determined according to the rule of clarity of Hare et al., with a total of 400 Chinese tourists from Guangdong Province in the sample. Quantitative research used questionnaires, while qualitative research used interviews. A purposive sampling method was used to select 15 key informants, including experts in tourism and Chinese tourists from Guangdong Province. The statistical methods used included percentages, means, standard deviations, and structural equation modeling analysis using LISREL software.

The research results found that (1) Causal factors influencing cultural tourism loyalty among Chinese tourists from Guangdong Province in Thailand include: Thai tourism image, awareness of safety management, travel decision-making and overall tourist loyalty. (2) The image of Thai tourism, awareness of safety management, and travel decisions influence the loyalty of Chinese tourists from Guangdong Province. The model's fit test showed good consistency, while the chi-square test showed no statistical significance at the .05 level. All indices met the criteria (GFI = 0.981, AGFI = 0.953, NFI = 0.991, CFI = 0.998, RMR = 0.006, RMSEA = 0.020). (3) Tourism image has a direct positive relationship with perception of safety management That is, tourism image (route coefficient = 0.58) and also has the total influence that affects the loyalty of Chinese tourists from Guangdong Province the most (route coefficient = 0.54) and (path coefficient = 0.91) and has the highest overall influence on travel decision and (4) The causal factors affecting the loyalty of Chinese tourists from Guangdong Province towards cultural tourism are divided into four directions: Thai tourism image, perception of safety management and decision to travel and the loyalty of Chinese tourists from Guangdong Province.