FACTORS AFFECTING CHINESE TOURISTS’ DECISION TO TRAVEL ABROAD AFTER THE CHANGE OF POLICIES
คำสำคัญ:
Chinese tourists, decision-making, outbound tourism, COVID-19 pandemicบทคัดย่อ
The COVID-19 epidemic has seriously affected the development of global tourism. Chinese tourists' decision-making to travel abroad has been greatly affected, which has also led to a reshuffle of the tourism industry. To deeply understand the influencing factors of Chinese tourists' decision-making to travel abroad. The analysis is divided into the two parts.: the first part studied the traveling abroad behavior of Chinese tourists, and another part examined factors affecting Chinese tourists’ decision to travel abroad. The study had a sample size of 400 consumers. This study is a quantitative, research. The research tool was questionnaire, that has been analyzed by using statistical methods such as percentage, mean, and standard deviation. and multiple regression analysis, The results of this study showed 1) most of the sample were Male aged between 25 and 44 years old, resided in the cities of Beijing, Shanghai, Guangzhou, and Shenzhen, average salary ranging from 10,001 to 20,000 Yuan, obtained a bachelor's degree, engaged in freelance work.Following the outbreak of the emergency pandemic, a significant majority of the sample indicated a reduction in their income ranging from 31%to 50%.2) In terms of consumer purchasing behavior, it found that most of them prefer to travel abroad. Each outbound trip lasts for more than six days. The purchase was 1-2 times per month. The most traveled place was Southeast Asia. 3) The study found that the main factors affecting Chinese tourists' decision to leave the country were: Under government policy condition factors demand conditions. The results were acceptable. Occasion events.lated industries and corporate strategies rejected through the research, We can better understand the current situation and future trends of tourism development. In the future, researchers should explore the impact of the COVID-19 epidemic on the development of tourism, put forward more policy recommendations and practical significance, and contribute to the sustainable development of tourism.
References
Abraham, V., Bremser, K., Carreno, M., Crowley-Cyr, L., Moreno, M. (2020). Exploring the consequences of COVID-19 on tourist behaviors: perceived travel risk, animosity and intentions to travel. Tourism Review.
Bae, S.Y. and Chang, P.-J. (2020). “The effect of coronavirus disease-19 (COVID-19) risk perception on behavioral intention towards ‘untact’ tourism in South Korea during the first wave of the pandemic (March 2020)”. Current Issues in Tourism, pp. 1-19.
Bai, X. (2019). The Thailand National Tourism Administration and Alipay formally signed a letter of intent for cooperation. China Exhibition (China Conference), (12), 23.
Chen, J. (2020). The impact and countermeasures of the new crown pneumonia epidemic on the tourism industry. Contemporary Tourism, 88-89.
Chen, S (2020). Evaluation of impacts on China’s economy and fiscal countermeasures of novel coronavirus pneumonia epidemic. Research Economics and Management, 41(4),11-20.
Chen X, & Fu (2020). Urgently needed construction of a public psychological service system in emergency management. Bulletin of Chinese Academy of Sciences, 35(3),256-263.
Chen Yuqi. (2018). The Spread of Thai Drama in China and Its Influence on China's Travel to Thailand. Drama House, (06),88-89.
Cheng L, & Zhao (2021). The influencing factors of the psychological carrying capacity of tourists in outdoor scenic areas in the context of COVID-19: Empirical study based on a visual behavior experiment. Tourism Tribune, 36(8), 27-40.
Cheng L, & Wang (2021). Empirical analysis of influencing factors of tourism market diffusion in the post-epidemic era: Based on TAM-IDT Model. Journal of Commercial Economics,(7),188192.
Feng X, & Huang Z. (2021). Research on tourism behavior intention of tourists under the normal epidemic prevention and control. Journal of Arid Land Resources and Environment, 35(4),203-208.
Esteva˜o, C., Nunes, S., Ferreira, J. And Fernandes, C. (2018). Tourism sector competitiveness in Portugal: applying Porter’s diamond. Tourism & Management Studies, 14(1), 3044.
Fredricks, A.J. and Dossett, D.L. (1983). Attitude–behavior relations: a comparison of the Fishbein Ajzen and the Bentler-Speckart models. Journal of Personality and Social Psychology, 45(3). 501-512.
Fernando Imali N., (2015). What competitive strategies way forward the regional competitiveness? A comparative Economic approach to Sri Lankan Tourism. International Journal of Business and Management, 10(4), 178.
Fernando I. (2021). Handbook of Research on Strategies and Interventions to Mitigate COVID-19 Impact on SMEs. IGI Global Publishing, USA
Gail M. Sullivan, Anthony R. & Artino, Jr. (2013). Analyzing and Interpreting Data from Likert-Type Scales. J Grad Med Educ, 5(4), 541–542.
Gan Z. (2017). Research on the Behavior of Potential Consumers of Online Travel Websites Before Adoption Based on IRT Theory Taking Thai Consumers as an Example.Journal of Management.14(11),1690-1699.
Gong H. (2019). From Sacred Journey to Interactive Time and Space Taking the Cultural Experience of Chinese Tourists in Northern Thailand as an Example. Journal of Southwest University for Nationalities (Humanities and Social Sciences Edition), 40(02), 26-33.
Gössling S, Scott D, Hall C M. (2021). Pandemics. Tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1),1-20.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Prentice Hall. Huang T. (2019). Overseas Travel Safety Issues and Countermeasures—Taking the Shipwreck Incident in Thailand as an Example. Tourism Overview (Second Half Month). (04),31.
Huang, Y.-C., Chang, L.L. and Backman, K.F. (2019). Detecting common method bias in predicting creative tourists behavioral intention with an illustration of the theory of planned behavior, Current Issues in Tourism, 22(3), 307-329.
Juschten, M., Fanninger, C., Unbehaun, W., Brandenburg, C., Jiricka-Pu¨rrer, A., Czachs, C., Prutsch, A., Offenzeller, M., Weber, F. And Rosenberg-Taufer, B. (2017). Escaping the summer heat–revival potential and challenge of near-metropolitan tourism areas. REAL CORP 2017 – PANTA RHEI – a world in constant motion. Proceedings of 22nd International Conference on Urban Planning, Regional Development and Information Society. 183-193.
Khan, M.J., Chelliah, S., Khan, F. And Amin, S. (2019). Perceived risks, travel constraints and visit intention of young women travelers: the moderating role of travel motivation. Tourism Review, 74(3). 721-738.
Kvist A.K.J. and B. Klefsjo, (2006). Which Service Quality Dimensions are Important in Inbound Tourism? Managing Service Quality, 1 (5), 520-537.
Lam, T. And Hsu, C.H.C. (2004). Theory of planned behavior: potential travelers from China. Journal of Hospitality & Tourism Research, Vol. 28 No. 4, pp. 463-482.
Lei J. (2018). Research on factors of Chinese tourists traveling to Thailand from the perspective of demand and supply. Journal of Nanning Vocational and Technical College. (03),22-25.
Li, J. B., Yang, A., Dou, K., Wang, L. X., Zhang, M. C., & Lin, X. Q. (2020b). Chinese public’s knowledge, perceived severity, and perceived controllability of COVID-19 and their associations with emotional and behavioral reactions, social participation, and precautionary behavior: Anational survey. BMC Pubili Health, 20(1), 1589.
Li N. (2017). Crucial Pain Points and Improvement Strategies for Chinese Citizens Traveling Abroad to Thailand. Foreign Economic and Trade Practice, (10), 82-85.
Lin C.T, and P.J. Juan. (2010). Measuring location selection factors for international resort parks. Qualitative and Quantitative, 44, 1257-1270.
Liu Dehao, Pang Xialan. (2018). Research on the Development Strategy of Hainan Medical Tourism Industry-Analysis Based on the Experience of Thailand and India. China Health Management, 35(12), 956- 960.
Lu, J. (2023). Research on the Difference in the Total Factor Productivity of Wholesale and Retail Industry in Anhui Province Based on the DEA-Malmquist Model. Frontiers in Business. Economics and Management, 7(1), 242-248.
Lu Y H, Zhang H, Zhuang M, et al. (2022). Understanding regional mobility resilience and its relationship with regional culture during the COVID-19 pandemic: A pathogen-stress theory perspective. Journal of Cleaner Production,130621.
Luo, X. (2019). Coastal tourism commodity industry cluster based on diamond model and ecological niche, Journal of Coastal Research, Vol. 94 No. Sp1, pp. 828-832.
McLeod, S. (2008). Likert Scale. Retrieved from: https://www.simply psychology.org/likert-scale.html
Meng, B. And Cui, M. (2020). The role of co-creation experience in forming tourists’ revisit intention to home-based accommodation: extending the theory of planned behavior. Tourism Management Perspectives, 33, 100581.
Miller M.M. and Gibson L.J. (2005). Cluster-Based Development in the Tourism Industry; Putting Practice into Theory. Applied Research in Economic Development, 47-63.
Neuburger L, Egger R. (2021). Travel risk perception and travel behavior during the COVID-19 pandemic 2020: A case study of the DACH region. Current Issues in Tourism, 24(7):10031016.
Qu X. (2019). Research on the Satisfaction of Jilin Province Tours to Thailand in a Group. Holiday Tourism, (02), 71-72.
Sonmez, S. And Graefe, A.R. (1998).Determining future travel behavior from past travel experience and perceptions of risk and safety. Journal of Travel Research, 37(2). 171-177.
Suniltiwari et al. (2023). Bridging tea with tourism: empirical evidence from India and Sri Lanka. Tourism review, 78(1), 177-202.
Tang H, & Chen H. (2019). Thailand: Review of 2018 and Outlook for 2019. Southeast Asia, (2),17-24.
Tirumalaisamy, V., Vasudevan, A., Sam, T. H., Rajamanickam, S., John, S., Yew, L. K., & Ruiteng, X. (2023). Assessing the Competitiveness of Malaysia's Brackish Water Fish Industry using the Porter's Diamond Model Approach. resmilitaris, 13(2), 1446-1457.
UNWTO technical manual. (1995). Collection of Tourism Expenditure Statistics". World Tourism Organization. Archived from the original on 22 September 2010. Retrieved 26 March 2009.
Wang G, & Wang X, & Chen W. (2019). Research on the temporal and spatial characteristics of Thailand's tourism network attention and its coupling with tourism safety. Journal of Hebei Tourism Vocational College, 24(03),13-18.
Wang H, & Li Q. (2019). A review of tourism research in Thailand-Based on the literature analysis of China National Knowledge Infrastructure (CNKI). Journal of Guangxi Economic Management Cadre College, 31(03), 67-75.
Wang J. (2019). Research on the integration mechanism of the tourism industry and cultural industry in Thailand. Guangxi Quality Supervision Herald. (06),124.
Wang L, Albattat A, Jacquline T. (2019). Factors influencing cultural industry competitiveness in Anhui province using Porter’s diamond model and the mediating effect of government support, Business Review, 8(6),01-16.
Wang L, &Tian B. Filimonau Viachaslau, et al. (2022). The impact of the COVID-19 pandemic on revenues of visitor attractions: An exploratory and preliminary study in China. Tourism Economics, 28(1),153-174.
Wang T, & Wu B, &Wang F, et al. (2020). The mechanism of the effect of potential tourists’ risk tolerance on travel intention under major epidemic situations: Based on the antecedent effect of place image in music video and the moderating effect of familiarity. Journal of Southwest University (Natural Science Edition), 42(9),1-13.
WTCF (2018). Survey Report on Chinese Consumers' Outbound (City) Tourism Consumer Market (2017-2018) Retrieved November 13, 2019 from http://www.wtcf.org.cn/ uploadfile/2018/0913.
Wu b, & Liu J. (2021). Research on the development trends of China's ski industry after the Winter Olympics and the pandemic. Journal of Chinese Ecotourism, 11(6),938-952.
Wu Q, & Su X. (2020). A Written Talk on China’s Tourism Development-New Coronary Pneumonia Epidemic and Global Tourism Stagnation. Tourism Journal, 1.
Xian, Y. (2022). Competitiveness analysis of the Korean film and television industry based on Michael Porter's diamond model. Frontiers in Art Research, 4(5).
Xia J, & Feng X. (2020). The impact and countermeasures of the new crown pneumonia epidemic on the tourism industry. China Circulation Economy. 3-10.
Xu, J. (2019). Analysis of the Tourism Competitiveness of Five Central Asian Countries Based on Diamond Model. Education and Humanities Research, 286, 565-569.
Xu, Y, Wang, C. And Zhang, T. (2021), Tourism-led rural gentrification: impacts and residents’ perception, Tourism Review, 77(1), 256-270.
Yao, L., Maneejuk, P., Yamaka, W., & Liu, J. (2023). Quantifying the Competitiveness of Cultural Industry and Its Impacts on Chinese Economic Growth. Sustainability, 15(1), 79.
Yang Y, Altschuler B, Liang Z, et al. (2021). Monitoring the global COVID-19 impact on tourism: The COVID-19 tourism index. Annals of Tourism Research, 90, 103120.
Yuan H. (2022). The Impact of the New Coronary Pneumonia Epidemic on my country's Tour Guides and Development Countermeasures. Contemporary Tourism, 3.
Yuan M, & Zhang S, & Sun F. (2019). Research on Tourism Barriers of Chinese Tourists to Mountainous Areas in Northern Thailand - Based on Key Surveys in Chiang Mai and Chiang Rai. Journal of Huaihua University, 38(12),80-84.
Yuhang Li et al. (2019). Research on the Influencing Factors of China’s Service Trade International Competitiveness Based on Michael Porter Diamond Model. Materials Science and Engineering. DOI:10.1088/1757-899X/688/5/055053.
Zhang L. (2017). The Enlightenment of the Development of Coastal Tourism in Thailand to my country- Also on the Strategies to Improve Coastal Tourism in Maoming City. Journal of Hebei Tourism Vocational College, 22(03), 25-28.
Zhang Q, & Liu S. (2021). Research on the Characteristics and Influencing Factors of Tourism Consumption Behavior under the Background of the New Coronary Pneumonia Epidemic A Sample of Yangzhou City. Journal of Yangzhou Vocational University, 4.
Zhang W. (2019). Research on Behavioral Characteristics of Chinese Outbound Tourists Based on Online Travel Notes-Taking Chinese Tourists to Phuket, Thailand as an Example. Tourism Overview (Second Ha lf Month), (14),33-34.
Zhao Z, & Zhao S, & Han Z, et al. (2021). Impact of the COVID-19 pandemic on population heat main leisure areas in Beijing on holidays. Progress in Geography, 40(7),1073-1085.
Downloads
เผยแพร่แล้ว
How to Cite
ฉบับ
บท
License
Copyright (c) 2024 วารสารวิทยาการจัดการ มหาวิทยาลัยราชภัฏสกลนคร
![Creative Commons License](http://i.creativecommons.org/l/by-nc/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
บทความที่ตีพิมพ์ในวารสารวิทยาการจัดการ มหาวิทยาลัยราชภัฏสกลนคร เป็นทัศนะ ลิขสิทธิ์ และความรับผิดชอบของผู้เขียนเจ้าของผลงาน