FACTORS AFFECTING CHINESE TOURISTS’ DECISION TO TRAVEL ABROAD AFTER THE CHANGE OF POLICIES

Ma  Yu-hu; Lalita Puangmaha; Sittichai Farangthong

ผู้แต่ง

Ma Yu-hu Faculty of Management Science, Dhonburi Rajabhat University, Thailand
Lalita Puangmaha Faculty of Management Science, Dhonburi Rajabhat University, Thailand
Sittichai Farangthong Faculty of Management Science, Dhonburi Rajabhat University, Thailand

คำสำคัญ:

Chinese tourists, decision-making, outbound tourism, COVID-19 pandemic

บทคัดย่อ

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.

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