The Chinese’ travel motivation and the influential factors: The case study at Elephant Park in Chiang Mai, Thailand

• Main Authors: Chiraruwat Pimpaporn, 王若儀
• Other Authors: CHEN, HUNG-BIN
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/h8w236

碩士 === 國立澎湖科技大學 === 觀光休閒系碩士班 === 104 === The aim of this research was to investigate Chinese tourists’ behavior who traveled at Elephant Parks in Chiang Mai, Thailand. Hence, the study was conducted to investigate the relationship among tourists’ push and pull motivations, tourist satisfaction, and destination image. SPSS and LISREL were used to reveal results of descriptive statistic, confirmatory factor analysis (CFA), and structural equation modeling (SEM). Out of 400 questionnaires, 364 were usable. Therefore, the data from 364 respondents were analyzed in this study. The period of collecting data was from 15th January to 15th March 2016. The results showed that: The main reason of Chinese tourist was rest and relaxation with their family. “To see how people of difference cultural live”, “Exotic Atmosphere”, “Local food is delicious” and “To approach and experience nature”,appeared to be the most important push motivation, pull motivations, destination image and tourist satisfaction, respectively. The findings represented that pull motivation have a significant effect toward destination image. And pull motivation have a significant effect toward tourist satisfaction. This research finding can be useful to marketers of the tourism industry and could develop marketing strategies to enhance their competitiveness