Title: The Influencing Factors of Chinese Tourists’ Satisfaction About the Shopping Malls in Bangkok, Thailand
Author: Chu Haoran
Advisor: Dr. Ma Yu
Degree: Master of Business Administration
Major: International Business Management
Faculty: Graduate School
Academic year: 2567 (2024)
Published: The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023 (pp.954-967) Click PDF
Abstract
The epidemic has had a substantial impact on Thailand’s tourism business, resulting in huge financial losses for suppliers. However, with the relaxation of epidemic prevention measures in July 2022, Chinese visitors are likely to return, notwithstanding China’s current limitations. This paper aims to study on the influencing factors of Chinese tourists’ satisfaction about the shopping malls in Bangkok.
The objectives of the study were:1) To explore the influencing factors that affect Chinese Tourists’ satisfaction about the Shopping Malls in Bangkok; 2) To determine whether service quality, destination image and brand trust affect Chinese Tourists’ satisfaction about the Shopping Malls in Bangkok.
This study adopts a quantitative research method. In this study, 400 questionnaires were distributed, with 313 valid questionnaires, and the validity rate was 78.25%. The population of this study is Chinese tourists who spend money in Shopping Malls in Bangkok. Combined with customer expectation theory, this paper found that 1) The influencing factors of Chinese Tourists’ satisfaction about the Shopping Malls in Bangkok include destination image, service quality, brand trust.; and 2) Destination Image, Service Quality, Brand Trust has a Positive Effect on Destination Satisfaction Recommendations for network Chinese tourists’ satisfaction about the shopping malls in Bangkok should focus on the following aspects: 1) Optimizing destination image; 2) Optimize service quality; 3) Improvement of brand trust.
Keywords: shopping mall industry, destination satisfaction brand trust, destination image, services quality
The Influencing Factors of Chinese Tourists’ Satisfaction About the Shopping Malls in Bangkok, Thailand
6317195839 Chu Haoran 2567 (2024) The Influencing Factors of Chinese Tourists’ Satisfaction About the Shopping Malls in Bangkok, Thailand สารนิพนธ์ (Independent Study), Advisor: Dr. Ma Yu, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University