The Factors Affect Destination Selection of Individual Chinese Tourists in Lanna Civilization Area, Thailand

Abstract

This Research study about Factors Affect Destination Selection of Individual Chinese Tourists in Lanna Civilization Area, Thailand. Its objective is to study demographic factors. Internal and external factors of the Chinese tourist group and the factors affect destination selection of individual Chinese Tourists in Lanna Civilization Area. By in-depth interviews with both public and private agencies Including tourism operators Observations and questionnaires were collected among 400 Chinese tourists in the Lanna civilization area. The results of the study showed that The majority of Chinese tourists are Gen Y, and most of them are domiciled in Yunnan. It is also found that the internal factor of most Chinese tourists that affects the overall tourism the most is the motivation in the country. High level ( = 3.88) (SD = 0.95), followed by learning and experience ( = 3.77) (SD = 1.13) Perception ( = 3.61) (SD = 1.00) and attitude ( = 3.25) (SD = 1.40), respectively. The external factors of most Chinese tourists that affect overall tourism the most are cultural ( = 3.51) (SD = 0.81) at the highest level, followed by the reference group ( = 3.35) (SD = 0.91) and the social side ( = 3.03) (SD = 1.19). Medium level, respectively in this regard, the factors related to destination selection were found that the internal factor of tourists and the destination selection variable were statistically significant at the .001 level, with a relative size of 0.744, and the internal factor of tourists with Destination selection variable There was a statistically significant correlation at the .001 level, with correlation size of 0.439.