Main Article Content
This article examines the impact of stimulus factors (macro and marketing factors) on the behavior decision of Chinese travels to Thailand (willingness to travel to Thailand in the next five years, budget allocation to a trip to Thailand, and length of stay). The study adapts the concept of the stimulus-response model of buyer behavior to develop the model of causal relationships between the stimulus factors and behavior decision travel to Thailand. A structural equation model (SEM) is used to analyze 383 primary data observations obtained from interviews Chinese people who live in Hangzhou city, Zhejiang province. The models include nineteen observed variables (seventeen continuous variables and two category variables), and nine latent variables. The causal relationships estimated by weighted least squares means and variance adjusted (WLSMV) between the stimulus factors and the behavior decision of Chinese travelers to Thailand showed that the stimulus factors have a strong influence on the willingness to visit Thailand, and they also influenced the allocated budget. However, they do not affect the expected length of stay.
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