The Influence of Push-Pull Theory on the Revisit Intention of Chinese Tourists to Bangkok: the Mediating Role of Perceived Value
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Abstract
The purpose of this research was to study the influence of push-pull theory on the revisit intention of Chinese tourists to Bangkok – the mediating role of perceived value. The sample size of this study was 435, which is appropriate for SEM analysis. The researchers used convenience sampling. Data were collected through online platforms such as WeChat, Douyin, and Xiaohongshu. The researchers used AMOS to examine the research hypotheses. The results showed that the confirmatory factor model of the influence of push-pull theory on the revisit intention of Chinese tourists to Bangkok – the mediating role of perceived value was confirmed with empirical data (Chi-square = 77.662, df = 50, P = 0.07, CMIN/DF = 1.553, RMSEA = 0.035, GFI = 0.971, AGFI = 0.956, CFI = 0.991, NFI = 0.975, IFI = 0.98). All the hypotheses have been confirmed with empirical data.
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