Chinese Tourists' Willingness to Use Chinese Restaurants in Thailand

Abstract

The research was to investigate actual Influencing factors of Chinese Tourists' Willingness to Use Chinese Restaurants in Thailand. The conceptual framework was developed from the literature review and survey in the area and other contemporary research in marketing management. Accordingly, the researchers consider the importance of facility location, product quality, security, and English communication skills.
In this, the researchers employed the quantitative research approaches. The instruments of research were steps of a questionnaire. Data were collected from 385 people who are Chinese tourists to use Chinese restaurant in Bangkok, Thailand. The data collected were analyzed using the path modeling and on the basis of observing the actual tourist' willingness of the organizations studied through all operational links in the marketing management.
Findings are as follows: Applications of facility location, product quality, security, and English communication skills were explanatory of the variance in tourist' willingness at 56.5 percent (R2 = 0.565). Each factor involves significant aspects with the total being 20. All aspects should be addressed if problems are to be successfully solved over the long haul.