Influence of Digital Marketing, Image, and Decision Making on the Loyalty of Chinese Tourists Visiting Thailand

Abstract

Thailand is a very popular tourist destination for Chinese people. The average number of Chinese tourists visiting Thailand is almost 1 million a month. However,
it is accepted that there remain many challenging factors that may affect the trend of Chinese tourists visiting Thailand in the next phase. The important issues are purchasing power of Chinese tourists, especially for those who are sensitive to the situation of domestic economy ,the competitive situation which is likely to attract Chinese tourists to visit other countries, and the diversity of Chinese tourists' behavior in the digital age. The objectives of this research were to: 1) study levels of digital marketing, image and decision making affecting the loyalty of Chinese tourists visiting Thailand; 2) examine the influence of the casual factors affecting  digital marketing, image, and decision making on the loyalty of Chinese tourists visiting Thailand; and 3) develop a model for the loyalty of Chinese tourists visiting Thailand. This research employed a mixed research methodology method combining between quantitative and qualitative ones. For the quantitative research part, the research sample consisted of 400 foreign tourists with Chinese nationality who could speak Chinese, aged of 20 years or over, and
at least once used to visit  Thailand . The sample size was determined based on the criterion of 20 times of the observed variables. The stratified sampling was applied with data collection via  a questionnaire and data analysis conducted by  a structural equation model. As for the qualitative one,  in-depth interviews were conducted through  20 key informants consisting of people having  knowledge and  experiences related to Chinese tourists. The findings showed that: 1) digital marketing, image, and decision making affecting the loyalty of Chinese tourists visiting Thailand were all rated at a high level; 2) the causal factors affecting  digital marketing, image and decision making had a positive influence on the loyalty of Chinese tourists visiting Thailand that  could predict the royalty results by 87 percent; and 3) based on the research findings,  the model of the loyalty affecting the decision of Chinese tourists visiting Thailand was developed and  could further  be applied  as a guideline for tourism-business entrepreneurs
in Thailand to gain success based on the variables found. In addition, the qualitative research findings also revealed that the model of the causal factors influencing digital marketing, image and loyalty  affecting the Chinese tourists' decision to visit Thailand was highly beneficial to academics in terms of expanding and building upon the knowledge on the modern marketing science. It is also beneficial to  executives of  service businesses as it can be used as a guideline for business operations, especially in terms of using digital marketing strategies to manage marketing contents to be regularly creative, attractive , engaging and  up-to-date. Moreover, a special attention should be placed on utilization of digital marketing strategies for handling  online organizational reputation to minimize negative complaints and establish trust in  business.