Title of Dissertation INFLUENCE FACTORS OF MEMORABLE TOURISM EXPERIENCE AND BEHAVIORAL MEANING: A STUDY OF CHINESE TOURISM IN THAILAND. The theoretical contribution of this research is mainly reflected in the following aspects: 1) Broadening the theoretical knowledge related to the influencing factors of MTEs.
INTRODUCTION
- Research Background
- The Arrival of the Experience Era
- An Increasing Demand for Memorable Tourism Experiences
- The Prosperity of China’s Outbound Tourism Market
- China has Become Thailand’s Largest Source of Tourists
- Research Gap
- Research Objectives
- Research Innovations
- Innovations of Research Perspectives
- Innovations of Research Content
- Research Significance
- Theoretical Significance
- Practical Significance
- Research Scope
- Regional Scope
- Content Scope
- Time Scope
- Sample Scope
- Technical Road-Map
The empirical research into MTE's composition and influencing factors is still blank and needs to be sorted out. This study will research the following content: Influencing factors of MTEs; the relationship between influencing factors of MTEs, MTEs and behavioral intentions.
LITERATURE REVIEW
Concepts and Theories
- Tourism Experience
- Memory
- Memorable Tourism Experience
- Behavioral Intention
- Theory
Ritchie and Hudson attempt to capture the evolution of the memorable tourism experience (Hudson & Ritchie, 2009). In terms of the evolution of the memorable tourist experience (Figure 2.2), the experience plays an important role in marketing and tourism.
Research Results of MTEs
- Kim’s Research
- Dimension of MTEs
Knowledge is defined as "information, facts or experiences known by an individual" (J.-H. Kim et al., 2012). Novelty is defined as "A psychological feeling of novelty resulting from new experiences" (J.-H. Kim et al., 2012).
Research of the Influencing Factors of MTEs
- Destination Attributes
- Individual Factor
- Summary
Shapit, 2018) warm and welcoming attitude of the staff, comfortable rooms, location of accommodation and breakfast. Furthermore, some researchers have concluded different influencing factors in light of the characteristics of the research objects. If the individuals' internal needs are met, they will give a more positive assessment of the core characteristics (Hou et al., 2005).
Interference variables mainly refer to the comfort of the tourism process, sources of tourist attractions (tourist activities, destination service, quality of accommodation, value of tourist goods, etc.). Servidio and Ruffolo investigated the relationship between emotional involvement and the recall of MTE through narrative research, and the results showed that only five of the six basic emotions (fear, happiness, disgust, anger, surprise, sadness) supported the recall of tourism experiences, making a good narrative articulated. Hospitality This factor includes the perceived friendliness of the local population and the community's attitude towards visitors.
Behavioral Intention
He emphasized that WOM is often seen in the informality of everyday interpersonal communication and further expanded its definition (Westbrook, 1987). WOM is considered a powerful, effective and efficient marketing strategy, which is a general comment on the brand and the amount of word-of-mouth communication of customers about a particular product, service or company (Goldsmith, 2008). WOM is also considered a key source of information to predict the future behaviors of speakers and audiences (Anderson, 1998).
WOM can influence consumer purchase decisions, customer assets and organizational attractiveness, and can help consumers reduce their purchase risks. Tourism products are intangible and therefore cannot be evaluated before consumption, and the importance of WOM is particularly prominent (Lewis, 2000). Some researchers have described two kinds of effects of WOM: WOM affects behavioral intentions and recipients' future behavior; recipients of WOM can spread information to others and influence their decisions (Tax, Chandrashekaran, & Christiansen, 1993).
RESEARCH METHOD
Qualitative Research
- Literature Review and Analysis
- In-depth Interview
- Interviewees
- Interview Outline
- Data Collection
- Data Analysis
- In-depth Interview
Can you tell us which scenic spot impressed you the most in Thailand?” The interviewees were then asked questions according to the questionnaire. The time for interviewing each interviewee was limited to 30 minutes, and different levels of questioning and interaction were carried out according to the answers of the interviewees. To ensure the accuracy of the content, the sorted interview records will be emailed to the interviewees for confirmation within 2 days of the interview.
The attitude of the staff is bad, they are unfriendly and argue with the staff" is classified as "The quality of service". The naming of the code should, as far as possible, adopt the language used by the interviewee in order to preserve the original meaning of the data. Design of public places and hotels in Thailand 2 2 3 The Friendliness and Kindness of the Locals 9 13.
Quantitative Research
- Samples
- Sample Techniques
- Sample Size
- Questionnaire Designing
- Data Collection
- Data Analysis
According to the cognitive, affective and behavioral (CAB) model (Figure 2.4) and the theory of planned behavior (Figure 2.5), the theoretical framework of the antecedents and consequences of MTEs is constructed. The third is named as infrastructure (Inf), which includes the following 5 points, "the destination has advanced and quality infrastructure; travel instructions to destinations are clear, detailed and up-to-date; the destination has a complete infrastructure; good signage/direction; tourist facilities are well maintained". The fourth is named as Culture & Architecture (CA) which includes five elements, “The local culture is memorable.
Confirmatory factor analysis was performed on the measurement model of MTEs (Figure 4.3), the loading coefficient, combined reliability (CR) and average variance extraction (AVE) of each indicator of the mediating variable are shown in the following table. The loading coefficient, combined reliability (CR) and average variance extraction (AVE) for each index of the intervening variable are shown in. To further analyze the mediating effect of MTEs between the influencing factors of each MTEs and the behavioral intention of the outcome variables , this study uses the bootstrap method to test.
Model
- The Influencing Factors of MTEs
- Behavioral Intention
- Proposed Research Model
Hypothesis
- Infrastructure, MTEs and Behavior Intention
- Hospitality & Service, MTEs and Behavior Intention
- Physiography, MTEs and Behavior Intention
- Culture & Architecture, MTEs and Behavior Intention
- Activities & Events, MTEs and Behavior Intention
- Social Interaction, MTEs and Behavior Intention
- Knowledge & Emotion, MTEs and Behavior Intention
ANALYSIS AND RESULTS
The Influencing Factors of MTEs
- Descriptive Statistics
- Reliability Analysis
- Item Analysis
- Exploratory Factor Analysis
- Confirmatory Factor Analysis
Activity mix (9) The destination has exciting specific activities (eg sports, games, recreational activities and nightlife). 10) Activities I cannot normally participate in in my daily life. In choosing the destination of this trip, my previous travel experience and knowledge helped me. The destination has a developed and high-quality infrastructure; travel instructions are clear, detailed and up-to-date; the destination has perfect infrastructure, good signalling/direction; tourist facilities are well maintained.
My previous travel experiences and knowledge helped me choose the destination for this trip. The second is called Hospitality & Service (HS), which includes five elements, "Local people at the destination were friendly. The sixth factor is named as Physiography (PH), which includes the 4 items, respectively, "Destination has well-preserved region.
The Relation between the Influencing Factors of MTEs and MTEs
- The Dimension of MTEs
- The Dimension of Behavioral Intention
- Structural Model Analysis
- The relationship between the Influencing Factors of MTEs and MTEs 135
- The Relation between MTEs and Behavioral Intention
- Meditation Effect of MTEs
Then, an exploratory factor analysis is performed on the questionnaire, and common factors are extracted using the method of maximum variance rotation and eigenvalues greater than 1, and the results are shown in the following table (Table 4.14). The rotation of the loading coefficients of all factors is shown in the following table (Table 4.15). We can find that the loading coefficient of each indicator is above 0.5, the combined reliability is above 0.7, and the AVE is above 0.5, which indicates that the validity of combining the independent variable is good (Table 4.16).
It can be seen from the table that the loading coefficient of each indicator is higher than 0.5, the combined reliability is higher than 0.7 and the AVE is higher than 0.5, indicating that the overall validity of the independent variables is good (Table 4.16). The Cronbach's α value of each item is greater than 0.7, which indicates that the variables have good internal consistency and the scale has good reliability, which can be used for further data analysis (Table 4.18). The loading coefficient, combined reliability (CR) and average variance extracted (AVE) of each behavioral intention indicator are shown in the following table (Table 4.22).
Summary
- The Relation between the Influencing Factors of MTEs and MTEs
- The Relation between MTEs and Behavioral Intention
- The Mediating Effect of MTEs
In this study, the hypothesis (H1b) between MTEs and behavioral intention is verified, and MTEs have a significant positive influence on behavioral intention. For example, Sharma and Nayak predicted the direct and indirect effects of MTEs on behavioral intention through destination imagery and tourists' satisfaction in yoga tourism, and found that MTEs were the best predictors of behavioral intentions, which it contrasts with researchers and practitioners who argue that visitor satisfaction is the most important influence on destination performance (Sharma & Nayak, 2019). The mediating effect of MTEs on the influencing factors of MTEs and behavioral intention are discussed and the following conclusions are drawn: Inf, PH, CA, AE, KE, HS, SI and BI mediated by MTEs.
All the influencing factors of MTEs only indirectly affect behavioral intention through MTEs, and directly affect tourists' word-of-mouth and revisiting. In the model, the influence factors of MTEs and the MTEs dimension represent cognitive, the part of the MTEs dimension represents affect, and behavioral intention represents behavior. MTEs act as a full or partial mediator between the most influential factors of MTEs and behavioral intention.
CONCLUSION
Contribution
- Theoretical Contribution
- Practical Contribution
Furthermore, this marks the first attempt to integrate the influencing factors of MTEs, MTEs and behavioral intentions. The results show that MTEs, its influencing factors and post-trip behavioral intentions are inextricably linked. By taking independent tourists to Thailand as samples, this paper studies the influencing factors associated with MTEs, as well as antecedents and consequences of MTEs, which to some extent expands and subdivides the sample scope and enriches the connotation of tourism experience research .
There are many factors that affect MTE and previous scholars have mostly analyzed MTE based on destination attributes. Culture, geography and landform based on destination attributes are the main influencing factors of MTE, while emotion, prior travel experience and knowledge, interaction and other factors are secondary influencing factors. In terms of practical significance, the factors affecting MTE discovered in this study will help tourism practitioners and operators to innovate their thinking and fully grasp the factors affecting tourists' MTE, and then suggest ideas and thinking to optimize development MTE, which is the focus of this study.
Advice on the Sustainable Development of Tourism Industry
For example, the relevant enterprises can improve the quality of tourists' experience by optimizing their product portfolio to increase the scope of their post-tour behavior and to better adapt to the new situations and changes of the current tourism market. In terms of the construction of scenic spots and scenic spots, aiming to improve the quality and level of service, attract tourists and actively promote the construction of scenic objects. As one of the most visible factors in tourism activities, culture plays an increasingly prominent role and exerts greater influence on cross-border tourism (M. Li, 2014).
Aimed at shaping the destination's image and brand and cultivating high-quality tourism products, based on strengthening the protection of intellectual property rights, emphasizing creativity, talents, collection flow, digging the cultural connotation, cultural heritage and intangible heritage skills of the landscape spot, and creating a group of unique and tasteful tourism products, such as selecting specific themes, combining cultural creativity, entertainment equipment, cultural tourism landscape, film and television animation, IP technology and other means to improve the flow of entertainment consumption. In addition to the traditional means of publicity, the Internet should also be used to increase the marketing touch point, change the impression of the destination and improve the overall image of the destination through film and television media, book publishing, creating cultural and travel -IP and other ways. However, in the process of flourishing tourism development, the protection of natural resources and ecological environment is often ignored, and the ecology is seriously damaged, especially some non-renewable resources, which have once been destroyed and will never recover.
Future Researches
An exploration of the relationships between social psychological involvement, behavioral involvement, engagement and future intentions in birdwatching. Tourists' perception of memorable tourism experience in relation to their revisit intentions to Islamic tourism destination in Shah Alam, Selangor. Examining the memorable experiences of the senior travel market: A study of the memory bump.
Case studies of the experiences of Chinese visitors to three tourist attractions in Victoria, Australia. I conducted a research project to investigate the memorable tourism experiences of tourists who traveled to Thailand within 2 years. 18 Destination has stunning landscapes and climate. 21 Destination has good signage/directions Destination has good availability of tourism information The tourism facilities of the destination are good. maintained.
![Figure 1.2 Tourism Statistics for 15Major Nationalities As of 20 February 2020 Source: Association of Thai Travel Agents [ATTA] (2020)](https://thumb-ap.123doks.com/thumbv2/filepdfco/10231925.0/22.892.115.804.244.954/figure-tourism-statistics-15major-nationalities-february-source-association.webp)
