Post-COVID Motivational Factors Influencing Chinese Tourists' Decision to Visit Wat Phra Kaew
Keywords:
Travel Motivation, Chinese Tourists, Decision, Tourism of Wat Phra Kaew, After the COVID SituationAbstract
Phra Kaew, commonly known as the Temple of the Emerald Buddha, is considered the most sacred Buddhist temple in Thailand. The temple attracts numerous foreign tourists, contributing significantly to the continuous income generation of the country's tourism industry. The study focused on understanding the motivating factors that influenced the travel decisions of Chinese tourists to Wat Phra Kaew after the COVID-19 situation.
This quantitative research surveyed a population of 400 Chinese tourists in Guangxi Province, China, who expressed interest in traveling to Thailand. The data were analyzed using multivariate regression analysis. The research findings indicated that physical, cultural, and religious motivations had a significant influence on the travel decisions of Chinese tourists to Wat Phra Kaew.
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