Influential Factors on Chinese Tourists' Intention to Reuse Thai Traditional Massage Service

Chuang  Xu; Vuttichat  Soonthonsmai

Article Details

Influential Factors on Chinese Tourists' Intention to Reuse Thai Traditional Massage Service

Authors:

Chuang Xu | Vuttichat Soonthonsmai

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 29, pp.404-417

Document Type:

Article

Publication Date:

10/2024

Document Language:

English

Document ID (Org No.):

2001513937

pISSN:

2518-668X

Keywords:

Abstract:

 This research delves into the challenges Thai traditional massage establishments face in attracting and retaining Chinese tourists. It aims to assess the impact of service quality components, including staff quality, service attitude, and service environment, on Chinese tourists’ intention to reuse traditional Thai massage services. Additionally, it explores the influence of cultural image aspects, such as traditional cultural experiences, cultural exchange and interaction, and cultural presentation, on this intention. Rooted in a comprehensive literature review highlighting established models like SERVQUAL and the Service-Profit Chain, a causal associative approach with a quantitative methodology is employed. Data analysis techniques encompass descriptive and inferential statistics, revealing positive perceptions among Chinese tourists toward staff quality, service attitude, service environment, and cultural image, all contributing to their Intention to reuse. The discussion underscores the intertwined nature of service quality and cultural image, emphasizing the pivotal role of cultural experiences. Strategic implications advocate for continuously elevating standards, adapting to changing preferences, and adopting an integrated approach for holistic customer experiences. Recommendations for future research include a longitudinal approach, expanding demographic scope, exploring psychological underpinnings, experimental designs, and leveraging digital data. Overall, this research provides valuable insights into the complex interplay of the above-mentioned factors, offering practical guidance for the growth and adaptability of the Thai traditional massage industry in catering to Chinese tourists.

Article Details

Influential Factors on Chinese Tourists' Intention to Reuse Thai Traditional Massage Service

Authors:

Chuang Xu | Vuttichat Soonthonsmai

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 29, pp.404-417

Document Type:

Article

Publication Date:

10/2024

Document Language:

English

Document ID (Org No.):

2001513937

pISSN:

2518-668X

Thai traditional massage services

service quality

cultural image; Intention to reuse

Issues

Article Details

Influential Factors on Chinese Tourists' Intention to Reuse Thai Traditional Massage Service

Authors: Chuang Xu | Vuttichat Soonthonsmai

Publisher: KnE Social Sciences

Journal: KnE Social Sciences Vol.9 Issue 29, pp.404-417

Document Type: Article

Publication Date: 10/2024

Document Language: English

Document ID (Org No.): 2001513937

pISSN: 2518-668X

Thai traditional massage services

service quality

cultural image; Intention to reuse

Issues

Authors:

Chuang Xu | Vuttichat Soonthonsmai

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 29, pp.404-417

Document Type:

Article

Publication Date:

10/2024

Document Language:

English

Document ID (Org No.):

2001513937

pISSN:

2518-668X