Thailand’s Perceived Image As A Tourism Destination By Chinese Tourists After Covid

Abstract

Tourism industry always requires strong and positive destination image for the potential tourists, especially for those who have visited the destination or planning to visit Thailand in the future. To provide high-quality tourist experiences and promote a destination effectively, managers need to know the prospects think of the specific destination. Thus, the perceived image of Thailand was investigated from the perspective of Chinese tourists. Thorough literature review confirmed the factors to develop the measures about the Thailand as tourist destination. Convenience sampling method conducted to collect data from 380 usable participants during the time of 20th May to 30th July 2023 by Chinese tourists who have visited Thailand or in the future. The findings suggest that Thailand is appropriate for family vacations and multipurpose destination contains which have many natural and built tourists attraction include many popular sea beaches, Buddhist temples, and many other natural and environmental attractions. This study further confirms that Chinese tourists consider Thailand a destination due to available information and good services, and pleasant and restful atmosphere. However, marketing communication (MC) activities are required to create the perception of potential tourists by which tourists may feel safe while visiting. Further, it is suggested by researchers that, Thailand should provide food culture attractions, give tourists value for their money and allow tourists to communicate easily with the friendly local people.