Motivating factors that influences Chinese tourists in the purchasing decision on Thai dried fruits.

Abstract

It is known that Chinese tourists have high purchasing power and there is a high volume of Chinese tourists coming to travel in Thailand recently. It is interesting to comprehend their motivation and purchasing decision especially for Thai dried fruits in order to plan and execute business plan to be succeed. This study was to test hypotheses of the motivation force or influencing factors that encourage Chinese tourists to purchase Thai dried fruits based on cultural behaviors and marketing mix. The study was targeted at Chinese tourists who travelling in Thailand at a particular place as the respondents and the questionnaire was translated into Chinese. The hypotheses were tested by factor analysis and multiple regression. The findings were found that only trend following and promotion have positively influence Chinese tourists’ purchasing decision on Thai dried fruits.