A Study of the Factors and Underlying Mechanism of Satisfaction among Mainland Chinese Tourists at the Songkran Festival
Article Sidebar
Main Article Content
Abstract
Songkran Festival, as one of the most important traditional festivals in Thailand, attracts a large number of mainland Chinese tourists to experience it. However, at present, there are relatively few studies on the factors influencing the satisfaction of mainland Chinese tourists attending Songkran Festival in Thailand. In this study, 20 mainland Chinese tourists who participated in Songkran Festival in Thailand were selected to conduct semi-structured interviews by using qualitative research methods and purpose-based sampling and snowball sampling. Based on grounded theory, this study identifies six key factors that influence mainland Chinese tourists' satisfaction: cultural experience and sense of participation, festival atmosphere and interactivity, security and trust, travel services and convenience, personal emotion and social experience, and media and word of mouth. These factors interact with each other and jointly affect the satisfaction of mainland Chinese tourists attending Songkran Festival in Thailand. This study not only enriched the theoretical research on the satisfaction of holiday tourism, but also provided practical guidance for the optimization of holiday tourism experience for Chinese tourists and the development of Songkran tourism products in Thailand.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ข้อมูลลิขสิทธิ์
References
Chantamool, A., Laoakka, S., & Phaengsoi, K. (2015). Traditional festivals: development of tourism routes for linking cultural heritage sources in the catchment watershed of Mekong River Basin in Thailand. International Journal of Sociology and Anthropology, 7(11), 233-245.
Daskin, M., & Aşan, K. (2022). Cognitive destination image and tourist satisfaction: The case of the Fruit Festival in Thailand. Journal of Tourism, Sustainability and Well-Being, 10(2), 132-147.
Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism management, 29(3), 403-428.
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? an experiment with data Saturation and variability. Field Methods, 18(1), 59-82.
Kang, Y., & Jiang, S. (2024). A qualitative analysis of the motivations for Chinese Gay tourists choosing Thailand as a destination: A grounded theory approach. Journal of Ecohumanism, 3(3), 1177-1195.
Kanoksilapatham, B., Kachachiva, J., Chumdee, N., Suwanpakdee, S., &Phetluan, P. (2023).Tourist attraction-based cultural identity and local participation propelling sustainable cultural tourism in northern Thailand. Humanities, Arts and Social Sciences Studies, 1(1), 478-490.
Krueaphat, K., Tepsing, P., & Laeheem, K. (2023). Attitude factors predicting moon festival practice among Chinese Thai Youth in Hat Yai. Journal of Liberal Arts Prince of Songkla University, 15(2), 75-93.
Liang, L., & Zuo, D. (2022). A study on the impact of cultural attraction on the intention of Chinese visitors revisiting Thailand. International Journal of Sociologies and Anthropologies Science Reviews, 2(6), 107-120.
Pawattana, C., & Jeefoo, P. (2021). Development of flood drain direction using mobile GIS and spatial Interpolation techniques in municipality of Khon Kaen, Thailand. Naresuan University Journal: Science and Technology (NUJST), 30(3), 11–22.
Tsai, L. M., Sakulsinlapakorn, K. (2016). Exploring tourists’ push and pull travel motivations to participate in Songkran festival in Thailand as a tourist destination: a case of Taiwanese visitors. Journal of Tourism and Hospitality Management, 4(5), 183-197.
Virdee, I. (2017). Exploring the Image of Chinese Temples as a Cultural Tourist Attraction in Phuket, Thailand: Using Projective Questions and Drawing Techniques. Published master’s thesis, Prince of Songkla University, Phuket Thailand.
Virdee, I., & Phakdee-auksorn, P. (2017). Exploring destination image using a projective approach: Chinese temples and shrines in Phuket, Thailand. Journal of International Studies, Prince of Songkla University, 7(2), 227-272.
Wiangwiset, T., Surawanitkun, C., Wongsinlatam, W., Remsungnen, T., Sorn-in, K., Siritaratiwat, A., ... & Namvong, A. (2025). Development of a tourist behavior analysis system using public Wi-Fi data to enhance smart tourism management: A case study of Sri Chiang Mai smart city. Engineering and applied Science Research, 52(1), 42-56.
Wu, Z. (2017). Research on Willingness and Satisfaction of Chinese Tourists Travel to Thailand--Taken security as an example. Published doctoral dissertation, SIAM UNIVERSITY. https://e-research.siam.edu/wp-content/uploads/2017/04/IMBA-2016.
Xue, Y. (2019). The effect of travel motivation, perceived risk and destination ımage on tourist satisfaction-a case study of chinese tourists having revisit ıntention in Bangkok. Thailand. Published doctoral dissertation, university of The Thai Chamber of commerce. https://searchlib.utcc.ac.th/library/onlinethesis/306636.
Yang, M. (2019). The Effects of Motivation and Perceived Value on Tourist Satisfaction and Loyalty: A Case of Chinese FIT Tourists to Thailand. Published
doctoral dissertation, Bangkok University. http://dspace.bu.ac.th/handle/123456789/4256
Yu, W., & Phakdee-auksorn, P. (2016). Understanding Chinese tourists’ motivations for visiting Buddhism-Related attractions in Phuket, Thailand. Journal of InternationalStudies, Prince of Songkla University, 6(1), 73-107.
Zhang, B. (2017). The impacts of perceived risk and destination image on Chinese visitors' decision and destination loyalty for visiting Thailand. Proceedings of the National and International Conference, 8(1), 10–24.
