A STUDY OF THE FACTORS AND UNDERLYING MECHANISM OF SATISFACTION AMONG MAINLAND CHINESE TOURISTS AT THE SONGKRAN FESTIVAL
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Abstract
The Songkran Festival, a cornerstone of Thailand's cultural heritage, has emerged as a significant attraction for mainland Chinese tourists seeking immersive cultural experiences. Despite its prominence, scholarly attention to the determinants of satisfaction among this demographic remains limited. This study addresses this gap by employing a qualitative methodology grounded in constructivist epistemology. Through purposive and snowball sampling, 20 mainland Chinese participants who attended the Songkran Festival in Thailand were selected for semi-structured interviews. Data were analyzed using Straussian grounded theory techniques, revealing six interrelated factors influencing tourist satisfaction: (1) cultural immersion and participatory engagement, (2) festive ambiance and interactive dynamics, (3) perceived safety and institutional trust, (4) travel service quality and logistical convenience, (5) emotional resonance and social connectivity, and (6) media influence and word-of-mouth referrals. These factors operate synergistically, shaping holistic satisfaction levels. The findings contribute to theoretical advancements in festival tourism satisfaction frameworks while offering actionable insights for optimizing Chinese tourists' experiences and informing the development of Songkran-specific tourism products in Thailand.
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