A study of the influencing factors of Chinese tourists' satisfaction with Thailand's internet celebrity tourist attractions

Abstract

After the current global epidemic is over, the recovery of the tourism industry is crucial for many countries that rely on tourism as the backbone of their economies. Today, a large number of tourists will look for the so-called Internet celebrity attractions from short Internet videos to plan their tourism. Therefore, this paper takes Thailand’s Internet celebrity attractions as the sample to explore the factors affecting Chinese tourists’ satisfaction with Thailand’s Internet celebrity attractions. Moreover, on this basis, the research proposed suggestions that will help Thailand create Internet celebrity attractions to attract tourists. This study employs the survey method to gather data from 435 valid tourist through questionnaire, and uses SPSS 23.0 to conduct statistics; the reliability and validity have reached the standard. In terms of regression analysis, it is found that the infrastructure of Thailand's Internet celebrity attractions positively predicts tourist satisfaction. The Thai characteristics of attractions positively affect tourist satisfaction; furthermore, the service management of Thai Internet celebrity attractions positively affects tourist satisfaction, and Internet celebrity characteristics will interfere with the relationship between infrastructure prices, Thai characteristics, service management and tourist satisfaction.