How the destination brand affects Chinese tourists' choices when they are selecting overseas destinations: Thailand as a case study

Guo Yuqin (2024) How the destination brand affects Chinese tourists' choices when they are selecting overseas destinations: Thailand as a case study. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Using Thailand as a case study, this study delves into how destination branding influences the decision-making process of Chinese tourists when choosing an overseas travel destination through a variety of research methods, including literature review, questionnaire survey and in-depth interviews. The literature review provides the theoretical foundation for this study, sorting out the relationship between brand image and tourism behaviour. The questionnaire survey, on the other hand, collected empirical data from a large number of Chinese tourists, revealing their perceptions, preferences, and expectations of Thai tourism brands. Meanwhile, in-depth interviews helped us further understand the key factors that specific Chinese tourists consider when choosing Thailand as a travel destination and their post-travel feedback. Through comprehensive analysis, we found that leisure/holiday is the most important travel purpose, and Thailand's culture, natural landscape, cuisine and friendly human environment are important factors that attract Chinese tourists, but there are also some important influencing factors such as sense of security, cost of travel, popularity and direct flights. The findings of this paper provide an important reference value for branding and marketing strategies of overseas tourist destinations.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, Chinese tourists, decision-making, Destination, tourism
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Júl. 15. 10:17
Utolsó módosítás:	2024. Júl. 15. 10:17

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