INFLUENCING JIANGSU CHINESE TOURISTS OF MOTIVATION AND DESTINATION IMAGE ON TOURIST SATISFACTION IN BANGKOK, THAILAND

Abstract

The objectives of this study were: 1) to study influencing Jiangsu Chinese tourists of motivation on tourist satisfaction, and 2) to study influencing Jiangsu Chinese tourists of destination image on tourist satisfaction. This study was quantitative research. The population in the total population in Jiangsu was 80.4 million people. The sample size was 400 employees determined by Taro Yamane formula. The research instrument was a 5-rating scale questionnaire through their electronic device. Statistics frequency, percentage, mean and multiplied. The research results revealed that: 1) Travel motivation consists of two factors, which are the causes of push and pull. There is a total of 20 items. Except for the item of the tourism promotion is very attractive was at the strongly agreed level, and the others were at the agreed level, and 2) The destination image (Mean = 3.95, SD = 0.687), which was considered as agree level. It contains four factors, such as natural environment, infrastructure, social environment, and entertainment. It was distributed to 12 items; they were all ranked in agree level. The natural environment (Mean = 3.88, SD = 0.689), the infrastructures (Mean = 3.99, SD = 0.634), the social environment (Mean = 3.95, SD = 0.726) and the entertainment (Mean = 3.91, SD = 0.7).