| 摘要: | The purpose of this study was to study the destination image of Thailand, revisit travel motivation, and intention to revisit by Mainland Chinese and Taiwanese college students, and whether there is a significant difference between the variables when investigating such a relationship. The sample comprised Mainland Chinese and Taiwanese students who have previously visited Thailand. The study found that Mainland Chinese and Taiwanese students delivered a high score for the image of Thailand, in terms of destination and with regards to Thailand’s interesting culture and buildings, its beautiful architecture, Thai customs of interest and the Thai variety of cuisines. Whilst Mainland Chinese delivered a lowest score for pollution, the Taiwanese ranked standards of sanitation and cleanliness also with a lowest score. In contrast, both indicated that rest and relaxation motivated them to revisit Thailand again in the future. Furthermore, the study shows that there are positive relationships between the destination image of Thailand, revisit travel motivation, and revisit intention of Mainland Chinese and Taiwanese students, and that revisit travel motivation also has positive relationships for the revisit intention amongst both nationalities. |
