FACTORS INFLUENCING CHINESE TOURISTS’ PURCHASE DECISION ON THAI AMULETS IN THAILAND

With the continuous development of tourism and the pursuit of spiritual blessings, Thai amulets have become a unique cultural product that attracts Chinese tourists. However, to date, there has been a lack of in-depth research on the decision-making factors of PRC tourists purchasing amulets in Thailand and the association between these factors. This study aimed to 1) conduct a comprehensive investigation to explore how Chinese tourists' characteristics affect their choices to buy Thai amulets in Thailand, and 2) explore how product characteristics of Thai amulets influence Chinese tourists' decisions to purchase Thai amulets in Thailand. Data was collected through a questionnaire administered to a sample of 400 Chinese tourists who visited Thailand and purchased Thai amulets. The statistics used to analyze the data were descriptive statistics, including frequencies, means, and standard deviations, and inferential statistics, including the independent sample t-test, one-way ANOVA, LSD, and multiple linear regression. The results found that differences in terms of gender, monthly income level, and religious affiliation affect purchase decisions differently. Product characteristics, including price, reputation, and advertising, have influenced the purchasing decisions of Chinese tourists in Thailand. This study provides strong support for understanding and promoting the purchasing decision-making process of Chinese tourists towards Thai amulets. The marketing strategies and recommendations to develop a more attractive program for Chinese tourists in Thailand are provided in detail.