"Predicting Behavioral Intentions of Chinese Tourists in Chiang Mai Spas: An SEM Analysis of Experiential Marketing and Service Quality"

This study investigates the impact of experiential marketing and service quality on customer satisfaction and behavioral intention among Chinese tourists visiting spa establishments in Chiang Mai, Thailand, using structural equation modeling (SEM). Data collected from 420 Chinese tourists through a self-administered survey were analyzed using AMOS v. 26. The results indicate that both experiential marketing and service quality significantly influence customer satisfaction and behavioral intentions. Notably, experiential marketing (β = 0.210, p = 0.057) and service quality (β = 0.360, p = 0.001) have a significant positive impact on customer satisfaction, which in turn strongly affects behavioral intentions (β = 0.635, p = 0.000). These findings underscore the importance of crafting engaging experiential marketing initiatives and providing superior service quality to enhance customer satisfaction and foster positive behavioral intentions among Chinese tourists in Chiang Mai's spa industry. The study contributes to the understanding of Chinese tourist behavior in the spa industry and provides practical valuable insights for spa managers seeking to improve customer experiences and promote repeat business.