THE IMPACT OF FACILITY, COST, AND CONVENIENCE OF THAILAND WELLNESS TOURISM TOWARDS CHINESE CONSUMERS’ PURCHASE INTENTION IN THE POST PANDEMIC ERA

Abstract

This research aims to study the impact of the facility, cost and convenience of wellness tourism in Thailand on Chinese consumers’ intention to purchase after Covid-19 pandemic. The quantitative method with a online five-points Likert Scale questionnaire is adopted to collect 400 responses for representing the population. The results significantly showed the following findings: 1) The cost factor is the most impactful factor on Chinese consumers’ intention to purchase wellness services in Thailand. Two sub-variables of the cost factor which are affordability (Sig = 0.014, Beta = 0.141) and cost performance (Sig = 0.048, Beta = 0.150) highly show the impact on Chinese consumers’ purchase intention, which support the hypothesis that the cost of Thailand wellness tourism has an impact on Chinese customers’ purchase intention. 2) Considering the facility of wellness service, the sub-variable of service capacity (Sig = 0.001, Beta = 0.233) shows the greatest impact, supporting the hypothesis that the facility of Thailand wellness tourism has an impact toward Chinese consumers’ purchase intention. 3) The factor of convenience of travel on using wellness service in Thailand has no significant impact on Chinese consumers’ purchase intention, with significant value > 0.05 of all three sub-variables. The findings of this study contribute to the  knowledge of the behavioral patterns of Chinese consumers engaging in wellness tourism in Thailand post-pandemic, and also serve as a foundation for more in-depth research and discussion in the future.