The Influence of the Theory of Planned Behavior (TPB) and the Push-Pull Theory of Chinese Tourists to Revisit Intention in Bangkok, Thailand

Abstract

This research aims to investigate the influence of demographics, the theory of planned behavior (TPB), and push-pull theory on Chinese tourists' revisit intention in Bangkok, Thailand. The researcher used a questionnaire as the research tool and collected data from 416 tourists who had visited Bangkok. Descriptive statistics were used to analyze the data, including Frequency, Percentage, Mean, Standard Deviation, and inferential statistics, such as the independent-samples t-test, One-way ANOVA, LSD, and multiple linear regression, at a significance level of 0.05. The results showed that the majority of respondents were females aged 45-54, most of whom held a bachelor's degree, were employed as company workers, and had a monthly income of less than 5,000 CNY. The first hypothesis was tested, and the results found that age significantly influences revisit intention. The results of the second hypothesis, which tested the influence of all TPB factors (attitude, subjective norms, and perceived behavioral control) on revisit intention, found that all factors were significant. For the last hypotheses tested, push and pull factors also show a positive and significant influence on Chinese tourists' revisit intention in Bangkok, Thailand.