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FACTORS INFLUENCE ON THE CONTINUANCE INTENTION OF YOUNG CHINESE TOURIST WHO HAVE VISITED THAILAND. A CASE STUDY OF PONG NAM RON HOT SPRING, CHANTHABURI PROVINCE, THAILAND

THIRAPIT SONSAK

A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR MASTER DEGREE OF MANAGEMENT IN INTERNATIONAL TOURISM MANAGEMENT FACULTY OF MANAGEMENT AND TOURISM BURAPHA UNIVERSITY APRIL 2019 COPYRIGHT OF BURAPHA UNIVERSITY

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ACKNOWLEDGEMENT

I am one of those who expect to graduate at a high level, and a master's degree is another step of my success, if not the opportunity to study, learn from everyone who gives me support. It would be difficult to expect how to come here by myself. I would like to thank and show respect for them: Firstly, I so grateful to my family who is the main supporter of my master's degree, both finances and encouragement, receiving this opportunity to confirm that my family has given me the ability to live a good future for me. Thank you to Burapha University, especially the Faculty of Management and Tourism, for providing an opportunity to study for a master's degree. Master of Management in International Tourism Management program for me. I would like to thank the dean, and the staff of the Faculty of Management and Tourism for all who have taken care of and advised me since I started school until I graduated. Secondly, I intend to special thank to my principal advisor, Dr. Petcharut Viriyasuebphong, and Assistant Professor Dr. Sakchai Setarnawat, co-advisor. They are people who give advice in this study because they are dedicated to power, time, motivation and encouragement in my study. I would like to thank three experts who assist in the IOC (Index of Item-Objective Congruence) of the questionnaire, including Dr. Sanon Anantanond, Mrs. Natthakan Pruksorranan and Ms. Chananan Dechadilok. Thanks to Assistant Professor Dr. Apinya Ingard who explained more about statistics for data analysis. Thanks to Dr. Tinikan Sungsuwan to guidance me. I would like to thank all the lectures for advised me. Thirdly, I would like to thank Montpellier University, particularly IAE in France for offering the dual programs with the Faculty of Tourism Management, Burapha University, and I also thank the lectures, staff of IAE in France, my Thai friends and foreign friends who helped and cared for me throughout the time I lived in Montpellier. Lastly, I would to thank the ITM6 friends, who have always helped and encouraged me, when we started, we started together, and when we succeeded, we expected to achieve together because together we are more. And I so grateful to everyone who is always encouraging and supporting me.

Thirapit Sonsak iv

59920351: MAJOR INTERNATIONAL TOURISM MANAGEMENT; M.M. (INTERNATIONAL TOURISM MANAGEMENT) KEYWORDS: HEALTH TOURISM/ HOT SPRING/ CONTINUANCE INTENTION THIRAPIT SONSAK: FACTORS INFLUENCE ON THE CONTINUANCE INTENTION OF YOUNG CHINESE TOURIST WHO HAVE VISITED THAILAND: A CASE STUDY OF PONG NAM RON HOT SPRING, CHANTHABURI PROVINCE, THAILAND. ADVISORY COMMITTEE: PETCHARUT VIRIYASUEBPHONG, Ph.D., SAKCHAI SETANAWAT, Ph.D., 168 P, 2019

This study aims 1. to know the rank of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, 2. to know the direct effects and indirect effects of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, and 3. to develop the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourism who have visited Thailand. This research uses quantitative research. The probability sampling method by stratified random sampling was used. The questionnaires consist of three parts. The sample size was 400. The data will be analysed using descriptive statistics and path analysis. Overall of the variables were indicates on an “Average”. The ranking level (Mean) of all variables consist as follow: The 1st is Trust, and the 6th is Confirmation. There are five dimensions of independent variables part have a positive relationship with Continuance intention. Satisfaction is the strongest variable that influences on Continuance Intention in a direct way. Confirmation is the strongest variable that influences on Continuance Intention in an indirect way. There all factors that can be used to develop the structural equation modeling analysis model the factors influence on the continuance intention. Overall, the data indicate an excellent fit for the testing model. All seven hypotheses are supported by literature reviews.

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CONTENTS

Page ABSTRACT ...... iv CONTENTS ...... v LIST OF TABLES ...... vii LIST OF FIGURES ...... ix CHAPTER 1 INTRODUCTION ...... 1 Background of the study ...... 1 Research question ...... 8 Research objective ...... 8 Scope of study ...... 8 Expected benefit gain ...... 9 Definition ...... 9 2 LITERATURE REVIEWS ...... 10 Health tourism ...... 10 Area context of Chanthaburi province ...... 33 Continuance intention ...... 39 Expectation to visit Thailand ...... 45 Hypotheses of the study ...... 59 Conceptual framework of the study ...... 62 3 RESEARCH METHODOLOGY...... 64 Research design ...... 64 Population, sample size, and sampling techniques ...... 65 Data collection ...... 67 Research instrument ...... 67 Validity and reliably of the research instrument ...... 70 Reliability ...... 76 Data analysis ...... 77

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CONTENTS (CONT.)

Chapter Page 4 RESULTS OF DATA ANALYSIS ...... 79 Demographic factors part ...... 80 Results of objective 1 ...... 81 Assessment of reliability and validity of measurement scale ...... 94 Measurement model testing ...... 96 Results of objective 2 ...... 105 5 CONCULSION, DISCUSSION AND RECOMMADATION...... 112 Research result ...... 113 Discussions ...... 121 Implication ...... 128 Recommendation for future research ...... 136 Final conclusion ...... 136 REFERENCES ...... 140 APPENDIX ...... 153 APPENDIX 1 ...... 154 APPENDIX 2 ...... 159 BIOGRAPHY ...... 167

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LIST OF TABLES

Table Page 1 International tourist arrivals to Thailand by Country of Nationality...... 4 2 Tourism receipts from International Tourists Arrivals Thailand ...... 5 3 Tourism receipts from international tourists arrivals Thailand (Medical care receipts) ...... 5 4 The information on hot springs in Thailand ...... 24 5 Review of dependent variables...... 41 6 Review of independent variables ...... 45 7 Show a relationship between variables used ...... 60 8 Characteristic for target respondents ...... 66 9 Five-point Likert scale ...... 68 10 Summarize of questionnaire items ...... 69 11 Operation definition ...... 72 12 The value of Cronbach’s alpha from the pilot study ...... 77 13 Descriptive statistics of the respondents to the survey conducted at Pong Nam Ron hot spring, Chanthaburi, Thailand ...... 80 14 Mean and standard deviation of all variables ...... 82 15 Frequency, Percentage, Mean and SD of Confirmation (CM) ...... 83 16 Frequency, Percentage, Mean and SD of Perceived Usefulness (PU) ...... 85 17 Frequency, Percentage, Mean and SD of Perceived Enjoyment (PE) ...... 87 18 Frequency, Percentage, Mean and SD of Trust (TR) ...... 89 19 Frequency, Percentage, Mean and SD of Satisfaction. (SF) ...... 91 20 Frequency, Percentage, Mean and SD of Continuance intention. (CI) ...... 82 21 Cronbach’s alpha statistics the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand (All measures on 5-point scales) ...... 95 22 Analysis statistics of confirmatory factor analysis (CFA) model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand ...... 99 viii

LIST OF TABLES (CONT.)

Table Page 23 Summary of Person’s correlation coefficients (r) on factors ...... 101 24 Direct effect and indirect effect of the model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand ...... 104 25 Fit Indices for Proposed model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand ...... 107 26 Analysis statistics the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand ...... 108 27 Conclusion of the results ...... 113

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LIST OF FIGURES

Figure Page 1 Chinese tourist arrival in Thailand ...... 3 2 Chinese Receipts (Medical care) in Thailand...... 3 3 Eastern economic corridor area...... 19 4 Eastern Thailand ...... 34 5 Chanthaburi province map ...... 35 6 The conceptual model of satisfaction ...... 40 7 The conceptual framework ...... 63 8 Confirmatory factor analysis (CFA) model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand ...... 98 9 Structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand ...... 105 10 Summary hypothesis analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand ...... 111 11 The direct effect of the study ...... 122 12 The indirect effect of the study ...... 126

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CHAPTER 1 INTRODUCTION

From the chapter illustrates the problem of the study of the tourism industry in Thailand and the impact of the Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction, and Continuance Intention of the tourist. There are 5 sections in this chapter as follows: 1. Background of the study, 2. Research question, 3. Research objective, 4. Scope of the study, 5. Expected benefit gain, and 6. Definition.

Background of the study At the international level, it is found that the average life expectancy of people is 80 years. People understand health care more like food, exercise, Balancing personal life and work (work-life balance). These change people's behavior. Tourism has been affected by this behavior change, from travel to relaxing change to travel for health tourism. At present, there are more than 7,300 million people in the world. In 2015, there were 901 million people aged 60 years or older, accounting for 12.3 percent of the global population, and the elderly population around the world is rapidly increasing. It is expected that the number will increase to 1,402 million people, in 2030 and 2,092 million people in 2050, respectively. (Meechana, Khansakorn, Silawan, Rawiworrakul, & Phijaisanit, 2017). Moreover, it is believed that the importance of tourism will play an important in the future. The government has a policy to promote tourism continuously. Tourism is an activity that has developed into a sequence. It has various purposes for business purposes. For recreation, education, health, and travel have grown. Until the introduction of specialized techniques, planning, organizational management, supply chain management, and marketing together, it is called the “tourism industry”. At present, health tourism is becoming more and more popular. Since most people are traveling to be happy and resting their bodies and minds, they also turn to 2 health tourism activities. Health tourism can be divided into two main areas: Health Healing, a travel program that includes a variety of therapeutic, rehabilitation, and dental services. In the hospital or health care facility, the health promotion program is organized by a health promotion program consisting of a variety of health promotion activities. Travel to various destinations. The tourism industry seems to be very important to Thailand's economic and social progress. According to the database from the Global Wellness Institute. (The Global Wellness Tourism Economy, 2013 & 2014). Health tourism is characterized by prevention, improvement of health, promotion of quality of life. To live a better life. Health tourism is divided into medical tourism, focusing on the treatment of complex diseases and wellness tourism, which combines traditional medicine, spa, and herbal products into the list. Medical Tourism means getting into medical treatment or traveling, and some activities related to medical treatment, illness, and Wellness Tourism refer to the use of health services that help restore the body from illness or improve physical health. Health Tourism Situation in Thailand. According to the Ministry of Tourism and Sports. Overview of health tourism in Thailand. In 2017, 35,757,762 foreign tourists came to Thailand and 9,981,156 were Chinese tourists. In 2016, foreign tourists generated total revenue of about 1,628,807.52 million baht, increased revenue from 2015 by 11.78%, The total revenue of medical of foreign tourists in 2013, 2014, 2015, And 2016, representing 12,597.49 million baht, 11,144.65 million baht, 12,631.04 million baht, and 16,589.03 million baht, respectively. In 2016, medical care revenue increased by 3,957.99 million baht or 31.34%.

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10000000 9981156 8,757,646 8000000 7936795

6000000 4637335 4636298 4000000

2000000 2013 2014 2015 2016 2017 0 CHINESE TOURISTS

Figure 1 Chinese tourist arrival in Thailand source: MOTS-Tourism Statistic Report 2013-2017

3000 2770.87 2500 2000 1500 1230.73 1271.36 882.28 1000 500 0 CHINESE RECEIPTS (MEDICAL CARE)

2013 2014 2015 2016

Figure 2 Chinese Receipts (Medical care) in Thailand source: MOTS-Tourism Statistic Report 2013-2017

In 2013, 2014, 2015, 2016 and 2017, Chinese tourists will travel to Thailand 4,637,335 people, 4,636,298 people, 7,936,795 people, 8,757,646 people and 9,981,156 people, respectively. The total revenue of medical care of Chinese tourists in 2013, 2014, 2015 and 2016 is 1,230.73 million baht, 882.28 million baht, 1,271.36 million baht and 2,770.87 million baht, respectively. In 2016, medical care revenue 4 increased by 1,499.51 million baht or 117.95%. Summary of international tourist arrivals to Thailand by country of nationality, and tourism receipts from international tourists arrivals Thailand. As shown in the table below;

Table 1 International tourist arrivals to Thailand by Country of Nationality

International tourist arrivals to Thailand by Country of Nationality Foreign tourist Chinese tourist (Years) (Million baht) (Years) (Million baht) 2013 26546725 2013 4637335 2014 24809683 2014 4636298 % Change 2014/ 2013 -6.54 % Change 2014/ 2013 -0.02 2015 29923185 2015 7936795 % Change 2015/ 2014 20.61 % Change 2015/ 2014 71.12 2016 32529588 2016 8757646 % Change 2016/ 2015 8.71 % Change 2016/ 2015 10.34 2017 35757762 2017 9981156 % Change 2017/ 2016 9.92 % Change 2017/ 2016 14.04 Average of Chinese Tourist = 29,913,388.6 Average of Chinese Tourist = 7,189,846 Source: MOTS-Tourism Statistic Report 2013-2017

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Table 2 Tourism receipts from International Tourists Arrivals Thailand

Tourism receipts from international tourists arrivals Thailand (Tourism receipts) Total receipts Chinese receipts (Years) (Million baht) (Years) (Million baht) 2013 1207145.82 2013 188912.67 2014 1172798.17 2014 200658.69 % Change 2014/ 2013 -2.85% % Change 2014/ 2013 6.22% 2015 1457150.28 2015 388694.1 % Change 2015/ 2014 24.26% % Change 2015/ 2014 93.71% 2016 1628807.52 2016 451691.71 % Change 2016/ 2015 11.78% % Change 2016/ 2015 16.21% Average of Total Receipts (Tourism Receipts) = 1,366,475.45 Average of Chinese Receipts (Tourism Receipts) = 307,489.29 Source: MOTS-Tourism Statistic Report 2013-2017

Table 3 Tourism receipts from international tourists arrivals Thailand (Medical care receipts)

Tourism receipts from international tourists arrivals Thailand (Medical care receipts) Total receipts Chinese receipts (Years) (Million baht) (Years) (Million baht) 2013 12597.49 2013 1230.73 2014 11144.65 2014 882.28 % Change 2014/ 2013 -11.53% % Change 2014/ 2013 -28.31% 2015 12631.04 2015 1271.36 % Change 2015/ 2014 13.33% % Change 2015/ 2014 44.1% 2016 16589.03 2016 2770.87 % Change 2016/ 2015 31.34% % Change 2016/ 2015 117.95%

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Table 3 (Cont.)

Tourism receipts from international tourists arrivals Thailand (Medical care receipts) Total receipts Chinese receipts (Years) (Million baht) (Years) (Million baht) Average of Total Receipts (Medical Care) = 13,240.55 Average of Chinese Receipts (Medical Care) = 1,538.81 Source: MOTS-Tourism Statistic Report 2013-2017

Based on the above information, it shows the importance of increasing health tourism. An important aspect of the tourism industry is sustainable tourism management for tourist attractions, in the care of natural resources, and human beings. By both the public and private sectors, and all relevant sectors cooperate in management. Tourism and service development is important because creating satisfaction for tourists affects the progress of the tour business. The private sector and related agencies, therefore, have to try to raise awareness of the correct tourism, along with providing services that create new experiences that impress tourists, in order to create an engagement between travel businesses and tourists. Which creates engagement for tourists to make repeat purchases, generate revenue for the business or related sectors, and disseminate reputation to that tourist destination as well. Therefore, the continuance intention variable is one of the variables that are very important for income generation and tourism industry development. Thailand supports tourism in all regions. In the north, the central, the east, the west, the northeast, and the south. But the eastern region is a major tourist destination in Thailand. Including an industrial city where foreigners live located not far from Bangkok and are considered to be a special economic zone. The Eastern Economic Corridor (EEC) consists of provinces; Chachoengsao, Chonburi, and Rayong, as well as tourism policies that support tourism in the secondary cities In order to reveal the important tourist attractions of the second city. Therefore, if talking about natural tourist attractions that are related to health tourism, it is found that Chanthaburi province is one of the provinces that have interesting and healthy 7 tourism resources that are ready to contribute to development in order to generate income and attract tourists. Chanthaburi is the eastern border province of Thailand with an area of 6,388 square kilometers. The terrain consists of mountainous forests, plateaus, plains, and coastal plains. In the forest area, there are about 3 out of 10 areas in the province. The border between Chachoengsao and Sakaeo to the north in the northern. Earthen is adjacent to Trat and Cambodia, southern is adjacent to the Gulf of Thailand, and the western is adjacent to Rayong and Chonburi, about 238 kilometers from Bangkok. The most popular occupations are agriculture and fishing. Chanthaburi has many natural and cultural attractions. As a result, the tourism of Chanthaburi province made a lot of revenue. According to statistics, each year there will be more tourist arrivals and tourism revenue. In 2016, there were 1,344,081 tourists coming to Chanthaburi. Most of them were Thai tourists, earning 1,285,453. Only 58,628 is foreign tourists came to Chanthaburi. The average daily visitor arrivals in Chanthaburi are 2.11 days. The tourists earn more than 5,700.99 million baht per day. The average daily visitor spending is 1,764.74 baht per person. At 2,878.98 baht per person for foreign tourist. Pong Nam Ron village, Pong Nam Ron district, Chanthaburi is located on the west side of the central canal. A sub-branch of the Pong Nam Ron canal. Currently, there are only two small hot springs and lime and shale ponds. The flow of hot water is about 1 liter per second and the hot water that comes up is about 36 degrees Celsius, which contains many minerals. Originally, the place was privately owned for more than 25 years but was later abandoned. Later, the governor of Pong Nam Ron came to look after and develop this hot springs back to the recreation of the Chanthaburi people again. There are 2 mineral water baths, a Thai massage room, hot spring water and so on. From the above information. The interesting situation is the development of tourist attractions and attracts tourists to use the service continuously. The cooperation of all concerned parties and continuous development. Include management, personnel, space, social and environmental issues, and more, and another important. To know the satisfaction of tourists who come to Pong Nam Ron hot spring. Because tourists are considered to be important to run a hot spring 8 business. Therefore, the researcher is interested to study what factors influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand.

Research question What factors influence on the continuance intention of young Chinese tourists who have visited Thailand? A case study Pong Nam Ron hot spring, Chanthaburi, Thailand.

Research objective 1. To know the rank of the factors that influence on the continuance intention of Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. 2. To know the direct effects and indirect effects of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. 3. To develop the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourism who have visited Thailand.

Scope of study Theory: In this study, the Expectation theory is employed focusing on the Expectation Confirmation model. In relation to the effect on the variable for knowing what factors influence on the continuance intention of young Chinese tourists who have visited Thailand? A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. Place: In this study interested in Pong Nam Ron hot springs in Chanthaburi province. Population: The population is the young Chinese tourist who have visited Thailand, the sample size of this study, the Taro Yamane (1973), by selecting the 95% confidence level and 5% of an error. 9

Time: Processing time starts from August 2017 to September 2018 Therefore, the result of the finding is guaranteed for the period between 2017 and 2018.

Expected benefit gain Academic: 1. To know the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. 2. The benefits of research data can help to develop tourist attractions (Pong Nam Ron hot spring) in response to tourist expectations. Tourism industry: To learn about the expectations and satisfaction of tourists in developing health services in health tourism. Policy: To development policy of the government or tourism administrator to achieve good development for Pong Nam Ron hot spring.

Definition Continuance Intention refers to the tourist who that want to good health, medical service and relevant information enhance the continuance intention to travel and removes the chance of discontinuance or cancellation. Confirmation refers to the experienced service provider confirms expectation to travel. Perceived usefulness refers to the benefit of health and medical purpose, the service, and response increases gradually. Perceived enjoyment refers to perceived enjoyment increases the experience to travel again and again. Trust refers to trustworthy and reliable service and proper information make the tourist environment more attractive with various activities. Satisfaction refers to the experience of satisfaction service the decision of the tourist for traveling.

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CHAPTER 2 LITERATURE REVIEWS

The aim of this chapter is to review relevant literature that is connected to the scope and purpose of this topic: the following aspects are addressed to support the research: 1. Health tourism 2. Area context of Chanthaburi province 3. Continuance intention 4. Expectation to visit Thailand 5. Hypotheses of the study 6. Conceptual framework of the study

Health tourism The tourism industry in Thailand is one of the key industries that play an important role in contributing to the gross domestic product (GDP) of the country. Pimolsompong (2003) said that tourism means traveling for pleasure. Relaxing and traveling with 3 conditions: 1. Travel from a regular residence to a temporary location 2. Travel voluntarily 3. Travel for any purpose that is not a career or earns money. Daengroj (2001) gave the meaning of tourism that Tourism is one of the activities of mankind that acts to relieve tension from routine work. Usually traveling from one place to another, regardless of whether the distance is near or far and that the trip will have overnight, or not. Jittangwattana (2005) gives the meaning that tourism is a matter of traveling temporarily, voluntarily, not forced or for wages, but for other purposes. Such as for recreation, fun, enjoyment, education, religion, sports, visiting relatives, business contacts, seminars etc., otherwise it will be a non-tourism trip. Maneenet (2009) said tourism means traveling from a place to another place, or traveling from a place of residence to another place temporarily, voluntarily, and as a traveling reason not to pursue a career or earn money. Such as traveling for leisure, 11 traveling to watch sporting events, traveling for education, traveling for meetings, seminars, traveling to visit relatives or friends, traveling for cultural exchanges, etc. Chansawang (2003) gives the meaning of tourism refers to activities that involve the movement of a person's travel from a normal residence to a temporary location for any purpose, not for income. McIntosh and Gupta (1980) said that tourism is a journey for various purposes, with 4 types of motives: 1. Physical motivation means traveling needs for recreation such as join sports activities, or maintain health beach vacation, or join other entertainment activities. 2. Cultural motivation refers to the need to learn various matters in sources other than the original, whether in the arts, culture, dance, music, traditions. 3. Interpersonal motivation refers to the need to meet with new people, or old friends, relatives. 4. Incentives for status and dignity means the need for self-development to have a position or high prestige. Maybe for education, meetings and business contacts. Lumsdon (1999) said that tourism means activities that are in contact with and related to the activities of people. Which can arise from traveling from one place to another? With the purpose of leisure and business contacts. Which brings social, economic and cultural exchange process reasons, which are the basic elements of travel and tourism. Therefore, tourism means traveling from normal housing to various places, temporarily voluntarily, and the satisfaction of travelers. Such as Leisure travel, cultural exchange, travel for education, travel to visit relatives or friends, etc., not for career or income. Meaning of tourists Maneenet (2009) said tourist refers to those who travel from a place of residence to other places temporarily for at least 24 hours or more. Voluntarily and with different travel objectives, but not to pursue a career or earn money at destinations, which tourists are considered the most important component of tourism. By the World Tourism Organization giving the meaning of tourists by suggesting that member countries use the term “Visitor”. 12

Tourists are the most important component of tourism because they are the ones that initiate tourism. Therefore, tourists are an important factor for organizations and agencies. Related to tourism, both nationally and globally, will study, research, and collect information about tourists, brought to plan for tourism development, can add pictures for tourism in Thailand. Can categorize tourists into 3 types, depending on the conditions, time and location as follows (Department of Tourism, 1990). 1. Inbound Tourists: Foreign tourists traveling to Thailand and staying for at least 1 day, and no more than 60 days, with the purpose of resting, maintaining health, visiting relatives, working, studying, learning, meetings, seminars as an athlete representative etc. 2. Outbound Tourist means Thai people traveling abroad and staying in the destination country for less than 1 year. 3. Domestic Tourist means both Thai and foreigners residing in Thailand, traveling from the province where they live to other provinces, with the purpose of tourism, not seeking income or benefits in the province destination. The term of stay is not more than 60 days. Department of tourism has used the term tourists according to different characteristics as follows: 1. Excursionists are people who travel in different provinces without staying overnight. 2. Tourists who travel to other provinces or from overseas go to the country that visited at least 1 year. 3. Visitors who travel to other countries that are not temporary residents and are within 24 hours. Suwanpimol (2005) has given the meaning of the tourists, meaning temporary visitors who often come to stay in the country of the visit for not less than 24 hours. Has one or more of the following objectives: 1. For relaxation, enjoyment, health, sports education 2. For conduct business and meetings 3. For visit family and relatives 4. For government and government service 13

Therefore, it can be concluded that tourists refer to those who travel to places that are not their own places, which are temporary trips from 24 hours up. At least 1 night overnight, but not more than 90 days. Voluntarily, for any purpose which is not a career or income. And tourists means those who travel to places that are not their permanent residence which is a temporary trip for a short period of fewer than 24 hours. Not overnight, and travel voluntarily for any purpose. Elements of the tourism industry Pike and Steven (2008) discusses the characteristics of tourist attractions that Tourism is a combination of tourism products, experiences and other intangible resources for consumers. The important thing is that the tourist attraction is the place where tourists will come to visit or stay. Therefore, tourist attractions should consist of 6 elements (6A’s) as follows: 1. The ability to organize travel programs (Available package) is travel management for tourists to feel comfortable and fast to know the attractions in the place to travel. To cover the purpose of travel. 2. Accessibility including having the appropriate infrastructure system. Such as airports, transportation systems, as well as transportation industry services. Such as air transportation, land, and water. Allow tourists to travel to destinations or attractions easily, quickly and safely. 3. Attraction is the most important element because it is a point of attracting tourists to travel and tourist attractions may be a prominent natural attraction or cultural tourism attraction. 4. Amenities include hotels, resorts, and homestays, Bed & Breakfast, and Guest House. There will be facilities at different levels. Which will make the price and service at different levels as well. Such as restaurants, bars, fitness centers, swimming pools, saunas, and other facilities etc. 5. Activities are also important elements in modern times. Tourism does not just mean traveling to visit ancient sites, beautiful monuments of natural forests. If important for visitors Is to have the opportunity to do various activities. Such as trekking to study the equatorial ecology in the rainforest, rafting in the local river, rock climbing, scuba diving or snorkelling, canoeing in the mangrove forest, squid fishing in the sea, as well as participating in activities with local communities, such as 14 plowing, rice farming, rice harvesting, joining the sacrament ceremony, etc., which all activities will be experienced in memories of tourists, and such activities are causing a redistribution of income to the local community. 6. Services of tourist attractions (Ancillary service), including all available to tourists, such as Restaurants, hospitals, postal services, gas stations, shops, souvenir shops, toilets etc. It can be concluded that the tourism industry is a source that helps stimulate the use of the country's resources for maximum benefit, which consists of businesses and services, facilities, related to tourists, important elements in tourism. In that attraction, There should be 6 main elements (6A’s), including the ability to organize a travel program (Available Package), Accessibility, Attraction, Amenities, Activities, Ancillary Service and the development of the tourist attraction to be the most complete. Government agencies and the private sector should also have the responsibility to create cooperation together, plan and publicize tourism sites as well. Types of tourism in Thailand Department of tourism can be divided into 12 categories according to importance and environment as follows: 1. Ecotourism: means a tourist attraction that has a unique nature that is local. Which may have cultural stories related to the relevant ecosystems, by managing tourism in that area, must have a collaborative learning process of those involved. There are environmental management and local tourism participation. To focus on the awareness of sustainable ecological preservation 2. Arts and Sciences Educational Attraction Standard: means tourist attractions or activities that can meet the special interests of tourists which has a form of tourism that is clearly a new type of tourism that has occurred. This type of tourist attraction can be added many more according to the popularity of people in each era when it is clear that the activity, able to educate and attract tourists. There are currently many examples, such as specialized museums, scientific and industrial education destinations, and MICE (Meeting & Incentives & Conventions & Exhibitions), etc. 3. Historical Attraction: refers to tourist attractions that are important and historical values, archaeology, and religion. Including places or buildings, buildings 15 that are old or have had significant events in history Such as archaeological sites, historical parks, ancient communities, the wall of the history, moat, museums, temples, places of worship and artistic and architectural values 4. Natural Attraction: means the place that is used for tourism with natural resources as an attraction for tourists to visit, which these natural resources may be as beautiful as natural conditions, strange nature Important geological and geographic characteristics that are unique or, are local symbols. Special Environmental Features, or an environment that has academic value. 5. Recreational Attraction: means a man-made tourist attraction, for relaxation and health promotion, providing fun, entertainment, and education although not important in history, archaeology, religion, art, and culture, but is a contemporary tourist attraction. For example, entertainment areas or entertainment venues, zoos, theme parks, and special parks, parks and sports fields. 6. Cultural Attraction: refers to tourist attractions that have artistic and customary values that ancestors have created, and transmitted as heritage. This type of tourist attraction consists of traditions, ways of life of people, performances of arts, culture, local products, dress, language, tribal etc. Examples of important tourist destinations in this category include Dam Noen Sa Duak floating market, elephant show at Surin province, Bor-Sang umbrella, Loi Krathong tradition, Songkran tradition, etc. 7. Health Attraction: Natural hot water in the preparation of standard criteria for natural hot spring tourist attractions. The purpose is to be a clear framework for the management of natural hot springs tourist attractions, with an emphasis on setting the standards necessary for various services. Due to this type of tourism, it is important to consider the safety of tourists, and must not affect natural resources and the environment. Is a type of natural tourist attraction, which without a clear standard definition, any tourism activities may affect natural hot springs In addition, the standardization of natural hot springs. Also aims to enable agencies responsible for tourist attractions to be used is a tool for checking the standard of their tourist attractions, and can also be used as important information for decision making of tourists. As well as increasing the standard of health tourism destinations, natural hot springs of Thailand, to be accepted both in Thailand and abroad. 16

8. Beach Attraction: means the place that is used for tourism by the beach is a natural resource that attracts tourists to visit. With the purpose of enjoyment and recreation in a form that is close to nature, and may also enhance activities for education, which tourism activities that take place on the beach include swimming, sunbathing, water sports, sitting, eating etc. 9. Waterfall Attraction: a place that is used for tourism with a waterfall is a natural resource that attracts tourists to visit. With the purpose of enjoyment and recreation in a form that is close to nature, and may also enhance activities for education, which tourism activities that occur in the waterfalls include swimming, sitting, dining, walking, exploring waterfall, rafting, bird watching, and fishing etc. 10. Cave Attractions: are places that are used for tourism, with caves being natural resources that attract tourists to visit. With the purpose of enjoyment, and recreation in the form that is closer to nature and may enhance activities for education. Which the tourism activities that occur in the cave tourist attractions include the atmosphere and rock visit, stalactite stalagmites in the cave, the study of the archaeology of different ages that used to live in caves, worshiping Buddha images, feeding animals, picnics, and eating etc. 11. Island Attractions: standard assessment of island-type tourist attractions can be divided into 3 elements with a total of 47 indicators. Each indicator has a maximum score of 5, therefore with a total score of 235 points. The scoring will focus on the tourism value element and the greatest risk of destruction. Because it is an important attraction for tourists to enter Sightseeing tours. As for the management component, it is important for the second grade, and the tourism development potential is of the least importance. 12. Rafting Attractions: refers to places that are used for tourism. Which is an attractive natural resource for tourists to visit. And is intended for enjoyment and Recreation in a style that is close to nature. The main tourism activities include rafting, boating, camping, and hiking. Which may supplement activities for natural education Including bird watching, natural exploration, various plant species studies. Summary from above the type of tourism is an activity that human beings use as recreational activities, learning in the wider world, as well as strengthening relationships within the family, or study visits in various forms of integration, and 17 travel experiences Can be divided into 12 categories, including; ecotourism, arts and sciences educational attraction standard, historical attraction, natural attraction, recreational attraction, cultural attraction, health attraction, beach attraction, waterfall attraction, cave attractions, Island attractions, and rafting attractions. Concepts about factors affecting tourism The importance of tourism demand. Tourism demand is a major driving force in the purchase of general goods, and other tourism products. Especially the sub-business that is an important component of the tourism industry such as hotels, tour companies, airlines. It helps increase local revenue generation, which will lead to local development in various ways, in order to be ready to be a tourist attraction and make the tourism business more expansive. Local progress, especially in facilities and utilities, is an incentive for investors to invest more in business. Both the public and investors are trying to make tourists travel more and more for income. And income from tourism can diversify income to people in the sub-business in a multiplicity effect. This causes increased revenue and leads to local development in various ways. Marketers in the travel industry, therefore, need to use marketing activities as a tool to drive tourists to buy more travel products. Trying to keep tourism demand steady or increasing. Therefore, marketing activities are an important tool. In promoting and developing the tourism industry. Factors that contribute to the demand for tourism, travel, and tourism are part of today's social life. Factors that contribute to tourism demand are 1. Push factor is progress in technology, building a townhouse, earning and living a better life Occupation and more free time, transportation and communication development. As well as exchanging various aspects in the era of globalization 2. Pull factor include availability of supply, tourism, tourism resources, tourism prices, laws and regulations related to tourism, safety, and mass media. And at present, as of 2019, the government has a policy and economic development plan to drive various economies such as medicine, engine industry, transportation, tourism, and services, etc., in Thailand for giving the economy and investment of investors growing more. Occur as a special economic development project called Eastern Economic Corridor (EEC). 18

Eastern Economic Corridor (EEC) Eastern Economic Corridor office of Thailand (2017) Eastern Economic Corridor an international strategic plan under Thailand 4.0, which has been successful since the Eastern Seaboard, has been implemented for more than 30 years. This project is an important part to push the country forward. With an average economic growth of 8% per year until the momentum of Tom Yum Kung. The establishment of 32 industrial estates supported 5,000 factories, the first deep-sea port in Thailand at Laem-Chabang and the development of infrastructure. As a result, the eastern region has become a major manufacturing base, including one of the largest petrochemicals production facilities in Asia, and the automotive manufacturing hub, or “Detroit of the East.” This is the original infrastructure. Combining the location with the advantage of being a logistics center of the region. The EEC project is new hope in driving the economy of the industrialized world. 4.0. EEC: Eastern Economic Corridor with investment opportunities in ASEAN, China, and India. Transportation infrastructure, industrial estates, power plants, Laem Chabang port. To develop into the best special economic area and the most modern in ASEAN. The strategic location of each area in the three provinces in the EEC will make Chachoengsao a pleasant city. Support Bangkok eastern, Chonburi area International education and skill development center, Sriracha area and Laem- Chabang, Chonburi province it is a city of balance between living and working places, Pattaya and Sattahip. Chonburi province a world-class quality and health tourism destination, the U-Tapao area in Ban Chang district of Rayong is the future hub for regional aircraft and commercial services. And the Rayong area is central to the petrochemical industry and the energy industry.

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Figure 3 Eastern economic corridor area. source: Asean briefing (2018)

Key factors that make Thailand a strategic investment hub. It has a large market area. And with high purchasing power from ASEAN, China and India, macroeconomic stability and high growth. A leading manufacturer and exporter. It features a wide range of options: from modern agriculture to industrial petrochemicals to advanced petrochemicals. Ready to invest in infrastructure. Eastern Economic Corridor: a good foundation for the future it’s a global hub for both investment and tourism. It is the energy industry. - 5 large oil refineries, 3 petrochemical industry groups, 20 power plants, and 29 industrial estates. Connected with well-equipped transport infrastructure, 200 km from Bangkok. Laem-Chabang commercial port, U-Tapao airport, and Map Ta Phut Industrial port. Availability of the Eastern economic corridor as a special economic zone for investors: The best place to invest in the ASEAN region for investors. Has a strong industrial base, has a large production base, and there is a link. Transport the perfect mix between living and working in an industrial city and world travel market be ready to support and provide professional business services, including investment privilege, 20 wealth and growth, an investment with the expansion of the city and the demand of the ASEAN market. Industrial upgrading in Thailand to prosper. Five uplifted existing sectors: robotics, medical hub, aviation, biofuels & biochemicals, and digital. Five main infrastructure 1. Develop U-Tapao international airport, 2. Build a high-speed train (Connecting from the airport), 3. New industry leaders, 4. Future cities leading up to the world with leading universities, health, medical, tourism. (Budget of 200,000 million or 15.7 million US dollars for tourism. Tourism potential is one of the World's famous tourist destinations and U-Tapao international airport is the future support area. EEC in affluent, medical & wellness tourism. Thailand is the leading health tourism destination in Southeast Asia. The policy focuses on enhancing the quality of inbound tourists and domestic tourists by enhancing the experience and value of tourism (Nature proposition) to attract middle-income and high-income tourists in the Asia Pacific. Encourage activities in many tourist attractions, such as water sports. And the wellness and rehabilitation center, which will strengthen Thai tourism in the opening of the international exhibition and convention center (MICE). Core technology includes: 1. Industry, creativity, capital, culture, and value-added services to the tourism industry. Startup: Design-tech, travel-tech, lifestyle business, and service enhancing. 2. Health and medical technology. Start-up: Health-tech and meditech. Future trends for affluent, medical & wellness tourism from EEC. 1. Tourism industry consists of; 1.1 The unique design of the product. 1.2 A new, late-form ad design that captures the attention of the target audience. 1.3 Sustainable and eco-friendly design 1.4 The use of tourism technology to support the tourism industry and services. 21

Enhanced: 1. Adaptation to the Internet, such as the use of map technology, the search for attractions. And reservation. 2. Adaptation to Robotech, such as the development of logistics engines, air travel. 3. Wellness and Medical tourism consists of; 3.1 Creating medical equipment. Nanotechnology. 3.2 Wearable devices. 3.3 3D printing, which can be used in the treatment of rejuvenation of the body organs. Enhance: 1. Adaptation to the Internet, such as 24-hour comprehensive health services through Internet service. 2. Adaptation to Robotech, such as robot care elderly. From the emergence of the EEC project, it is an opportunity for many sectors in the industry of transportation, technology, tourism or health services. Health tourism can be part of the EEC and can create more value for health tourism and the overall of the economy. Meaning of health tourism Department of tourism (2008) defines health tourism as traveling visit beautiful sights in natural attractions, and culture, as well as to learn the way of life and recreation, part of the time spent traveling for health promotion and rehabilitation activities. And to calm the minds of businessmen who are anxious. Wongwanich (2003) has said that health tourism means staying in nature. Learn how to use natural energy to heal and strengthen your health, to refresh your mind, to travel with you, to see the local culture, and to improve your quality of life. In summary, the meaning of health tourism refers to the motivation or purpose of health promotion. And/ or treatment, rehabilitation, or tourism that combines, heals and restores both physical and mental health. Conscious of the conservation of tourism resources and the environment in the natural and cultural attractions. 22

Health tourism is a tourism or leisure activity coupled with the health of tourists. Health tourism is divided into three categories: Travel for the health of the tourists that already better in health. Traveling in this way is becoming very popular around the world. As most tourists begin to focus on keeping their health under the current deteriorated environment. By exercising and taking good care of your health, such as meditation, yoga, tai chi practice, mineral bath or spa, traditional massage, herbal eating, healthy eating, and relaxation. The air is wholly closer to nature. Thailand has many health tourism services such as traditional massage at Wat Pho, meditation in Buddhist temples, etc. Travel to restore the health of tourists or in the rehabilitation. This type of tourism requires pure air in a good and natural environment. And exercise to restore health. Tourist attractions such as beach resorts. Travel for the treatment of tourists. This kind of tourism is very popular because the medical costs in Thailand are cheaper than abroad. And Thailand has many skilled and skilled doctors such as dentistry, hip replacement, knee replacement, cosmetic surgery. 1. Health Promotion Tourism means traveling to relax. Visit beautiful sights in nature and culture to learn how to live and relax. From time to time, you will be able to take part in health promotion activities, either in or out of the camp, in a truly academic and standardized way, such as mineral water / hot springs, traditional Thai massage, herbal steam baths. , Aroma Therapy, Water Therapy, etc. The main purpose of health promotion is to promote physical and mental health, the rehabilitation, as well as have the opportunity to exchange experiences and social gatherings to promote good health with others on the tour. This leads to a change in behavior, attitudes, and values in promoting and sustaining health. Self-improvement can be expressed in terms of exercise and sports, weight control, healthy eating choices and herbal remedies. Practice meditation and medicinal use with herbs that have fewer side effects. 2. Health Healing Tourism means leisure travel, divided by time spent traveling for various therapeutic or rehabilitation activities. In fact, it is standard practice, such as physical examinations, including dental care, dental hygiene, hip replacement, knee replacement surgery, aesthetic surgery, or transgender. 23

Standardized quality hospital or sometimes referred to as Medical Tourism. According to the database from the Global Wellness Institute. (The Global Wellness Tourism Economy, 2013). Health tourism is characterized by prevention, improvement of health, promotion of quality of life. To live a better life. Health tourism is divided into medical tourism, focusing on the treatment of complex diseases and wellness tourism, which combines traditional medicine, spa, and herbal products into the list. Medical Tourism means getting into medical treatment or traveling, and some activities related to medical treatment, illness, and Wellness Tourism refer to the use of health services that help restore the body from illness or improve physical health. In summary, health tourism consists of tourism, natural health, tourism, and cultural health, including the balance of food, health, and well-being, mental relaxation, stress relief. , And balance the body, such as massage, spa, mineral/ hot springs, exercise, meditation practice, reduce weight, stress reduction, shaping, slimming, exercise, healthy eating, etc. The health business operators are the main business to support health tourists (Department of tourism). Hot springs in Thailand Hot springs are a natural phenomenon with hot water flowing from the underground. 112 hot springs are widely distributed in the north, west, central and southern regions. Surface hot water temperature is in the range of 40 - 100 degrees Celsius. We know hot springs because it is a fantastic attraction. But hot springs can also be used to develop other uses such as electricity industry and agriculture. The information of hot spring in Thailand from the department of mineral resources has shown in Table 4.

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Table 4 The information on hot springs in Thailand

No. Province District Village Hot springs Temperature pH Northern Thailand 1 Chiang Mai Mae On Pong Hom San 99 8.6 Kamphang 2 Chiang Mai Doi Saket Pong Khum Doi Saket 78 8.6 3 Chiang Mai Fang Pong Nam Ron Fang 99 9 4 Chiang Mai Mae Mae Sae Pa Pae 99 9.5 Taeng 5 Chiang Mai Mae Aom Khud Thep Pha 99 9 Chaem Nom 6 Chiang Mai Mae Pong Men Pong Men 70 8.5 Chaem 7 Chiang Mai Chiang Ping Khong Ping Khong 70 7.2 Dao 8 Chiang Mai Chiang Pong Ang Ban Pong Ang 60 - Dao 9 Chiang Mai Chiang Pong Rong Ban Pong 60 - Dao Vuao Rong Vuao 10 Chiang Mai Chiang Yang Tong Ban Yang 60 - Dao Pong Tong Pong 11 Chiang Mai Phrao Pong Ban Pong 72 7.61 12 Chiang Mai Phrao Nong Khrok Nong Khrok 72 7.15 13 Chiang Mai Phrao Huai Ngu Ban Huai Ngu 45 6.35 14 Chiang Mai Phrao Huai Ma Hin Pong Yen 40 6.9 15 Chiang Mai Phrao Phra Doo Ban Phra Doo 58 6.7 16 Chiang Mai Mae Ai Mueang Ngam Ma Li Kha 70 8.6 17 Chiang Rai Mueang Pong Na kham Pong Na 65 8.6 Kham 18 Chiang Rai Mueang Pong Yang Pha Yang Pha 85 8.3 Khiao Khiao 19 Chiang Rai Mueang Pha Sert Pong Nam 80 8.3 Ron 25

Table 4 (Cont.)

No. Province District Village Hot springs Temperature pH Northern Thailand 20 Chiang Rai Mae Chan Huai Ya No Mae Chan 93 8.7 21 Chiang Rai Mae Suai Pong Phu Pong Phu 72 8.5 Fueng Fueng 22 Chiang Rai Wiang Pa Sop Pong Sop Pong 92 8.9 Pao 23 Chiang Rai Phan Huai Sai Huai Sai 60 8.4 Khoaw Khoaw 24 Chiang Rai Mueang Pong Phra Bat Pong Phra Bat 60 8.8 25 Chiang Rai Mae Chan Mae Salong Na Pong 45 8.8 Nok 26 Lamphun Mae Tha Tha Kard Meuang Thep 42 - Ni Thi 27 Lamphun Mueang Nong Lom Nong Lom 42 7.7 28 Lampang Mueang Jae Sorn Jae Sorn 78 7.3 Pan 29 Lampang Hang Chat Wiang Nuea Wiang Nuea 55 nd 30 Lampang Ko Kha Pong Nam Bam Pong 60 8.8 Ron Nam Ron 31 Lampang Soem Pong Nam Pong Nam 76.5 7.4 Ngam Ron Ron 32 Lampang Hang Chat Mae Tan Noi Pong Men 38 7 33 Lampang Ngao Dok Kham Huai Nam 51 8 Tai Ron 34 Lampang Hang Chat Huai Lean Pong Nam 48 7 Ron 35 Mae Hong Mueang Pha Bong Pha Bong 63 - Son 36 Mae Hong Pai Tan Jed Ton Pong Sak 85 8.5 Son

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Table 4 (Cont.)

No. Province District Village Hot springs Temperature pH Northern Thailand 37 Mae Hong Pai Pong Mai Pong Mai 78 8.7 Son 38 Mae Hong Pai Tan Jed Ton Pong Pa 88 8.5 Son 39 Mae Hong Pai Meuang Rae Meuang Rae 75 8.5 Son 40 Mae Hong Pai Mae Na Mae Na 40 7.8 Son 41 Mae Hong Pai Mueang Pang Mueang 95 8.4 Son Pang 42 Mae Hong Pai Mae Hi Mae Hi 38 8.21 Son 43 Mae Hong Mae La Huai Mak Fai Mae Hu 78 8 Son Noi 44 Mae Hong Mae Sob Mae Oum Mae Oum 76 - Son Sariang Long Long Luang 45 Mae Hong Khun Nong Haeng Nong Haeng 85 8.3 Son Yuam 46 Mae Hong Pai Pong Ja Ja 43.2 8.11 Son 47 Nan Wiang Sa Huai Nam Aun Huai Nam 34 7 Aun 48 Phrae Wang Pan Jan Pan Jan 53 6.78 Chin 49 Phrae Wang Mae Jok Mae Jok 82 7.28 Chin 50 Phrae Long Mae Lu Moo.11 Pong Nam 50 - Ron 51 Phrae Long Wat Sa Lang Wat Sa 59 8 Lang 27

Table 4 (Cont.)

No. Province District Village Hot springs Temperature pH Northern Thailand Central Thailand 52 Kamphaeng Mueang Lan Hin Phra Rung 54 8.13 Phet 53 Kamphaeng Khlong San Nak Pong Nam 38 - Phet Lan Song Pong Ron Nam Ron 54 Kamphaeng Khlong Mae Wong Mae Wong 38 - Phet Lan National National Park Park 55 Lop Buri Chai Badan Khao Som Khao Som 34 6.78 Pod Pod 56 Phetchabun Mueang Nam Ron Ban Nam Ron 42 8.19 57 Phetchabun Si Thep Wang Ban Wang 52 9.35 Kham Kham 58 Phetchabun Wichian Pu Kham Ban Pu Kham 46 9.37 Buri 59 Phetchabun Wichian Phu Toei Ban Phu Toei 32 7.31 Buri 60 Sukhothai Si Pong Pong 52 8 Satchanalai Lampang Lampang 61 Sukhothai Si Su Maen Boe Nam Ron 50 8 Satchanalai Moo.1 62 Suphan Buri Dan Chang Phu Nam Ban Nam Phu 38 - Ron Moo.5 Ron 63 Uthai Thani Huai Khot Moo.2 Ban Sa Mor 67 7.5 Thong Western Thailand 64 Kanchanaburi Sai Yok Thong Thong Chang - - Chang

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Table 4 (Cont.)

No. Province District Village Hot springs Temperature pH Northern Thailand 65 Kanchanaburi Thong Pha Kui Mang Hin Dard 40 7.36 Phum 66 Kanchanaburi Thong Pha Kui Yea Ban Nam Phu 40 - Phum Ron 67 Kanchanaburi Sai Yok Khao Pang Ban Khao 40 7.55 Pang 68 Kanchanaburi Nong Prue Ton Lam Ban Ton Lam 42 8.5 Yai Yai 69 Kanchanaburi Mueang Phu Nam Ban Phu Nam 0 - Ron Moo.12 Ron 70 Phetchaburi Nong Ya Mai Phu Nong Ya 47 - Plong Nam Ron Plong 71 Ratchaburi Suan 22 Moo.7 Ban 56 8.02 Phueng Boeklueng Boeklueng 72 Ratchaburi Suan Phu Nam Ban Phu Nam 50 8.3 Phueng Ron Ron 73 Tak Mae Sot Mae Ka Sa Ban Mae Ka 75 - Sa 74 Tak Mae Ramat Mong Wa Huai Pong 40 - Ron 75 Tak Phop Phra Huai Nam Huai Nam 58 7.6 Nak Nak 76 Tak Umphang Khao Mo Huai Mae Lae 0 - Ko Ju 77 Tak Umphang Huai Mae Huai Mae 0 - Klong Klong Eastern Thailand 78 Chanthaburi Pong Nam Pong Nam Pong Nam 39 - Ron Ron Ron

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Table 4 (Cont.)

No. Province District Village Hot springs Temperature pH Northern Thailand 79 Chon Buri Si Racha - Bang Phra 0 - Southern Thailand 80 Chumphon Lamae Duat Lamae 50 - 81 Krabi Nuea Huai Young Ban Huai 45 7.2 Khlong Tok Moo.1 Young Tok 82 Krabi Nuea Nuea Khlong Boe 47 - Khlong Khlong Nam Ron Market 83 Krabi Khlong Bang Bang Phueng 45 7.2 Thom Phueng 84 Krabi Khlong Nam Ron Ban Nam Ron 47 7.2 Thom Moo.7 85 Krabi Khlong Bang Nam Tok Ron 47 7 Thom Kharm Sa pan Yoong Moo.4 86 Nakhon Si Bang Khan Nam Ron Boe Nam Ron 55 - Thammarat Moo.3 Park 87 Phangnga Kapong Bang Jab Khlong Plai 60 7.8 Pu 88 Phangnga Kapong Rommanee Rommanee 63 - 89 Phangnga Thai Boe Dan Ban Boe Dan 45 - Mueang 90 Phatthalung Khao Khao Khao Chaison 57 7.7 Chaison Chaison 91 Phatthalung Kong Ra Loe Jang Ban Loe Jang 46 8 Khra Khra 92 Phatthalung Kong Ra Na Tong Ban Na Tong 50 8 Phoo Phoo

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Table 4 (Cont.)

No. Province District Village Hot springs Temperature pH Northern Thailand 93 Phatthalung Khuan Ra Wang Ban Ra Wang 41 - Khanun Khoun Khoun 94 Ranong Mueang Wat Wat 65 8.3 Tapotaram Tapotaram 95 Ranong Mueang Tong Yor Ban Tong Yor 40 8.3 96 Ranong Mueang Pon Rang Ban Pon Rang 45 8.4 97 Ranong Mueang Tong Yor Khlong Bang 50 - Rin 98 Ranong Mueang 2nd Infantry RatchaKood 46 - Battalion 99 Ranong Kapoe Pah Wang Huai Nam 75 - Nam Yen Ron 100 Surat Thani Chaiya Nam Phu Ban Nam Phu 45 7.74 Ron Moo.2 Ron 101 Surat Thani Chaiya Khao Nam Khao Nang Hi 40 7.84 Ron Nai 102 Surat Thani Tha Chang Wat Than Wat Than 51 7.86 Nam Ron Nam Ron Moo.1 103 Surat Thani Kanchanadit Boe Nam Ban Boe Nam 41 8.32 Rom Moo.5 Ron 104 Surat Thani Ban Na San Wang Hin Ban Wang Hin 42 8.41 Moo.5 105 Surat Thani Khiri Khao Noi Ban Khao Noi 53 8.1 RatNikhom Moo.5 106 Surat Thani Phunphin TaSaTorn Rattanakhosai 70 7.9 Moo.6 107 Surat Thani Ban Na Khao Plu Ban Khao Plu 56 - Doem Moo.5

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Table 4 (Cont.)

No. Province District Village Hot springs Temperature pH Northern Thailand 108 Surat Thani Khian Sa Pah Ning Ban Khao Tok 62 - Tong Thong 109 Satun Khuan Ton Pah Ban Ton Pah 50 7.7 Kalong Nan Nan 110 Trang Kantang Had Jao Boe Nam Ron 52 7.1 Mai Park 111 Trang Palian Kuan Sa Ban Kuan Sa 41 6.7 112 Yala Betong Boe Nam Ta noa Mae 80 7.8 Ron Roa Source: Department of Mineral Resources

From table 4, it shows that Chanthaburi also has hot springs as well. With the name as Pong Nam Ron hot spring. Pong Nam Ron Village, Pong Nam Ron district, Chanthaburi located on the west side of the central canal. A sub-branch of the Pong Nam Ron canal. Currently, there are only two small hot springs and lime and shale ponds. The flow of hot water is about 1 liter per second and the hot water that comes up is about 36 degrees Celsius, which contains many minerals. Originally, the place was privately owned for more than 25 years but was later abandoned. Later, the governor of Pong Nam Ron came to look after and develop this hot springs back to the recreation of the Chanthaburi people again. There are 2 mineral water baths, a Thai massage room, hot spring water and so on. Pong Nam Ron hot spring in Chanthaburi can be a new tourism destination for health tourism in Thailand.

Area context of Chanthaburi province Chanthaburi is the eastern border province of Thailand with an area of 6,388 square kilometers. The terrain consists of mountainous forests, plateaus, plains, and coastal plains. In the forest area, there are about 3 out of 10 areas in the province. The border between Chachoengsao and Prachuap Khiri Khan. The Northern Highway is 32 adjacent to Trat and Cambodia, south to the Gulf of Thailand, and west to Rayong and Chonburi, about 238 kilometers from Bangkok. The most popular occupations are agriculture and fishing. Chanthaburi has many natural and cultural attractions. As a result, the tourism of Chanthaburi province made a lot of revenue. According to statistics, each year there will be more tourist arrivals and tourism revenue. In 2016, there were 1,344,081 tourists coming to Chanthaburi. Most of them were Thai tourists, earning 1,285,453. Only 58,628 is foreign tourists came to Chanthaburi. The average daily visitor arrivals in Chanthaburi are 2.11 days. The tourists earn more than 5,700.99 million baht per day. The average daily visitor spending is 1,764.74 baht per person. At 2,878.98 baht per person for foreign tourist. Chanthaburi Province has three types of terrain: 1. Mountain and high. 2. Plateau and plains. 3. The river and coastal plains, in the northwest, north, and east of the province, are high mountain areas, such as mountains, Chanthaburi mountain range. In Rayong, Chachoengsao and Sa Kaeo, in the high plateau and plateau area, they are located in the Soy Dao district, Pong Nam Ron district. The district Khlung, east of Makham district, Kaeng Hang Maew district, Khao Kitchakut district and the northern part of Tha Mai. Most of this area is characterized by undulating plains. In the last part of the province, it is characterized by plains, rivers, and coasts. Most of these areas are areas with rivers that flow through, such as the Khlong Tan Nod river basin, Phangrat river basin, Chanthaburi river basin, and the Weru river basin, etc. Most of these areas are located in the district. Na Yai Am district, Mueang Chanthaburi district, and Khlung district. Including some areas of Kaeng Hang Maew district, Khao Khitchakut district and Tha Mai district. For coastal areas, often characterized as narrow coastal plains, and sediment deposition. Some coastal plains are located near the river, then in that area being mixed with mud. The area found on the coastal plain is the southern area of Na Yai Am district, Tha Mai district, Laem Sing district, and Khlung district. Chanthaburi is a province that has agriculture as the basis of the economy. The gross domestic product of Chanthaburi province is more than half from the agricultural sector, followed by the industry, construction, education, and other sectors, respectively. In 2012, the gross domestic product in Chanthaburi province 33 included value. Total 100,901 million baht, ranking 22nd in the country, and the gross domestic product per capita is 200,876 baht per year. In terms of the actual income of the population in Chanthaburi province in that province, the population in the province has an average income of 7,784 baht per month and has an average expenditure of 6,655 baht per month. The proportion of the poor in Chanthaburi province when considering the income dimension, it is found that 8.8 percent of the population is in poor condition. Soil resources in Chanthaburi province are very fertile, most of them are high density, and the soil is the result of the decay of sloping rock, so the soil is moist in Chanthaburi. The soil is characterized by shallow depths due to the terrain. Most of Chanthaburi's soil is well drained. The province has an area of about 3,000 square kilometers. By the most attractive land. 34

Figure 4 Eastern Thailand source: Asia for visitors

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Figure 5 Chanthaburi province map. source: http://patricklepetit.jalbum.net/CHANTHABURI/MAPROOM/Chanthaburi.jpg 36

Which tourists are one of the important variables in increased income and the economy of Thailand shows that, should focus on the main tourist groups that generate income for Thailand, the number 1 is Chinese tourists, although the number The number of Chinese tourists will increase by 26.29% compared to January-June in 2017. But the level of satisfaction of the year 2018 has decreased by 0.51% compared to the period January-June, in 2017. The main reasons for the arrival of Chinese tourists are holiday/ leisure, accounting for 87.65%, in 2017. And 93.79%, in 2018. The proportion and value of average spending in activities Of Chinese tourists in the areas of massage and spa (health tourism) that generate average income during January - June 2017 to 1,803.37 baht per person per trip, equivalent to 64.20%. And has increased to 1,794.11 baht per person per trip, representing 70.69% during January-June 2018. The second highest income, followed by income from eating. The proportion of Chinese tourists is interested in returning to Thailand again, increasing by 1.48% compared to the period January-June, in 2017. And the eastern region (Chonburi) is the area where Chinese tourists are interested and travel to the second place, followed by Bangkok (MOTS, 2018). Based on the above statistics from MoTS-Thailand and In-Touch Research & Consultancy CO., LTD. Although Bangkok is the number one target that Chinese tourists choose to travel to Thailand. But the eastern region is the second most popular Chinese tourist to travel. Including the EEC in the eastern Thailand area, that the government is undertaking various projects to support many industries such as affluent, Medical and wellness tourism, Medical hub. Supplemented with data from surveys showing that the number of Chinese tourists comes to visited Thailand is increased, but have decreased satisfaction. Chinese tourists are interested in paying for activities that they are interested in. Thai food, followed by massage and spa (health tourism), and interested to come back to Thailand a little more. From the above, it is an important point in choosing to study about Health tourism in Chanthaburi province, which Chanthaburi province has its territory in eastern Thailand, and there are areas adjacent to the three provinces of the EEC pilot area, consisting of Chachoengsao, Chonburi, and Rayong. Including Chanthaburi, also has natural resources such as orchards (food is the No. 1 that Chinese tourists pay), including hot springs In Pong Nam Ron district. To support polite tourism better, to 37 attract Chinese tourists. That will be able to be used for further development in order to generate income for circulation in Chanthaburi, Eastern region, and Thailand respectively (MOTS, 2018). Therefore, Chanthaburi should be prepared to develop tourist areas and progress with the EEC. Chanthaburi can also be a small subset to develop more knowledge about health tourism, economic, etc. And improve better more than other province and develop together in TAT project as “Amazing Thailand Go Local”.

Continuance intention Meaning of Expectation Seuprasertsuk (2001) states that expectation refers to the expectations or expectations of a person. To others in doing what they desire. It depends on the experience and the future because the behavior of the present person expects the future. Seuprasertsuk (2001) concluded that the behavior of one person If the individual is mentioned, it is because the person has an expectation. And there is the meaning of expectations. In the following contexts: Sillaparatsamee (1987) gives the meaning of expectation in relation to performance that a person's level of performance is expected when the person he or she has worked and expected is at that level. The person desires to reach the goal set in the work. Theeradakorn (1983) gives meaning to expectations. It is related and related to what happens in the real life of the people. “The expectation is to predict what will happen. Expectations can only occur when that is what we have experienced before”. Phrakhanong (1986) discusses the meaning of expectation. “It is an anticipation of what will happen, and if expectations are met, the expectant can indicate their willingness to work from the level of expectation”. Concept of expectations Whoever does something will have the expectation of being successful as a return to action, such as the expectation that a graduate student will receive a degree or expectation to gain a travel experience. Satisfied Expectation is what precedes the action. This is because human behavior is based on the expectation of accomplishing 38 that action (Klahan & Klahan, 2002). The concept of expectations or V.L.E. Theory consists of three important elements: V = Valence is satisfied. The concept of valence is about human satisfaction. The most important aspect of human satisfaction, which is related to the outcome of work, is the level of satisfaction expected by the resultant person. It is not always because of the true value of the results, such as the selection of local leaders who promise to be useful, not chosen because local leaders are good people. Choosing to shop from the convenience store because of the advertising, so expect to get a good product. I did not choose because there is a good product in the store. I = Instrumentality is a tool, a device, a way to lead to satisfaction. Vroom explains how instrumentality means trust, a way to link one result to several outcomes. For example, students believe that learning is the way to go. Taking exams is one way to get a certificate. Both the exam and the certificate will lead to packing into work. In general terms, this means the way that people believe leads to satisfactory results and can lead to a successful goal, or, for example, in travel cases, such as choosing to travel to a popular destination, it's well-known to will give rise to expectations for good service and good experience. These methods must be combined with tourism tools, such as promote through the media, adopt from the application, etc. to achieve the expected results of the user. E-Expectancy is the expectation of the person. People with many needs include food, shelter, clothing, medicine. If these basic objections are met then there will be higher levels of demand expectation. Phaluksuk (1987) is the proponent of the theory of expectation. They are of the opinion that people will consider the options. The choice will be based on the choice that is believed to lead to a reward or reward. Vroom (1970 cited in Phaluksuk, 1987) states that the choice of a man to make a decision is based on a number of reasons and motivations. It will have the following expectations: 1. The answer instead of receiving. 2. Satisfaction or dissatisfaction with the return. 3. Returns compared to others. 4. Opportunity to get the expected return. 39

Vroom also said: The expectations of a person consist of three basic elements: 1. Expectations in an attempt to act or act as an estimate, or anticipation of how likely it is to behave, or to act on one's performance. Success or not. Considering their ability to read each side in different situations. 2. Expectations of action on results or performance. Is forecast, or estimated in advance before showing behavior or work that how to get results. 3. Expectations on the value of results or rewards. Predictions or projections of the value of results or rewards of action. The person will have an expectation or projection of the value of the outcome differently for each person, and if anything is highly valued, it will motivate the person to make the decision. Expectations and preferences determine the level of effort or motivation of a person. If satisfaction and expectations are zero. Motivation equals zero Importance of Expectations Expectations are an important theory in explaining the motives of a person's behavior. If you can understand the theory of expectation. It has access to incentives to show people's behavior and also realizes the importance of influencing expectations more. As many scholars have summarized as follows. Hoy and Miskel (1991) brings together scholars' ideas about the importance of expectations theory. Summarized as follows; Steers and Porter (1983) agrees that the theory of expectancy is a theory that can lead to an understanding of motivation in work, motivation to use service, or motivation for travel. Expectation-Disconfirmation Theory is one of the most widely accepted and accepted theories. Consumer behavior researchers use this theory to study consumers' satisfaction and purchase behavior. The Confirmed Expectancy Theory (ECT) developed by Richard Oliver describes consumer buying behavior and customer satisfaction in terms of perceived performance expectations and disconfirmation of beliefs. Expectations from pre-purchases have influenced perception to customers and it may directly influence disconfirmation in consumer beliefs and the post- purchase of consumer behavior. The summary of Oliver's theory can be explained in the initial stages, with the expectation of the customer assuming the assumption of 40 external factors such as word of mouth, incorrect advertising, and promises. Expected in mind of customers will go to the store or use the service. Customer experience given to the customer in the store or use of the service becomes a perceived performance and leads to confirmation or disconfirmation of their allegations. Their opinions confirm their beliefs or not affect their satisfaction. The ECT theory allows for an easier understanding of consumers to achieve satisfactory levels. The framework shows the conceptual model of the theory.

Expectation

Disconfirmation Satisfaction

Perceived

performance

Figure 6 The conceptual model of satisfaction (adapted from Patterson et al., 1997).

Model in above. Structure in the model is the expectation, the constructs in the model are expectations, perceived performance, disconfirmation, and consumer satisfaction. Confirming is most important in this model. It shows that satisfaction is a function of expectation and uncertainty. Consumers make inconsistent decisions based on their expectations of performance. Disconfirmation is the difference between what they expect and what consumers received (Oliver, 1980). According to Expectation-Confirmation Theory (ECT) theory, expectations are higher, when performance opportunities are less or more, there is a negative relationship between expectations and confirmation. Performance and confirmation are not positively correlated. The more efficient it is, the higher the expectation will exceed. 41

Oliver (1980) points out that confirmation does not have the greatest impact on satisfaction. Based on his research, post-consumer satisfaction ratings, linear relationships with disconfirmation and expectations, Expectation-Confirmation Theory confirming expectations involve perceptions of product performance, or service and consumer expectations about the performance of products or services on consumer satisfaction. The disconfirmation between these variables will convey the relationship. Positive confirmation leads to consumer satisfaction. While negative objections will lead to consumer dissatisfaction. Confirmation will be positive when the product or service performs better than expected. Confirmation will be deleted when the product or service is not as expected. In this section, the researcher will discuss the variables for knowing what factors that influence on the continuance intention of young Chinese tourists who have visited Thailand? A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. The researcher starting the study by reviewing the research with key point Expectation, and that had been done by other researchers, as shown in table 5.

Table 5 Review of dependent variables

Dependent variable

atisfaction

ntention ntention ntention ntention ntention

Purchasing Purchasing i Continuance i Customer s Service quality Online i Online Trusting Intention i Adoption i Variables (Y) No. Y1 Y2 Y3 Y4 Y5 Y6 Y7 Author 1 Guo, Barnes and 

Le-Nguyen (2015) 2 Susanto, Chang and 

Ha (2015) 3 Park, Jun, and Park 

(2017) 4 Almsalam (2014) 

42

Table 5 (Cont.)

Dependent variable

atisfaction

ntention ntention ntention ntention ntention

Purchasing Purchasing i Continuance i Customer s Service quality Online i Online Trusting Intention i Adoption i Variables (Y) No. Y1 Y2 Y3 Y4 Y5 Y6 Y7 Author 5 Russ (2015)  6 Leung, Louis, and 

Chen (2017) 7 Lankton, McKnight, &  

Thatcher (2014) 8 Cao, Jiang, Oh, Li,  Liao, and Chen (2013)

9 Lee and Huang 

(2014) 10 Hariguna, Lai, and 

Chen (2016) 11 Tahir, Waggett, and 

Hoffman (2013) 12 Lu (2014)  13 Akter, Ray, and 

D’Ambra (2012) 14 Yin, Zhu, and Cheng 

(2013) 15 Hossain (2014)  16 Shiau and Chau 

(2015) 17 Zhu, Chang, and 

Chang (2015) 18 Hsu, Hsu, Wang, and 

Chang (2016) 43

Table 5 (Cont.)

Dependent variable

atisfaction

ntention ntention ntention ntention ntention

Purchasing Purchasing i Continuance i Customer s Service quality Online i Online Trusting Intention i Adoption i Variables (Y) No. Y1 Y2 Y3 Y4 Y5 Y6 Y7 Author 19 Cheng (2014)  20 Moreno, Moreno, and 

Molina (2013) 21 Mohamed, Hussein,  Hidayah, Zamzuri,

and Haghshenas (2014) 22 Sun, Liu, Peng,  Dong, and Barnes (2013) 23 Yoon and Rolland 

(2015) 24 Nguyen (2015)  25 Chong (2013)  26 Shang and Wu (2017)  27 Tan and Kim (2015)  28 Rouibah, Lowry, and 

Hwang (2016) 29 Moussawi (2016)  Total from 29 previous 1 21 4 1 1 1 1 researches.

From Table 5 can find that most other researchers chose to use the (Y2) Continuance Intention variable as the dependent variable. Then the Continuance Intention will be a dependent variable in this study.

44

Continuance Intention Continuance Intention means Expectation Disconfirmation Theory (EDT) is a dominant form in consumer behavior and marketing literature to explain post- consumer behavior (Churchill and Surprenant, 1982; Oliver, 1980), in agreement with the EDT disconfirmation level. (Oliver, 1980). The consumer recognition after comparing the effectiveness of buying a product or service, after purchase or sale, with expectations before purchasing is Confirmation (Oliver, 1980). On products or services, expectations are a significant factor in EDT. In fact, consumers have made clear expectations for a product or services. Buying or using the services. After they are serviced, their expectations will establish their level of satisfaction and willingness to keep using the services in advance because expectations act an important role in educational consuming behavior. (Bhattacherjee, 2001, Bhattacherjee & Premkumar, 2004; Oghuma et al., 2015). Bhattacherjee (2001) extends EDT to explain IS continuance use behavior and is called the ECM research model. ECM has set the foundations of postmodern acceptance to learn the dynamics of beliefs and perspective of users. Usage of technology and recycling (Bhattacherjee, 2001). ECM focus that expectation in post- consumer confidence and expectations are confirmed in part of perceived effectiveness as a significant dimension of perceived usefulness. It is expected after the dumping. (Bhattacherjee, 2001). From the earlier application, perceived usefulness, and thorough information have important inference for user satisfaction in getting and using services. Confirmation also affects the perception, usefulness, and satisfaction of users, contribute the way to intention to continue to use. (Karahanna et al., 1999). Bhattacherjee (2001) found that the perceived usefulness is only included, involved in the use of IT. Work and expectations after dumping in ECM. (Expectation-Confirmation model) Continuance intention is to confirm that there are good management and management of service providers. Tourists will look at the various factors that affect satisfaction. To explain the feedback of the consumer, and to continue to use the service next time. Because after receiving services, their expectations will create a level of satisfaction and willingness to continue to use the service next time. Because expectations play an important role in consumer behavior. Therefore, the service used 45 as the dependent variable is, therefore, an interesting variable in this study. To find other variables that effect on the continuance intention for the tourism industry in Thailand.

Expectation to visit Thailand Researchers use the Expectation-Confirmation Theory as a starting point for modeling. The researcher reviewing the research that had been done by other researchers, as shown in Table 6.

Table 6 Review of independent variables

Variables (X) No. Variables used Author Independent Variables Variables X1: Expectation, X2: Perceived usefulness, X3: Satisfaction, X4: Confirmation, X5: Trust, X6: Perceived security and privacy, X7: Service quality, X8: Perceived ease of use, X9: Reliability of services, X10: Self-efficacy, X11: Process, X12: Perceived social support, X13: Perceived performance, X14: Continuance intention, X15: Perceived cost, X16: Helpfulness, X17: Perceived value, X18: Perceived enjoyment, X19: Disconfirmation, X20: Perceived risk 1 Guo, Barnes, and Le- X2: Perceived usefulness Nguyen (2015) X3: Satisfaction X4: Confirmation X7: Service quality

46

Table 6 (Cont.)

Variables (X) No. Variables used Author Independent Variables Variables X1: Expectation, X2: Perceived usefulness, X3: Satisfaction, X4: Confirmation, X5: Trust, X6: Perceived security and privacy, X7: Service quality, X8: Perceived ease of use, X9: Reliability of services, X10: Self-efficacy, X11: Process, X12: Perceived social support, X13: Perceived performance, X14: Continuance intention, X15: Perceived cost, X16: Helpfulness, X17: Perceived value, X18: Perceived enjoyment, X19: Disconfirmation, X20: Perceived risk 2 Susanto, Chang, and Ha X2: Perceived usefulness (2015) X3: Satisfaction X4: Confirmation X5: Trust X6: Perceived security and privacy X8: Perceived ease of use 3 Park, Jun, and Park X2: Perceived usefulness (2017) X3: Satisfaction X4: Confirmation 4 Almsalam (2014) X1: Expectation X7: Service quality 5 Russ (2015) X10: Self-efficacy X11: Process X12: Perceived social support X20: Perceived risk

47

Table 6 (Cont.)

Variables (X) No. Variables used Author Independent Variables Variables X1: Expectation, X2: Perceived usefulness, X3: Satisfaction, X4: Confirmation, X5: Trust, X6: Perceived security and privacy, X7: Service quality, X8: Perceived ease of use, X9: Reliability of services, X10: Self-efficacy, X11: Process, X12: Perceived social support, X13: Perceived performance, X14: Continuance intention, X15: Perceived cost, X16: Helpfulness, X17: Perceived value, X18: Perceived enjoyment, X19: Disconfirmation, X20: Perceived risk 6 Leung, Louis, and X2: Perceived usefulness Chen (2017) X3: Satisfaction X4: Confirmation X14: Continuance intention 7 Lankton, McKnight, X1: Expectation and Thatcher (2014) X3: Satisfaction X13: Perceived performance X19: Disconfirmation 8 Cao, Jiang, Oh, Li, X3: Satisfaction Liao, and Chen (2013) X4: Confirmation

9 Lee and Huang (2014) X3: Satisfaction X17: Perceived value 10 Hariguna, Lai, and X3: Satisfaction Chen (2016) X9: Reliability of services

48

Table 6 (Cont.)

Variables (X) No. Variables used Author Independent Variables Variables X1: Expectation, X2: Perceived usefulness, X3: Satisfaction, X4: Confirmation, X5: Trust, X6: Perceived security and privacy, X7: Service quality, X8: Perceived ease of use, X9: Reliability of services, X10: Self-efficacy, X11: Process, X12: Perceived social support, X13: Perceived performance, X14: Continuance intention, X15: Perceived cost, X16: Helpfulness, X17: Perceived value, X18: Perceived enjoyment, X19: Disconfirmation, X20: Perceived risk 11 Tahir, Waggett, and X1: Expectation Hoffman (2013) X13: Perceived performance X19: Disconfirmation 12 Lu (2014) X2: Perceived usefulness X8: Perceived ease of use 13 Akter, Ray, and X2: Perceived usefulness D’Ambra (2012) X3: Satisfaction X4: Confirmation X5: Trust X7: Service quality 14 Yin, Zhu, and Cheng X2: Perceived usefulness (2013) X3: Satisfaction X4: Confirmation X18: Perceived enjoyment X20: Perceived risk

49

Table 6 (Cont.)

Variables (X) No. Variables used Author Independent Variables Variables X1: Expectation, X2: Perceived usefulness, X3: Satisfaction, X4: Confirmation, X5: Trust, X6: Perceived security and privacy, X7: Service quality, X8: Perceived ease of use, X9: Reliability of services, X10: Self-efficacy, X11: Process, X12: Perceived social support, X13: Perceived performance, X14: Continuance intention, X15: Perceived cost, X16: Helpfulness, X17: Perceived value, X18: Perceived enjoyment, X19: Disconfirmation, X20: Perceived risk 15 Hossain (2014) X4: Confirmation X10: Self-efficacy 16 Shiau and Chau (2015) X3: Satisfaction X5: Trust 17 Zhu, Chang, and Chang X2: Perceived usefulness (2015) X4: Confirmation X7: Service quality X15: Perceived cost X16: Helpfulness 18 Hsu, Hsu, Wang, and X3: Satisfaction Chang (2016) X4: Confirmation

50

Table 6 (Cont.)

Variables (X) No. Variables used Author Independent Variables Variables X1: Expectation, X2: Perceived usefulness, X3: Satisfaction, X4: Confirmation, X5: Trust, X6: Perceived security and privacy, X7: Service quality, X8: Perceived ease of use, X9: Reliability of services, X10: Self-efficacy, X11: Process, X12: Perceived social support, X13: Perceived performance, X14: Continuance intention, X15: Perceived cost, X16: Helpfulness, X17: Perceived value, X18: Perceived enjoyment, X19: Disconfirmation, X20: Perceived risk 19 Cheng (2014) X2: Perceived usefulness X3: Satisfaction X4: Confirmation X7: Service quality 20 Moreno, Moreno, and X1: Expectation Molina (2013) X19: Disconfirmation 21 Mohamed, Hussein, X2: Perceived usefulness Zamzuri, and X3: Satisfaction Haghshenas (2014) X4: Confirmation X8: Perceived ease of use 22 Sun, Liu, Peng, Dong, X2: Perceived usefulness and Barnes (2013) X3: Satisfaction X5: Trust X18: Perceived enjoyment

51

Table 6 (Cont.)

Variables (X) No. Variables used Author Independent Variables Variables X1: Expectation, X2: Perceived usefulness, X3: Satisfaction, X4: Confirmation, X5: Trust, X6: Perceived security and privacy, X7: Service quality, X8: Perceived ease of use, X9: Reliability of services, X10: Self-efficacy, X11: Process, X12: Perceived social support, X13: Perceived performance, X14: Continuance intention, X15: Perceived cost, X16: Helpfulness, X17: Perceived value, X18: Perceived enjoyment, X19: Disconfirmation, X20: Perceived risk 23 Yoon, and Rolland X2: Perceived usefulness (2015) X3: Satisfaction X4: Confirmation X18: Perceived enjoyment 24 Nguyen (2015) X8: Perceived ease of use X18: Perceived enjoyment 25 Chong (2013) X2: Perceived usefulness X3: Satisfaction X4: Confirmation X5: Trust X8: Perceived ease of use 26 Shang and Wu (2017) X2: Perceived usefulness X3: Satisfaction X4: Confirmation X8: Perceived ease of use

52

Table 6 (Cont.)

Variables (X) No. Variables used Author Independent Variables Variables X1: Expectation, X2: Perceived usefulness, X3: Satisfaction, X4: Confirmation, X5: Trust, X6: Perceived security and privacy, X7: Service quality, X8: Perceived ease of use, X9: Reliability of services, X10: Self-efficacy, X11: Process, X12: Perceived social support, X13: Perceived performance, X14: Continuance intention, X15: Perceived cost, X16: Helpfulness, X17: Perceived value, X18: Perceived enjoyment, X19: Disconfirmation, X20: Perceived risk 27 Tan and Kim (2015) X2: Perceived usefulness X3: Satisfaction X4: Confirmation 28 Rouibah, Lowry, and X5: Trust Hwang (2016) X18: Perceived enjoyment X20: Perceived risk 29 Moussawi (2016) X2: Perceived usefulness X8: Perceived ease of use X18: Perceived enjoyment Form of total variables used: Xn(Number of used) X1(4), X2(16), X3(19), X4(16), X5(6), X6(1), Total from 29 previous X7(5), X8(8), X9(1), X10(2), X11(1), X12(1), researches. X13(2), X14(1), X15(1), X16(1), X17(1), X18(6), X19(3), X20(3)

53

From the table 6 can find that most of all other researchers chose to use the (X3) Satisfaction, (X2) Perceived Usefulness, (X4) Confirmation, (X5) Trust, and (X18) Perceived Enjoyment as the independent variable, respectively. Then the Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, and Satisfaction will be an independent variable in this study. It consists of Continuance Intention, Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, and Satisfaction. To be a model to study for knowing what factors that influence on the continuance intention of young Chinese tourists who have visited Thailand? A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. Each factor can be described as follows; Confirmation Confirmation refers to the comparison of things, in reality, the process of self-assessment and the expectations of the services. (Bhattacherjee, 2001a). As reported by Hong et al. (2006) and Liao et al. (2009), expectations were confirmed before the satisfaction of the consumer. As the main factors, both factors were used in the study. Wen et al. (2011) showed that confirmation of expectations positively influences on Perceived usefulness and Satisfaction, which could bring about the intention to continuance intention. As a consequence, Positive disconfirmation (performance > expectation) Simple confirmation (performance = expectation) Negative disconfirmation (performance < expectation). Previous research found that confirmation is positively related to satisfaction (Bhattacherjee, 2001, Bhattacherjee & Premkumar, 2004, Thong et al., 2006, Venkatesh et al., 2011). When the actually use experience matches or exceeds the initial expectation, confirmation exists to lead to user satisfaction because the expected benefits of IS use are realized. In contrast, if the actual use experience falls below the initial expectation, dissatisfaction takes place because it fails to achieve the expectation. The same relationship should apply to MIM use. MIM users will compare the actual experience of their MIM use with their initial expectation. If their expectation is confirmed, they will feel satisfied with the MIM. Therefore, Confirmation will increase the perception of usefulness while disconfirmation will reduce the perception (Chiu et al., 2005, Roca et al., 2006, Thong et al., 2006). The same cognitive dissonance may apply to MIM use-related beliefs (i.e., perceived 54 enjoyment, user interface, perceived usefulness, and perceived security) where users of MIM will continuously adjust their expectation to meet the reality. Comparison of things, in reality, self-assessment process and service expectations in tourism. From a review that MIM application is an example, Confirmation of expectations has a positive influence on perceived usefulness, perceived enjoyment, trust, and satisfaction that may lead to the continuance intention to persevere. When the actual user experience meets or exceeds expectations, initial confirmation will lead to satisfaction. Tourists will compare the actual experience of traveling to a tourism destination with the initial expectations they expect. If their expectations are confirmed, they will feel satisfied with the sights. Health tourism is interested in tourists, and the number of services is increasing in each year. Confirmation is one of the interesting variables because confirmation has a positive influence on perceived usefulness, perceived enjoyment, trust, and satisfaction that may lead to the continuance intention to persevere. Perceived usefulness Perceived usefulness is already present in the ECM. In fact, it is the only usage-related belief incorporated in the ECM. Following Roca et al. (2006) and other IS continuance use literature (Venkatesh et al., 2011), we proposed the addition of two other beliefs (i.e., perceived enjoyment and user interface) that will influence users’ decision to continue using MIM or go to travel (Ha et al., 2014). These two beliefs correspond to cognitive absorption and perceived ease of use in Roca et al. (2006). Perceived usefulness means the rank of the belief that a person uses a technology that increases his or her efficacy (Davis, Bagozzi, & Warshaw, 1989; Bhattacherjee, 2001). As people believe that using MIM services for perceived usefulness, and increasing the body's health, they will be more interested in health tourism. Perceived usefulness of using the services will positively affect the attitudes towards used and user’s behavior (Davis, Bagozzi, & Warshaw, 1989) and positively affect satisfaction. And the intention to use the services continuously. (Bhattacherjee, 2001). In ECM, the post-consumption expectation is represented in ex-post perceived usefulness. Perceived usefulness is “users’ perceptions of the expected 55 benefits of using an IS” (Davis, Bagozzi, & Warshaw, 1989). It relates to the performance aspect of IS use (Bhattacherjee & Premkumar, 2004; Venkatesh et al., 2011). As a cognitive belief, perceived usefulness has demonstrated the consistent influence on user intention across temporal stages of IS use (Davis, Bagozzi, & Warshaw, 1989; Karahanna et al., 1999). Specifically, it demonstrates a positive relationship with adoption intention (Thong et al., 2006), continuance use intention (Agarwal & Karahanna, 2000; Bhattacherjee, 2001; Bhattacherjee & Premkumar, 2004), satisfaction (Bhattacherjee, 2001; Limayem et al., 2007) and attitude (Bhattacherjee & Hikmet, 2008). As a MIM tool, users expect destination place to facilitate interaction with families, friends, and co-workers (Ajjan et al., 2014; Ha et al., 2015). The more benefits users expect to gain from MIM use, the more satisfy them, they are and the higher the likelihood that they will continue using MIM tool. Reviews perceived usefulness of MIM. Is perceptions when talking about tourism we will found that a tourist decides to visit, they don't expect on happiness, but there is a matter of perceived usefulness that will share new knowledge with themselves. Until being satisfied after traveling. The benefits (Perceived usefulness) that tourist expects to receive from travel. If the satisfied of their getting is high, they are going to travel to that destination again and again (Continuance Intention). Perceived enjoyment Perceived enjoyment refers to the internal reward gained through the use of technology. Unlike external motives, such as perceived usefulness, which is based on the achievement of specific goals or internal incentive motives, are the enjoyment of self-activity. Davis et al. (1992) Satisfied in recognizing application service and found to have a significant effect on adoption intentions in word processing. That shows the perceived enjoyment is associated with perceived usefulness and satisfaction are relate with continuance intention. In addition, the main purpose of the service is to enjoy (Lee & Tsai, 2010). And for this reason, it shows the relationship between variables, that people are more likely to continuance intention for perceived enjoyment. A state where perception enjoyment has many aspects as well as flow. However, excitement is highlighted as a different emotion from enjoyment. 56

Roca et al. (2006) argued that in Internet-based learning, cognitive absorption is required to achieve a state of deep involvement and enjoyment of the software. Since it is a learning process, absolute concentration is needed. However, MIM is not meant for training communities. Rather it is used to stay in travel, education, and to have fun with others (Lin & Lu, 2011). Therefore, enjoyment should be the key element in MIM (Ajjan et al., 2014; Ha et al., 2015). Users should have a flexible amount of engagement with MIM where they are able to leave in the middle of the MIM session and get back to it later without needing any effort to catch-up. Therefore, the proposed ‘perceived enjoyment’ to better capture the fun and pleasurable nature of MIM use. Perceived enjoyment is defined as “the fun and pleasure derived from used” (Davis et al., 1992). It captures the hedonic motivation of using tourism destination (Thong et al., 2006; Zhou & Lu, 2011). Previous research found that perceived enjoyment increases user satisfaction toward technology use and acceptance (Davis et al., 1992). Following the literature, the proposal that the enjoyment factor that will influence user satisfaction and their continuance intention to use. Following the literature, from an example that talks about MIM, can be seen that the perceived enjoyment when trying it out. That is, tourists will have fun when they use the service in tourism place. That shows the perceived enjoyment is associated with perceived usefulness and satisfaction are relate with continued intention. Health tourism is not meant for training communities. Rather it is used to stay in travel, education, and to have fun with others. The propose that the perceived enjoyment factor that influences to tourist satisfaction. And then they prefer to continuance intention to visit that place again. Trust Originated from social psychology, trust has been conceptualized as a faith that the other party will act following the proper behavior of generosity, integrity, and ability (Gefen, 2000; Zhou, 2011). Luhmann (1979) interpreted trust as the belief that one will react in a predictable manner. Mayer et al. (1995) posited that trust emerges between two parties who consciously act with altruism. McKnight et al. (2002) established a theoretical framework to examine the significant antecedents that influence individuals’ trust building and subsequent behavioral. Benamati et al. 57

(2010) examined the effects of technological perceptions including perceived ease of use and perceived usefulness on initial trust. Beldad et al. (2010) provided a good review of online trust and its determinants. Trust means the willingness of tourists to consent to medical tourism. The point by Gefen and Straub (2004) mentioned that the deficiency of regulation on the internet lets individuals depend on their beliefs. Familiarity is the main factor in decreasing the uncertainty that may occur. Online consumers are interacting with e-commerce websites and online transactions with online merchants. So that online customers do not trust e-commerce sites or online merchants. It’s an obstacle to online customers not to use e-Commerce (Comegys et al, 2009; Gefen, 2000) as a consumer if they trust in tourist attractions and experience travel. It will decrease the obstacles that can persuade the consumer to decide to continue. Gefen et al. (2003) found that faithfulness has a direct and indirect effect on the usage of information systems via perceived usefulness. Even though, learning by Wen et al. (2011) showed that seeing that the faithfulness does not directly influence the intention of buying the product online. But it will affect indirectly through perceived usefulness. This indicates that faithfulness has a touching on the decision to use the travel services in the future and through perceived usefulness. Trust can occur both before using the service and after using the service. Which affected by the benefit (Perceived usefulness), fun (Perceived enjoyment) until it is satisfied. If they trust in tourist attractions and experience travel. It will decrease the obstacles that can persuade the consumer to decide to continue. Trust, Therefore is one of the important variables to be used in the study to use as a model for development in the tourism industry plan until the trip was repeated many times (Continuance intention). Satisfaction Customer satisfaction has been one of the top tools for a successful business. Customer satisfaction is defined as an overall evaluation based on the total purchase and consumption experience with the good or service over time (Fornell, Johnson, Anderson, Cha, & Bryant, 1996). With marketing, customer satisfaction also comes along with it which means it ascertains the expectation of the customer on how the goods and services are being facilitated by the companies. Actionable information on 58 how to make customers further satisfied is, therefore, a crucial outcome (Oliver, 1999). At a glance, customer satisfaction is a crucial component of a business strategy as well as customer retention and product repurchase. To maximize the customer satisfaction companies should sell ideas and methods after the completion with all the necessary documents. As for example, customers will buy a car after taking a closer look at it such as how is the engine, what is its model, how many kilometers it has been traveling, and is there any cracks or not. Therefore, they do not feel disappointed after purchasing it. Otherwise, if the company uses only their sell and build method customers might expect that the car is exactly the same as what they see in the pictures or during the exhibition and later on the company might receive complaint if anything is wrong. Customer satisfaction is a barometer that predicts future customer behavior (Hill, Roche, & Allen, 2007). Customers often look for a value in the total service which requires internal collaboration among the department that is responsible for different elements of the offering, such as the core product (Goods or services) delivering the product, product documentation, etc. Moreover, from profitability and productivity perspectives only activities that produce value for customers should be carried out. Hence, firms have to get to know their customers much better than has normally been. However, the company should be able to build trust with the customer so it is easy to get feedback from the customer. This is how customer-oriented product or service could be developed. Customer satisfaction is influenced by specific product or service features and perceptions of quality. Satisfaction is also influenced by customer’s emotional responses, their attributions nether perception of equity. Increased customer satisfaction can provide company benefits like customer loyalty, extending the life cycle of a customer expanding the life of merchandise the customer purchase and increases customers positive word of mouth communication. When the customer is satisfied with the product or service of the company, it can make the customer to purchase frequently and to recommend products or services to potential customers. It is impossible for a business organization to grow up in case the company ignores or disregards the needs of customers (Teo, Srivastava, & Jiang, 2009). 59

Satisfaction is the positive feeling that effects from the assessment of one's actions (Locke, 1976). Satisfaction of consumers is an outcome of perceived usefulness of consuming the services (De Lone, McLean, & William, 2003). Customer satisfaction can bring about attitudinal changes (such as a preference for servicing, or preference for service providers) that might change as an effect of ongoing service (Innis, 1991; Oliver, Oliver, & Bearden, 1985; Stauss & Neuhaus, 1997). Satisfaction is adequate to increase the possibility of branding and brand loyalty. It causes a positive effect on the intended usage of the system. (Bhattacherjee, 2001), and Wen et al. (2011) showed that satisfaction affects the intention to buy online with continuance intention. Infers that Satisfaction affects to Continuance intention. With many MIM applications available in the world, satisfaction is salient to users’ decision to continue using a MIM (Reid & Reid, 2010). A dissatisfied user can easily switch to another without much switching cost (Deng et al., 2010, Zhou & Lu, 2011). Only satisfied users will choose to continue using the existing MIM applications (Deng et al., 2010). The more satisfied the users are, the higher the likelihood that they will continue using the MIM. With the base of expectations as an example of the MIM, the review shows that on the tourism side. The previous variables mentioned are all intended to result in continued use of the service, with the first passing of satisfaction. Because satisfaction is the most important reason for keeping tourists in the tourism industry for a long time. Care and good tourism management in terms of awareness, benefits (Perceived usefulness), fun (Perceived enjoyment), and beliefs (Trust). Their all will lead to the satisfaction that will lead to continued travel (Continuance intention).

Hypotheses of the study The variables used in this study were composed of 1. Confirmation, 2. Perceived Usefulness, 3. Perceived Enjoyment, 4. Trust, 5. Satisfaction, and 6. Continuance Intention. The relationship between variables used have shown in Table 7:

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Table 7 Show a relationship between variables used

Hypothesis Variables Reference H1 Confirmation  Chong (2013) Perceived Susanto, Chang, and Ha (2015) Usefulness Yoon and Rolland (2015) Shang and Wu (2017) Yin, Zhu, and Cheng (2013) Park, Jun, and Park (2017) Akter, Ray, and D’Ambra (2012) Tan and Kim (2015) Yung-Ming Cheng (2014) H2 Confirmation  Chong (2013) Trust Susanto, Chang, and Ha (2015) Akter, Ray, and D’Ambra (2012) H3 Confirmation  Chong (2013) Perceived Yoon and Rolland (2015) Enjoyment Yin, Zhu, and Cheng (2013) H4 Perceived Chong (2013) Usefulness  Susanto, Chang, and Ha (2015) Satisfaction Yoon and Rolland (2015) Shang and Wu (2017) Yin, Zhu, and Cheng (2013) Park, Jun, & Park (2017) Mohamed, Hussein, Hidayah, Zamzuri, and Haghshenas (2014) Akter, Ray, and D’Ambra (2012) Tan and Kim (2015) Sun, Liu, Peng, Dong, and Barnes (2013)

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Table 7 (Cont.)

Hypothesis Variables Reference Guo, Barnes, and Le-Nguyen (2015) Cheng (2014) H5 Enjoyment  Chong (2013) Satisfaction Yoon and Rolland (2015) Yin, Zhu, and Cheng (2013) Sun, Liu, Peng, Dong, and Barnes (2013) H6 Trust  Chong (2013) Satisfaction Susanto, Chang, and Ha (2015) Akter, Ray, and D’Ambra (2012) Sun, Liu, Peng, Yi Dong, and Barnes (2013) H7 Satisfaction  Chong (2013) Continuance Susanto, Chang, and Ha (2015) Intention Yoon, and Rolland (2015)

Lee and Huang (2014) Shang and Wu (2017) Yin, Zhu, and Cheng (2013) Cao, Jiang, Oh, Li, Liao, and Chen (2013) Hsu, Hsu, Wang, and Chang (2016) Lankton, McKnight, and Thatcher (2014) Mohamed, Hussein, Hidayah, Zamzuri, and Haghshenas (2014) Akter, Ray, and D’Ambra (2012) Hariguna, Lai, and Chen (2016) Tan and Kim (2015) Sun, Liu, Peng, Dong, and Barnes (2013) Cheng (2014)

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From Table 7 has shown a relationship of variables used including Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction, and Continuance intention. All of the authors said all of the variables have a relationship with each other. The relationship occurred the hypotheses of the study as shown below: H1: Confirmation had a positive influence on perceived usefulness. H2: Confirmation had a positive influence on trust. H3: Confirmation had a positive influence on perceived enjoyment. H4: Perceived usefulness had a positive influence on customer's satisfaction. H5: Perceived enjoyment had a positive influence on customer's satisfaction. H6: Trust had a positive influence on customer's satisfaction. H7. Customer's satisfaction had a positive influence on continuous intention.

Conceptual framework of the study The objectives of the study: 1. to know the rank of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, 2. to know the direct effects and indirect effects of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, and 3. to develop the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourism who have visited Thailand. In order to achieve the mentioned objectives, the conceptual framework is formulated (as shown in Figure 7).

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Figure 7 The conceptual framework

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CHAPTER 3 RESEARCH METHODOLOGY

This chapter describes the research methods to be used in this study, which are conducted. The objectives of the study: 1. to know the rank of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand? A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, 2. to know the direct effects and indirect effects of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, and 3. to develop the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourism who have visited Thailand. This chapter covers the following topics: 1. Research design 2. Population, sample size, and sampling techniques 3. Data collection 4. Research instrument 5. Validity and reliably of the research instrument 6. Data analysis

Research design This research uses quantitative research. The survey research is used for this study to explain the purpose of the study. The research questionnaire will be used to collect data from the sample and the results of the questionnaire will be considered as the main data for the study. Secondary information is extracted from textbooks, library sources, academic journals, government agencies, and internet resources. This study has five independent variables (Confirmation, Usefulness, Enjoyment, Trust, and Satisfaction). Include Dependent variable: Continuance Intention.

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Population, sample size, and sampling techniques Population The objective of the study is 1. to know the rank of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, 2. to know the direct effects and indirect effects of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, and 3. to develop the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourism who have visited Thailand. Therefore, in this study, the population will be calculated by the number of Kunming’s population is 6,432,000 (Yunnan Province, the sixth national census in 2010 the main data bulletin, National Bureau of statistics of the people’s republic of China, 2010), so the number of the population (푁) of this study is 6,432,000. Sample size To determine the appropriate sample size for this study is based on Yamane's size table and sample size calculated from the population using Yamane's formula (1973): 푁 푛 = 1 +푁(푒)푋2 Determine the level of confidence 95% and P = .05 are assumed for the above equation. Where 푛 is the sample size, 푁 is the size of the population, and 푒 is the deviation of random sampling. According to Yunnan Province, the sixth national census in 2010 the main data bulletin, National Bureau of statistics of the people’s republic of China, 2010, the number of Kunming’s population is 6,432,000. When using this formula with the example above, we have the following equation: 6,432,000 푛 = = 399.975 1 +6,432,000 (0.05)2 푛 = 399.975 (approx.) Therefore, there are 399.975 or approximately 400 young Chinese tourists who visited Thailand will be based on a total of 32 parameters.

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Sampling technique Because of the clearly described characteristics of the population, the probability sampling method is likely to be attractive for the survey to choose the respondents in this study. Stratified random sampling, which includes separating population into groups or units and after that taking a simple random sample in every unit, Utilizing 3 basic steps to guarantee that different units in the population have equal probabilities of being chosen. All the steps are discussed below: Step one: One University, in Yunnan City are intentionally chosen: Yunnan Normal University. Step two: Young Chinese tourists who have visited Thailand (respondents) will be asked to respond to the survey at each selected University. Step three: The above 400 respondents will be chosen to rely on criteria that 1. Plan to stay at least one night in Thailand. 2. Are not the foreign tourist.

Table 8 Characteristic for target respondents

Selected University Respondents Period of Type of university classification number stay tourist Yunnan Located in 400 > One night A young Normal Kunming, the Chinese tourist University capital city of who have Yunnan Province. visited Thailand. Total 1 University 400 > One night A young Chinese tourist who have visited Thailand.

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Data collection Data collection was used as a tool for data collection. The researcher used the probability sampling technique to select the respondent. 1. According to selected the sample population to ensure that the dominant unit in the population had an equal probability of selection. Taro Yamane formula is used by selecting 95% of confidence level with 5% for an error for the sample out of the population. The sample size was 400. Therefore, 560 questionnaires were distributed to young Chinese tourists who have visited Thailand. 2. Data for this research were collected using Chinese questionnaire. 3. The researcher made a questionnaire. The questionnaire will be validated in the Validity and reliability of the research instrument process to obtain the appropriate questionnaire. 4. At the beginning of data collection, the researcher will ask for a permission letter from the faculty of management and tourism for the data collection. When receiving the permission letter, the researcher will use the permission letter as a reference for data collection. 5. Prior to the field survey, researchers conducted a pilot study to investigate the error of the questionnaire. There are 30 tourists comfort samples used in the test. 6. To ensure the quality of the questionnaire, the researchers assigned and collected directly from young Chinese tourists who have visited Thailand. A total of 560 questionnaires were collected, which is considered complete and correct as there are no errors about unanswered questions and clearly written. 7. Surveys will be conducted on the consecutive for 4-8 weeks in the month of May-June 2018.

Research instrument The instrument used for data collection was a questionnaire about the study of expectations for the satisfaction of the service of tourists to the continuous use of hot springs water heater. Data for this research were collected using Chinese questionnaires. In response to questions from young Chinese tourists who have visited 68

Thailand. The survey instrument consists of 3 parts: Namely part (I), (II), and (III). Part (I) “Demographic information part” of the 8 questions will help to measure the demographic characteristics of the population, including Gender, Age, Education, Occupation, Marital Status, Income, Frequency of Traveling, Length of Staying, and Have you ever been to Thailand. Part (II) “Independent variables part” Include consist of four factors (Confirmation, Perceived usefulness, Trust, Perceived enjoyment, and Satisfaction) with 20 statement. Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction are measured using four items from table 9 are used. Part (III) “Dependent variable part” consists of 4 statement of continence intention. Continence intention is measured using four item adopted from table 9 are used. Both Part II and III respondents. Get answers from the 5-point Likert model from 1 = Strongly disagree to 5 = Strongly agree in the above statement. The items were not grouped and presented in a dimension questionnaire to assure the leased bias during the feedback process (Best, 1970; 1981). The scores were as follows: Strongly disagree = 1 Disagree = 2 Neutral = 3 Agree = 4 Strongly agree = 5

Table 9 Five-point Likert scale

Scale Rank score Level of agreement Interpretation 1 1.00-1.49 Strongly disagree Very poor 2 1.50-2.49 Disagree Poor 3 2.50-3.49 Neutral Average 4 3.50-4.49 Agree Good 5 4.50-5.00 Strongly agree Very good

Part (I) “Demographic Information part” of the 9 questions will help to measure the demographic and social characteristics of the population. Part (II) 69

“Independent variables part” with 20 items, and Part (III) “Dependent variable part” consists of 4 items of continence intention. Therefore, there are 32 items to study about young Chinese tourists who have visited Thailand.

Table 10 Summarize of questionnaire items

Variable Number of items Adapted from Confirmation (4) 1, 2, 3, 4 Bhattacherjee, 2001; Cao, Jiang, Oh, Li, Liao, and Chen 2013; Akter, Ray, and D’Ambra, 2012; Yin, Zhu, and Cheng, 2013; Susanto, Chang, and Ha, 2015; Cheng, 2013 Perceived usefulness 5, 6, 7, 8 Cao, Jiang, Oh, Li, Liao, and Chen, (4) 2013; Akter, Ray, and D’Ambra, 2012; Yin, Zhu, and Cheng, 2013; Susanto, Chang, and Ha, 2015; Hsu, Hsu, Wang, and Chang, 2016; Cheng, 2013; Mohamed, Hussein, Hidayah, Zamzuri, and Haghshenas, 2014; Almsalam, 2014; Sun, Liu, Peng, Dong, and Barnes, 2013 Perceived enjoyment 9, 10, 11, 12 Yin, Zhu, and Cheng, 2013; Sun, Liu, (4) Peng, Dong, and Barnes, 2013; Yoon and Rolland, 2015; Chong, 2013 Trust (4) 13, 14, 15, 16 Akter, Ray, and D’Ambra, 2012; Suh and Han, 2002; Venkatesh et al., 2011; Susanto, Chang, and Ha, 2015; Sun, Liu, Peng, Yi Dong, and Barnes, 2013; Chong, 2013 70

Table 10 (Cont.)

Variable Number of items Adapted from Satisfaction (4) 17, 18, 19, 20 Bhattacherjee, 2001; Limayem et al., 2007; Lin et al., 2005; Cao, Jiang, Oh, Li, Liao, and Chen, 2013; Akter, Ray, and D’Ambra, 2012; Yin, Zhu, and Cheng, 2013; Susanto, Chang, and Ha, 2015; Hsu, Hsu, Wang, and Chang, 2016; Cheng, 2013; Mohamed, Hussein, Hidayah, Zamzuri, and Haghshenas, 2014; Almsalam, 2014; Sun, Liu, Peng, Dong, and Barnes, 2013). Continuance (4) 21, 22, 23, 24 Bhattacherjee, 2001; Limayem et al., 2007; Lankton et al., 2010; Cao, Jiang, Oh, Li, Liao, and Chen, 2013; Lu, 2013; Akter, Ray, and D’Ambra, 2012; Yin, Zhu, and Cheng, 2013; Susanto, Chang, and Ha, 2015; Hsu, Hsu, Wang, and Chang, 2016; Lin and Wang, 2012; Cheng, 2013; Mohamed, Hussein, Hidayah, Zamzuri, and Haghshenas, 2014; Sun, Liu, Peng, Dong, and Barnes, 2013; Yoon and Rolland, 2015; Park, Jun, and Park, 2017

Validity and reliably of the research instrument Content validity is the content of the text in the gauge, consistent with the subject, and covers what is to be measured using operational definition and Index of Item-objective Congruence (IOC). 71

This ensures that the tool can be used for surveys and for quality research. The accuracy of the content of each questionnaire will be assessed by experts with relevant experience in management and tourism. Specialists will be asked to provide feedback and review the quality and appropriateness of each item to ensure that all items in the questionnaire responses to the objectives of the study well. All items in the questionnaire will be evaluated by the IOC (Index of Item- objective Congruence), which is used to evaluate the validity of the questionnaire, with scores ranging from -1 to 1. Incongruent = -1 Questionable = 0 Congruent = 1 The expert's findings are used to find the IOC. Most experts' ideas and IOC can be calculated as shown below. ∑ 푅 퐼푂퐶 = 푁 Where IOC = Index of Item Objective Congruence R = Scored of comment from the expert N = Number of expert If 0.5 ≤ IOC ≤ 1.00 means the consistency index of the item's objectives it is acceptable. Therefore, the list will be kept in the questionnaire to conduct the research. If IOC <0.5 means the consistency index of the item, the item is not appropriate and should be revised or deleted. To do IOC checking, expert verification was requested to comment on the appropriateness of the question and to rate the item to see whether it was consistent or not, using an assessment form created by the 3 experts. 1. Dr. Sanon Anantanond, BUU Lecturer, Tourism management, e-mail: [email protected]. 2. Natthakan Pruksorranan, BUU Lecturer, Tourism management, email: [email protected] 72

3. Chananan Dechadilok, BUU Lecturer, International business management, e-mail: [email protected]. Researchers have submitted a questionnaire for IOC audits to experts. After reviewing the review, all statements, corrections, and adjustments are made based on the opinions and recommendations of experts. Finally, the researcher received the correct questionnaire. The result of the IOC evaluation from all experts shows that there was only one item in confirmation factors with an average score lower than 0.5. As a result, that item was deleted from the questionnaire. And the expert suggested to changed and give new an item. That item will input for substitute a question that deleted. And there are four items with an average score higher than 0.5 as a result. But, there are editing or changing a sentence for suitability. The operational definition table has been English checked for suitability of Operational definition table by Mr.D M Monsur Ahmed a master student of master of management in International Tourism Management, Burapha University,

Thailand. The result is shown in Table 11 below:

Table 11 Operation definition

Variables Meaning Questionnaires References Confirmation Experienced 1. Overall, most of my Bhattacherjee, 2001; service provider expectations from with Cao, Jiang, Oh, Li, confirms traveling Pong Nam Liao, and Chen, expectation to Ron hot spring were 2013; Akter, Ray, travel. confirmed. and D’Ambra, 2012; 2. The service level Yin, Zhu, and Cheng, provided by using Pong 2013; Susanto, Nam Ron hot spring Chang, and Ha, 2015; was better than what I Cheng, 2013 expected.

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Table 11 (Cont.)

Variables Meaning Questionnaires References 3. The expectations that I have about traveling Pong Nam Ron hot spring were correct. 4. Pong Nam Ron hot spring can meet demands in excess of what I required for the experience. Perceived For the benefit 1. Traveling to Pong Cao, Jiang, Oh, Li, usefulness of health and Nam Ron hot spring Liao, and Chen, medical enhances my health 2013; Akter, Ray, purpose, the effectiveness. and D’Ambra, 2012; service and 2. Traveling to Pong Yin, Zhu, and Cheng, response Nam Ron hot spring 2013; Susanto, increase improves my overall Chang, and Ha, 2015; gradually. health. Hsu, Hsu, Wang, and 3. Traveling to Pong Chang, 2016; Cheng, Nam Ron hot spring 2013; Mohamed, serves my medical Hussein, Hidayah, purpose very well. Zamzuri, and 4. Traveling to Pong Haghshenas, 2014; Nam Ron hot spring are Almsalam, 2014; very useful to my Sun, Liu, Peng, health. Dong, and Barnes, 2013.

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Table 11 (Cont.)

Variables Meaning Questionnaires References Perceived Perceived 1. The actual experience Yin, Zhu, and Cheng, enjoyment enjoyment of traveling Pong Nam 2013; Sun, Liu, Peng, increases the Ron hot spring is pleasant. Dong, and Barnes, experience to 2. Traveling Pong Nam 2013; Yoon, and travel again and Ron hot spring is Rolland, 2015; again. enjoyable. Chong, 2013 3. I have fun with traveling Pong Nam Ron hot spring. 4. I find traveling Pong Nam Ron hot spring is to be interesting. Trust Trustworthy and 1. Pong Nam Ron hot Akter, Ray, and reliable service spring provider is D’Ambra, 2012; Suh and proper trustworthy. and Han, 2002; information 2. Pong Nam Ron hot Venkatesh et al., make the tourist spring provides services 2011; Susanto, environment in my interest. Chang, and Ha, 2015; more attractive 3. Pong Nam Ron hot Sun, Liu, Peng, with various spring are safe Dong, and Barnes, activities. environments in which to 2013; Yee-Loong, exchange information and Chong, 2013. with others. 4. Pong Nam Ron hot spring are reliable environments in which to conduct their activities.

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Table 11 (Cont.)

Variables Meaning Questionnaires References Satisfaction Experience of 1. I am content with the Bhattacherjee, 2001; satisfaction performance of traveling Limayem et al., service the to using Pong Nam Ron 2007; Lin et al., decision of the hot spring. 2005; Cao, Jiang, Oh, traveler for 2. I am pleased with the Li, Liao, and Chen, traveling. experience of traveling to 2013; Akter, Ray, using Pong Nam Ron hot and D’Ambra, 2012; spring. Yin, Zhu, and Cheng, 3. I am very correct 2013; Susanto, decision for traveling to Chang, and Ha, 2015; using Pong Nam Ron hot Hsu, Hsu, Wang, and spring. Chang, 2016; Cheng, 4. I am satisfied with the 2013; Mohamed, overall experience of Hussein, Hidayah, traveling to using Pong Zamzuri, and Nam Ron hot spring Haghshenas, 2014; Almsalam, 2014; Sun, Liu, Peng, Dong, and Barnes, 2013 Continuance Good health, 1. I intend to continue Bhattacherjee, 2001; intention medical service, traveling to using Pong Limayem et al., and relevant Nam Ron hot spring 2007; Lankton et al., information rather than discontinue its 2010; Cao, Jinhu enhance the use in my future. Jiang, Oh, Li, Liao, continuance 2. I will not discontinue and Chen, 2013; Lu, intention to my use of this service. 2013; Akter, Ray and travel and D’Ambra, 2012;

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Table 11 (Cont.)

Variables Meaning Questionnaires References removes the 3. I intend to continue Yin, Ling, Zhu, and chance of using Pong Nam Ron Cheng, 2013; discontinuance hot spring to get Susanto, Chang, and or cancellation. Health/ medical Ha, 2015; Hsu, Hsu, information services. Shih-Yu Wang and 4. My intentions are to I-Chiu Chang, 2016; continue using Pong Lin and Wang, 2012; Nam Ron hot spring Cheng, 2013; more than use any Mohamed, Hussein, alternative means Hidayah, Zamzuri, (e.g., traditional health and Haghshenas, systems). 2014; Sun, Liu, Peng, Dong, and Barnes, 2013; Yoon and Rolland, 2015; Park, Jun, and Park, 2017.

Reliability Cronbach's alpha standards (Cronbach, 1951) are used to determine the reliability of measurements. The reliability of the questionnaire is that each question is consistent. Internal consistency measurements were performed by observing Cronbach's standard alpha values. In this study, Cronbach's standard alpha was used to measure the consistency of the questionnaire. The high alpha values demonstrate the high reliability of measures within Cronbach's alpha at .70 or higher, which is an acceptable and reasonable indicator. The pilot study will be conducted with 30 tourists as respondents.

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Table 12 The value of Cronbach’s alpha from the pilot study n = 30 Item of variables Cronbach’s alpha (α) Number of items reliability Confirmation (CM) .854 4 Perceived usefulness (PU) .834 4 Perceived enjoyment (PE) .876 4 Trust (TR) .837 4 Satisfaction (SF) .826 4 Continuance intention .844 4 (CI) Source: 30 copies of questionnaires from young Chinese tourist.

Based on Table 12 it shows that the Cronbach’s alpha (α) of each variable was from 0.712 to 0.920. Thus, each item of the questionnaire could be used to collect the data from 400 respondents. Bryman and Bell (2011) shown the following values of Cronbach's Alpha (α) as: “> .9 Excellent, > .8 Good, > .7 Acceptable, > .6 Questionable, > .5 Poor, and < .5 Unacceptable”. Moreover, in order to consider reliable for the data collection, the instrument should gain the value of coefficient Cronbach’s Alpha (α) in between 0.7 and 0.9 (Yoon, Lim, & Park, 2012).

Data analysis Analysis of quantitative data analysis will be used in the analysis. The data of this study were encoded and analyzed using Statistical Program for Social Science (SPSS) for the calculation to compile complete data from respondents. And,

Structural Equation Modeling was tested by using AMOS. Firstly, descriptive statistics are used to analyze the data collected from the survey to discover participants’ demographic profile. The preliminary analysis consists of frequency, percentage. The objectives of the research; 1. to know the rank of the factors that influence on the continuance intention of a young Chinese tourist who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, and 78

2. to know the direct effects and indirect effects of the factors that influence on the continuance intention of a young Chinese tourist who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, and 3. to develop the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourism who have visited Thailand. To analyze data, the researcher used descriptive statistics namely Frequency, Percentage, Mean, Standard deviation (SD), Confirmatory factor analysis (CFA), and Structural equation modeling (SEM) by using Statistical Program for Social Science (SPSS) and AMOS.

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CHAPTER 4 RESULTS OF DATA ANALYSIS

This chapter indicated the results of data analysis, descriptive statistic, and path analysis was used to answer the objectives of the study. In this research, the quantitative method consisted of one research question named: What factors that influence on the continuance intention of young Chinese tourists who have visited Thailand? A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. The objectives proposed in this study are: 1. to know the rank of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, 2. to know the direct effects and indirect effects of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand? A case study Pong Nam Ron hot spring, Chanthaburi, Thailand, and 3. to develop the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourism who have visited Thailand. The data of this study were 533 respondents collected from young Chinese in Yunnan University. But following from Chapter 3, the number specified is 400 from criteria analysis. Then, the researcher use in a total of 400 respondents for analyzing. The pilot test was conducted with 30 young Chinese students at Yunnan University. (Reliability test in Chapter 3). The data were divided into two parts including demographic factors and six variables. To analyze data, the researcher used descriptive statistics namely Frequency, Percentage, Mean, Standard deviation (SD), Confirmatory factor analysis (CFA), and Structural equation modeling (SEM). This chapter covers the following areas. There are 6 sections in this chapter as follows: 1. Demographic factors part 2. Results of objective 1 3. Assessment of reliability and validity of measurement scale 4. Measurement model testing 5. Results of objective 2 80

6. Structural equation modeling and hypotheses testing

Demographic factors part For learn more about the respondents of this research, the researcher focused the following the table 13, demographic factors: Ever come to Thailand, Gender, Age, Education, Marital status, How many time do you travel per year? The demographic factors were analyzed and explained below. After data cleaning, the total sample size was 400. The table 13 shows that there all ever come to Thailand 400 (100%), There are 166 (41.5%) males and 238 (58.5%) females. This result illustrates that the total number of males and females is not much different, which means that there is a small gap between male and female. The age of the respondents are in the same rank on 13-21 years old, there are 400 (100%). Furthermore, 498 (99.5%) respondents who are has a study on College/ Bachelor degree, and 2 (0.5%) respondents who have a study on a Master degree. There are 397 (99.3%) respondents are single, 1 (0.3%) respondent is married, and 2 (0.5%) respondents are Widow/ Divorced. They usually travel 1-3 time per years. 227 (56.8%), less than 1 time per year 109 (27.3%), and more than 3 times per years 64 (16.0%). They are plan to stay in Thailand 5 nights 112 (28.0%), 4 nights 99 (24.8%), 3 nights 85 (21.3%), 6 nights 67 (16.8%), 7 nights 33 (8.3%), and 0 night 4 (1.0%).

Table 13 Descriptive statistics of the respondents to the survey conducted at Pong Nam Ron hot spring, Chanthaburi, Thailand

Measure Option Frequency Percentage (%) Ever come to Yes 400 100 Thailand No 0 0 Gender Male 166 41.5 Female 238 58.5 Age 13-21 years old 400 100

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Table 13 (Cont.)

Measure Option Frequency Percentage (%) Education College/ Bachelor 498 99.5 degree 2 0.5 Master degree 0 0 Doctor degree Marital status Single 397 99.3 Married 1 0.3 Widow/ Divorced 2 0.5 How many time do Less than 1 time per 109 27.3 you travel per year? year. 227 56.8 1-3 times per year. 64 16.0 More than 3 times per year. How many night(s) 0 night 4 1.0 that you plan to stay 3 nights 85 21.3 in Thailand? 4 nights 99 24.8 5 night 112 28.0 6 night 67 16.8 7 night 33 8.3

Results of objective 1 This section demonstrates the answer to objective 1: To review the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand? A case study Pong Nam Ron hot spring, Chanthaburi, Thailand are a suitable factor for analysis; Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction, and Continuance Intention. To answer objective 1 by descriptive statistics including Mean, and Standard deviation (SD) were analyze.

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Table 14 Mean and standard deviation of all variables

(n = 400) Variables Mean Standard Agreement Interpretation Ranking Deviation Level (SD) Confirmation 3.3638 .85923 Neutral Average 6th Perceived 3.4056 .83827 Neutral Average 2nd Usefulness Perceived 3.3850 .89776 Neutral Average 4th Enjoyment Trust 3.4175 .84482 Neutral Average 1st Satisfaction 3.3875 .84228 Neutral Average 3rd Continuance 3.3644 .86614 Neutral Average 5th Intention

Table 14 shows the summary of all variables indicating the descriptive value of Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction, and Continuance Intention. Regarding the independent variables, the mean value of Trust is the highest (M = 3.4175), and Confirmation is the lowest (M = 3.3638). However, the lowest standard deviation correspondences of Trust is 0.84482. This displays that consistency in trust is higher than other variables. The mean value of all independent variables ranges between 3.3638 to 3.4175 in the rating neutral level. It means that the independent variables in this study are average. Moreover, the mean value of Continuance intention is 3.3644. This show that the Continuance intention is also answered as “Neutral”.

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Table 15 Frequency, Percentage, Mean and SD of Confirmation (CM) (n = 400) Confirmation Strongly disagree Disagree Neutral Agree Strongly Agree Mean (SD) Interpretation Ranking CM1 - 99 146 101 54 3.28 Average 4th 24.8% 36.5% 25.3% 13.5% (.983) CM2 - 93 140 90 77 3.38 Average 3rd 23.3% 35.0% 22.5% 19.3% (1.043) CM3 - 89 143 88 80 3.40 Average 2nd 22.3% 35.8% 22.0% 20.0% (1.043) CM4 - 91 138 89 82 3.41 Average 1st 22.8% 34.5% 22.3% 20.5% (1.053) Total 3.3638 Average - (.85923)

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Table 15 shows the summary indicating the level of agreement of the respondents regarding of Confirmation evaluated on each item within the factor. The average mean score of Confirmation (CM) is 3.36 (SD = 0.86) which can be interpreted that “Average”. The mean score of each individual item of the four-item is from 3.28 (SD = 0.98) to 3.41 (SD = 1.05) which indicates “Average”. Among the 4 items of confirmation, the highest score is item CM4 3.41 (SD = 1.05) with the item named: “Pong Nam Ron hot spring can meet the demands of experience”. There are 138 (34.5%) respondents neutral with the above statement followed by 91 (22.8%) respondents disagreed and 89 (22.3%) respondents agreed that “Pong Nam Ron hot spring can meet the demands of experience” The second highest mean score of all items of confirmation is CM3 with the item named: 3.40 (SD = 1.04%), and there are 143 (35.8%) respondents neutral, 89 (22.3%) respondents disagreed and 88 (22.0%) respondents agreed that CM3 “There are service providers that provide good service. In Pong Nam Ron hot spring.”

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Table 16 Frequency, Percentage, Mean and SD of Perceived Usefulness (PU)

(n = 400) Perceived usefulness Strongly disagree Disagree Neutral Agree Strongly agree Mean (SD) Interpretation Ranking PU1 - 59 159 98 84 3.52 Good 1st 14.8% 39.8% 24.5% 21.0% (.983) PU2 - 96 138 93 73 3.36 Average 3rd 24.0% 34.5% 23.3% 18.3% (1.038) PU3 - 95 143 89 73 3.36 Average 4th 23.8% 35.8% 22.3% 18.3% (1.034) PU4 - 90 141 89 80 3.40 Average 2nd 22.5% 35.3% 22.3% 20.0% (1.045) Total 3.4056 Average - (.83827)

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Table 16 shows the summary indicating the level of agreement of the respondents regarding of perceived usefulness evaluated on each item within the factor. The average mean score of perceived usefulness (PU) is 3.41 (SD = 0.84) which can be interpreted that “Average”. The mean score of each individual item of the four-item is from 3.36 (SD = 1.03) to 3.52 (SD = 0.983) which indicates “Average”. Among the 4 items of perceived usefulness, the highest score is item PU1 3.52 (SD = 0.983) with the item named: “Traveling to Pong Nam Ron hot spring brings me more knowledge about health”. There are 159 (39.8%) respondents neutral with the above statement followed by 98 (24.5%) respondents agreed and 84 (21.0%) respondents strongly agreed on “Traveling to Pong Nam Ron hot spring brings me more knowledge about health”. The second highest mean score of all items of perceived usefulness is PU4 3.40 (SD = 1.05%), and there are 141 (35.3%) respondents neutral, 90 (22.8%) respondents disagreed and 89 (22.3%) respondents agreed that PU4 with the item named: “Traveling to Pong Nam Ron hot spring pushing me to relax.”

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Table 17 Frequency, Percentage, Mean and SD of Perceived Enjoyment (PE)

(n = 400) Perceived enjoyment Strongly disagree Disagree Neutral Agree Strongly agree Mean (SD) Interpretation Ranking PE1 - 96 136 88 80 3.38 Average 2nd 24.0% 34.0% 22.0% 20.0% (1.058) PE2 - 90 125 97 88 3.46 Average 1st 22.5% 31.3% 24.3% 22.0% (1.068) PE3 - 95 146 81 78 3.36 Average 3rd 23.8% 36.5% 20.3% 19.5% (1.047) PE4 - 96 140 93 71 3.35 Average 4th 24.0% 35.0% 23.3% 17.8% (1.032) Total 3.3850 Average - (.89776)

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Table 17 shows the summary indicating the level of agreement of the respondents regarding of perceived enjoyment evaluated on each item within the factor. The average mean score of perceived enjoyment (PE) is 3.39 (SD = 0.90) which can be interpreted that “Average”. The mean score of each individual item of the four-item is from 3.35 (SD = 1.03) to 3.46 (SD = 1.07) which indicates “Average”. Among the 4 items of perceived enjoyment, the highest score is item PE2 3.46 (SD = 1.07) with the item named: “Traveling to Pong Nam Ron hot spring is enjoyable”. There are 125 (31.3%) respondents neutral with the above statement followed by 97 (24.3%) respondents agreed and 90 (22.5%) respondents disagreed that “Traveling to Pong Nam Ron hot spring is enjoyable”. The second highest mean score of all items of perceived enjoyment is PE1 3.38 (SD = 1.06%), and there are 136 (34.0%) respondents neutral, 96 (24.0%) respondents disagreed and 88 (22.0%) respondents agreed that PE1 with the item named: “The actual experience of traveling Pong Nam Ron hot spring is pleasant”.

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Table 18 Frequency, Percentage, Mean and SD of Trust (TR)

(n = 400) Trust Strongly disagree Disagree Neutral Agree Strongly agree Mean (SD) Interpretation Ranking TR1 - 96 140 88 76 3.36 Average 4th 24.0% 35.0% 22.0% 19.0% (1.046) TR2 - 72 138 101 89 3.52 Good 1st 18.0% 34.5% 25.3% 22.3% (1.028) TR3 - 87 155 75 83 3.39 Average 3rd 21.8% 38.8% 18.8% 20.8% (1.044) TR4 - 83 142 104 71 3.41 Average 2nd 20.8% 35.5% 26.0% 17.8% (1.007) Total 3.4175 Average - (.84482)

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Table 18 shows the summary indicating the level of agreement of the respondents regarding of trust evaluated on each item within the factor. The average mean score of trust (TR) is 3.41 (SD = 0.84) which can be interpreted that “Average”. The mean score of each individual item of the four-item is from 3.36 (SD = 1.05) to 3.52 (SD = 1.03) which indicates “Average”. Among the 4 items of trust, the highest score is item TR2 3.52 (SD = 1.03) with the item named: “Traveling to Pong Nam Ron hot spring making information accessible easily”. There are 138 (34.5%) respondents neutral with the above statement followed by 101 (25.3%) respondents agreed and 89 (22.3%) respondents strongly agreed that “Traveling to Pong Nam Ron hot spring making information accessible easily”. The second highest mean score of all items of trust is TR4 3.41 (SD = 1.01%), and there are 142 (35.5%) respondents neutral, 104 (26.0%) respondents agreed and 83 (20.8%) respondents disagreed that TR4 with the item named: “Pong Nam Ron hot spring are reliable environments in which to conduct their activities (Massage for health, etc.)”.

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Table 19 Frequency, Percentage, Mean and SD of Satisfaction. (SF)

(n = 400) Satisfaction Strongly disagree Disagree Neutral Agree Strongly agree Mean (SD) Interpretation Ranking SF1 - 96 134 93 77 3.38 Average 3rd 24.0% 33.5% 23.3% 19.3% (1.050) SF2 - 90 127 99 84 3.44 Average 1st 22.5% 31.8% 24.8% 21.0% (1.058) SF3 - 95 144 92 69 3.34 Average 4th 23.8% 36.0% 23.0% 17.3% (1.023) SF4 - 91 132 106 71 3.39 Average 2nd 22.8% 33.0% 26.5% 17.8% (1.025) Total 3.3875 Average - (.84228)

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Table 19 shows the summary indicating the level of agreement of the respondents regarding of satisfaction evaluated on each item within the factor. The average mean score of satisfaction (SF) is 3.38 (SD = 0.84) which can be interpreted that “Average”. The mean score of each individual item of the four-item is from 3.34 (SD = 1.02) to 3.44 (SD = 1.06) which indicates “Average”. Among the 4 items of satisfaction, the highest score is item SF2 3.44 (SD = 1.06) with the item named: “I am pleased with the experience of traveling to using Pong Nam Ron hot spring”. There are 127 (31.8%) respondents neutral with the above statement followed by 99 (24.8%) respondents agreed and 90 (22.5%) respondents disagreed that “I am pleased with the experience of traveling to using Pong Nam Ron hot spring”. The second highest mean score of all items of satisfaction is SF4 3.39 (SD = 1.02%), and there are 132 (33.0%) respondents neutral, 106 (26.5%) respondents agreed and 91 (22.8%) respondents disagreed that SF4 with the item named: “I am satisfied with the overall experience of traveling to using Pong Nam Ron hot spring”.

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Table 20 Frequency, Percentage, Mean and SD of Continuance intention. (CI)

(n = 400) Continuance Strongly disagree Disagree Neutral Agree Strongly agree Mean (SD) Interpretation Ranking intention CI1 - 101 141 89 69 3.32 Average 4th 25.3% 35.3% 22.3% 17.3% (1.034) CI2 - 97 140 83 80 3.37 Average 2nd 24.3% 35.0% 20.8% 20.0% (1.058) CI3 - 93 147 83 77 3.36 Average 3rd 23.3% 36.8% 20.8% 19.3% (1.041) CI4 - 90 140 83 87 3.42 Average 1st 22.5% 35.0% 20.8% 21.8% (1.063) Total 3.3644 Average - (.86614)

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Table 20 shows the summary indicating the level of agreement of the respondents regarding Continuance Intention evaluated on each item within the factor. The average mean score of continuance intention (CI) is 3.37 (SD = 0.89) which can be interpreted that “Average”. The mean score of each individual item of the four- item is from 3.32 (SD = 1.03) to 3.42 (SD = 1.06) which indicates “Average”. Among the 4 items of continuance intention, the highest score is item CI4 3.42 (SD = 1.06) with the item named: “My intentions are to continue using Pong Nam Ron hot spring more than use any alternative means (e.g., traditional health systems)”. There are 140 (35.0%) respondents neutral with the above statement followed by 90 (22.5%) respondents disagreed and 87 (21.8%) respondents strongly agreed that “My intentions are to continue using Pong Nam Ron hot spring then use any alternative means (e.g., traditional health systems).” The second highest mean score of all items of continuance intention is CI2 3.37 (SD = 1.06%), and there are 140 (35.0%) respondents neutral, 97 (24.3%) respondents agreed and 83 (20.8%) respondents strongly agreed that CI2 with the item named: “I will not discontinue my use of this health service”.

Assessment of reliability and validity of measurement scale The measurement scale developed in the prior steps were further validated with the data collected from young Chinese tourists (n = 400). A Confirmationtory factor analysis (CFA) was performed in AMOS to purify the measurements scale. The Cronbach’s alpha is greater than 0.7, 0.8, and 0.9, a factor displays its reliability as acceptable, good and excellent, respectively.

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Table 21 Cronbach’s alpha statistics the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand (All measures on 5-point scales)

Variables Correlation of item Cronbach's alpha Confirmation 0.854 CM1 0.687 0.817 CM2 0.717 0.804 CM3 0.678 0.821 CM4 0.698 0.812 Perceived usefulness 0.834 PU1 0.604 0.816 PU2 0.718 0.766 PU3 0.665 0.790 PU4 0.671 0.788 Perceived enjoyment 0.876 PE1 0.782 0.822 PE2 0.714 0.849 PE3 0.737 0.840 PE4 0.702 0.854 Trust 0.837 TR1 0.731 0.764 TR2 0.711 0.774 TR3 0.634 0.808 TR4 0.597 0.823 Satisfaction 0.826 SF1 0.642 0.785 SF2 0.669 0.772 SF3 0.654 0.779 SF4 0.639 0.786

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Table 21 (Cont.)

Variables Correlation of item Cronbach's alpha Continuance intention 0.844 CI1 0.653 0.814 CI2 0.712 0.789 CI3 0.682 0.802 CI4 0.673 0.806 Overall 0.969

The data revealed show, the Reliability of the studied variables the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. Correlation of Item the questionnaire between 0.597-0.782 and Cronbach's Alpha ranged from 0.764-0.854. In overall Cronbach’s alpha 0.969 > 0.70 which is greater than the standardized definition, therefore the questionnaire for this research is valid.

Measurement model testing Measurement models examine how well-observed variables are connected to their hidden latent variables (Byne, 2010). In this study, a measurement model was estimated using maximum likehood estimation method. Confirmatory factor analysis (CFA) is examined to note how the research model fit with the data collected from the samples and construct reliability and validity. This part presents the answer of objective 2: To know the direct effect and indirect effect of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. In this section, Path analysis was run using the data from 400 respondents. Before analyzing the path analysis, will checking the correlations is necessary to make sure that all the six factors do not have too close correlations with each other. This part to studies Confirmatory factor analysis (CFA) solution the model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. The objective of this CFA was to verify the adequacy of items 97 for the factors and the number of dimensions underlying the construct in this empirical model (Bollen, 1989) And identify dependent variables, a confirmatory factor analysis (CFA) was conducted to examine the fit of the data to the empirical study (Jorgensen, Boer, & Laugen, 2006) In this study, the researcher chose the theoretical framework of Theory to have 6 variables including Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction and Continuance Intention. The result of confirmatory factor analysis (CFA) model show the acceptable threshold levels and consistent with the concept Hair et al. (1998), Bollen (1989) and Sorbon (1996). The result show Chi-Square = 161.141, df = 157.0, Sig. = 0.394 > 0.05, CMIN/ df. = 1.026 < 2.0, The results of the confirmatory factor analysis (CFA) the model a reasonable fit of the seven index of model to the data on the basis of a number of fit statistics including Comparative Fit Index (CFI) = 1.000 > 0.90 result consistent with the concept Hair et al. (1998), Goodness of Fit Index (GFI) = 0.968 > 0.90 result consistent with the concept Hair et al. (1998) and Mueller (1996), Adjusted Goodness of Fit Index (AGFI) = 0.939 > 0.90 consistent with the concept Gefen et al (2000), Root Mean Square Error of Approximation (RMSEA) = 0.008 < 0.08 acceptable threshold levels consistent with the concept Hair et al. (1998) and Browne and Cudeck (1993), Root Mean Square Residual (RMR) = 0.026 < 0.08 this acceptable threshold levels consistent with the concept Hu and Bentler (1999), Normed fit index (NFI) = 0.983 > 0.90 this acceptable threshold levels consistent with the concept Hair et al. (1998). And Incremental fit index; (IFI) = 1.000 > 0.90 this acceptable consistent with the concept Hair et al. (1998). Summary, The confirmatory factor analysis (CFA) of the model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand are strongly suggesting that each set of items represents a single underlying construct and provides evidence for discriminate validity or acceptable fit, as shown in Figure 8.

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Figure 8 Confirmatory factor analysis (CFA) model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand 99

Table 22 Analysis statistics of confirmatory factor analysis (CFA) model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand

Variable Standardized Error t-value R2 AVE CR factor loading variances Confirmation 0.614 0.864 CM1 0.78 0.06 16.438** 60.40% CM2 0.77 - - 59.30% CM3 0.80 0.06 16.917** 64.40% CM4 0.79 0.06 16.608** 61.60% Perceived usefulness 0.561 0.836 PU1 0.68 0.06 14.741** 46.10% PU2 0.79 - - 62.90% PU3 0.77 0.06 17.139** 58.60% PU4 0.75 0.06 16.726** 56.70% Perceived enjoyment 0.675 0.892 PE1 0.86 0.06 18.996** 73.20% PE2 0.87 0.07 16.816** 76.30% PE3 0.79 - - 63.10% PE4 0.76 0.05 18.409** 57.50% Trust 0.590 0.851 TR1 0.84 0.06 18.727** 70.80% TR2 0.78 - - 61.50% TR3 0.75 0.07 14.747** 55.60% TR4 0.69 0.06 15.747** 47.90% Satisfaction 0.539 0.824 SF1 0.77 0.06 16.292** 59.60% SF2 0.73 - - 53.80% SF3 0.69 0.06 14.931** 48.10% SF4 0.74 0.06 15.034** 54.10%

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Table 22 (Cont.)

Variable Standardized Error t-value R2 AVE CR factor loading variances Continuance intention 0.599 0.857 CI1 0.79 0.07 15.314** 62.50% CI2 0.77 0.06 16.305** 59.10% CI3 0.78 - - 60.90% CI4 0.76 0.06 15.85** 57.10% ** p-value < 0.001

The data revealed of table 22 show Analysis statistics of confirmatory factor analysis (CFA) model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. The result show Squared Multiple Correlations (R2) ranged from 46.10-76.30%, and the standardized factor loading ranged from 0.68-0.87more than 0.40. And it should be greater than 0.50 to justify using a construct (Barclay et al., 1995). And the Average Variance Extracted (AVE) measures the variance captured by the indicators relative to measurement error, the result found ranged from 0.539-0.675 more than 0.50 and the composite reliability (CR) values for all constructs in the model were above the threshold value of 0.70 (Fornell and Larcker, 1981; Teo et al., 2009). The result found the composite reliability ranged from 0.824 – 0.892 more than 0.60. All variable the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand variable are resulting measure is the acceptable values and strongly suggest that each set of items represents a single underlying construct and provides evidence for discriminate validity or acceptable fit Confirm, Overall, the data indicate an excellent fit for the testing model.

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Table 23 Summary of Person’s correlation coefficients (r) on factors.

Person’s Y X1 X2 X3 X4 X5 correlation Y 1 X1 .809*** 1 X2 .807*** .830*** 1 X3 .778*** .781*** .780*** 1 X4 .777*** .779*** .785*** .950*** 1 X5 .823*** .839*** .847*** .927*** .919*** 1 Mean 3.3644 3.3638 3.4056 3.3850 3.4175 3.3875 SD .86614 .85923 .83827 .89776 .84482 .84228 ***p < 0.001 X1 = Confirmation; X2 = Perceived Usefulness; X3 = Perceived Enjoyment; X4 = Trust; X5 = Satisfaction; Y = Continuance Intention

The Person’s Correlation coefficients (r) illustrate the relationship between the independent variables and the dependent variable. Correlation were considered strong for r > 0.7, moderate for 0.5 0.7) showing that all five factors have positive correlations with the continuance intention. According to from Table 23, Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, and Satisfaction have a positive correlation with continuance intention orderly and satisfaction (X5) has the strongest correlation out of the five factors in independent variables part.

Results of objective 2 This section demonstrates the answer to objective 2: To know the direct effects and indirect effects of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand are a suitable factor for analysis; Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction, and Continuance intention. To answer of objective 2 has shown in table 24. 102

The Confirmation variable has a positive indirect effect on the Continuance Intention variable were passed on the Perceived Usefulness, Perceived Enjoyment, Trust (in a direct way) with a positive influence on Perceived Usefulness, Perceived Enjoyment, Trust. The influence size is 0.94, 0.99, and 1.01, respectively. With statistical significance at the level of 0.001 and passed on the Satisfaction variable (in an indirect way) with a positive indirect effect on the Satisfaction variable with the influence size of 1.02 with statistical significance at the level of 0.001 then have a positive indirect effect with the Continuance Intention variable. It has a positive influence on the Continuance Intention variable with the size of 1.03 with significant statistical significance at the level of 0.05 The Perceived Usefulness variable has a positive indirect effect on the Continuance Intention variable were passed on the Satisfaction variable with a positive influence on Satisfaction. The influence size is 0.27 with statistical significance at the level of 0.05 then have a positive indirect effect with the Continuance Intention variable. It has a positive influence on the Continuance Intention variable with the size of 0.27 with significant statistical significance at the level of 0.05 The Perceived Enjoyment variable has a positive indirect effect on the Continuance Intention variable were passed on the Satisfaction variable with a positive influence on Satisfaction. The influence size is 0.37 with statistical significance at the level of 0.05 then have a positive indirect effect with the Continuance Intention variable. It has a positive influence on the Continuance Intention variable with the size of 0.37 with significant statistical significance at the level of 0.05 The Trust variable has a positive indirect effect on the Continuance Intention variable were passed on the Satisfaction variable with a positive influence on Satisfaction. The influence size is 0.40 with statistical significance at the level of 0.05 then have a positive indirect effect with the Continuance Intention variable. It has a positive influence on the Continuance Intention variable with the size of 0.40 with significant statistical significance at the level of 0.05 The Satisfaction variable has a positive direct effect on Continuance Intention. The influence size is 1 with statistical significance at the level of 0.001

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And the predictive coefficient of variables including; Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction, and Continuance Intention is equal to 0.89, 0.98, 0.97, 0.94, and 0.98, respectively. As shown in table 24

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Table 24 Direct effect and indirect effect of the model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand

Dependent Perceived usefulness Perceived Enjoyment Trust Satisfaction Continuance variables Intention Independent TE IE DE TE IE DE TE IE DE TE IE DE TE IE DE variables CM .94*** - .94*** .99*** - .99*** 1.01*** - 1.01*** 1.02*** 1.02*** - 1.03* 1.03* - PU ------.27** - .27** .27* .27* - PE ------.37** - .37** .37* .37* - TR ------.40* - .40* .40* .40* - SF ------1*** - 1*** R-square 0.89 0.98 0.97 0.94 0.98 Note; CM = Confirmation, PU = Perceived Usefulness, PE = Perceived Enjoyment, TR = Trust, SF = Satisfaction, CI = Continuance Intention, TE = Total Effect, IE = Indirect Effect, DE = Direct Effect. *p < 0.05; **p < 0.01; ***p < 0.001

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Results of objective 2 Structural equation modeling and hypotheses testing Next step is Path analysis of Structural equation modeling (SEM) is employed to test the hypotheses about the relationship between confirmation, perceived usefulness, perceived enjoyment, trust, satisfaction, and continuance intention. Singh and Wilkes (1996) mentioned path analysis is more advantageous than regression because it is concurrent of the medal’s fit, normally based on a Chi-square statistic. This part using Structural Equation Modeling (SEM) has become one of the techniques of choice for researchers across disciplines. Therefore this part to studies model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand using structural equation modeling (SEM) analysis technique testing relationships among various constructs, as shown in Figure 9.

Figure 9 Structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand 106

The data revealed of Structural equation modeling (SEM) model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. The Chi-Square value is the traditional measure for evaluating the overall model fit and assesses the magnitude of discrepancy between the sample and fitted covariance’s matrices (Hu & Bentler, 1999). A good model fit would provide an insignificant result at a 0.05 threshold (Barrett, 2007). Result found acceptable threshold levels and consistent with the concept Hair et al. (2006), Bollen (1989) and Sorbon (1996) by Chi-Square = 103.653, df = 122.0, Sig. = 0.884 > 0.05, CMIN/ df. = 0.850 < 2.0, Furthermore, The results of the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand are demonstrated relatively a reasonable fit of the seven indexes of the model to the data on the basis of a number of fit statistics including 1. Comparative Fit Index (CFI) 1.000 > 0.90 result consistent with the concept Hair et al. (2006) a good comparative Fit Index should more than 0.90. And a value of CFI more than 0.95 is presently recognized as indicative of good fit (Hu & Bentler, 1999) 2. Goodness of Fit Index (GFI) 0.979 > 0.909 result consistent with the concept Hair et al. (2006) and Mueller (1996) Goodness of Fit Index (GFI) is a measure of fit between the hypothesized model and the observed covariance matrix and a good Goodness of Fit Index should more than 0.90. 3. Adjusted Goodness of Fit Index (AGFI) which is affected by the number of indicators of each latent variable result found AGFI 0.949 > 0.80 and between 0.80-0.90 are considered as a reasonable model consistent with the concept Joreskog and Sorbom (1989). The GFI and AGFI range between 0 and 1, with a cutoff value more than of 0.80 generally indicating acceptable model fit (Baumgartner & Hombur, 1996). 4. Root Mean Square Error of Approximation (RMSEA) mean avoids issues of sample size by analyzing the discrepancy between the hypothesized model, with optimally chosen parameter estimates, and the population covariance matrix (Hooper, Coughlan, & Mullen, 2008). Result found RMSEA 0.000 < 0.05 acceptable threshold levels consistent with the concept Hair et al. (2006), Browne and Cudeck 107

(1993) indicative of acceptable model fit. 5. Root Mean Square Residual (RMR) is the square root of the discrepancy between the sample covariance matrix and the model covariance matrix. Result found RMR 0.020 < 0.08 this acceptable threshold levels consistent with the concept Hu and Bentler (1999). The standardized root mean square residual removes this difficulty in interpretation, and ranges from 0 to 1, with a value of 0.05 or less being indicative of an acceptable model (Hu & Bentler, 1999) 6. Normed fit index (NFI) to analyze the discrepancy between the chi-squared value of the hypothesized model and the chi-squared value of the null model (Bentler & Bonett, 1980). Result found NFI 0.989 > 0.90 this acceptable threshold levels consistent with the concept Hair et al. (1998). And more recent suggestions state that the cut-off criteria should be NFI more than 0.95 values for this statistic a good fit (Hu & Bentler, 1999). 7. Incremental fit index; (IFI) result found 1.002 > 0.90 this acceptable threshold levels and the values close to 1 indicate a very good fit consistent with the concept Hair et al. (1998). The result in table 25 show structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand are strongly suggesting that each set of items represents a single underlying construct and provides evidence for discriminate validity or acceptable fit confirm, Overall, the data indicate an excellent fit for the testing model.

Table 25 Fit Indices for Proposed model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand

Index Criteria Result References Result Chi-square p > 0.05 103.653 Hair et al. (1998); Bollen (1989); Good fit Sorbon (1996) CMIN/ df. < 2.0 0.850 Bollen, (1989); Diamantopoulos Good fit and Siguaw (2000)

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Table 25 (Cont.)

Index Criteria Result References Result GFI ≥ 0.90 0.979 Hair et al. (1998); Browne and Satisfactory fit Cudeck (1993) AGFI ≥ 0.80 0.949 Baumgartner and Hombur (1996); Good fit Gefen et al (2000) NFI ≥ 0.90 0.989 Hair et al. (1998); Mueller (1996) Satisfactory fit IFI ≥ 0.90 1.002 Hair et al. (1998); Mueller (1996) Good fit CFI ≥ 0.90 1.000 Hair et al. (1998); Mueller (1996) Satisfactory fit RMR < 0.05 0.020 Diamantopoulos and Siguaw Good fit (2000) RMSEA < 0.05 0.000 Hair et al. (1998); Browne and Good fit Cudeck (1993)

Table 26 Analysis statistics the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand.

Hypotheses Variable Path Variable Coefficient S.E. t. p-value R2 H1 Confirmation  Perceived 0.94 0.07 15.712 0.000** 89.0% Usefulness H2 Confirmation  Trust 1.01 0.07 13.606 0.000** 97.0% H3 Confirmation  Perceived 0.99 0.07 15.542 0.000** 98.0% Enjoyment H4 Perceived  Satisfaction 0.27 0.09 2.946 0.003* 94.0% Usefulness H5 Perceived  Satisfaction 0.40 0.20 2.274 0.023* 94.0% Enjoyment H6 Trust  Satisfaction 0.37 0.13 2.600 0.009* 94.0% H7 Satisfaction  Continuanc 1.00 0.06 15.076 0.000** 98.0% e Intention ** p-value < 0.001,* p-value < 0.05

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The data revealed of statistics for fit confirm model structural equation modeling (SEM) analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand, summarize the hypothesis of path coefficients as follows; H1: Confirmation had a positive influence on perceived usefulness. The result found confirmation will have a positive direct effect on the perceived usefulness. The regression weight estimate of standardized coefficients 0.94, has a standard error of about 0.07, t-value 15.712, p-value = 0.000 < 0.001.

Summary Hypothesis Accept H1 or confirmation had a positive influence on perceived usefulness, and the confirmation has the influence to change the perceived usefulness of model was able to explain influence to change at rate 89.0%, this was significant at or below the 0.001 level. H2: Confirmation had a positive influence on trust. The result found confirmation will have a positive direct effect on trust. The regression weight estimate of standardized coefficients 1.01, has a standard error of about 0.07, t –value 13.606, p-value = 0.000 < 0.001.

Summary Hypothesis Accept H2 or confirmation had a positive influence on trust. And the confirmation has the influence to change the trust of the model was able to explain influence to change at a rate of 97.0%, this was significant at or below the 0.001 level. H3: Confirmation had a positive influence on perceived enjoyment. The result found confirmation will have a positive direct effect on the perceived enjoyment. The regression weight estimate of standardized coefficients 0.99, has a standard error of about 0.07, t-value 15.542, p-value = 0.000 < 0.001.

Summary Hypothesis Accept H3 or confirmation had a positive influence on perceived enjoyment. And the confirmation has the influence to change the perceived enjoyment of model was able to explain influence to change at a rate 98.0%, this was significant at or below the 0.001 level. H4: Perceived usefulness had a positive influence on customer's satisfaction. The result found perceived usefulness will have a positive direct effect on the customer's satisfaction. The regression weight estimate of standardized coefficients 0.27, has a standard error of about 0.09, t-value 2.946, p-value = 0.003 < 0.05. 110

Summary Hypothesis Accept H4 or perceived usefulness had a positive influence on customer's satisfaction. And the perceived usefulness have the influence to change the customer's satisfaction of the model was able to explain influence to change at a rate of 94.0%, this was significant at or below the 0.05 level. H5: Perceived enjoyment had a positive influence on customer's satisfaction. The result found perceived enjoyment will have a positive direct effect on the customer's satisfaction. The regression weight estimate of standardized coefficients 0.40, has a standard error of about 0.20, t-value 2.274, p-value = 0.023 < 0.05.

Summary Hypothesis Accept H5 or perceived enjoyment had a positive influence on customer's satisfaction. And the perceived enjoyment has the influence to change the customer's satisfaction of the model was able to explain influence to change at a rate of 94.0%, this was significant at or below the 0.05 level. H6: Trust had a positive influence on customer's satisfaction. The result found trust will have a positive direct effect on the customer's satisfaction. The regression weight estimate of standardized coefficients 0.37, has a standard error of about 0.13, t-value 2.600, p-value = 0.009 < 0.05.

Summary Hypothesis Accept H6 or trust had a positive influence on customer's satisfaction. And the trust have the influence to change the customer's satisfaction of the model was able to explain influence to change at a rate of 94.0%, this was significant at or below the 0.05 level. H7. Customer's satisfaction had a positive influence on Continuance intention. The result found customer's satisfaction will have a positive direct effect on the continuance intention. The regression weight estimate of standardized coefficients 1.00, has a standard error of about 0.06, t-value 15.076, p-value = 0.000 < 0.001.

Summary Hypothesis Accept H7 or customer's satisfaction had a positive influence on continuance intention. And the customer's satisfaction has the influence to change the continuance intention of the model was able to explain influence to change at a rate of 98.0%, this was significant at or below the 0.01 level.

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Figure 10 Summary hypothesis analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand

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CHAPTER 5 CONCULSION, DISCUSSION AND RECOMMADATION

In this research, the quantitative method consisted of one research question named: What factors that influence on the continuance intention of young Chinese tourists who have visited Thailand? A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. The objectives proposed in this study are: 1. To know the rank of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. 2. To know the direct effects and indirect effects of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. And 3. to develop the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourism who have visited Thailand. Indicates the demographic variables, objective 1, 2 and 3, and hypotheses testing of the study. To answer by descriptive statistics namely Frequency, Percentage, Mean, Standard deviation (SD), Confirmatory factor analysis (CFA), and Structural equation modeling (SEM). The respondents of the study are young Chinese tourist who has visited Thailand. Yamane Table was used to select the sample of the study with 95% of confidence level and 5% of an error. As a result, there were 533 respondents collected from young Chinese in Yunnan University. But following Chapter 3, the number specified is 400 from criteria analysis. Then the researcher use in a total of 400 respondents for analyzed.

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Research result

Table 27 Conclusion of the results

Demographic Description Result Demographic Measure Option Frequency Percentage part (%) Ever come to Yes 400 100 Thailand No 0 0 Gender Male 166 41.5 Female 238 58.5 Age 13-21 years old 400 100 Education College/ Bachelor 498 99.5 degree 2 0.5 Master degree 0 0 Doctor degree Marital status Single 397 99.3 Married 1 0.3 Widow/ Divorced 2 0.5 How many Less than 1 time per 109 27.3 time do you year. 227 56.8 travel per year? 1-3 times per year. 64 16.0 More than 3 times per year. How many 0 night 4 1.0 night (s) that 3 nights 85 21.3 you plan to stay 4 nights 99 24.8 in Thailand? 5 night 112 28.0 6 night 67 16.8 7 night 33 8.3 114

Table 27 (Cont.)

Objective 1 Description Result Objective 1 Variables Mean SD Agreement Interpretation Ranking level Confirmation 3.3638 .85923 Neutral Average 6th Perceived 3.4056 .83827 Neutral Average 2nd Usefulness Perceived 3.3850 .89776 Neutral Average 4th Enjoyment Trust 3.4175 .84482 Neutral Average 1st Satisfaction 3.3875 .84228 Neutral Average 3rd Continuance 3.3644 .86614 Neutral Average 5th Intention Description Result Variables Code Mean SD Interpretation Ranking Confirmation CM1 3.28 .983 Average 4th CM2 3.38 1.043 Average 3rd CM3 3.40 1.043 Average 2nd CM4 3.41 1.053 Average 1st Perceived PU1 3.52 .983 Good 1st Usefulness PU2 3.36 1.038 Average 3rd PU3 3.36 1.034 Average 4th PU4 3.40 1.045 Average 2nd Perceived PE1 3.38 1.058 Average 2nd Enjoyment PE2 3.46 1.068 Average 1st PE3 3.36 1.047 Average 3rd PE4 3.35 1.032 Average 4th

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Table 27 (Cont.)

Description Result Variables Code Mean SD Interpretation Ranking Trust TR1 3.36 1.046 Average 4th TR2 3.52 1.028 Good 1st TR3 3.39 1.044 Average 3rd TR4 3.41 1.007 Average 2nd Satisfaction SF1 3.38 1.050 Average 3rd SF2 3.44 1.058 Average 1st SF3 3.34 1.023 Average 4th SF4 3.39 1.025 Average 2nd Continuance CI1 3.32 1.034 Average 4th intention CI2 3.37 1.058 Average 2nd CI3 3.36 1.041 Average 3rd CI4 3.42 1.063 Average 1st Objective 2 Person’s correlation Description Result Person’s Variables CM (X1) PU (X2) PE (X3) TR (X4) SF (X5) correlation CI (Y) .809*** .807*** .778*** .777*** .823*** ***p < 0.001 Direct Effect and Indirect Effect Description Result Direct effect Confirmation  Perceived usefulness .94*** Confirmation  Perceived enjoyment .99*** Confirmation  Trust 1.01*** Perceived usefulness  Satisfaction .27** Perceived enjoyment  Satisfaction .37** Trust  Satisfaction .40* Satisfaction  Continuance intention 1***

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Table 27 (Cont.)

Direct Effect and Indirect Effect Description Result Indirect Confirmation  Satisfaction 1.02*** Effect Confirmation  Continuance Intention 1.03* Perceived Usefulness  Continuance Intention .27* Perceived Enjoyment  Continuance Intention .37** Trust  Continuance Intention .40* *p<0.05; **p<0.01; ***p<0.001 Objective 3 Structural Equation Modeling (SEM) Description Result Structural equation Index Results Fit confirm Modeling (SEM) Chi-square 103.653 Good fit CMIN/ df. 0.850 Good fit GFI 0.979 Satisfactory fit AGFI 0.949 Good fit NFI 0.989 Satisfactory fit IFI 1.002 Good fit CFI 1.000 Satisfactory fit RMR 0.020 Good fit RMSEA 0.000 Good fit Hypotheses Description Result Hypotheses No. Hypotheses p-value Results Testing H1 Confirmation had a positive influence on 0.000** Supported Perceived Usefulness H2 Confirmation had a positive influence on 0.000** Supported Perceived Enjoyment H3 Confirmation had a positive influence on 0.000** Supported Trust

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Table 27 (Cont.)

Hypotheses Description Result Hypotheses No. Hypotheses p-value Results Testing H4 Perceived Usefulness had a positive 0.003* Supported influence on Satisfaction H5 Perceived Enjoyment had a positive 0.023* Supported influence on Satisfaction H6 Trust had a positive influence on 0.009* Supported Satisfaction H7 Satisfaction had a positive influence on 0.000** Supported Continuance Intention ** p-value < 0.001,* p-value < 0.05

Referring to the demographic variables in part of demographic part (Part I), all of the respondents ever come to Thailand. All most of the respondents were female more than male. The total number of males and females is not much different, which means that there is a small gap between male and female. All of the respondents were in the same rank on 13-21 years old, with 100%. The first rank in education is the respondents who were studying on College/ Bachelor degree, following by a Master degree. The status of the respondents was ranking on Single, Married, and Widow/ Divorced, respectively. Most of the respondents were usually travel 1-3 time per years, following by less than 1 time per year, and more than 3 times per years, respectively. Most of the respondents were a plan to stay in Thailand with 5 nights, 4 nights, 3 nights, 6 nights, and 7 nights. Respectively. And some of the respondents were no plan to stay in Thailand (0 night). In overall variables, all of the variables were indicates on an “Average”. The ranking level of all variables consist as follow: The 1st is Trust, following by Perceived Usefulness, Satisfaction, Perceived Enjoyment, Continuance Intention, and Confirmation. Respectively. 118

In the part of Confirmation, which indicates “Average”. Among the 4 items of confirmation, the highest score is item CM4 of the item named: “Pong Nam Ron hot spring can meet the demands of experience”. Following by CM3 of the item named: “There are service providers that provide good service. In Pong Nam Ron hot spring”, CM2 of the item named: “The service level provided by using Pong Nam Ron hot spring was better than what I expected” and CM1 with the item named: “Overall of my expectations from traveling Pong Nam Ron hot spring were confirmed”. Respectively. In the part of Perceived Usefulness, which indicates “Average”. Among the 4 items of perceived usefulness, the highest score is item PU1 with the item named: “Traveling to Pong Nam Ron hot spring brings me more knowledge about health”. Following by PU4 with the item named: “Traveling to Pong Nam Ron hot spring pushing me to relax”, PU2 with the item named: “Traveling to Pong Nam Ron hot spring improves the overall health of the traveller” and PU3 with the item named: “Traveling to Pong Nam Ron hot spring serves my medical purpose”. Respectively. Note: PU1 of the item named: “Traveling to Pong Nam Ron hot spring brings me more knowledge about health” have indicated as “Good”. In the part of Perceived Enjoyment, which indicates “Average”. Among the 4 items of perceived enjoyment, the highest score is item PE2 with the item named: “Traveling to Pong Nam Ron hot spring is enjoyable”. Following by PE1 with the item named: “The actual experience of traveling Pong Nam Ron hot spring is pleasant”, PE3 with the item named: “Traveling to Pong Nam Ron hot spring gives me an exciting new experience” and PE4 with the item named: “I find traveling Pong Nam Ron hot spring is to be interesting”. Respectively. In the part of Trust, which indicates “Average”. Among the 4 items of trust, the highest score is item TR2 with the item named: “Traveling to Pong Nam Ron hot spring making information accessible easily”. Following by TR4 with the item named: “Pong Nam Ron hot spring are reliable environments in which to conduct their activities (Massage for health, etc.)”, TR3 with the item named: “Pong Nam Ron hot spring are safe environments” and TR1 with the item named: “Pong Nam Ron hot spring provider is trustworthy”. Respectively. 119

Note: TR2 of the item named: “Traveling to Pong Nam Ron hot spring making information accessible easily” have indicated as “Good”. In the part of Satisfaction, which indicates “Average”. Among the 4 items of satisfaction, the highest score is item SF2 with the item named: “I am pleased with the experience of traveling to using Pong Nam Ron hot spring”. Following by SF4 with the item named: “I am satisfied with the overall experience of traveling to using Pong Nam Ron hot spring”, SF1 with the item named: “I am happy with the performance (service or activities) of traveling to using Pong Nam Ron hot spring” and SF3 with the item named: “I am correct decision for traveling to using Pong Nam Ron hot spring”. Respectively. In the part of Continuance Intention, which indicates “Average”. Among the 4 items of continance intention, the highest score is item CI4 with the item named: “My intentions are to continue using Pong Nam Ron hot spring more than use any alternative means (e.g., traditional health systems)”. Following by CI2 with the item named: “I will not discontinue my use of this health service”, CI3 with the item named: “I intend to continue using Pong Nam Ron hot spring to get Health/ medical information services.” and CI1 with the item named: “I intend to continue traveling to using Pong Nam Ron hot spring rather than discontinue its use in my future”. Respectively. The findings of the study illustrate that Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, and Satisfaction were an average level on Continuance intention. Also, findings reveal that five independent variables have correlations with Continuance intention orderly, and Satisfaction (X5) has the strongest correlation out of the five factors in the independent variables part. The result of CFA (Confirmatory factor analysis) confirmed six variables including Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction and Continuance Intention. (CFI) = 1.000, (GFI) = 0.968, (AGFI) = 0.939, (RMSEA) = 0.008, (RMR) = 0.026, (NFI) = 0.983, (IFI) = 1.000. The result found the composite reliability ranged from 0.824 – 0.892 more than 0.60. All variable the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand variable are resulting measure is the acceptable values and strongly suggest that each set of items represents a single underlying construct and 120 provides evidence for discriminate validity or acceptable fit Confirm, Overall, the data indicate an excellent fit for the testing model. The result of direct effect and indirect effect on Continuance Intention as follow: The Confirmation variable has a positive indirect effect on Continuance Intention variable were passed on the Perceived Usefulness, Perceived Enjoyment, and Trust (in a direct way) with a positive influence on Perceived Usefulness, Perceived Enjoyment, and Trust. And passed on the Satisfaction variable (in an indirect way) with a positive indirect effect on the Satisfaction variable. Then have a positive indirect effect with the Continuance Intention variable. The Perceived Usefulness variable has a positive indirect effect on Continuance Intention variable were passed on the Satisfaction variable with a positive influence on Satisfaction. Then have a positive indirect effect with the Continuance Intention variable. The Perceived Enjoyment variable has a positive indirect effect on Continuance Intention variable were passed on the Satisfaction variable with a positive influence on Satisfaction. Then have a positive indirect effect with the Continuance Intention variable. The Trust variable has a positive indirect effect on Continuance Intention variable were passed on the Satisfaction variable with a positive influence on Satisfaction. Then have a positive indirect effect with the Continuance Intention variable. The Satisfaction variable has a positive direct effect on Continuance Intention. And the predictive coefficient of variables including; Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction, and Continuance Intention is equal to 0.89, 0.98, 0.97, 0.94, and 0.98, respectively. For the path analysis, the model fit indices of proposed hypotheses model shown that (CFI) = 1.000, (GFI) = 0.979, (AGFI) = 0.949, (RMSEA) = 0.000, (RMR) = 0.020, (NFI) = 0.989, (IFI) = 1.002. The result in table show structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand are strongly suggesting that each 121 set of items represents a single underlying construct and provides evidence for discriminate validity or acceptable fit confirm. Overall, the data indicate an excellent fit for the testing model. The data revealed of statistics for fit confirm model structural equation modeling (SEM) analysis model the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand, summarize the hypothesis of path coefficients as follows; All of the factors are accept the hypotheses. Confirmation had a positive influence on Perceived Usefulness, Perceived Enjoyment, and Trust with a p-value less than 0.01 (H1, H2, and H3) and the Confirmation have the influence to change the Perceived Usefulness, Perceived Enjoyment, and Trust factors of the model were able to explain influence to change. Perceived Usefulness had a positive influence on Satisfaction with a p-value less than 0.05 (H4) and the Perceived Usefulness has the influence to change the Satisfaction factor of the model was able to explain influence to change. Trust had a positive influence on Satisfaction with a p-value less than 0.05 (H5) and the Trust have the influence to change the Satisfaction factor of the model was able to explain influence to change. Perceived Enjoyment had a positive influence on Satisfaction with a p-value less than 0.05 (H6) and the Perceived Enjoyment has the influence to change the Satisfaction factor of the model was able to explain influence to change. And Satisfaction had a positive influence on Continuance Intention with a p-value less than 0.01 (H7) the Satisfaction have the influence to change the Continuance Intention factor of the model was able to explain influence to change.

Discussions In this section, the findings are discussed based on the relationship of independent variables and continuance intention as summarized on the table of Person’s Correlation coefficients. According to the results, it highlighted the positive influence (relationship) between six independent variables; Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction, and Continuance Intention. Then, the significant influence of continuance intention was given based on the result of path analysis and findings direct effect and indirect effect as well.

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Direct effect

PU

CI CM TR SF

PE

Note: = Direct effect part 1; = Direct effect part 2; = Direct Effect part 3; CM = Confirmation; PU = Perceived Usefulness; PE = Perceived Enjoyment; TR = Trust; SF = Satisfaction; CI = Continuance Intention

Figure 11 The direct effect of the study

Direct effect part 1 Confirmation (CM) relationship with Perceived Usefulness (PU) H1: Confirmation had a positive influence on perceived usefulness “Confirmation  Perceived Usefulness = Supported” Confirmation refers to the experienced service provider confirms expectation to travel. And Perceived Usefulness refers to the benefit of health and medical purpose, the service and response increase gradually. Confirmation has a direct effect on Perceived Usefulness. Will correspond to the research article of Yung-Ming (2014), Cheolho and Erik (2015), Alain and Loong (2013), Dawei and Weiwei (2017), Xin and Yongbeom (2015), Aries, Younghoon, and Youngwook (2015), Guopeng, Ling, and Xusen (2013), Moungho, Jaehyeon, and Heejun (2017), Shahriar, Pradeep, and John (2012). In this study confirmation is found significant influence or relationship with perceived usefulness (coefficient = 0.94, p-value < 0.001). In this paper, the confirmation has a positive relationship with perceived usefulness and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot spring for attracting the tourist. 123

As indicated in the results, H1: Confirmation had a positive influence on perceived usefulness is supported. Confirmation (CM) relationship with Trust (TR) H2: Confirmation had a positive influence on trust “Confirmation  Trust = Supported” Confirmation refers to the experienced service provider confirms expectation to travel. And Trust refers to trustworthy and reliable service and proper information make the tourist environment more attractive with various activities. Confirmation has a direct effect on Trust. The result of study is consistent with Alain and Loong (2013), Aries, Younghoon, and Youngwook (2015), Shahriar, Pradeep, and John (2012). In this study confirmation is found significant influence or relationship with trust (Coefficient = 1.01, p-value < 0.001). In this paper, the confirmation has a positive relationship with trust and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot spring for attracting the tourist. As indicated in the results, H2: Confirmation had a positive influence on trust is supported. Confirmation (CM) relationship with Perceived Enjoyment (PE) H3: Confirmation had a positive influence on perceived enjoyment “Confirmation  Perceived Enjoyment = Supported” Confirmation refers to the experienced service provider confirms expectation to travel. And perceived enjoyment refers to perceived enjoyment increases the experience to travel again and again. Confirmation has a direct effect on Perceived Enjoyment. It is similar to previous researches Cheolho and Erik (2015), Alain and Loong (2013), Guopeng, Ling, and Xusen (2013). In this study confirmation is found significant influence or relationship with perceived enjoyment (Coefficient = 0.99, p-value < 0.001). In this paper, the confirmation has a positive relationship with perceived enjoyment and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot spring for attracting the tourist. As indicated in the results, H3: Confirmation had a positive influence on perceived enjoyment is supported.

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Direct effect part 2 Perceived Usefulness (PU) relationship with Customer's Satisfaction (SF) H4: Perceived usefulness had a positive influence on customers’ satisfaction “Perceived Usefulness  Satisfaction = Supported” Perceived Usefulness refers to the benefit of health and medical purpose, the service and response increase gradually. And customer's satisfaction refers to the experience of satisfaction service the decision of the tourist for traveling. Perceived Usefulness has a direct effect on Customer's satisfaction. The result of study is consistent with some previous researches such as Yung-Ming (2014), Norshidah, Ramlah, Nurul, Ahmad, and Hanif (2014), Yuan, Ling, Xinmin, Yi, and Stuart (2013), Cheolho and Erik (2015), Alain and Loong (2013), Dawei and Weiwei (2017), Xin and Yongbeom (2015). In this study perceived usefulness is found significant influence or relationship with satisfaction (Coefficient = 0.27, p-value < 0.05). In this paper, the perceived usefulness has a positive relationship with customer’s satisfaction and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot spring for attracting the tourist. As indicated in the results, H4: Perceived usefulness had a positive influence on customers satisfaction is supported. Trust (TR) relationship with Customer's Satisfaction (SF) H5: Trust had a positive influence on customers’ satisfaction “Trust  Satisfaction = Supported” Trust refers to trustworthy and reliable service and proper information make the tourist environment more attractive with various activities. And customer's satisfaction refers to the experience of satisfaction service the decision of the tourist for traveling. Trust has a direct effect on Customer's satisfaction. The result finding agrees with previous researches of Yuan, Ling, Xinmin, Yi, and Stuart (2013), Alain and Loong (2013), Aries, Younghoon, and Youngwook (2015), Shahriar, Pradeep, and D’Ambra (2012). In this study trust is found significant influence or relationship with customer's satisfaction (Coefficient = 0.40, p-value < 0.05). In this paper, the trust has a positive relationship with customer's satisfaction and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot 125 spring for attracting the tourist. As indicated in the results, H5: Trust had a positive influence on customers satisfaction is supported. Perceived Enjoyment (PE) relationship with Customer’s Satisfaction (SF) H6: Perceived enjoyment had a positive influence on customers’ satisfaction “Perceived Enjoyment  Satisfaction = Supported” Perceived Enjoyment refers to perceived enjoyment increases the experience to travel again and again. And customer's satisfaction refers to the experience of satisfaction service the decision of the tourist for traveling. Perceived Enjoyment has a direct effect on Customer's satisfaction. Will correspond to the research article of Yuan, Ling, Xinmin, Yi, and Stuart (2013), Cheolho and Erik (2015), Alain and Loong (2013), Guopeng, Ling, and Xusen (2013). In this study perceived enjoyment is found significant influence or relationship with customer’s satisfaction (Coefficient = 0.37, p-value < 0.05). In this paper, the perceived enjoyment has a positive relationship with customer's satisfaction and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot spring for attracting the tourist. As indicated in the results, H6: Perceived enjoyment had a positive influence on customers satisfaction is supported. Direct effect part 3 Customer's Satisfaction (SF) relationship with Continuance Intention (CI) H7: Satisfaction had a positive influence on continuance intention “Satisfaction  Continuance Intention” Customer’s satisfaction refers to the experience of satisfaction service the decision of the tourist for traveling. And continuance Intention refers to the tourist who that want to good health, medical service and relevant information enhance the continuance intention to travel and removes the chance of discontinuance or cancellation. Customer’s satisfaction has a direct effect on Continuance Intention. The result partially was consistent with previous studies of Nancy, Harrison, Jason, and Bennett (2014), Huanhuan, Jinhu, Lih-Bin, Hao, Xiuwu, and Zhiwu (2013), Chun and Ming-Kuei (2014), Taqwa, Min-Tsai, and Shih-Chih (2016), Shahriar, Pradeep, and John (2012), Guopeng, Ling, and Xusen (2013), Hui-Mei, Jack, Shih-Chieh, Shih-Yu, and I-Chiu (2016), Yung-Ming (2014), Norshidah, Ramlah, Nurul, Ahmad, and Hanif (2014), Yuan, Ling, Xinmin, Yi, and Stuart (2013), Cheolho and Erik 126

(2015), Alain and Loong (2013), Dawei and Weiwei (2017), Xin and Yongbeom (2015). In this study Customer's satisfaction is found significant influence or relationship with continuance intention (Coefficient = 1.00, p-value < 0.05). In this paper, the customer's satisfaction has a positive relationship with continuance intention and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot spring for attracting the tourist. As indicated in the results, H7: Satisfaction had a positive influence on continuance intention is supported. Indirect Effect

PU

CI CM TR SF

PE

Note: = Direct effect; = Indirect effect part 1; = Indirect effect part 2; CM = Confirmation; PU = Perceived Usefulness; PE = Perceived Enjoyment; TR = Trust; SF = Satisfaction; CI = Continuance Intention;

Figure 12 The indirect effect of the study

From the result of structural equation modeling (SEM) analysis was findings the direct effect and the indirect effect on Continuance Intention. The discussion of the indirect effect as follows: Indirect effect part 1 Confirmation (CM) relationship with Continuance Intention (CI) “Confirmation  Perceived Usefulness  Satisfaction  Continuance Intention” “Confirmation  Perceived Enjoyment  Satisfaction  Continuance Intention” 127

“Confirmation  Trust  Satisfaction  Continuance Intention” The Confirmation variable has a positive indirect effect on Continuance Intention variable were passed on the Perceived Usefulness, Perceived Enjoyment, and Trust (in a direct way) with a positive influence on Perceived Usefulness, Perceived Enjoyment, and Trust. And passed on the Satisfaction variable (in an indirect way) with a positive indirect effect on the Satisfaction variable. Then have a positive indirect effect with the Continuance Intention variable. In this study Confirmation is found significant influence or relationship with Continuance Intention. In this paper, the Confirmation has a positive relationship in an indirect way with Continuance Intention and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot spring for attracting the tourist. As shown in table 24. Indirect effect part 2 Perceived Usefulness (PU) relationship with Continuance Intention (CI) “Perceived Usefulness  Satisfaction  Continuance Intention” The Perceived Usefulness variable has a positive indirect effect on Continuance Intention variable were passed on the Satisfaction variable with a positive influence on Satisfaction. Then have a positive indirect effect with the Continuance Intention variable. The result of study is consistent with Alain and Loong (2013), Aries, Younghoon, and Youngwook (2015), Moungho, Jaehyeon, and Heejun (2017), June (2014), Shahriar, Pradeep, and John (2012), Guopeng, Ling, and Xusen (2013), Yung-Ming (2014), Norshidah, Ramlah, Nurul, Ahmad, and Hanif (2014), Yuan, Ling, Xinmin, Yi, and Stuart (2013), Cheolho and Erik (2015), Xin and Yongbeom (2015), Sara (2016). In this study perceived usefulness is found significant influence or relationship with Continuance Intention. In this paper, the Perceived Usefulness has a positive relationship in an indirect way with Continuance Intention and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot spring for attracting the tourist. As shown in table 24. Perceived Enjoyment (PE) relationship with Continuance Intention (CI) “Perceived Enjoyment  Satisfaction  Continuance Intention” The Perceived Enjoyment variable has a positive indirect effect on Continuance Intention variable were passed on the Satisfaction variable with a positive 128 influence on Satisfaction. Then have a positive indirect effect with the Continuance Intention variable. Perceived Enjoyment has an indirect effect on Continuance Intention. The result finding agrees with previous researches of Chong (2013), Yin, Zhu, and Cheng (2013), Sun, Liu, Peng, Dong, and Barnes (2013), Yoon and Rolland (2015), Nguyen (2015), Moussawi (2016). In this study Perceived Enjoyment is found significant influence or relationship with Continuance Intention. In this paper, the Perceived Enjoyment has a positive relationship in an indirect way with Continuance Intention and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot spring for attracting the tourist. As shown in table 24. Trust (TR) relationship with Continuance Intention (CI) “Trust  Satisfaction  Continuance Intention” The Trust variable has a positive indirect effect on Continuance Intention variable were passed on the Satisfaction variable with a positive influence on Satisfaction. Then have a positive indirect effect with the Continuance Intention variable. Trust has an indirect effect on Continuance Intention. Will correspond to the research article of Alain and Loong (2013), Guopeng, Ling, and Xusen (2013), Yuan, Ling, Xinmin, Yi, and Stuart (2013), Cheolho and Erik (2015), Duyen (2015), Sara (2016). In this study Trust is found significant influence or relationship with Continuance Intention. In this paper, the Trust has a positive relationship in an indirect way with Continuance Intention and it can be used in the model of the factor that influences on the continuance intention of Pong Nam Ron hot spring for attracting the tourist. As shown in table 24.

Implication There is Three practical implication, which shown below: Academic Academic: To know the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand? A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. And the benefits of research data can help to develop tourist attractions (Pong Nam Ron hot spring) in response to tourist 129 expectations. The result of the study shown that Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, and Satisfaction influence on the Continuance Intention. The benefits of research data can help to develop tourist attractions (Pong Nam Ron hot spring) in many ways suggestion. Referring to the literature review, there are five independent variables contribution to influence for continuance intention of Pong Nam Ron hot spring and/ or tourism destination, which are confirmation, perceived usefulness, perceived enjoyment, trust, satisfaction. Those six factors were hypothetically tasted in this study. Starting that each of six factors is closely associated with Continuance Intention of Pong Nam Ron hot spring, Chanthaburi, Thailand context and other tourism destination in Thailand as well. The finding is found that Satisfaction is the strongest variable that influence/ effect on Continuance Intention in a direct way. Confirmation is the strongest variable that influence/ effect on Continuance Intention in an indirect ways. Interestingly, there all factors that can be used to develop the structural equation modeling analysis model the factors influence on the continuance intention. The result of SEM was shown fit confirm. Overall, the data indicate an excellent fit for the testing model. Furthermore, the finding illustrates that all seven hypotheses are supported by literature reviews. And provided stand for the statistically significant relationships and influence among confirmation and perceived usefulness (H1), confirmation and trust (H2), confirmation and perceived enjoyment (H3), perceived usefulness and satisfaction (H4), trust and satisfaction (H5), perceived enjoyment and satisfaction (H6), satisfaction and continuance intention (H7). Therefore, all of the factors can be used to develop the model of the factors influence on the continuance intention in response to tourist expectations. The benefits from research data are can help to develop tourist attractions (Pong Nam Ron hot spring) in response to tourist expectations and can adapt to another tourism destination in Thailand as well. And it is the new one of secondary data for future research.

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Tourism hospitality Tourism hospitality: To learn about the expectations and satisfaction of tourists in developing health services in health tourism. The researcher will conclude of implication below; The result of the study shown that Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, and Satisfaction influence on the Continuance Intention. The benefits of research data can help to develop tourist attractions (Pong Nam Ron hot spring) in many ways suggestion. Nowadays, the tourism industry is competing for high competition and the risk is increasing every year. The important thing is to understand better whether it is something that tourists want. There are significant management aspects for organizers in the tourism industry. First, from the confirmatory factors analysis, these results can help travel industry operators understand the increasing elements for the Satisfaction of tourists. So they can convey the services or products that are suitable for tourist attractions for meets the needs of tourists. Satisfaction: In order to allow tourists to return to use the service again, entrepreneurs in the travel business must see the main things. The main factor that brought tourists continuance intention is the satisfaction. To learn about the expectations and satisfaction of tourists in developing health services in health tourism. The path analysis (SEM) showed that Satisfaction has an influence on the Continuance intention because another four-factor were passed by Satisfaction, then go to the effect on Continuance Intention. The business manager can develop for Satisfaction side by following the suggestion on this this study. Tourists should be an important parameter and satisfied with the overall experience of traveling to use the services in the tourist attractions, the experience of traveling to travel services that come in the form of receiving higher than the expectations they have. Activities and services that tourist attractions have should be able to result in tourists being satisfied. Including if the decision to go to travel of the tourist was one of the indicators that tourists will come back to go to travel. If it is a correct decision comes from the satisfaction of traveling and using the service. 131

Confirmation: In addition, the results of studies that have shown SEM have suggested that confirmation results directly effect to other variables. But indirectly effect to the continuance intention of the service, which findings from the results showing that Confirmation variable should be an important parameter in the development of Pong Nam Ron hot spring or tourism destination in order to achieve tourists' satisfaction until the continuance intention of the service. Can recognize the benefits and guidelines for development as the confirmation of the tourism industry can start from making the tourist attractions to confirm the need to recognize the experience that will be given to tourists, providing good service with confidence. Providing services in tourist attractions should be considered more than the expectations of tourists who have come before traveling. To create new experiences for tourists to feel the experience gained from tourism in the Pong Nam Ron hot spring or tourism destination is "higher" than what they expected. Resulting from confirmation to satisfaction in tourism leading to the continuance intention. Tourist expectations the entrepreneurs can study and develop the variables as follows: Perceived Usefulness: Prepare Pong Nam Ron hot spring area first. The proposes guidelines for obtaining benefits by letting the surfer tourism has contributed to the management of natural resources together with people in the community. Because of the survival of the community depends on the natural resource base, the way of life and culture of the local people, it is linked to the soil, water, and forest resources. Management of knowledge about life and culture because it is something that tells the identity of the hot springs. Pong Nam Ron's identity will allow the community to learn to adapt to society, while still preserving the culture and adjusting to be consistent with the era until the succession to the next generation continues. It is a combination of nature and management of spectators in the form of knowledge that useful for tourists. Tourism gains in terms of perceived usefulness, Pong Nam Ron hot spring should bring more knowledge about health for tourists in order to create useful knowledge. Should urge them to relax from using tourist services. Then, should create the overall health of travelers when tourists go to that place, such as spa, hot spring infusion, massage, providing media knowledge of tourist 132 facilities, or various supplementary services that are suitable for enhancing the health of tourists. Including medical services such as free health check-up for tourists, and care while using hot springs or supplementary food in the tourist attractions, etc. Supporting the community economy and the quality of life of local people because tourism is pulling people from outside to learn. The motivation for tourists to enter the hot springs is different lifestyles and traditional cultures. The attraction is a simple way of life that is bound to nature. Health tourism in the community is, therefore, an additional income that can bring income by the villagers to continue the traditional way of life. Along with sharing a different lifestyle culture for tourists to see and experience when visiting the hot springs of hot springs. Perceived Enjoyment: In term of perceived enjoyment is people in the area should be satisfied and aware of their own community. Enjoying to help promote tourist attractions like hot springs. There is a social space accepted from outside people will make people in the community love to care and maintain tourism resources and can recognize the benefits and guidelines for development as creating should feel enjoyable when traveling to attractions to tourists. Followed by the actual experience of travel is also satisfactory for tourists as well. Then, when tourists’ travel to tourism attractions should give them exciting new experiences that they should receive. And tourists can feel that the attractions they choose are interesting places to travel to respond to the expectations of tourists, etc. They should put more effort to ensure that their place had modern equipment’s and physical materials that are outwardly appealing to their clients. Such as building a tourism place for tourists who love to enjoy and prefer in health/ medical tourism. For instance, if the staffs have a good or positive feeling toward the place Pong Nam Ron hot spring or (Tourism destination, Hotel, Onsen/ Hot spring, Spa etc.), the customer will devote for the place in view of their responsibilities. Local people should enjoy working together, they can do well in developing their place to modern in their ways with unique style. And due to the satisfaction when traveling or after tourism, it will gain benefits 133 in the form of experience in response to tourist expectations. Trust: Trust of the independent variables is the following significant impact on customer’s satisfaction to make customer trustworthy and reliable service and proper information make the tourist environment more attractive with various activities. Government or tourism administrator can development policy to achieve good development for Pong Nam Ron hot spring or another tourism destination. They can try to start to focus on management because the customer will satisfaction when they get good things to make them understand and trust in destination management. Human resource management is also important and also set up a better working condition system. It is essential to employ the right person to do a good position. And/ or to create a recruitment process to hire staffs with advanced qualification and providing continuance training course and development to enhance staff ‘skill to make a professional service for be a credibility of travel operators/ entrepreneur. When they can develop or manage the good ways, the Pong Nam Ron hot spring or tourism destination are more attraction form customer based on trust for satisfaction. The benefits of this section start from when the tourist's traveling to hot springs should make it easy to access reliable information on the tourist attractions. Making the tourist attractions a reliable environment for their activities (Health massage, etc.) when tourists travel to use the service there. Then, making tourist attractions have a safe environment. And from management and administration of all sectors that are reliable will allow service providers, executives responsible for the tourist attractions to be reliable. Tourists can experience when satisfied, etc. From SEM model shows that the confirmation variable have an indirectly affect and perceived usefulness, perceived enjoyment and trust will directly affect to the satisfaction variable to cause continuing to use the service (Continuance intention). Policy Policy: And to development policy of the government or tourism administrator to achieve good development for Pong Nam Ron hot spring. The researcher will conclude of practical implication below; 134

The result of the study shown that Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, and Satisfaction influence on the Continuance Intention. The benefits of research data can help to develop tourist attractions (Pong Nam Ron hot spring) in many ways suggestion. The government knew that Chinese people are the first one on the rank of the inbound tourist, and the number of Chinese tourists is increasing on every year. Then the government should prepare or plan to make some project for Pong Nam Ron hot spring and each around for growing together with/ and consistent with innovation on Thailand 4.0 policy. The most important for develop to policy is Confirmation, referring to the experienced service provider confirms the expectation to travel, expectations were confirmed before customer satisfaction. Table 24 show that the Confirmation is higher than another factor because confirmation is the first one of the factors of the model. Confirmation influence in a direct way to Perceived Usefulness, Perceived Enjoyment and Trust. And influence in an indirect way to Satisfaction and Continuance Intention. Then, the predictive coefficient of variables including; Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction, and Continuance Intention is equal to 0.89, 0.98, 0.97, 0.94, and 0.98, respectively. Make sure that the tourist will touch their expectation. The government can develop a new policy for Confirmation side by following the suggestion on this list. First, Pong Nam Ron hot spring should meet the demands of experience. Following by, there are service providers that should provide a good service. In Pong Nam Ron hot spring. Then, the service level provided by using Pong Nam Ron hot spring should better than what they're expected. And last one, overall of my expectations from traveling Pong Nam Ron hot spring were confirmed they're expected. Respectively. Then follow some project of TAT or some project from the government such as; “EEC (Eastern Economic Corridors)” a good foundation for the future it’s a global hub for both investment and tourism. It is the energy industry. - 5 large oil refineries, 3 petrochemical industry groups, 20 power plants, and 29 industrial estates. Connected with well-equipped transport infrastructure, 200 km from Bangkok. Laem- Chabang commercial port, U-Tapao airport, and Map Ta Phut Industrial port. 135

Availability of the Eastern Economic Corridor as a Special Economic zone for investors: The best place to invest in the ASEAN region for investors. Has a strong industrial base, has a large production base, and there is a link. Transport the perfect mix between living and working in an industrial city and World Travel Market be ready to support and provide professional business services, including investment privilege, wealth and growth, an investment with the expansion of the city and the demand of the ASEAN market. The eastern region (Chonburi) is the area where Chinese tourists are interested and travel to the second place, followed by Bangkok. It is an important point in choosing to study about Health tourism in Chanthaburi province, which Chanthaburi province has its territory in eastern Thailand, and there are areas adjacent to the three provinces of the EEC pilot area, consisting of Chachoengsao, Chonburi, and Rayong. Including Chanthaburi, also has natural resources such as orchards (food is the No. 1 that Chinese tourists pay), including hot springs In Pong Nam Ron district. To support polite tourism better, to attract Chinese tourists. That will be able to be used for further development in order to generate income for circulation in Chanthaburi, Eastern region, and Thailand respectively. Therefore, Chanthaburi should be prepared to develop tourist areas and progress with the EEC. Chanthaburi can also be a small subset to develop more knowledge about health tourism, economic, etc. “A Touch of Thai Vehicles”, a path to create a way to explore Thai ways of life. With the launch of 4 creative travel routes, 8 routes, attracting local vehicles, further enhancing the Thai way of life, touching the local way. Which is a component of tourism "Thai way" and creating a local tourist experience or “Local Experience” for tourists around the world. And also opening a new tourist route in response to tourists, especially foreign tourists traveling freely (FIT). The pilot project is developed in 4 provinces, Bangkok using Tuk-Tuk, Krabi using Hua Tong boat, Lampang using carriages, and Loei using the Sky Lap. Chanthaburi, Pong Nam Ron hot spring can become a new province in the future. By adding to the path for natural tourism and health tourism. Can travel by local or general, along with the path to see orchards, waterfall trips, and Pong Nam Ron hot springs. 136

“Amazing Thailand Go Local” Departure to popular tourist attractions that often attract tourists to flow to Pong Nam Ron hot spring or tourism destinations simultaneously. Causing many tourists to not be able to fully experience the atmosphere. Until causing some time to go on a vacation to meet many people who are pouring into tourist attractions. Try to change the aim to visit the secondary city to absorb the impressive atmosphere in the small town. With special tax privileges as a gift. Chanthaburi is one of the provinces participating in the project Tourism of “Amazing Thailand Go Local" of TAT in order to promote tourism in Thailand and present the well-being of Chanthaburi province's natural resources, Pong Nam Ron hot springs is one of the interesting resources to be used as a tourist attraction, which is Chanthaburi Province, because in the eastern region there are only two provinces that have natural resources like hot springs. “Amazing Thailand Go Local” that comes with the privilege of tax deduction together with the government sector is a confirmation of the confidence of tourists' expectations, in order to ensure the confidence to travel continuously in Thailand by confirming the lack of expectation from participation co-working with government projects.

Recommendation for future research Having analyzed this study, I would like to suggest the following recommendations for future study; First, this study was used as a quantitative method to confirm this study. Second, this study is the case study in the context of Pong Nam Ron hot spring, Chanthaburi, Thailand. It’s would be interesting if future research should focus on more hot spring place or health tourism place. Third, it would be interesting if the future research studies on the comparison between Pong Nam Ron hot spring, Chanthaburi, Thailand. With another full-service hot spring business in Thailand. Finally, in this study, the data were collected from young Chinese tourist in Yunnan University areas only. It also would be interesting if the future researches are conducted by collecting the data from each other. Such as collecting by more nationality respondents, the new place to collect data, etc. 137

Final conclusion At present, health tourism is becoming more and more popular. Since most people are traveling to be happy and resting their bodies and minds, they also turn to health tourism activities. Health tourism can be divided into two main areas: Health Healing, a travel program that includes a variety of therapeutic, rehabilitation, and dental services. In the hospital or health care facility, the health promotion program is organized by a health promotion program consisting of a variety of health promotion activities. Travel to various destinations. Aroma Therapy and Spa. According to the database from the Global Wellness Institute. (The Global Wellness Tourism Economy, 2013 & 2014). Health tourism is characterized by prevention, improvement of health, promotion of quality of life. To live a better life. Health tourism is divided into medical tourism, focusing on the treatment of complex diseases and wellness tourism, which combines traditional medicine, spa, and herbal products into the list. Medical Tourism means getting into medical treatment or traveling, and some activities related to medical treatment, illness, and Wellness Tourism refer to the use of health services that help restore the body from illness or improve physical health. Based on the statistics from MoTS-Thailand and In-Touch Research & Consultancy CO., LTD. Although Bangkok is the number one target that Chinese tourists choose to travel to Thailand. But the eastern region is the second most popular Chinese tourist to travel. Including the EEC in the eastern Thailand area, that the government is undertaking various projects to support many industries such as affluent, Medical and wellness tourism, Medical hub. Supplemented with data from surveys showing that the number of Chinese tourists comes to visited Thailand is increased, but have decreased satisfaction. Chinese tourists are interested in paying for activities that they are interested in. Thai food, followed by massage and spa (health tourism), and interested to come back to Thailand a little more. From the above, it is an important point in choosing to study about Health tourism in Chanthaburi province, which Chanthaburi province has its territory in eastern Thailand, and there are areas adjacent to the three provinces of the EEC pilot area, consisting of Chachoengsao, Chonburi, and Rayong. Including Chanthaburi, also has natural resources such as orchards (food is the No. 1 that Chinese tourists pay), 138 including hot springs In Pong Nam Ron district. To support polite tourism better, to attract Chinese tourists. That will be able to be used for further development in order to generate income for circulation in Chanthaburi, Eastern region, and Thailand respectively (MOTS, 2018). Therefore, Chanthaburi should be prepared to develop tourist areas and progress with the EEC. Chanthaburi can also be a small subset to develop more knowledge about health tourism, economic, etc. And improve better more than other province and develop together in TAT project as “Amazing Thailand Go Local” or “A Touch of Thai Vehicles”, etc. Therefore, the purpose of this study is to focus on health tourism (Pong Nam Ron hot spring) and the influence on the continuance intention. To know more by a focus on the relationships between independent variables; Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust and Satisfaction with the Continuance Intention. The objectives proposed in this study are: 1. to know the rank of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. 2. To know the direct effects and indirect effects of the factors that influence on the continuance intention of young Chinese tourists who have visited Thailand. A case study Pong Nam Ron hot spring, Chanthaburi, Thailand. And 3. to develop the structural equation modeling analysis model the factors that influence on the continuance intention of young Chinese tourism who have visited Thailand. The questionnaire was developed from the literature reviews on operational definitions of the Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, Satisfaction, and Continuance Intention. The data of this study were 533 respondents collected from young Chinese in Yunnan University. But following from Chapter 3, the number specified is 400 from criteria analysis. Then, the researcher use in a total of 400 respondents for analyzing. The result findings show that the factors are an average suited on influence on the continuance intention. There are five dimensions of independent variables part have strongly/ positive relationship with continuance intention. Satisfaction is the strongest variable that influence/ effect on Continuance Intention in a direct way. Confirmation is the strongest variable that influence/ effect on Continuance Intention in an indirect ways. Interestingly, there all factors that can be used to develop the 139 structural equation modeling analysis model the factors influence on the continuance intention. The result of SEM was shown fit confirm. Overall, the data indicate an excellent fit for the testing model. Furthermore, the finding illustrates that all seven hypotheses are supported by literature reviews. Finally, the finding implies that the responsible person of Pong Nam Ron hot spring, Chanthaburi, Thailand should improve Confirmation, Perceived Usefulness, Perceived Enjoyment, Trust, and Satisfaction to gain the competitive advantage of influence on the Continuance Intention with other health/ medical tourism hospitality either regionally and international. However, Customer’s Satisfaction (Direct effect factor), Confirmation (Indirect effect factor), and Trust (Higher mean). Then, the three factors should be the most important factors to be improved for Pong Nam Ron hot spring, Chanthaburi, Thailand’s current condition, with model the factors that influence on the Continuance Intention of young Chinese tourists who have visited Thailand that findings from SEM, respectively.

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APPENDIX

155

APPENDIX 1 Questionnaire (Chinese)

156

調查問卷

第一部分：基本信息

请在下面相应的方框中打勾

1. 你曾经去过泰国旅游吗？

 去过  没有 2. 性别  男  女 3. 出生地： ……………………... 4. 年龄  13-21 岁 5. 文化程度  本科  硕士  博士 6. 婚姻状况  单身  已婚  离异 7. 你每年旅行多少次?  少于 1 次  1-3 次  3 次以上

8. 你计划在泰国待多少晚： ………………..晚.

157

第二部分： 自变量

请根据您对以下陈述的回答圈出相应的数字。

1 2 3 4 5 非常不同意 不同意 一般 同意 非常同意 (SD) (D) (N) (A) (SA) No. Statements SD D N A SA 确认度

CM1 总的来说，我对Pong Nam Ron温泉之行的大部 1 2 3 4 5

分预期都得到了证实。

CM2 Pong Nam Ron温泉提供的服务比我预期的要好 1 2 3 4 5

CM3 在Pong Nam Ron温泉，有良好的服务提供。 1 2 3 4 5

CM4 Pong Nam Ron温泉之行可以满足你对温泉经历 1 2 3 4 5

的需求

感知有用性

PU1 Pong Nam Ron温泉之行带给我更多关于健康的 1 2 3 4 5

认知。 PU2 Pong Nam Ron温泉之行可以改善旅客的整体健 1 2 3 4 5 康状况

PU3 Pong Nam Ron温泉之行对我的医疗目的有帮助 1 2 3 4 5

PU4 Pong Nam Ron的温泉旅行让我放松。 1 2 3 4 5

感知娱乐性

PE1 Pong Nam Ron温泉的实际体验是令人愉快的。 1 2 3 4 5 158

1 2 3 4 5 非常不同意 不同意 一般 同意 非常同意 (SD) (D) (N) (A) (SA) No. Statements SD D N A SA

PE2 Pong Nam Ron温泉旅行整体是充满乐趣的。 1 2 3 4 5

PE3 Pong Nam Ron温泉旅行带给了我一个新奇的体 1 2 3 4 5

验。

PE4 我发现Pong Nam Ron温泉之行是有趣的。 1 2 3 4 5

信任

TR1 Pong Nam Ron温泉提供商值得信赖。 1 2 3 4 5

TR2 Pong Nam Ron温泉旅游信息可以轻松获得。 1 2 3 4 5

TR3 Pong Nam Ron温泉有一个安全的环境。 1 2 3 4 5

TR4 Pong Nam Ron为游客提供了一个开展服务项目 1 2 3 4 5

的可靠场所(健康按摩等）

满意度

SF1 我对Pong Nam Ron温泉的表现（提供的服务或 1 2 3 4 5

活动）感到满意

SF2 我很高兴能够有Pong Nam Ron温泉旅行的体验 1 2 3 4 5

SF3 我去Pong Nam Ron温泉旅行是一个非常正确的 1 2 3 4 5 决定

SF4 我对Pong Nam Ron温泉之行的整体体验感到满 1 2 3 4 5

意。

159

第三部分：因变量

请根据您对以下陈述的回答圈出相应的数字

1 2 3 4 5 非常不同意 不同意 一般 同意 非常同意 (SD) (D) (N) (A) (SA) No. Statement SD D N A SA

持续使用意向

CI1 我打算继续前往使用Pong Nam Ron温泉服务，而 1 2 3 4 5

不是以后再也不去。

CI2 我不会停止使用这种健康旅游服务。 1 2 3 4 5

CI3 我打算继续通过Pong Nam Ron温泉来获得健康/ 1 2 3 4 5

医疗信息服务

CI4 我愿意再次去Pong Nam Ron温泉旅游，然后尝试 1 2 3 4 5

温泉的其他使用方式 (例如传统的健康体系）

意 见 ……………………………………………………………………………………….… ………………………………………………………………………………………… ……..…………………………………………………………..……………………… …………………………………………………………………………………………. …………………………………………….…………………………………………… …………………………………………………………………………………..…….

非常感谢您花时间和提供信息来完成本次调查问卷。

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APPENDIX 2 Questionnaire (English)

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QUESTIONNAIRE

Part I: Demographic information Direction: Please tick the appropriate box below 1. Have you ever visit Thailand before?  Yes  No 2. Gender  Male  Female 3. Country of origin: ……………………... 4. Age  13-21 years old 5. Education  College/ Bachelor degree  Master degree  Doctor degree 6. Marital Status  Single  Married  Widow/ Divorced 7. How many time do you travel per year?  Less than 1 time per year  1-3 times per year  More than 3 times per year 8. How many night(s) that you plan to stay in Thailand? ………………..night (s).

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Part II: Independent variables. Direction: Please cross  the number based on your answer to the following statement.

1 2 3 4 5 Strongly Disagree Neutral Agree Strongly disagree (SD) (D) (N) (A) Agree (SA) No. Statements SD D N A SA Confirmation CM1 Overall of my expectations from traveling Pong 1 2 3 4 5 Nam Ron hot spring were confirmed. CM2 The service level provided by using Pong Nam Ron 1 2 3 4 5 hot spring was better than what I expected. CM3 There are service providers that provide good 1 2 3 4 5 service in Pong Nam Ron hot spring. CM4 Pong Nam Ron hot spring can meet the demands of 1 2 3 4 5 experience. Perceived usefulness PU1 Traveling to Pong Nam Ron hot spring brings me 1 2 3 4 5 more knowledge about health. PU2 Traveling to Pong Nam Ron hot spring improves 1 2 3 4 5 the overall health of the traveler. PU3 Traveling to Pong Nam Ron hot spring serves my 1 2 3 4 5 medical purpose. PU4 Traveling to Pong Nam Ron hot spring pushing me 1 2 3 4 5 to relax. Perceived enjoyment PE1 The actual experience of traveling Pong Nam Ron 1 2 3 4 5 hot spring is pleasant. PE2 Traveling to Pong Nam Ron hot spring is enjoyable. 1 2 3 4 5

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1 2 3 4 5 Strongly Disagree Neutral Agree Strongly disagree (SD) (D) (N) (A) Agree (SA) No. Statements SD D N A SA PE3 Traveling to Pong Nam Ron hot spring gives me an 1 2 3 4 5 exciting new experience. PE4 I find traveling Pong Nam Ron hot spring is to be 1 2 3 4 5 interesting. Trust TR1 Pong Nam Ron hot spring provider is trustworthy. 1 2 3 4 5 TR2 Traveling to Pong Nam Ron hot spring making 1 2 3 4 5 information accessible easily. TR3 Pong Nam Ron hot spring are safe environments. 1 2 3 4 5 TR4 Pong Nam Ron hot spring are reliable environments 1 2 3 4 5 in which to conduct their activities (Massage for health, etc.). Satisfaction SF1 I am happy with the performance (service or 1 2 3 4 5 activities) of traveling to using Pong Nam Ron hot spring. SF2 I am pleased with the experience of traveling to 1 2 3 4 5 using Pong Nam Ron hot spring. SF3 I am correct decision for traveling to using Pong 1 2 3 4 5 Nam Ron hot spring. SF4 I am satisfied with the overall experience of 1 2 3 4 5 traveling to using Pong Nam Ron hot spring.

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Part III: Dependent variable Direction: Please cross  the number based on your answer of the following statement.

1 2 3 4 5 Strongly Disagree Neutral Agree Strongly disagree (SD) (D) (N) (A) Agree (SA) No. Statement SD D N A SA Continuance Intention CI1 I intend to continue traveling to using Pong Nam 1 2 3 4 5 Ron hot spring rather than discontinue its use in my future. CI2 I will not discontinue my use of this health service. 1 2 3 4 5 CI3 I intend to continue using Pong Nam Ron hot spring 1 2 3 4 5 to get Health/ medical information services. CI4 My intentions are to continue using Pong Nam Ron 1 2 3 4 5 hot spring more than use any alternative means (e.g., traditional health systems).

Comment:……………………………………………………………………………… ……….………………………………………………………………………………… ………………..…………………………………………………………..…………… ……………………………………………………………………….………………… …………………………………………….…………………………………………… Thank you very much for spending your time in completing this questionnaire. Your time and information are greatly appreciated.

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Items Assessment Aspect Expert Average A B C Independent Variables Confirmation CM1 Overall, most of my expectations from with 1 1 1 1 traveling Pong Nam Ron hot spring were confirmed. CM2 The service level provided by using Pong Nam 1 1 1 1 Ron hot spring was better than what I expected. CM3 The expectations that I have about traveling Pong 0 0 1 0.33 Nam Ron hot spring were correct. CM4 Pong Nam Ron hot spring can meet the demands 1 1 1 1 of experience. Perceived Usefulness PU5 Traveling to Pong Nam Ron hot spring enhances 1 1 1 1 my health effectiveness. PU6 Traveling to Pong Nam Ron hot spring improves 1 1 1 1 the overall health of the traveller. PU7 Traveling to Pong Nam Ron hot spring serves my 1 1 1 1 medical purpose very well. PU8 Traveling to Pong Nam Ron hot spring are very 0 1 1 0.66 useful to my health. Perceived Enjoyment PE9 The actual experience of traveling Pong Nam Ron 1 1 1 1 hot spring is pleasant. PE10 Traveling Pong Nam Ron hot spring is enjoyable. 1 1 1 1 PE11 I have fun with traveling Pong Nam Ron hot 1 1 1 1 spring. PE12 I find traveling Pong Nam Ron hot spring is to be 0 1 1 0.66 interesting.

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Items Assessment Aspect Expert Average A B C Trust TR13 Pong Nam Ron hot spring provider is trustworthy. 1 1 1 1 TR14 Pong Nam Ron hot spring provides services in my 0 1 1 0.66 interest. TR15 Pong Nam Ron hot spring are safe environments 1 1 1 1 in which to exchange information with others. TR16 Pong Nam Ron hot spring are reliable 1 1 0 0.66 environments in which to conduct their activities. Satisfaction SF17 I am content with the performance of traveling to 0 1 1 0.66 using Pong Nam Ron hot spring. SF18 I am pleased with the experience of traveling to 1 1 1 1 using Pong Nam Ron hot spring. SF19 I am very correct decision for traveling to using 1 1 1 1 Pong Nam Ron hot spring. SF20 I am satisfied with the overall experience of 1 1 1 1 traveling to using Pong Nam Ron hot spring. Dependent Variable Continuance Intention CI21 I intend to continue traveling to using Pong Nam 1 1 1 1 Ron hot spring rather than discontinue its use in my future. CI22 I will not discontinue my use of this service. 1 1 1 1 CI23 I intend to continue using Pong Nam Ron hot 1 1 1 1 spring to get Health/ medical information services. CI24 My intentions are to continue using Pong Nam 1 1 1 1 Ron hot spring than use any alternative means (e.g., traditional health systems). Total 19 23 23 21.66 167

Result of IOC:(퐼푂퐶 = ∑푅/ 푁) R = 19+23+23 = (Score from experts) IOC = 65/ 3 = 21.66 Item numbers: 24 item N = 3 (Numbers of experts) Percentage: 21.66/ 24×100% = 90.25%