ii 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 iii 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. v 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 vi 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 vii 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) ................................................................................