A STUDY OF MEDIA EXPOSURE, PERCEPTION, ATTITUDE, AND TRAVEL BEHAVIOR OF CHINESE TOURISTS VISITING WAT KHAO SUKIM

Abstract

This research, titled "A Study of Media Exposure, Perception, Attitudes, and Tourist Behaviors of Chinese Tourists at Wat Khao Sukim," aimed to achieve four objectives: 1) to investigate the types and channels of media exposure among Chinese tourists related to Wat Khao Sukim; 2) to examine the level of perception among Chinese tourists towards Wat Khao Sukim across various aspects such as attractiveness, beauty, sacredness, and cultural value; 3) to explore the attitudes of Chinese tourists towards Wat Khao Sukim, including satisfaction, expectations, and feelings about their tourism experience; and 4) to study the tourism behaviors of Chinese tourists visiting Wat Khao Sukim, such as frequency of visits, travel characteristics, duration, and popular activities. The study also examined the relationships among media exposure, perception, attitude, and tourist behavior at Wat Khao Sukim among Chinese tourists.
The population for this study consisted of 400 Chinese tourists visiting Wat Khao Sukim, Chanthaburi Province. A questionnaire was used as the data collection instrument. Descriptive statistics, including frequency distribution, percentage, mean, standard deviation, and Pearson's correlation coefficient, were employed for data analysis.

          Research Findings

          The study found that the majority of the Chinese tourists surveyed were female, aged 21–30 years old, and held a bachelor's degree. Most were employed in general or freelance occupations, with an average monthly income between US$ 1,001–2,000. For the majority, this was their first visit to Wat Khao Sukim. They typically traveled with 4-5 family members and used tour companies. Their travel expenses were generally over 2,000 Baht per person. Regarding information sources, YouTube on the internet was the most common channel for receiving information about Wat Khao Sukim. The research also indicated that Chinese tourists had a high level of awareness and perception of Wat Khao Sukim, along with a highly positive attitude towards visiting the temple.