A Structural Analysis of the Motivation, Familiarity, Constraints, Image, and Travel Intention of Chinese Non-visitors to Thailand

This research aims to investigate the relationship of travel motivation, familiarity, travel constraints, image with the travel intention of Chinese non-visitors to Thailand. A survey questionnaire and a non-probability convenience sampling were used as the research instrument and research technique. A total of 410 respondents, all Chinese non-visitors to Thailand, were selected on the Golden Horse Lane, one the busiest shopping and business sections of Kunming City, which is located in the Yunnan Province, China. The findings indicate that the cognitive and affective images of Thailand held by Chinese non-visitors are good, which means that they have high intention to visit Thailand. There is a significant relationship between travel motivations and travel intention, travel constraint and travel intention, familiarity and cognitive image, familiarity and affective image, cognitive image and travel intention, and affective image and travel intention. The findings also reveal that Chinese non-visitors visit Thailand for relaxation. Familiarity, developed through both cognitive images and effective images is the most powerful factor influencing travel intention. Chinese non-visitors think that Thailand is exotic, beautiful, and mystic. They rated transsexuals, religion, beaches, the sunshine and gastronomy as most attractive and well-known attributes of Thailand. They see Thailand as synonymous with happiness, passion, and easy-goingness and regard Thai people as friendly and well mannered. Key word: Thailand image, Chinese non-visitors, travel intention, travel motivation, familiarity, travel constraints.