Understanding Chinese Tourists’ Future Travel Intention to Thailand: A Hybrid Approach Using Pls-Sem and fsQCA

Abstract

China holds the position of top spender in international tourism. Despite that Chinese tourists’ behaviors have been researched extensively, limited attention has been given to understanding their travel intention towards Thailand, a popular destination in Southeast Asia. This study proposes a theoretical framework via extended theory of planned behavior (TPB) model to ascertain factors influencing Chinese tourists’ travel intention to Thailand. With 261 data collected online, the study carried out analysis by using partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). The results revealed that the predictability of the extended TPB model was improved, highlighted tourists’ attitudes and destination attachments played pivotal roles in determining tourists’ travel intentions, and perceived behavioral control positively affected attitude. Moreover, tourists’ attitudes and subjective norm significantly influenced destination attachment. The mediation analysis revealed that the effects of attitude and subjective norm on travel intention were transferred through their attachments. The fsQCA analysis identified four heterogenous configurations to generate tourists’ travel intention. Methodologically, the study advanced the theoretical understanding of extended TPB model via a mixed approach of PLS-SEM and fsQCA, and obtained a unique perspective of interdependencies among various factors that influence tourists’ travel intention and behaviors. Managerial implications are provided to comparable tourism destinations across Asia to appeal prospective tourists.