| 摘要 | 第5-7页 |
| Abstract | 第7-9页 |
| 1. Introduction | 第17-28页 |
| 1.1 Background and purpose of study | 第17-20页 |
| 1.2 Literature review | 第20-23页 |
| 1.2.1 The relations between China and Thailand in Tourism aspect | 第20-21页 |
| 1.2.2 Study on how loyalty destination and travel behavior impact tourism business | 第21-23页 |
| 1.3 Main content and structure of the thesis | 第23-26页 |
| 1.3.1 Main Contents | 第23-24页 |
| 1.3.2 Conceptual Framework | 第24页 |
| 1.3.3 Research hypothesis | 第24-26页 |
| 1.4 Study methods | 第26-27页 |
| 1.4.1. Literature research method | 第26页 |
| 1.4.2. Quantitative and Qualitative method | 第26-27页 |
| 1.5 Innovative points of the Study | 第27-28页 |
| 2. Theoretical Perspectives | 第28-41页 |
| 2.1 Consumers behavior and Travel behavior | 第28-30页 |
| 2.1.1 Consumer buying decision process | 第28-30页 |
| 2.2 Loyalty and its significance | 第30-32页 |
| 2.2.1 Destination Loyalty | 第31-32页 |
| 2.2.2 Measures of Loyalty | 第32页 |
| 2.3 Intention to revisit Destination | 第32页 |
| 2.4 Antecedents of Destination Loyalty | 第32-41页 |
| 2.4.1 Satisfaction | 第32-34页 |
| 2.4.2 Perceived Value | 第34-35页 |
| 2.4.3 Attachment of the place | 第35-37页 |
| 2.4.4 Motivations | 第37-38页 |
| 2.4.5 Novelty seeking | 第38-41页 |
| 3. Conditions of Chinese tourists toward Thailand Tourism | 第41-49页 |
| 3.1 Characteristics of Chinese tourists | 第41-44页 |
| 3.1.1 Trends of International travel of Chinese tourists | 第41-43页 |
| 3.1.2 Chinese Travelling Regulations | 第43-44页 |
| 3.2 Recent situation in Thailand toward Chinese tourists' conditions | 第44-47页 |
| 3.2.1 The influent factors that bring Chinese tourists to Thailand | 第44-46页 |
| 3.2.2 New tourism laws of China government | 第46-47页 |
| 3.3. Factors attract Chinese tourist traveling to Thailand in 2014 | 第47-49页 |
| 3.3.1 Positive factors | 第47-48页 |
| 3.3.2 Negative factors | 第48-49页 |
| 4. Research Methodology | 第49-64页 |
| 4.1 Context of Research | 第49页 |
| 4.2 Target Population and Plan | 第49页 |
| 4.3 Sample Size | 第49-50页 |
| 4.4 Data Collection | 第50页 |
| 4.5 Data Collection Instrument | 第50-51页 |
| 4.5.1 Pre-Testing the Questionnaire | 第51页 |
| 4.6 Survey method | 第51-53页 |
| 4.7 Definition of Research Variables | 第53-55页 |
| 4.8 Analytical Approach | 第55-56页 |
| 4.8.1 Data Screening | 第55-56页 |
| 4.8.2 Multi-Collinearity Testing | 第56页 |
| 4.8.3 Tests for Normal Distribution | 第56页 |
| 4.9 Scale evaluation | 第56-58页 |
| 4.9.1 Scale Reliability | 第56-57页 |
| 4.9.2 Hypotheses Testing | 第57-58页 |
| 4.9.3 ANOVA tests | 第58页 |
| 4.10 Multiple Regression Analysis | 第58-60页 |
| 4.10.1 Standardized Regression Coefficient | 第59页 |
| 4.10.2 Significance Testing | 第59-60页 |
| 4.10.3 Statistics associated with Multiple Regressions | 第60页 |
| 4.11 Reliability of Measures | 第60-64页 |
| 5. Data Analysis | 第64-96页 |
| 5.1 Results of Chinese tourists demographic Characteristics | 第64-68页 |
| 5.2 Results of Psychographic Characteristic of Chinese tourists in Thailand | 第68-93页 |
| 5.2.1 First time visitor and Repeat Visitor | 第68-69页 |
| 5.2.2 Number of repeat visitation and Reason for repeat visitation | 第69-70页 |
| 5.2.3 Travel Products Interested of Chinese tourists | 第70-78页 |
| 5.2.4 Novelty seeking in tourism | 第78-82页 |
| 5.2.5 Push motivation of Chinese tourists and difference between age and gender | 第82-86页 |
| 5.2.6 Pull Motivation of Chinese tourists and difference between age and gender | 第86-90页 |
| 5.2.7 Attitude of Chinese tourist toward Thailand as tourism destination | 第90-93页 |
| 5.2.8 Most impressive City or province Chinese tourists' opinion | 第93页 |
| 5.3 Travel Behavior of Chinese tourists in Thailand | 第93-96页 |
| 5.3.1 Travel companion and Travel method | 第93-94页 |
| 5.3.2 Average travel expense and length of stay in the Thailand per trip | 第94-95页 |
| 5.3.3 Items which Chinese tourist spending most in Thailand | 第95页 |
| 5.3.4 Information Channel about Thailand as tourist destination | 第95-96页 |
| 6. An analysis of Antecedents | 第96-102页 |
| 6.1 Analysis of Antecedents of Attitudinal loyalty | 第96-99页 |
| 6.1.1 Attitudinal loyalty of male Chinese tourists | 第96-98页 |
| 6.1.2 Attitudinal loyalty of female Chinese tourists | 第98-99页 |
| 6.2 Antecedent of Intention to revisit Thailand again | 第99-102页 |
| 6.2.1 Intention to revisit Thailand again of male Chinese tourists | 第99-100页 |
| 6.2.2 Intention to revisit Thailand again of female Chinese tourists | 第100-102页 |
| 7. Conclusion and Perspective | 第102-109页 |
| 7.1 Conclusion | 第102-104页 |
| 7.2 Discussion | 第104-106页 |
| 7.3 Managerial Implications | 第106-108页 |
| 7.4 Limitations of this study | 第108页 |
| 7.5 Recommend for future research | 第108-109页 |
| References | 第109-116页 |
| Appendix | 第116-132页 |
| Acknowledgement | 第132-133页 |
| Resume | 第133页 |
