The Influence of Consumer Affinity on Revisit Intention over time——A Case Study Chinese Tourists’ Perception of Thailand

摘要

Revisiting tourists can bring great benefits to the tourism industry, which has attracted the attention of scholars, but few scholars have studied the consumer affinity as the influence factor of the revisit intention. This study constructs the relationship model between consumer affinity and revisit intention, and uses questionnaire method to collect data and apply multi-layer regression analysis to process data. The study found that cultural affinity and people affinity have a significant positive impact on short-term revisit intention, cultural affinity has a significant positive impact on mid-term revisit intention, landscape affinity and people affinity have a significant positive impact on long-term re-visiting intentions. The conclusion of this paper has some practical guiding significance for outbound tourism propaganda, and some practical guiding significance for Thailand, to improve the trip of Chinese tourists.