A Comparative Study of Chinese Tourists' Attitude and Behavior towards Siam Paragon and Central World
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Date
2015
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มหาวิทยาลัยราชภัฏสวนดุสิต
Abstract
The purpose of this research was to study the Chinese tourists' attitude and behavior towards Siam Paragon and Central World. Sample size was 400 Chinese tourists and the data were gathered from a survey which conducted in Siam Paragon and Central World in Bangkok, Thailand. Questionnaires were used as the tool to collect the data. The analytic statistics included descriptive statistics, t-test, F-test with Least Significant Difference (LSD), Paired t-test and Simple Linear Regression. The Accidental Sampling method were employed to collect the data from the sample of Chinese tourists in Siam Paragon and Central World at the Ratchaprasong area, Bangkok. The questionnaire was translated into Chinese and pretested to ensure the content validity and reliability.