The Factors Influencing Chinese Travellers’ Behavioral Loyalty To Hotels In Bangkok, Thailand

Jiacheng Huo; Sukon Aduldaecha; Surachai Traiwannakij

Jiacheng Huo Department of Management Science, Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand
Sukon Aduldaecha Department of Management Science, Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand
Surachai Traiwannakij Department of Management Science, Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand

Keywords: Chinese Travelers, Behavioral Loyalty, Hotel, Corporate Social Responsibility (CSR), Customer Trust

Abstract

This study examines the impact of demographic factors, corporate social responsibility (CSR), and customer trust on customers’ behavioral loyalty, with a refined focus on the dominant role of corporate policies and organizational culture. This study employs a quantitative research method and collects 409 valid questionnaires from independent mainland Chinese travelers who have stayed in 3-star or higher hotels in Bangkok. Descriptive statistics, independent samples t-tests, one-way ANOVA, and multiple regression analysis are used for data analysis. The results show that demographic factors (gender, age, education level, occupation and monthly household income) have no significant impact on Chinese travelers’ behavioral loyalty. In contrast, all dimensions of CSR (economic responsibility, legal responsibility, ethical responsibility, discretionary responsibility) and all dimensions of customer trust (behavioral commitment, attitudinal commitment, cognitive dissonance) have significant positive effects on behavioral loyalty. The legal responsibility has the strongest predictive power in the CSR dimension, and attitudinal commitment has the greatest influence in the trust dimension. The study enriches the critical content of Chinese travelers’ hotel loyalty in cross-cultural contexts and provides practical areas for Bangkok hotels to formulate customer retention strategies.

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