Effect of Tourism Image and Perception Value toward Satisfaction of Chinese Tourists on Activity in Chiang Mai Province
The purpose of this independent study were; To study the opinions of tourist attractions image, perceived value and satisfaction of Chinese tourists on activity. To study effect of tourism image and perceived value toward satisfaction of Chinese tourists on activity in Chiang Mai Province. It is a quantitative research for the sampling group of Chiang Mai Chinese tourists, consisting of 398 peoples. The tool is a questionnaire with descriptive statistics, percentage, average, standard deviation and inferential statistics by Multiple regression analyzed, Enter technique. The outcomes of independent study revealed that the opinions of satisfaction (mean=3.77), perceived value (mean=3.72), and tourist attractions image (mean=3.71) by all/ factors were valued as most level. The outcomes of multiple regression analysis that the perceived value had direct effect toward satisfaction of Chinese tourists on activity, coefficient equal to 0.429, and followed by tourist attractions image had direct effect toward satisfaction of Chinese tourists on activity, coefficient equal to 0.149, by all factors were significant at 0.01
Keywords - Marketing Tourism Image, Perceived Value, Satisfaction, Chinese tourists.