Perceptions of Chinese People Toward Phuket’s Destination Image and Intention to Visit Phuket: The Influence of Phuket Sandbox Program Implementation

Abstract

The image of a destination is crucial in tourism, especially in the wake of the worldwide epidemic. Thailand has always been a popular tourism destination for visitors from all over the globe. Phuket is at the top of the list of Thailand's many tourist destinations. Thousands of Chinese visitors visit Phuket each year. The decreased number of Chinese visitors has had a significant effect on Phuket since the epidemic. The goal of this research is to learn more about Chinese peoples' perceptions of Phuket as a tourist destination during COVID-19 before and after the implementation of Phuket Sandbox Program. Questionnaires were used to obtain qualitative and quantitative data from 400 Chinese visitors. Descriptive statistics and multiple regressions were used to analyze the data. Despite the continuing coronavirus epidemic, the data suggest that Chinese visitors still have a positive perception of Phuket as a tourist destination. Natural attractions, climate, and hospitality/friendliness were the three primary components of Phuket that enabled it to have a good destination image. Accessibility, pandemic control, and cost/price level, on the other hand, presented concerns to Phuket's destination image before the implementation of the Phuket Sandbox. This study also found a significant improvement of Phuket destination image after the implementation of Phuket Sandbox. Chinese people also showed positive intention to visit Phuket in the future. Perceived destination image of Phuket both before and after Phuket Sandbox was significantly differed between Chinese people of different age group, average monthly income, type of Chinese tourists, but not gender, and past travel history to Thailand. The Chinese tourists' affective destination image was exciting, relaxing, and welcoming, while the Chinese tourists' cognitive destination image included good beaches, scuba diving locations, numerous shows and entertainments, good restaurants, nice hotels and resorts, and good shopping destinations. Finally, the conative destination image reveals that Chinese visitors want to return and revisit Phuket, as well as urge others to join them.