Understanding chinese tourists' motivations for visiting buddhism-related attractions in Phuket

Abstract

Buddhist temples are symbols of the Thai cultural identity, which are often used to attract visitors, both domestic and international. However, the understanding of visitors' motivations and reasons for visiting Buddhism-related attractions remains limited. This study focuses on the current popular phenomenon of Chinese tourists traveling to Buddhism-related destinations in Phuket, Thailand and examines their motivations by using the push-and-pull concept as the theoretical framework. A quantitative approach was employed, using a personal questionnaire to collect data from 400 Chinese visitors at major religious sites in Phuket. The findings revealed that cultural motives, including "to experience exotic customs and atmosphere", "to increase my understanding of Thai culture", and "to visit historical heritage sites to gain knowledge", were perceived as the most significant reasons, higher than the other four push motives (religion and spirit, novelty, leisure, and family). On the other hand, "Theravada Buddhism culture” and “history of Theravada Buddhism" were found to be the most attractive pull factors influencing Chinese tourists. Based on these findings, the management and promotion strategies to increase the visibility and appeal of the sites were discussed.