The Influential Factors of Chinese Tourists’ Intention to Reuse Thai Traditional Massage Service

In the context of Thai traditional massage services, Chinese tourists' intention to reuse represents their commitment to reuse the same establishment for future massage experiences during their stay in Thailand or on subsequent visits. Such intention to reuse is vital for Thai traditional massage establishments as it directly impacts their long-term success and profitability. Repeat customers contribute to stable revenue streams and serve as brand advocates, promoting the establishment through positive word-of-mouth and online reviews. Also, loyal customers are more likely to explore the establishment's other services or products, leading to potential cross-selling opportunities. This study aims to comprehensively explore the impact of service quality and cultural image on Chinese tourists' intention to reuse Thai traditional massage services. By delving into the dimensions of service quality, including staff quality, service attitude, and service environment, as well as examining various elements of the cultural image, such as traditional cultural experiences, cultural exchange, and cultural presentations, the research seeks to offer valuable insights into the drivers of customer intention to reuse in this specific context.