Factors Influencing Chinese Tourists’ Decision to Purchase Thai Amulets in Thailand

With the continuing development of tourism and the pursuit of spiritual blessings, Thai amulets have become a unique cultural product that attracts Chinese tourists. However, there is a lack of in-depth research on the decision-making factors influencing Chinese tourists purchasing amulets in Thailand and the association between these factors. This study investigates demographic factors and which product features of Thai amulets significantly influence the decision to purchase Thai amulets in Thailand. This study utilized a questionnaire distributed to 400 Chinese tourists. The statistical analysis, frequency, percentage, mean, and standard deviation. The inferential statistics, independent samples t-test, one-way ANOVA, LSD, and multiple linear regression at a significant level of 0.05 were determined. The research found that gender, monthly income, and religion influence the decision to purchase Thai amulets. Product features, price, reputation, and advertising influence purchase decisions with multiple correlations (R) = .843. The ability to predict the analytical equation is 70.07%. Marketing strategies for Thai amulets include precision pricing strategies, utilizing the power of social media, and engaging in religious and community activities to further strengthen the product in the minds of Chinese tourists