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This research delves into the challenges Thai traditional massage establishments face in attracting and retaining Chinese tourists. It aims to assess the impact of service quality components, including staff quality, service attitude, and service environment, on Chinese tourists’ intention to reuse traditional Thai massage services. Additionally, it explores the influence of cultural image aspects, such as traditional cultural experiences, cultural exchange and interaction, and cultural presentation, on this intention. Rooted in a comprehensive literature review highlighting established models like SERVQUAL and the Service-Profit Chain, a causal associative approach with a quantitative methodology is employed. Data analysis techniques encompass descriptive and inferential statistics, revealing positive perceptions among Chinese tourists toward staff quality, service attitude, service environment, and cultural image, all contributing to their Intention to reuse. The discussion underscores the intertwined nature of service quality and cultural image, emphasizing the pivotal role of cultural experiences. Strategic implications advocate for continuously elevating standards, adapting to changing preferences, and adopting an integrated approach for holistic customer experiences. Recommendations for future research include a longitudinal approach, expanding demographic scope, exploring psychological underpinnings, experimental designs, and leveraging digital data. Overall, this research provides valuable insights into the complex interplay of the above-mentioned factors, offering practical guidance for the growth and adaptability of the Thai traditional massage industry in catering to Chinese tourists. [ABSTRACT FROM AUTHOR]

Shanghai Disneyland is a successful theme park that combines Disney magic with Chinese culture. Effective marketing strategies are crucial to influencing customer behavior and cognition. The 7P framework is widely used in marketing campaigns, and customer lifestyles significantly shape preferences and decisions. This study explores the impact of Shanghai Disneyland’s marketing strategy and customer lifestyle on customer loyalty, using data collected from an online questionnaire and analyzed with SPSS. The results show that marketing strategies and lifestyles influence customer loyalty, providing valuable insights into the park’s marketing strategy. [ABSTRACT FROM AUTHOR]

Over the past few years, China’s branded mobile phone industry has experienced significant growth, becoming one of the largest global markets. With fierce domestic and international competition, brand trust has emerged as a crucial factor influencing consumer purchasing decisions. Consumers trust mobile phone brands that excel in product quality, service, and value. This study explores how digital marketing strategies and perceived value enhance brand trust in Chinese mobile phone brands. The study formulates a research model and designs a survey questionnaire by reviewing relevant literature on digital marketing strategy, perceived value, brand trust, and Chinese mobile phone brands. Data is collected through an online survey using SPSS software to analyze the relationship between digital marketing strategy, perceived value, and brand trust. Finally, considering the unique characteristics of the Chinese mobile phone brand market and the research findings, the study provides practical recommendations for Chinese mobile phone brands. [ABSTRACT FROM AUTHOR]

Tea drinks have always been a consumer favorite beverage because of the variety of product types that appeal to a wide customer base. In recent years, with the continuous expansion of China’s beverage market, some brands are looking to expand into overseas markets. They determine the brand’s overseas development strategy by investigating the factors that impact consumer brand loyalty to identify the local target market and group. This study investigates the impact of demographic factors, consumer perception in 7ps, and consumer satisfaction on brand loyalty. An online questionnaire was used to survey Chinese tea drink consumers who lived in Bangkok for over a month. Four hundred valid data were selected and analyzed using SPSS software. The research results show that most consumers will have different degrees of consumer brand loyalty based on consumer perception of the 7ps and consumer satisfaction. Products incorporating cultural attributes were found to be more attractive to consumers. Each of these factors, demographic, consumer satisfaction, and consumer perception in 7ps, impact consumer brand loyalty. [ABSTRACT FROM AUTHOR]