The influence of psychological distance on perceptions of Thailand: A comparison of Asian, European and North American tourists.

摘要

The problem. The purposes of the study were (a) to provide empirical evidence that perceived psychological distance is relatively related to perceptions and behavioral intentions toward Thailand, (b) to identify differences in perceived psychological distance based on different cultural backgrounds, and (c) to identify differences in perceptions of Thailand based on different cultural backgrounds.;Method. Primary data were collected via a questionnaire, using a combination of personal approach and snowball. The study surveyed 698 respondents from three geographic regions: Asia, Europe and North America. The majority of participants were college students, business employees and retirees. One-way Analyses of Variance (ANOVA) followed by the Scheffe test were used to compare three geographic groups of respondents and determine significant differences between the means of the three groups, including perceived psychological distance and perceptions of Thailand. Pearson correlation coefficient was used to measure the relationship among the key variables, including perceived psychological distance, perceptions of Thailand, overseas travel experience, attitudes and behavioral intentions toward Thailand.;Results. The research findings of ANOVA revealed that the respondents from different geographic regions had significant differences in perceived psychological distance. Also, the respondents from different geographic regions had significant differences in perceptions toward Thailand. The Pearson correlation of perceived psychological distance on perceptions of Thailand was partially significant (p 0.01 or p 0.05). The Pearson correlations of overseas travel experience on the key independent variables in perceived psychological distance and perceptions of Thailand were all statistically significant (p 0.01 or p 0.05). In addition, the Pearson correlations of perceptions of Thailand on the key independent variables in attitudes and behavioral intentions of Thailand were all statistically significant ( p 0.01 or p 0.05).;According to additional findings, multiple regression analysis revealed the five strongest predictors of the attitude toward Thailand and two strongest predictors of intentions to visit Thailand. Student t-test revealed that there were significant differences in perceptions of Thailand between tourists who have previously visit Thailand and those who have not.