Understanding Chinese Tourists’ Satisfaction with Bangkok: The Influence of Destination Marketing, Community Engagement, and Brand Perceptions

Abstract

The rapid transformation of Chinese tourist behavior has created new challenges for Bangkok in developing a destination brand that can effectively connect marketing communication with authentic visitor experiences. This study examines how destination marketing and community collaboration contribute to tourists’ perceptions of brand value and brand image and, consequently, their satisfaction with Bangkok. A mixed-method explanatory research design was employed. The qualitative phase involved interviews with tourism experts and industry stakeholders to examine key factors influencing destination branding and to support the development of the research instrument. The quantitative phase collected data from 402 Chinese tourists through online and field-based questionnaires distributed at major tourist locations in Bangkok. The data were analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling. The findings demonstrate that destination marketing significantly contributes to both brand value and brand image, while community collaboration exerts a particularly strong influence on brand value and a meaningful influence on brand image. Furthermore, both brand value and brand image significantly enhance tourist satisfaction, with brand image showing a slightly stronger influence. The findings indicate that effective destination branding depends not only on promotional activities but also on meaningful community participation and the consistency between brand communication and actual tourist experiences. The study provides empirical evidence for strengthening Bangkok’s destination branding through integrated marketing, community engagement, and experience development. The findings offer practical implications for tourism businesses, destination managers, and policymakers seeking to enhance tourist satisfaction and strengthen Bangkok’s competitiveness in the Chinese tourism market.