Analysis Research About "Enhancing Foreign Customer’s Satisfaction Of Tourism Shopping In Bangkok"

Tourism shopping is a main part of tourism activity, which is one of the methods to promote the level of satisfaction and tourism industry. Tourism shopping is the strategic choice for the tourism industry to be developed in intensified way and growing point of foreign exchange. At the tourism shopping industry, customer satisfaction is obviously stimulate factor, include tourism product’s quality; shopping service; product’s price; product’s characteristics and tourism shopping place. Tourism shopping satisfaction is the difference feeling between before and after tourism shopping. At present, even though Bangkok of foreigner tourist have good tourism shopping satisfaction, but there are insufficient problem with tourism shopping of development. For a better development, this paper set up a study framework for tourism shopping with literature textual research, site investigation and questionnaire research, the situation and the existing problems in tourism shopping are analyzed and a basic idea of resolving these problems is concluded.The first part, this paper is trying to set up the theory framework on tourism shopping. With practice of development and a lot of analysis or summary of related documents from foreigners it brings a defined concepts for tourism shopping, includes tourism shopping, tourism shopping satisfaction, commodity, tourists shopping motive, tourists shopping behavior, tourism shopping acilities and type of tourism shopping. Discusses the oretical model of tourism shopping satisfaction.The second part, this paper takes tourism shopping satisfaction the breakthrough point. Construct tourism shopping satisfaction comprehensive evaluation model, software spss12.0and KANO model used to evaluate tourism shopping satisfaction in Bangkok. According to the empirical research results, proposed population attribute information of foreign tourists in Bangkok, foreign customers satisfaction are tourism shopping in Bangkok, current situation and some problems of tourism shopping in Bangkok, the elements are influenced customer satisfaction. In the conclusion, this paper exploring improve method for development tourism shopping satisfaction, improvements tourism businesses for goods and services, the depth of promoting development of tourism shopping industry. Therefore, this paper had important theoretical and practical significance.According to the conclusion, this paper used KANO model to empirical research foreigner customer’s satisfaction, it finds out foreigner customer’s satisfaction are very satisfied12%and satisfied58%and dissatisfied14%. Bangkok’s charismatic requirements:The traffic of the tourism shopping place is comfortable, the kind of tourism shopping place is various, the Store employees have a good manner, a warm reception and gentle smile, how do you feel?, the product is special and new one, the kind of product is various, product’s price is average and suitable. Bangkok’s basic requirements:tourism shopping had facility and the environment of tourism shopping place is clean and beautiful, the Store employee’s service is professional and can communicate with traveler, the reliability of the store is in high level and not deceive customers. Bangkok’s expectation requirements:tourism shopping place have a clear street sign and commentary, the Store employees can give an advice to shopping as well, the Store employees can make the traveler satisfy as well, the pattern of payment is various and give a convenient to traveler as well, tourism shopping place have delivery service, the product’s quality have international standard. Foreigner customer’s dissatisfied with environment, goods and services, included tourism shopping place’s facility, the reliability of the store and not deceive customers, the Store employee’s foreign language communication skills, the product lack of innovative and Bangkok’s brand, after service had underdeveloped.By descriptive statistical analysis, it finds out problems that cause the foreigner customer’s dissatisfaction and the cause of those problems are as follow:product’s attraction have limited, lack of development of innovative, tourism shopping market is missing brand, product’s price is confusion, the reliability of the store is low level, tourism shopping service systems are imperfect, the Store employee’s foreign language communication skills is lower. Finally, this paper propose development proposals are as follow:developing innovation of product, increased Bangkok Brand, increase personnel training of foreign language skills, strengthen supervision of product’s price, improve the tourism shopping service system, create a good tourism shopping facilities, developing tourism shopping rebate system, improving tourism shopping market’s information channels. These suggestions in line with the actual situation of Bangkok able to improve Bangkok’s tourism shopping attraction, complete Bangkok’s tourism shopping market, enhance the image of Bangkok’s tourism shopping has a strong practical.