Customer Satisfaction Of Chinese Tourists In The Hotels In Phuket,Thailand

ABSTRACT:In recent years, with the economic recovery, global tourism industry has been booming. Phuket, Thailand, as a famous tourist destination, attracting more and more foreign tourists to sightseeing. Since the21st century, China’s sustained and rapid economic growth makes Chinese people richer, more and more Chinese people chose overseas travel. In2013, the total number of outbound Chinese tourists nearly100million people, about$120billion were spent by them, more than$80billion that Americans and the Germans were spent. Since then, china has become the biggest market of overseas travel.As china’s neighboring countries, Thailand are attracting more and more Chinese people come to play for its beautiful scenic views, as the most beautiful attractions of Thai beach-style, Phuket, Thailand has always been the place that Chinese tourists must go. The hotel industry is heavily dependent on tourism, which has a great impact on the development of the hotel industry. Today, the hotel’s main customer of Phuket is the Chinese tourists, Chinese tourists’satisfaction directly affect the hotel’s profits of Phuket, and also its’brand image and future development.Based on the theory of customer satisfaction and the study of hotel industry, take the advantage of this as the author of Phuket people, this paper build a reasonable model, this study conducts an investigation on Chinese tourists of Phuket’s hotel. based on the research data Satisfaction with the status quo of Chinese tourists at Phuket’s hotel were analyzed. By structural equation modeling and LISREL analysis this study Identifies the main factors affecting Phuket Chinese tourist satisfaction.This study combines qualitative and quantitative analysis, based on the data,by constructing the model, using analytical methods comes to the conclusion:the satisfaction situation of Chinese tourists at Phuket’s hotel is good; All aspects of the hotel can meet customer’s expectations; Chinese tourists at Phuket hotel have a higher perceived quality, Especially for quality accommodation prices, food and beverage products, but not the hotel facilities.as for The value of the customer’s perception the situation is ideal. in Phuket’s hotel, what has impact Chinese tourist satisfaction most is the indicator of the perceived quality of hotel’s services and products, the most important aspects is the price of catering and hotel accommodation, the environment of hotel and the level of service, weather the hotel’s facilities is complete.