Chinese Self-help Tourists In Hua Hin Consumer Behavior Research

Independent tourists a kind of fashionable travel nowadays,and it is very popular amongst tourists because of its freedom of travel and personality.Thailand has become one of the main destinations for independent tourists,which play an important role in the economic and social development of Thailand.The development of tourism not only creates employment opportunities for the people of Thailand,raises people's income of Thailand,but also promotes the development of related industries and the economic development of Thailand.Hua Hin city located in Thailand it is a city of tourism development and attaches great importance to the development of tourism.Chinese tourists are an important source of tourists,and Hua Hin city attaches great importance to attract Chinese tourists and the local to travel.However,Hua Hin city cannot grasp the consumption characteristics of Chinese tourists accurately,and there are also some drawbacks in the development of tourism.Therefore,this study selected Chinese self-service tourists as the research object,using the questionnaire survey to collect data.And select the famous scenic spots like Hua Hin railway station,Hua Hin night market,Hua Hin beach and others,which independent tourists tourists like,doing convenience sampling.A total of 400 questionnaires were distributed,and a total of 400 questionnaires were collected,with a recovery rate of 100%,of which the effective questionnaires were 362 and the effective rate was 90%.This study Used SPSS23.0 to do descriptive statistical analysis,including frequency analysis,statistical description analysis,mean analysis,etc..Analyzing from the demographic characteristics of tourists,tourists decision-making behavior,consumption behavior and preferences of tourists to Hua Hin four aspects,explore the factors which influence tourism consumption behavior of independent tourists to Hua Hin,understand the satisfaction of independent tourists to Hua Hin,and puts forward some suggestions for the development aiming at the problems existing in Hua Hin tourism industry.From the demographic characteristics of tourists,research shows that more than half of the Chinese self-service tourists are women,mainly young tourists,and mainly from Hongkong,Shanghai and Guangdong.The education of tourist is generally high,and the level of consumption is also generally in high level.From tourists decision-making behavior,the specific tourism choosing to travel with relatives and friends,giving priority to leisure vacation and tour sightseeing,collecting travel information through the Internet before travel and usually choosing high star hotel accommodation.The main motivation for Chinese self-service tourists to visit Hua Hin is to relax and relieve stress,so the local oil SPA program is the most popular tourism program.From the independent tourists consumption behavior,the study found that in terms of food and beverage choices Chinese self-service tourists to Hua Hin mainly consider the quality of food,and in terms of accommodation,transportation,attractions and entertainment choices,they mainly consider the safety factor.Independent tourists overall evaluation of the six elements tourism activities(food,accommodation,transport,travel,shopping,entertainment)of Hua Hin is high.According to the current situation of the development of Hua Hin the study found that tourism in Hua Hin existed problems including inconvenient transportation,unsmooth language communication,lack of road signs,and food quality and safety issues.In order to improve the tourist satisfaction and revisit rate of independent tourists in Hua Hin,this study puts forward some relevant countermeasures and suggestions according to the existing problems of Hua Hin,mainly including clearing tourist demand of tourism market,segmenting market;improving the convenience of transportation and the city's transportation infrastructure,strengthening market supervision;strengthening the development and protection of tourism resources,focusing on the development of local culture and ancient buildings;paying attention to the tourism marketing and publicity,especially the word of mouth;strengthening government management and market supervision;riching tourism products and strengthening the supervision of entertainment projects.