The Research Of Chinese Tourists' Consumption Behavior On Sunday Night Market In Chiang Mai,Thailand

It is well known that tourism industry has become an important economic pillar of Thailand.With the rapid tourism industry development,Chiang Mai has become one of the largest tourism markets which has a good development trend in Thailand.Chiang Mai is the tourist center in northern Thailand,it has a unique culture of northern Thailand and abundant with natural attractions,tourist attractions and historic sites so there are many domestic and foreign tourists,including Chinese tourists,visit Chiang Mai every year.With the continuous improvement of the living standard of Chinese people,more and more Chinese tourists have chosen to travel abroad,because domestic tourism can hardly meet their needs.In recent years,China ranked first in the category of tourists in Chiang Mai.Therefore,China plays an important role in the development of Chiang Mai's tourism industry.With the continuous development of tourism industry in Chiang Mai,relying on local natural resources and local culture to attract tourists has been unable to meet the requirements of the development of Chiang Mai tourism market.Chiang Mai Sunday night market is a combination of Chiang Mai local people's daily life fragments,cultures,traditions,and local characteristics of commercial pedestrian street.Chiang Mai Sunday night market is a concentration of tourists,so it is an important part of national tourism strategy.Therefore,the study on consumer behavior in Chiang Mai Sunday night market is particularly important.Chiang Mai Sunday night market is an important part of Chiang Mai tourism market.Here,visitors can experience not only Chiang Mai local culture and customs,but also various unique goods,northern Thailand food and snacks,spa,massage etc.This paper is study on the research of Chinese tourists' s consumer behavior in Chiang Mai Sunday night.Through the design of questionnaire and the field investigation.The collected questionnaires are processed data and analyzed and the results are finally obtained.This paper mainly adopts consumer behavior analysis "5W1H","4P theory" of marketing,percentage,frequency,mean,standard deviation,cross analysis and ANOVA test to analyze the questionnaire.First,the percentage method is used in this paper to summarize and analyze the proportions of gender,age,education background,occupation,and income variables of the participants.In the meanwhile,frequency,mean and standard deviation are used to analyze the travel information and consumption preferences of Chinese tourists and factors affecting consumption behaviors.Finally,crossanalysis and ANOVA test are used for further analysis.Second,analyse the consumer behavior of respondents by using "5W1H" and "4P theory".One of the marketing strategies,the consumer behavior analysis "5W1H" mainly from who participates in the buying? What does the consumer buy? Why does the consumer buy? Where does the consumer buy? When does the consumer buy? How does the consumer buy?,using these 5 questions for analysis and 4P theory is used for analyse the satisfaction of respondents on food,goods,services and environment of Chiang Mai Sunday night market.This thesis presents an analysis of Chinese tourists' s consumer behavior in Chiang Mai Sunday Night Market and try to understand consumer behavior and factors that affect Chinese tourists.At the same time also found deficiencies in Chiang Mai Sunday Night Market.Thus,it is proposed corresponding countermeasures and advice to provide a better basis for the development of Chiang Mai Sunday Night market,this paper also put forward the limitations that may exist in this research which may need further researches to solve them.