Research On Thai Tourists' Tourism Consumption Behavior And Marketing Countermeasures In Kunming

With the globalization process,transnational tourism becomes a common phenomenon.The exchanges between China and Thailand have been developing continuously and cooperation is becoming more and more frequent.On this basis,both China and Thailand have witnessed great development in their outbound tourism,from the perspective of visitors,whether Chinese tourists to Thailand or Thai tourists to China is a very cost-effective choice.On the basis of literature and theoretical research,This paper uses field research and statistical analysis to survey the tourist consumption behavior of Thai visitors in Kunming,and analyzes the purpose of Thai tourists visiting Kunming,consumption budgets,ways to obtain tourism consumption information,shopping preferences,tourism consumption satisfaction and evaluation in the consumption process and problems in the consumption process,etc.The research of the thesis shows that: First,the purpose of visiting Kunming for business and visiting relatives are a large proportion of all Thai tourists.Their tourism consumption concept is mature,the requirements for tourism goods and services are relatively high,and they are more concerned with shopping activities such as shopping and entertainment.Second,middle-income people are a high proportion of tourists from Thailand to Kunming.The tourism products and services provided by Kunming are basically the same as their needs.Third,Thai tourists tend to choose rare products that are different from Thailand.Fourth,the main purpose of high-age tourists visiting Kunming is business and medical treatment.Younger tourists are generally traveling or studying abroad.Middle-aged tourists are mainly engaged in tourism,work and business.Fifth,the highest consumption satisfaction of Thai tourists in Kunming is an accommodation,followed by catering,entertainment,shopping and scenic spots.But the low satisfaction of Thai tourists in Kunming is transportation.Among the consumer,quality of goods and catering are low and the high price of the scenic spots are the most unsatisfactory factors for tourists.Sixth,the company and the school are another important channel for Thai tourists to obtain destination information,relatives and friends are also another significant channel for Thai tourists to get information.Seventh,the overall performance of the Kunming tourism market is quite good,but the quality of tourism services and the basic environment are still difficult for Thai tourists to accept.In particular,the lack of foreign language skills in tourism industry has restricted consumer's perception and consumption of Thai tourists.This paper is based on the market segmentation and marketing mix theory,according to the characteristics of tourism consumption behavior of Thai tourists in Kunming,the paper puts forward relevant suggestions on the tourism marketing strategy of Kunming.