Research On Tourism Shopping Behavior And Consumption Of Chinese Tourists Travelling To Bangkok,Thailand

Nowadays,Chinese tourists have become the most important driving force for the development of Thailand's tourism industry.The number of Chinese tourists travelling to Thailand is increasing year by year.In addition,they are also enthusiastic shoppers.In the past decade,China has become Thailand's largest inbound tourist source country.Among the foreign tourists in Thailand,the number of Chinese tourists is not only the largest,but also their tourism consumption accounts for the first proportion of the foreign tourists' consumption of Thailand.The Chinese tourists shopping has become an important part of income for Thailand.Due to the constant changes of tourist demands and their consumption behavior that directly affects the development of Thailand's tourism industry,this research is for further studying on Chinese tourists' shopping behavior to provide more satisfactory services for the inbound Chinese tourists in such a fierce competition in the tourism market.To improve and enhance the quality of tourism services for increasing more income to the overall economic of Thailand.As Thailand's capital and national political,economic and cultural center,Bangkok has always been one of the world's top tourist destinations as well as the first choice for Chinese tourists to visit Thailand.Based on the above background,this paper takes the Chinese tourist travelling to Bangkok Thailand for the research.By using literature research,questionnaire survey and statistical analysis to conduct in-depth on Chinese tourists' shopping behavior,including the problems that they faced while travelling and shopping in Bangkok.Then analyzing Chinese tourists' satisfaction on tourism shopping.The suggestions for promoting Chinese tourist's consumption in Thailand are stated in this paper based on the study and analysis.Through empirical analysis,it is found that the proportion of male and female Chinese tourists visiting Bangkok is relatively balanced.The age among them mostly is in the range of 18-29 years old.The education level is generally high,and the consumption ability is strong.Most of the Chinese tourists visit Bangkok for the first time.Most of them are self-traveling.They mainly travel with friends and family.And Chinese tourists stay in Bangkok for at least five days.Among the travelling purposes,the first is leisure and sightseeing followed by cntertainment and shopping.From the overall tourists' shopping behavior,most Chinese tourists are willing to buy shopping goods in Thailand.They will choose to buy the commodities with their own experience,preferences and the introduction of relatives and friends.Cosmetics are the most favorite products for Chinese tourists.In addition,different Chinese tourists also have some differences in shopping locations and products preferences.Among the factors that Chinese tourists encountered and affect their shopping are language problem,the price of goods,the crowded shopping place,the convenience and safety of transportation,and the fraud.Through the survey of tourists' satisfaction,it is found that Chinese tourists are relatively satisfied with Bangkok's tourism commodity price and quality,commodity diversity,shopping environment,good service minded and payment method.Moreover,they are quite satisfied with overall of their shopping in Bangkok.Based on the study and analysis,this paper puts forward the corresponding marketing strategies and suggestions for the diversification of price and category of shopping products,strengthening the quality of goods and service,as well as the promotion to support the development of tourism shopping market of Thailand.