Research On Marketing Tactics For Attracting Chinese Tourists To Thailand

Thailand is the country with the 4th highest income from the tourism industry in the world.The tourism industry is one of Thailand's main economic sectors,accounting for 21.6%of its GDP.Tourism revenue comes from not only hotels,airports,or tourism companies but also restaurants,clothing,and souvenirs.The tourism industry's income is distributed in many parts of the economy and boosts the development of the Thailand economy.Therefore,Thailand's tourism plays an important role in the economic development of Thailand.In Thailand,Chinese tourists remain an important customer group,accounting for 27%of all foreign tourists.However,Thailand is facing increasing competition from neighboring countries such as Vietnam and Myanmar,causing the growth percentage of Chinese tourists in Thailand to decrease.Due to the decline in the growth percent of Chinese tourists in Thailand,the Thailand tourism industry needs to understand more about the characteristics and decisions-making process of Chinese tourists,so as to set a marketing strategy that can attract Chinese tourists to visit Thailand.This research will work as a basis for the Thailand tourism industry,and a guideline to understand the characteristics and decisions-making process of Chinese tourists and to set marketing strategies to attract Chinese tourists to Thailand.It performs surveys and collects data from questionnaires targeting Chinese tourists who visited Thailand in March 2020.The survey shows that most Chinese tourists are males aged 20-29 years,with an average education level of bachelor's degrees and the monthly income of between CNY5,000 and 5,999.The analysis of factors affecting Chinese tourists to Thailand shows that the most important factor is the safety of the environment of the destination.And the analysis of the satisfaction level of Chinese tourists with Thailand tourism shows that Chinese tourists are most satisfied with the price.Upon the survey findings,several marketing mix tactics are proposed.The research finding is helpful for Thailand's tourism fipns to develop and improve their marketing strategies to meet the tourists' expectations and to guide the government of Thailand on how to make and revise their policies to attract more Chinese tourists to Thailand.