A study of the impact of the demographic characteristic of Chinese tourists consumption behavior in Thailand

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Project Title: A study of the impact of the demographic characteristic of Chinese tourists consumption behavior in Thailand
Author: Ms. Hu Caimei
Advisor: Dr. Teerachot Phongtaveewut
Degree: Master of Business Administration
Major: Finance and Banking
Faculty: Graduate Schools
Academic year: 2018

Citation

Hu, Caimei. (2018). A study of the impact of the demographic characteristic of Chinese tourists consumption behavior in Thailand. (Independent study, Master of Business Administration). Bangkok: Siam University.


Abstract

The tourist industry is not an emerging industry, but travel is a globalized hot topic and becoming more and more popular especially in some developing countries such as China, India, Thailand, and many other Southeast Asia countries. Tourism even has been one of the primary sources of finance in some counties like Thailand and Malaysia. With the rapid growth of the national economy in China, citizens start to distract their attention to spiritual enjoyment and comfort. Travel is one of the most simple ways to enrich a peoples mental well-being. In recent years, the number of Chinese nationals that travel abroad is growing, especially people traveling to Thailand. Since its unique culture, abundant sightseeing resources, adjacent territories, and lower consumption level, Thailand has become the first choice when Chinese people decide to travel abroad. The enormous existing and potential tourist markets are expected to create vast wealth. Thus, it is practical significance to research the impact of demographic characteristics of Chinese tourists consumption behavior in Thailand and put forward corresponding countermeasures and suggestions for the Thai government and related enterprises.

In this study, the demographic characteristic of Chinese tourists was represented by gender, age, degree of education, and income. Their consumption behavior was described by traffic consumption, accommodation consumption, food consumption, as well as shopping and entertainment. For this paper, a questionnaire was designed with liker- scale model to collect the data about the factors above. According to the feedback information, Chinese tourists were mainly young and middle-aged with an undergraduate degree and medium to high-income level. Then, using multiple linear regression equations to analyze the relationship between demographic characteristic factors and the consumption behavior with SPSS, the results showed that the degree of education, income, and gender had a significant relationship with Chinese consumption behavior in Thailand. Finally, according to the research results, this study proposed some suggestions for the Thai government and relative tourism enterprises to serve Chinese tourists better.

 

Keywords:  Chinese tourists, Consumption behavior, Thailand, Demographic characteristic.


A study of the impact of the demographic characteristic of Chinese tourists consumption behavior in Thailand

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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