Research On Chinese Tourists To Thailand Tourism Behavior Pattaya Of Thailand As An Example

Tourism industry which is Thailand’s one of the most important sources of income plays a vital role in Thailand economic and social development. The sustainable development of tourism not only helps raise the living standard of Thailand people, but also provides Thailand people with more employment opportunities. The number of tourists travelling to Thailand increased rapidly every year, especially from China. China has currently become the largest tourist market of Thailand. Pattaya, Thailand has become a very popular destination among Chinese tourists when travelling to Thailand. In order to promote the healthy development of Thailand tourism more efficiently and provide foreign tourists with better services, analysis on tourist travel motivation and tourist behavior has important practical meaning.Firstly, this paper collates and summarizes the study of tourism behavior and related theories of domestic and foreign tourists, then on this basis analyze the situation of Chinese tourists to Thailand. Also, through the selection of sample, the design of the questionnaire, analyze behavior characteristics of Chinese tourists travelling to Thailand. The results show that:(1) Chinese visitors mainly travel to Thailand in holiday, weekend and golden week. The proportion of tourists choosing travel alone is higher, reaching 56.3%. (2) Chinese tourists travelling to Thailand mostly choose automobile as main means of transportation. Hotel as means of accommodation. (3) The proportion of male is higher than female. (4) About favourite destinations in Pattaya, Thailand,75% of above 40 years old group tend to enjoy seaside scenery,63% of above 60 years old Chinese tourists tend to enjoy cultural landscapes. Chinese tourists travelling to Pattaya, Thailand care more about tourist attractions and tour guide service, also pay more attention to food and entertainment.According to the above analysis results, this paper proposes the following recommendations:(1) Defining market segments, promoting diversified products; (2) Making scientific planning, guaranteeing the quality of tourism services and features; (3) Developing personalized experience projects, mining female tourists consumption potential; (4) Strengthening regional cooperation in Thailand, enhancing the Chinese traditional holiday marketing efforts; (5) Plunging into Thailand surrounding tourism market; (6) Improving the traffic infrastructure, promoting the construction of scenic area system.