Research On The Factors Of Chinese Tourists Shopping Behavior In Pattaya Thailand

In recent years,with the continuous development of tourism,more and more people's concept of buying goods has changed greatly,pay more attention to a series of characteristics of the commodity itself.Chinese tourists have a far-reaching impact on the development of tourism in Thailand,bringing great profits to the localities and have been fully and thoughtfully serviced.However,as Chinese tourists travel to Thailand become more and more convenient,their enthusiasm for shopping in Thailand has become no strong in the past;in addition,neighboring countries are also vigorously developing tourism,and Thailand caused a series of competition,making Thailand's tourism industry has lost a lot of business opportunities,which will have a huge impact on the development of tourism in Thailand.Therefore,the study of tourism purchase behavior will affect the development of a regional tourism industry and provide important reference value for the government to formulate tourism commodity policy.Based on this background,the study of this paper is of great significance to the development of tourism in Thailand.Based on the theory of consumer behavior and the theory of consumer demand,this paper studies the factors influencing the purchase behavior of tourism products by using empirical research method,literature research method and regression analysis method synthetically.And through the collection of relevant literature at home and abroad to sort out the influencing factors of the purchase of tourism products,and from personal factors,product factors and environmental factors in three aspects of the corresponding research assumptions,build theoretical research model.Based on the data of Pattaya tourism products,binary logistic regression analysis was carried out using the relevant statistical software.The results showed that lifestyle,income level,price,and reference population had significant effects.In these factors,lifestyle and reference object is the main factor affecting the behavior of tourism goods purchase,and tourism shopping experience and shopping environment has not been tested,so the impact of the two factors is not significant.Based on the research results,this paper puts forward the corresponding suggestions for the further development of tourism commodities by enterprises and governments.From the enterprise level,we should do the following three aspects: First,the choice of reference groups to stimulate the consumption of tourism products;Secondly,the effective management of goods,improve service quality;Finally,establish brand awareness,and strive to enhance corporate culture.From the government point of view,on the one hand is to regulate the marketing of goods means to develop and improve the relevant laws and regulations;the other hand,to increase financial support.