| Abstract | China has witnessed a huge emerging outbound tourist generator in recent years and the
momentum keeps gaining remarkably. Surprisingly, very little has been done to examine the
phenomena and to reveal the implication behind it. As Thailand is a prominent international
destination and Chinese visitors have a prominent presence there, this study was based in Thailand.
For solidifying the study, apart from accessing to official statistic data and publications, sample
surveys were conducted both in Thailand and China.
This study found that the Chinese (including Mainland China, Taiwan and Hong Kong) are
the largest power not only in terms of tourist arrivals in Thai market but also in terms of
expenditures. Meanwhile, Thailand posted almost always as one of the top foreign destinations to
Chinese tourists no matter they were come from the Mainland, Taiwan or Hong Kong. However, in
terms of places and activities covered or trips per capita ratio, the Chinese outbound as a whole is
still in it's early stage of development. Most Chinese were first time travelers and on packaged tour.
Chinese tourists were fantastic shoppers. However, that does not necessarily mean they are big
spenders. Gift-buying was their top concern. Sex was a sensitive issue. Upon planning overseas
travelling, safety was ranked as the No. l attribute in destination selection. Chinese tourists were
generally fairly satisfied with their trips there, but there are also a few serious complaints such as
poor guide service and tasteless foods which tlu·eaten the sustainable development of the business.
Cost was perceived as the top concern for visiting Thailand, followed by travel documents,
language barrier and time available. The Chinese share in Thai market would likely reach some fifty
percent in some 15 years, more than doubling the eighteen percent at present, which indicates
fundamental changes of the business.
Recommendations for drawing more Chinese tourists and keeping the momentum healthy
including: improving service quality through re-training and establishing quality monitoring system,
promotion campaigns in Chinese with focuses on new destinations and alternative activities, further
relaxation of visa control, reduction of language barrier, development of Chinese oriented catering
expertise and promotion of regional cooperation. |