GUIDELINES FOR TOURISM ORGANIZATION IMPROVEMENT FOR HIGH-INCOME INDEPENDENT TOURISTS FROM REPUBLIC OF CHINA

Abstract

The purposes of this research are to study the promotional tourism policies, roles of organizations related to tourism development, tourists' preferences, tourism services, and the suggestions from owners of tour companies and tour leaders toward tourism development for FIT tourists from the People's Republic of China. Qualitative research was used in the study with semi-structured questions used for in-depth interviews. The key informants consisted of 18 executive directors/mangers and tour leaders from both government and private organizations which responsible for providing services to tourists from Republic of China. The research found that guidelines of tourism development for FIT tourists from the People's Republic of China were: government organizations should focus on solving security problems, increase supervision of the private sector in improving transportation standards, develop visa system, establish a system to monitor and track illegal tour companies, promote tax returns, create new tourist attractions, food quality and price inspections as well as improve the cleanliness of tourist attractions, restaurant, toilets. While the private sector should increase the quality of service by improving Chinese language skills for their staff, create online media or application to serve tourists instead of let tourists used applications in China. Allowing tourists to book tour leaders and accommodation through the application of Thailand. The government organizations and private companies should work together to promote Thai tourism.