Guidelines for Developing Shopping Tourism for Chinese Tourists in Pattaya
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Abstract
This research aims to study shopping behaviors of Chinese tourists in Pattaya, its problems and obstacles in developing tourism. Also, this research aims to provide guidelines to develop Pattaya as a shopping tourism city for Chinese tourists. Data for this qualitative research was collected by in depth interview with 30 key informants from governances and private sectors. Data was analyzed using content analysis. The result shows that mainland Chinese tourist samples are important to Thai tourism industry in terms of 1) their image (large size of market, tourism popularity, diverse needs, better tourist quality and more positive image of mainland Chinese tourists) 2) their travel behavior (sharing on social network, researching through online media and being independent travelers) 3) shopping behaviors (country-exclusive products, shopping from reliable stores, preference for promotions and purchasing souvenirs on-site) and 4) attractive products (food, handicraft, clothes, spa products and cosmetics). For guideline to develop the potential for tourism, it should 1) prioritize the development of policies and strategies for tourism in the area 2) develop niche markets 3) develop public transportation, safety and staffs 4) control prices and quality of products and 5) communicate through social media. The result from this study serves as a database to develop Pattaya’s tourism and increase revenue from tourism.
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