The Relationship between the Behavior of Chinese Tourists on Managing Customer Relationships of Tourism Enterprises in Thailand

Abstract

          The objectives of this study were to study 1) personal information of Chinese tourists visiting various places in Thailand, 2) tourism behavior of Chinese tourists visiting various places in Thailand, and 3) opinions of Chinese tourists with to the customer relationship management of tourism enterprises. The research method was population survey research, comprising 400 samples of Chinese tourists who were group tours and hotel stays in Bangkok. The research instrument was a questionnaire. Data were analyzed by computer processing software; the correlation was determined using ETA statistics.
          The results showed that most of the tourists' personal data were female, aged 18 – 30, and had a bachelor's degree. Most of them are concerned about the language and have the purpose of visiting for leisure. There are travel arrangements with tour packages and natural tourism behaviors. The favorite attraction of Chinese tourists is Chiang Mai Province. It is also popular in tourism expenses of 1000 yuan - 2,000 yuan. In terms of Chinese tourists' feedback on the customer relationship management of tourism enterprises, the relationship was at a high level.