AN APPROACH TO THE DEVELOPMENT OF CHINESE TOURISTS IN KOH CHANG FROM THE BUSINESS OWNER’S PERSPECTIVE
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Abstract
The research aimed to 1) study the behavior of Chinese tourists in Koh Chang in the business owner’s perspective,) investigate the business owner’s attitude towards the visit of Chinese tourists in Koh Chang. This study was conducted in a qualitative research method. The structured interview was conducted to 30 stakeholders in Koh Chang: hotel management, food shop owner, land transport owner, ferry owner and the travel agencies. The qualitative research applied the content analysis. The interview data indicated as follows:
1)e Chinese tourists paid an important role in generating the revenue in Kho Chang. The majority of the Chinese tourists traveled with their family by own arrangement after collecting the travel data from the internet. The variety of tourism activities as well as the beautiful nature, island culture community and the fruit orchard made the Chinese tourists prefer to visit Koh Chang for their holiday all year –round.
2) The business owners in Koh Chang displayed the need to enhance the tourism for Chinese market. There were a number of challenges in delivery service to Chinese tourists consisting of the significant influence of Internet /online media towards Chinese tourists, the difference between Thai and Chinese languages and culture, the Chinese tourist expectation and travel experience, Thai political stability, tourism rivalry countries and the economic condition.
Article Details
The published article is a copyright of the Academic Journal of Thailand National Sports University. The passage appeared in each article in this academic journal is a perspective of each author which is not related to the journal. Each author is required to be responsible for all components of his/her own article. If there are any mistakes, each author must be responsible for those mistakes on his/her own.
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