Marketing Factors that have Influences on Choices of Chinese Tourists to Choose Thailand as a Destination

The research on marketing factors that have influences on choices of Chinese tourists to choose Thailand as a destination attempts to study Chinese tourists' travelling behavior in Thailand and to evaluate marketing factors that have influences on their decision making. Population of the study is 100 Chinese tourists and questionnaires were used as tools to collect the data. Statistics used to analyze the data collected are percentage and mean. Descriptive statistics and inferential statistics were applied for hypothesis test. The research revealed that most of the questionnaire respondents were female aged 21-23, married, graduated Bachelor's degree, working in private companies with average monthly income of 20,001-25,000 Baht. The samples' travelling behavior in Thailand was found to prefer most on the southern region since there are various places to visit. Average spending for each trip in Thailand is approximately 30,000 ? 40,000 Baht. Most of the respondents have visited Thailand twice and they prefer to use service of tour agents. Most of them prefer to travel and enjoy the nature, and they tend to come between October ? December. Family and relatives play important role in choosing to travel to Thailand. Each visit is approximately one week in average. The main purpose to visit Thailand is for relaxation, and most of them choose to stay in hotels. For marketing factors that have influences on Chinese tourists' decision to travel to Thailand regarding product aspect, it was found that samples had high level of opinion especially concerning quality of tourist places, facilities, and convenience to use. Price was found to be in high level of measurement in average especially availability of various payment modes. Distribution channel was in high level of opinion regarding convenient accessibilities and various modes of tour reservation. For promotion, it was found to have high level of opinion especially about promoting local activities during annual festival. From the result of the study, it is recommended that authorities concerning tourists should pay attention to improving quality of tourist places and facilities to reach a standard while adding more number of equipments to match with number of Chinese tourists. Reservation and payment modes need to be variously available. Local activities of each interesting tourist site should be promoted to attract Chinese tourists.