Expectations and Perceptions of Chinese Tourists Toward Tourism on Koh Mak, Trat Province

Abstract

   This research aimed to study of Chinese Tourists Toward Tourism on Koh Mak, Trat Province. It has the objectives: 1) to study the expectations of Chinese tourists toward tourism on Koh Mak, Trat Province; 2) to study Chinese tourists' perceptions of tourism at Koh Mak, Trat Province; 3) to study and compare the gaps and differences between the expectations and perceptions of Chinese tourists toward tourism on Koh Mak, Trat Province. Conduct research by exploring the data. The sample in this research comprised 385 Chinese tourists who live in Thailand. The instrument of the research was questionnaires. The statistics used in the researchwere percentage, mean and standard deviation. The research findings revealed that the majority of the Chinese tourist respondents who completed the questionnaire were female, aged between 21-25 years, and predominantly employed in the private sector with an average monthly income of over 30,000 baht. Most of the respondents chose activities such as visiting places of interest. The main reason for choosing Thailand as a travel destination was the country’s beautiful tourist attractions. Most respondents traveled to Thailand with friends and preferred staying at resorts during their visit. They mainly scheduled their trips during annual leave and used online applications to book services in Thailand. For the analysis of the expectations and perceptions of Chinese tourists towards tourism in Koh Mak, Trat Province, the findings are summarized as follows: In terms of environmental factors, Chinese tourists had the highest expectations and perceptions regarding the natural beauty of the tourist attractions. For experience factors, Chinese tourists had the highest expectations and perceptions about the friendliness and warm hospitality of the local community. Regarding points of interest, Chinese tourists had the highest expectations and perceptions about the variety of attractions, such as Koh Kham, the Cinnamon Pier, and walking streets. In the area of tourism services, Chinese tourists had the highest expectations and perceptions about the completeness of tourism-related information. For transportation, Chinese tourists had the highest expectations and perceptions about the affordability of public transportation services. When it comes to food and beverages, Chinese tourists had the highest expectations and perceptions about the variety of food and drink options available. Regarding accommodation, Chinese tourists had the highest expectations and perceptions about the affordability of accommodations. Lastly, in the area of recreational activities, Chinese tourists had the highest expectations and perceptions about the safety and guidance provided during activities.