Thai Beaches Tourism Image among Chinese Millennials in Thailand
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Abstract
Chinese Millennials are Chinese mainland who were born in 80s and 90s represented over 31% of China’s total population (which are more than 415 million Chinese) who make trip average at 2.3 trips per year. Chinese Millennials spend money on their travel in average US346$ per day. The aim of this paper was to discover and investigate Thai beaches images among Chinese Millennials on mobile Chinese application (Ctrip, Qunar, Mafengwo and Qyer) and the result revealed that there are 4 top beaches destinations in Thailand Chinese Millennials frequently searched which are Phuket, Pattaya, Samui and Krabi. It indicated that Chinese Millennials perceived Thai beaches as having variety activities to engage both land-based and sea-based activities. Thai beaches are beautiful, nice, clean and good environment. Local Thai foods are interesting and all destinations are good for family trip and honeymoon trip. Destinations also offer attractive hotels which offer impressive services and facilities. From the study, there were four strategies for making a tourism development plan; awareness building strategy; Infrastructure Development and Improvement Strategy human resource development strategy and strategy to promote the beach as a tourism destination. Thai beaches are beautiful, pleasant, sanitary, and have an appealing climate. Local Thai cuisine is intriguing, and all destinations are suitable for family vacations and honeymoons. Destinations also feature appealing hotels with remarkable services and amenities. The study revealed four strategies for creating a tourism development plan: awareness building, infrastructure development and improvement, human resource development, and strategy to promote the beach as a tourism destination.
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