A STUDY OF CHINESE USAGE IN SERVICE INDUSTRY───TAKING AMPHAWA FLOATING MARKET AS AN EXAMPLE

Abstract

 Nowadays, Thailand is the well-known tourist destination. Foreigners travel to Thailand, and one of them is Chinese tourists. They visit to Thailand about 9.83 million people per year,one of the places that they attended to travel is the floating market. Therefore, the important factor for the Chinese tourists is the Chinese language services. This study aims to analyze the Chinese communications and the factors that influenced in the floating market by a case study of Amphawa floating market. 

This research havecreated the questionnaire about the Chinese language services at Amphawa floating market. The involved contents of this research are 3 chapters such as chapter 1: the development of the floating market and tourism in Thailand, chapter 2: the exploration of the floating market near Bangkok and the satisfaction of the Chinese tourists, and chapter 3: the estimation of Amphawa floating market with the questionnaires and interviews for analyzing all situations in the Chinese tourists traveled in Thailand, the problems, and the solutions for attracting the Chinese tourists traveled to Amphawa floating market. 

Results of this study revealed to the survey about the using of the Chinese for services at Amphawa floating market. Most of the sellers using Thai and English as the main languages while the Chinese language is found on only the names and prices tag because they cannot communicated. The situation should be improved such as signposts and sign to introduce about the history of tourist attractions because as the information are in Thai only. Therefore, it should be develope to provide the tourists with sufficientiy information.