Post-Pandemic Shifts in Chinese Tourists’ Consumption Culture and Their Impact on Chiang Mai Tourism: A Cross-Cultural Adaptation Perspective

Abstract

             This study takes Chiang Mai, Thailand, as a case study and explores the impact of changes in Chinese tourists’ consumption culture on the local tourism industry in the post-pandemic era from the perspective of cultural adaptation. Based on questionnaire surveys, semi-structured interviews, and secondary data analysis, this study examines the characteristics and underlying mechanisms of changes in Chinese tourists’ consumption behavior.

             The findings show that, in the post-pandemic era, Chinese tourists’ travel patterns have gradually shifted from traditional group tours to independent and customized travel, while consumption patterns have transformed from shopping-oriented consumption to cultural experiences, parent-child interaction, and emotion-oriented consumption. Hygiene, safety, and service details have become important factors influencing travel decisions. Meanwhile, the widespread use of mobile payment systems and online booking platforms has accelerated the digital transformation of Chiang Mai’s tourism industry. However, limitations in language communication and cross-cultural service capabilities still affect tourist satisfaction to some extent. Significant differences in consumption preferences are also observed among different age groups: younger tourists pay greater attention to cultural experiences and social sharing, middle-aged tourists emphasize family needs and safety, whereas older tourists tend to prefer traditional sightseeing activities.

The study suggests that the changes in Chinese tourists’ consumption culture in the post-pandemic era not only reflect adjustments in tourism consumption structures, but also indicate transformations in tourists’ cultural adaptation patterns within cross-cultural contexts, further promoting the restructuring of tourism service models and tourism spaces in Chiang Mai. Based on these findings, this study proposes several optimization strategies, including upgrading digital services, innovating cultural tourism products, and improving cross-cultural service capabilities. The research provides practical references for China–Thailand tourism cooperation and regional tourism recovery, while also enriching the theoretical perspectives of local tourism consumption studies in the post-pandemic era.