Thai Tourism Research Articles

Guidelines for the development of tourism for tourists with different demographic characteristics in Sichon District, Nakhon Si Thammarat Province

The purposes of this research were to compare demographic characteristics and motivations of tourists as a push factor and a pull factor, to assess the potential of the tourism components, and to propose guidelines for the development of tourism for tourists with different demographic characteristics in Sichon District, Nakhon Si Thammarat Province. It was collected information from four hundred Thai tourists who traveled to the tourist attraction in Sichon District, Nakhon Si Thammarat Province. Then it was analyzed using statistical, descriptive, mean, standard deviation, t-Test One-Way ANOVA interpretation, and qualitative research by Non-participant observation of the five tourism components (5A). It found that the samples with different genders, ages, monthly incomes, and domiciles had different tourism behaviors, but the samples with different marital statuses do not have different tourism behaviors. The main reason for traveling to Sichon District, Nakhon Si Thammarat Province was the need for change and self-development, followed by the response to private needs. In terms of pull factors, it found that the samples focused on tourist attractions at a high level, followed by amenities, access, accommodations, and activities were at moderate to high.

Linking Tourism Routes by using a Logistics management system in Chawang District, Nakhon Si Thammarat Province

The objectives of this research are 1) to study the needs of tourists towards tourism models in Chawang district, Nakhon Si Thammarat, and 2) to manage the linkage of tourism routes by using a logistics management system in Chawang District, Nakhon Si Thammarat. The research tools used for collecting were questionnaires collected from four hundred tourists who traveled in Chawang district and qualitative research, interviews were used with the government and private sectors, people in communities, and entrepreneurs in Chawang district, Nakhon Si Thammarat. There were fifteen samples The statistics used in the data analysis were frequency, percentages, mean and standard deviation (S.D.). The results of this research found that 1. Most tourists prefer to travel to natural tourist attractions with two hundred and thirteen people followed by cultural tourism sites with one hundred and fifty-two people and agricultural tourism with thirty-five people. 2. The results from the study of the tourists’ demand level for logistics services in the tourism aspect, Chawang district, Nakhon Si Thammarat, consisted of physical flow, information flow, and financial flow.  It showed that the tourists had a high level of needs in all three aspects. The most demanding aspect was the financial flow with the demand for goods/services, payment via credit/debit, or pay for goods/services via QR Code with mobile applications, followed by the information flow, the tourists want to get the map’s leaflet that gives the information about the direction, location of the places, and the physical flow, the tourists want to travel and stay in the safe accommodations and the safe communities, respectively. Reference Branford, M., and Lee, E. (2004). Tourism and Cultural Heritage in Southeast Asia. Bangkok: SEAMEO – SPAFA. Buranawimonwan, N. and Sukphet, K. (2018). “Tourism Logistics Context: Physical Flow on the Tak route - Mae Sot,” Journal of Dusit Thani College, 12(2), 80-96. Chaichan, T. (2012). Logistics Management for Tourism in Wang Nam Khiao District, Nakhon Ratchasima Province, Suranaree Journal of Science and Technology, 6(2), 17-33. Chantani,M. and Plangklang, L. (2017). Personnel Potential Development in the Community for Tourism Management Community Sustainability, Lat Chado Subdistrict, Phak Hai District, Phra Nakhon Si Ayutthaya Province, Phetchabun Rajabhat Journal. 19(2), 45-55. Chittangwattana, B. (2005). Thailand's Timeless Business Tourism Industry, Bangkok: CP Book Standard. Chomborisut, B. (2020). Linking tourism resources and activities of Chon Daen District to promote tourism at Sustainability of Phetchabun Province, Master of Science, Naresuan University, Phitsanulok. DeeSiltham, K. (2005). Logistics Management. Bangkok: Manager. Division of Tourism and Sports Economics. (2018). Tourism situation, December Bangkok: Ministry of Tourism and Sports. European Parliament, Luxembourg. (2002). European Union Action in the Tourism Sector – improving support measures for sustainable tourism. searched on November 22, 2019, retrieved from https://www.pik-potsdam.de/avec/peyresq2003/talks/0917/sillence/ background_literature/stoa103sum_en.pdf Goossens, (2000). Tourism Information and Pleasure Motivation. Annals of Tourism Research. 27(2):301-321. Jaroonsrirotikamjorn, W. (2017). The efficiency of Logistics Management of Tourist Attractions in Kamphaeng Phet Province, Journal of Modern Management Science. 10(2), 213 – 229. Mancini, M. (2005). Access introduction to travel and tourism. Australia: Thomson/Delmar Ministry of Tourism and Sports. (2011). The Ministry of Tourism and Sports Strategy No. 4 (2017-2021), searched on October 20, Retrieved from Morgan, N and Prichard, A (2000). Advertising in tourism and leisure. Oxford: Butterworth- Muller, H. (2001). Tourism and hospitality into the 21st Century. In A.lockwood & S.Medlik (Eds). Tourism and hospitality in the 21st Century. Oxford: Butterworth- Heinemann. Silcharu, T. (2009). Research and statistical analysis with SPSS. 10th edition. Bangkok: Business R&D. Sorat, T. (2009). Warehouse and Distribution Management Manual. Bangkok: V-Serve Logistics. Textor, R. B. (1980). A Handbook on ethnographic futures research. 3rd Cultural and Educational Futures Research Project, School of Education and Department of            Anthropology, Stanford University, Stanford, CA. Thongwilai, B. (2016). Survey Component Analysis of Pranburi Tourist Route Prachuap Khiri Khan Province For Thai tourists, Master of Arts: Bangkok. Uttayan, C. (2018). Tourist behavior, searched on October 25, 2019, retrieved from          http://Touristbehaviour.wordpress.com. Wanichbancha, K. (2006). Statistics for Research, 2nd Edition. Bangkok: Chulalongkorn University Book Center. Wongcharoenchaikul, S. (2018). A Study of Cultural Tourism Development Guidelines, Muang District, Uthai Thani Province, Master of Business Administration, Silpakorn University: Bangkok.

Brothers or “Others”? Attitudes of Thais Towards Chinese Tourists during COVID-19

ABSTRACT Although the influx of Chinese tourists boosts the economies of host countries, their arrivals are not without doubt. The present study aims to explore what underlies different attitudes of Thais toward Chinese tourists in the lens of exchange and contact at a time when the Covid-19 pandemic was decimating Thai tourism. By examining the nature and intensity of host-tourist contacts, and through thematic analysis of interview data, this study found that although the economic importance of Chinese tourists became salient when the pandemic drove away tourists, what substantiated an exchange approach represented by Social Exchange Theory was locals’ social and symbolic benefits/costs. Drawing on intergroup contact theory, we found that for Thais to improve their attitudes toward Chinese tourists, or metaphorically speaking, to find their lost brothers, social-cultural compatibility and resonances between the two peoples aroused in sustained interactions was the key. This study suggests that tourism researchers pay careful attention to the interplays of cultural particularities and the landscape-changing pandemic in a more complicated reality, when applying existing theories.

Applying Lexical Profiling to Construct Technical Word Lists for Thai Tourist Guides

Applying Lexical Profiling to Construct Technical Word Lists for Thai Tourist Guides

The Influence of Customer Trust and Loyalty on Repurchase Intention of Domestic Tourism: A Case Study in Thailand During COVID-19 Crisis

The study aimed to investigate the level of customer trust, loyalty, and re-purchase intention of coastal tourism in Thailand during the COVID-19 crisis;to test the different levels of customer trust, loyalty, and re-purchase intention by local tourists between East-side and West-side coasts of Thailand;and to examine the influence of customer trust and loyalty on re-purchase intention in coastal tourism. Using multistage sampling, this study sampled 487 Thai local tourists who had experienced coastal tourism in Thailand during the COVID-19 crisis. A questionnaire, descriptive analysis, independent sample t-test, correlation matrix, and multiple regression analysis were used to collect and analyze the data. All customer trust, loyalty, and re-purchase intentions in coastal tourism by local tourists were at a high level. There were significantly different levels of customer trust, loyalty, and re-purchase intentions by local Thai tourists between the East-side and West-side coasts of Thailand. Moreover, the study found that there was a significant positive influence of customer trust and loyalty on re-purchase intentions in coastal tourism by local tourists in Thailand during the COVID-19 crisis. This study indicates that Thai tourism industry still must develop and improve its local customer loyalty and trust because these positively influence customer re-purchase intentions.

Guidelines for Creative Ecotourism Management of Bang Pu Community, Pattani Province, Thailand

The objectives of this research were to 1) to study and analyze the potential of ecotourism resources of Bang Pu community, Pattani Province, 2) to study the needs of stakeholders to the creative ecotourism management of Bang Pu community, Pattani Province, 3) to study behavior and the needs of the Thai eco-tourists towards the ecotourism management model, and 4) to develop products and creative ecotourism activities of the Bang Pu community, Pattani Province.This mixed methods research applied the concept of ecotourism, creative tourism, development of tourism resources, participatory development, and tourism decisions as the research framework. The research area was Bang Pu district, Pattani province. The sample group consisted of 385 Thai ecotourists who were selected by the convenience sampling method. The key informants were 50 local stakeholders who were selected by the purposive sampling and snowball sampling methods. An in-depth interview and participant observation were used to collect the data. There were 5 types of research instruments which are: 1) questionnaires 2) the resource check list by using SWOT Analysis. 3) Diversity Index Survey, and 4) Researcher Interview Form. 5) The quantitative data were analyzed by basic statistics such as Percentage, Means, Standard Deviation, and Inferential Statistics such as T-Test, One-Way Analysis of Variance (ANOVA), Chi Square Test. The qualitative data were analyzed with the content analysis and descriptive writing methods. The results illustrated that the potential ecotourism resources included mullet, scats, eeltail catfish, bass, stingray, egret, Cormorant, Asian openbill, kingfisher, and Brahminy kite. Furthermore, the first demand of the local stakeholders for development wasthe provision of tourism activities and stations to be consistent with Islamic principles, followed by tourism management and safety. The results also showed that Thai tourists had a high level of demand for ecotourism. Guidelines for the creative ecotourism management of Bang Pu Community, Pattani Province based on the results of the analysis of the potential resources of creative ecotourism of Bangpu Community, Pattani Province. It is a creative ecotourism destination. Therefore, the researcher has recommendations for the development of 7 areas, which are as follows, 1) Tourism locations and attractions 2) Accessibility 3) Accommodation 4)Facilities 5)Tourism activities 6) Management 7) Aspect of community participation.

The image of historical tourism in the area of the Ayutthaya Historical Park affecting the decision to visit of Thai tourists in Phra Nakhon Si Ayutthaya

This research study aims to 1) study the personal factors influencing the decision to visit among Thai tourists visiting the Ayutthaya Historical Park area 2) study the image and decision making in the historical tourism in the Ayutthaya Historical Park of Thai tourists. The study was a quantitative research. The sample was 400 Thai tourists traveling to Ayutthaya Province. The research tool was a questionnaire. The data were analyzed by using statistics including frequency, percentage, mean, standard deviation and multiple regression analysis. The results of the research found that the level of opinion on the historical tourism image in the Ayutthaya Historical Park area in terms of the image towards the overall place was at a high level (x = 4.17). When considered individually, it was found that the item with the highest average was Ayutthaya Historical Park as a valuable tourist attraction for society and the nation (x = 4.34), followed by the Ayutthaya Historical Park, which is a historic tourist attraction (x = 4.25), Ayutthaya Historical Park was a valuable tourist attraction in the field of art (x = 4.20), Ayutthaya Historical Park was a world famous tourist attraction (x = 4.09) and the Ayutthaya Historical Park was a tourist attraction with a revered temple (x = 3.99), respectively.

Destination development by sport event tourism (SET): a case study of Thailand

Thailand is a canvas of opportunity upon which to design the quintessential pleasure dome of tourism through sports events if the socio-economic and political obstacles can be circumnavigated. Thailand’s economy is expected to reach average GDP growth of 3.2% between 2019 and 2023. However, few studies have examined how Thai sport and sport event tourism (SET) are efficiently or effectively promoted. In particular, it is encouraged to establish a model for a destination’s economic leverage, empirically underscored by industry thinktanks that propose how to utilize events to engender short and long-term benefits for a host destination. Such an approach can help countries such as Thailand to improve their destination development in the long-term. The current study reviewed the existing policy and systems of sport event tourism in Thailand and provided the better way to promote Thai sports and tourism. The results of this study show that the economic impact is significant for a destination by sport event tourism in Thailand. Some critical factors (e.g. government and local community involvement) should be discussed in future study.

Imagining communities through friction in the World Heritage Site of Luang Prabang, Laos

In the heritage site of Luang Prabang, Laos, international and local stakeholders employ the practices and rhetoric of conservation to constitute and reaffirm their belonging to imagined national communities. By negotiating with each other the preservation of old houses and temple rites, French heritage experts reaffirm the role of France as a universal civilizing power, Laotians validate the status of Laos as pearl of unsullied Buddhism, and Thai tourists enhance their status as a modern, progressive nation. While many studies have linked heritage with colonial and national identity, we demonstrate how a single site may serve to confirm multiple national identities through friction with significant cultural others. Heritagization may thus be both a repressive, as well as a creative force in forging dynamically evolving identities.

COVID-19 effects on Tourism and Business in Thailand

COVID-19 is a Pandemic disease spreads from Wuhan, China, to all over the world since late December 2019. At present, there is no drugs and vaccine available for this disease. It is the most recently discovered infectious coronavirus disease. Before the outbreak in Wuhan, China, in December 2019, this new virus and disease were unknown. The coronavirus pandemic affects various businesses in Thailand, especially Tourism and its related businesses. Because of this uncertainty, this disease affects harmful and severe economic declines in the country. This study aims to explore the effect of COVID-19 on Thai Tourism and businesses in Thailand. Qualitative Research was used in this article. This paper uses mostly secondary data from various trusted sources to enrich the quality of the information. The findings conclude that Thailand Tourism is estimated to affect 1.9 Trillion Baht as the revenue in 2020. Also, businesses in Thailand drop to USD 5 to 6 Billion from different business sectors. Thailand Tourism and its related businesses lost their sources severely, but the industry will get back soon once the situation is better and back to normal life. Aggregate demand needs to be boosted so that the supply chain is stimulated to restart economies.

THE IMPACT OF TOURISM ON ELECTRICITY IMPORTS BY THAILAND FROM LAO PEOPLE’S DEMOCRATIC REPUBLIC

The objective of this research is to explain how Thai tourism affects the quantity of electricity imported by Thailand from Lao PDR. Data were quarterly data from 2000 to 2019 estimated with the autoregressive distributed lag (ARDL) procedure. The results show that all variables are cointegrated. For the long-run equilibrium, tourism and income factors have a positive effect on the quantity of electricity imports. In the short-run equilibrium, income, price, exchange rate and tourism factors will return to long-term equilibrium by approximately 16 percent in each time period. From the study results, the international tourism demand expansion of Thailand needs to supported by electricity imports from Lao PDR. Therefore, Thailand should focus on forecasting the number of international tourists coming to Thailand, which will allow an efficient use of the electricity reserves of Thailand in order to provide a sustainable supply of electrical energy.Keywords: Electricity import; Tourism; International TourismJEL Classifications: F1; Z3; Q4DOI: https://doi.org/10.32479/ijeep.9991

Understanding Muay Thai camp tourist motivations in Bangkok, Thailand

ABSTRACT This research explores the definition of Muay Thai tourists and their motivations after they participated in Muay Thai camps in Bangkok. The findings revealed that the Muay Thai tourists had positive perceptions towards Muay Thai camps with the key perceptions associated with the quality of training from the trainers. Most tourists interviewed had the primary motive of self-enrichment by improving their skills; however, some were also motivated to obtain new and unique experiences. The results indicate that Muay Thai tourists that can be considered as active sport tourists, educational tourists or serendipitous cultural tourists.

Resident perceptions of Chinese tourists in Thailand

Purpose Thailand has served as a major outbound tourist destination for Chinese tourists for decades. Behaviours demonstrated by Chinese tourists in Thailand are believed to have created an image of Chinese outbound tourists among the residents and have impacted on the sustainability of Thai tourism. This study aims to contribute a more comprehensive and nuanced understanding of the image of Chinese outbound tourists from the perspective of Thai residents’. Design/methodology/approach In-depth interviews were conducted with 15 Thai residents who have frequent contact with Chinese tourists. Findings The results reveal that Thai residents’ perceptions of Chinese tourists include both positive and negative images. Positive images consist of being filial and friendly (e.g. taking good care of the elderly and having close emotional ties within their touring group) and being wealthy and auspicious (e.g. having a lot of money to spend and tipping generously). Negative images include moral norms (e.g. making loud noises and jumping into a queue), hygiene habits (e.g. littering and spitting) and religious culture (e.g. touching and climbing Buddha statues). Originality/value This qualitative research promotes the study of destination residents’ perceptions of tourists’ in the context of outbound tourism and enriches the application of social representation theory from the perspective of residents in the field of tourism marketing. It generates a more nuanced comprehension of Thai residents’ perceptions of Chinese tourists, contributes to the government’s formulation of guidelines for civilised tourism and has benefits to the sustainable development of tourism destinations.

Aroi Mai? The Multimodality of Thainess in Thai Tourism Videos

Abstract This paper offers two contributions to the multimodal discourse analysis of tourism advertising videos. First it shows how Thainess has been resemiotized to be accessible to non-Thai people and second it illustrates how the mediated action can be used as a unit of analysis to analyze advertising videos. Thainess has been a national identity strategy that has evolved into numerous polysemic. In this discussion five discursive stances to Thainess are identified: Thainess as a national identity, Thainess as a form other-ness, the Thai-ification of Thai people, Thainess as popular culture, and Thainess as commodified consumption. The analysis uses an integrative framework based in mediated discourse theory, multimodal discourse analysis and social semiotics to discuss and analyze the discursive stances of Thainess that emerge in two videos from the 2015 Discover Thainess campaign. Using the mediated action as the unit of analysis the multimodal features of Thainess that emerge from these videos are analyzed. Through this analysis Thainess is shown to be resemiotized in the videos where it was once inaccessible to westerners, the Thainess represented in the videos has been resemiotized to be both accessible and authentic to western tourists.

The GAP Model of e-Government Service in Thailand e-Tourism

The objectives of this research were to develop service quality factors for Thailand’s e-Tourism provided by the government. This was done using Thai tourists as the samples who have used Thailand’s e-Tourism service to find out service quality using a total of 385 samples and determining the confidence level at 95 percent. The tool used for data collection was a service quality questionnaire for Thailand’s e-Tourism provided by the government. The confidence level for the whole research effort was 0.856 and the confidence level for each question was in the range 0.824-0.926. The statistics used in the data analysis included confidence test, frequency distribution, percentage, mean, standard deviation, coefficient of dispersion, skewness, kurtosis, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA).
 The results of the study showed that the exploratory factor analysis of the expectations and actual service received gave five factors (KMO = 0.789). Those indicators were not different from the theoretical models obtained from the confirmatory factor analysis. The five factors included 1) Tangibles, 2) Reliability, 3) Responsiveness, 4) Assurance, and 5) Empathy. The factors’ indicators are not different from the theoretical models. The researchers have modified the component of the second confirmatory factor analysis (S-CFA) model to check the construct validity of the scale after modifying the component and found Chi Square = 220.734, df = 165, P = 0.002, Chi Square/df = 1.338, GFI = 0.913, AGFI = 0.878, CFI = 0.980, (RMR) = 0.018, and RMSEA = 0.040. This indicates that expectation for service, and actual service received, which affect user satisfaction, can create users’ loyalty. This results in the analytical model for the service quality component for Thailand’s e-Tourism provided by the government matching the empirical data

Volunteer Tourism: Motivations of Thai Tourists and Western Tourists

This study examines the motivations of Thai tourists and Western tourists in engaging in a volunteer tourism vacation in Bangkok, Thailand, and analyses how and why the motivations of each group are similar to or different from each other. An interpretive paradigm utilising a qualitative methodological approach was employed. The informants consisted of fourteen Thai tourists and fifteen Western tourists, all of which were selected by convenient sampling and snowball sampling. The findings revealed that there were some common motivations between these tourists including: (i) to gain new experiences; (ii) personal development and growth; and (iii) personal interest in certain volunteer activities. However, it was also found that there were differences in motivations between these groups, including: (i) to gain inner happiness; (ii) to help others; (iii) to learn/be immersed in local culture in a deeper way; (iv) to meet new friends; and (v) to visit Bangkok and Thailand. The first motivation was found only in the group of Thai tourists whereas the rest belonged to only the Western tourists.

Elements of Gastronomy Tourism Affecting the Behavior of Thai Tourists Traveling in Thailand

The purpose of this research is to study the behavior of Thai tourists on food and to study the civilization and the elements of gastronomy tourism affecting the behavior of Thai tourists. The sample group used in this research is 400 Thai tourists. The variables in the study consists of the independent variables, namely personal factors such as gender, age, status, education level, occupation and average income per month, and the elements of food tourism and the dependent variable is the behavior of Thai tourists. Using statistical methods to find the frequency, percentage, mean, standard deviation, and use Chi-Square Test to analyze data at significance level 0.05. The results of the research were as follows: 1. Most of the sample groups had a convenient season to visit gastronomy tourism, ie November-December. The expected number of days for food tourism were 1-2 days. The source of food tourism information was Facebook. People who were travel buddies on gastronomy tourism for them were lovers / spouses. Travel method for food tourism was by using a personal car. The main purpose of traveling in food tourism was they loved a variety of local ingredients and the average cost of food tourism / people / meals was over 701 baht. 2.Demographic factors on gender, age, status and average income per month affected the behavior of Thai tourists on food. 3.Elements of gastronomy tourism that did not affect the behavior of Thai tourists with statistical significance at the level of 0.05

India’s destination image and loyalty perception in Thailand

PurposeThe purpose of this paper is to examine the direct and indirect effects of destination image on destination loyalty. Indirect effects are measured via tourists’ satisfaction.Design/methodology/approachA reliable conceptual framework was developed through a mixed methods research methodology. A three-pronged approach was used to cross-validate the results from a literature review, expert interviews, and exploratory study. Structural equation modeling was used in conceptual model development and hypotheses testing.FindingsExploratory dimensions of destination image, satisfaction and destination loyalty of Indian cities were revealed from Thai tourists’ perception. The positive indirect effects of destination image on destination loyalty via satisfaction is supported.Research limitations/implicationsThis study is limited to tourists of Thai nationality who visited India’s travel destinations. Future research should include further generalization of the research methodology to specific travel destination.Practical implicationsThis study provides useful information for India’s tourism industry, specifically for the marketing of historical cities as travel destinations.Originality/valueBy proposing a reliable conceptual model based on a mixed methods research methodology, this study is among the first to explore destination image, satisfaction and destination loyalty in India’s tourism context. The mediating role of satisfaction on destination image and destination loyalty was also recognized as an extension of, and contribution, to the theoretical foundation for the destination image concept.

Vibro-compaction at a land reclamation site in Phuket, Thailand

Phuket is the biggest island province in Thailand. Located in the southern part of the country, this island is famous and a favourite destination for foreign and Thai tourists alike. Consequently, this province continually develops with booming tourism and hence there is a need for large and advanced infrastructure. Construction projects are increasing each year, but the available land area is limited and land reclamation has therefore become an alternative. Sand backfill material is available on the island. However, the loose sand fill needs to be densified for structural support or structural foundations, and the ground improvement technique called vibroflotation is suitable for improving the sand density in a small area over a short period. This paper presents an assessment of the effectiveness of vibroflotation in the densification of sand fill, which was applied for the first time in Thailand. The standard penetration test values of the sand fill before and after improvement were compared, evaluated and confirmed with regard to liquefaction susceptibility during earthquake occurrences. It was confirmed that the vibroflotation technique can increase the density of sand fill in land reclamation and can increase its bearing capacity as well as prevent liquefaction during earthquakes.

Globalising the Thai ‘high-touch’ industry: exports of care and body work and gendered mobilities to and from Thailand

ABSTRACTThis paper examines the global trade of Thai tourism and related service industries such as restaurant, spa and hospital – service activities in which the body and bodily emotions of both service consumers and providers are central. I will demonstrate how the Thai state and private sector market Thai services to the world and construct Thailand as a destination for bodily and spiritual fulfilment. Analysing Thailand as an exporter of care and body labour, this article highlights the important role the nation-state and local socioeconomic structures play in shaping global care chains. State policy that promotes tourism and related service industries as a key economic development strategy has shaped current interrelated forms of transnational mobilities between Thailand and more affluent countries – marriage migration, health and medical tourism, and retirement migration. I also explore the interface between Thai state policies on the export of care and lived experiences of Thailand-Europe transnational migrants. Through their occupation choices, marital relocation decisions and care arrangements, Thai migrants in Europe and European migrants in Thailand both resist and reproduce the commodification of care and body work.