Comparison between the Decision–Making Process of Russian ... · decision making process and...

วารสารการบริการและการท่องเที่ยวไทย ปีที่ 14 ฉบับที่ 1 (มกราคม – มิถุนายน 2562)

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ComparisonbetweentheDecision–MakingProcessofRussianandChineseTouristsTravelingtoThailand

การเปรียบเทียบระหว่างกระบวนการตัดสินใจท่องเท่ียวประเทศไทยของ นักท่องเที่ยวรัสเซียและนักท่องเที่ยวจีน

Sojira KarnasutaThammasatUniversity

Abstract Thepurposeofthisresearchwere(1)tostudythedecisionmakingprocessofRussiantouriststravelingtoThailand;(2)tostudythedecisionmakingprocessofChinesetouriststravelingtoThailand; (3) tocomparethedecisionmakingprocessbetweenRussianand Chinese tourists traveling toThailand;and (4) tostudy theperceptionof travelagentstowards thedecisionmaking process of Russian andChinese tourists traveling to Thailand.Thisresearchcoveredbothquantitativeandqualitativeapproaches.Populationandsampleswere400ChineseandRussiantouristsvisitingThailand.Purposivesamplingwasusedincollectingdatatogetherwithaself–administeredquestionnaire.Inquantitativedataanalysis,descriptivestatistics includingpercentage, frequency,mean,variance,andstandarddeviationwereutilizedtoanalyzethedata.Hypothesistestswereconductedbyusingstatisticaltechniquest–testandf–test.Forqualitativeapproach,datawerecollected bypersonal interviewsof10 travel agents targetingChineseand/orRussian tourists. Judgmentsamplingwasadoptedalongwithstructuredinterviewsincollectingdata. The research results showthat there isdifferencebetweenChineseandRussian tourists in Information search factor, Evaluationofalternatives factor,Post–purchase decision factorat the0.01 significant level;whereas, there isnodifferencebetween ChineseandRussian tourists inPurchasedecision factorat the0.01 significant level. Finally, theauthorhas recommendedfive strategies: (1) focusingonnovelty seeking dimension; (2)developingreferralprograms,andpartnershipwithtouroperators intheirhomecountrytoguaranteenumbersoftourists,aswellasprovidingspecialpromotionsforThaitourcompaniessupportingThailandtourism;(3)emphasizingonThailandnatural beauty,weather, cost–value relations,overall costsof the trip,differentculture,and avarietyof touristattractions; (4)developing travelprograms thatsuit tourists’needsandbehaviorandbundle someproducts together to showcost–value relations; and (5)maintaininggoodwillofpeopleandinfrastructureandbeautyoftouristdestination.

Keywords:Thaitourism,decisionmakingprocess,Touristbehavior,Russian,Chinese

วารสารการบริการและการท่องเที่ยวไทย

59

ปีที่ 14 ฉบับที่ 1 (มกราคม – มิถุนายน 2562)

บทคัดย่อ งานวิจัยนี้มีวัตถุประสงค์เพื่อ (1) ศึกษากระบวนการตัดสินใจมาท่องเที่ยวยังประเทศไทยของ นักท่องเที่ยวชาวรัสเซีย (2)ศึกษากระบวนการตัดสินใจมาท่องเที่ยวยังประเทศไทยของนักท่องเที่ยวชาวจีน(3)ศึกษาเปรียบเทียบระหว่างกระบวนการตัดสินใจมาท่องเที่ยวยังประเทศไทยของนักท่องเที่ยวชาวรัสเซียและชาวจีน (4)ศึกษาการรับรู้ของบริษัทน�าเที่ยวที่มีต่อกระบวนการตัดสินใจมาท่องเที่ยวยังประเทศไทยของนักท่องเที่ยวชาวรัสเซีย รายงานวิจัยฉบับนี้เป็นการวิจัยทั้งเชิงคุณภาพและเชิงปริมาณประชากรและกลุ่มตัวอย่างคือนักท่องเท่ียวชาวรัสเซียและชาวจีนที่มาท่องเที่ยวที่ประเทศไทยจ�านวน 400คน โดยใช้วิธีการเลือกกลุ่มตัวอย่างแบบเจาะจงและใช้แบบสอบถามที่ให้กลุ่มตัวอย่างกรอกข้อมูลด้วยตัวเอง ในการเก็บข้อมูล การวิเคราะห์ข้อมูลเชิงปริมาณใช้สถิติพรรณนาคือ ค่าความถี่ ร ้อยละ ค่าเฉลี่ย ส่วนเบี่ยงเบนมาตรฐานและสถิติเชิงอนุมานใช้การทดสอบค่าทีและการทดสอบค่าเอฟในส่วนของข้อมูลเชิงคุณภาพใช้วิธีการเก็บโดยการสัมภาษณ์บริษัทน�าเที่ยวจ�านวน10บริษัทที่มีกลุ่มลูกค้าเป้าหมาย คือ นักท่องเที่ยวชาวจีนและชาวรัสเซียโดยใช้การเลือกกลุ่มตัวอย่างแบบใช้วิจารณญาณและใช้การสัมภาษณ์แบบมีโครงสร้างในการเก็บข้อมูล ผลการวิจัยแสดงว่า มีความแตกต่างในขั้นการหาข้อมูลการท่องเที่ยว การประเมินทางเลือกพฤติกรรมภายหลังการซื้อ ระหว่างนักท่องเที่ยวชาวจีนและชาวรัสเซียที่ค่านัยส�าคัญ0.01ในขณะที่พบว่า ไม่มีความแตกต่างระหว่างขั้นตอนการตัดสินใจซ้ือของนักท่องเท่ียวชาวจีนและชาวรัสเซียที่ค่านัยส�าคัญ0.01โดยสรุปนักวิจัยได้แนะน�ากลยุทธ์5ประการดังนี้1)มุ่งเน้นไปท่ีมิติด้านการแสวงหาความแปลกใหม่ของนักท่องเที่ยว2)พัฒนาระบบแนะน�าสมาชิกและความร่วมมือกับบริษัทน�าเท่ียวในประเทศต้นทาง เพื่อรับประกันจ�านวนนักท่องเที่ยว รวมถึงมอบสิทธิพิเศษให้กับบริษัทน�าเที่ยวของไทยที่ช่วยส่งเสริม การท่องเที่ยวไทย3) เน้นย�้าท่ีความงดงามตามธรรมชาติของไทยสภาพอากาศความคุ้มค่าเงินค่าใช้จ่ายทั้งหมดในการเดินทางท่องเที่ยว วัฒนธรรมท่ีแตกต่างและความหลากหลายของสถานท่ีท่องเที่ยว 4)พัฒนาโปรแกรมการท่องเท่ียวท่ีเหมาะสมกับความต้องการและพฤติกรรมของนักท่องเที่ยวและใช้เทคนิค การขายแบบควบรวมเพื่อแสดงถึงความคุ้มค่าเงิน5) รักษาความนิยมของผู้คนและสาธารณูปโภคพ้ืนฐานรวมถึงความงามของสถานที่ท่องเที่ยวให้ได้

ค�าส�าคัญ:การท่องเที่ยวไทยกระบวนการตัดสินใจซื้อพฤติกรรมนักท่องเที่ยวชาวรัสเซียชาวจีน

Introduction Oneofthelargestandfastest–growingeconomicsectorsintheworldoverthepast sixdecades is tourism.Numbersof international touristarrivalsworldwidehavegrown uninterruptedly–from25millionin1950to1087millionin2013.AccordingtotheWorldTourismOrganization (UNWTO)’s longtermforecasttourismtowards2030, internationaltouristarrivalsworldwideareexpected to increaseby3.3%ayear from2010 to2030to reach1.8billionby2030. International tourismfigures in2013showedthatAsiaandthePacificregionwasthestrongestgrowthwitha6%increaseinarrivals(WorldTourism Organization[WTO],2014).With248millioninternationaltouristsvisitingAsiaandthePacificin2013,thisrepresents15–millionincreaseofinternationaltouristsfrom2012,oranincrease


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of6%comparedto2012.TheregionalsorecordedUSD359billionoftourismearnings,USD30billionmorethan2012,or8%increase. Inparticular,arrivals intheregionaccounted for23%oftheworld’stotalandreceiptsintheregionaccountedfor31%(WTO,2014). As in2012,South–EastAsia isnotedasthefastestgrowingsub–region inAsiaandthePacificregionandin2013thefastestgrowingsub–regionintheworld,accountedfor11%increaseininternationaltouristarrivals.Thailandalsoreportedstronggrowth(+19%), with27million tourists in2013,which is4millionmore than in2012 (WorldTourism Organization,2014).Tourismisthusoneofakeydriverofsocio–economicdevelopmentinThailand,providedthatitisoneofthebiggestsourcesofrevenueandthefastestgrowing industriesinThailand.Around7%ofThaieconomy’sgrossdomesticproduct(GDP)isfrominternational tourismrevenue (TourismAuthorityofThailand [TAT],2014)andthetotal contributionoftourismindustryinThailandGDPin2012,aswellasitseffectsonthesupply chain, investment,and induced income impacts,was1,896.7billionBaht,or16.7%ofGDP,and isexpectedto riseby7.4%to2,038.0billionBaht,or17.0%ofGDP, in2013 (TourismAuthorityofThailand[TAT],2013).Tobespecific,in2013thenumberof26,735,583foreign touristshasvisitedThailand,which isaccounted fora19.60percent increase fromlastyear(DepartmentofTourism,2013). Specifically, tourists fromChinaandRussiaareamongthetopthreenationalitiestravelingtoThailand(DepartmentofTourism,2013)andarethefastest–growingtourismmarkets forThailand in2014 (OxfordBusinessGroup,2014).Ataworldwide level, the numberonetourismsourcemarketintheworldisfromChina,withtotalspendingofUSD129billiononinternationaltourism(WTO,2014).InThailand,accordingtotheDepartmentofTourismreportonDecember2013,therewere4,705,173ChinesetouriststravellingtoThailandduringJanuarytoDecember2013,whichwasan increaseof68.83%comparedto lastyear.Theywerealso thehighestspendersamongother tourists,or182,299.12 millionBahtontourismreceipts.Similarly,therewere1,736,990Russiantouriststravelling toThailandduring January toDecember2013,whichwasan increaseof31.93%from lastyear.Their tourismreceiptswereaccounted for114,834.55millionBahtwhichwas secondtoChinesetourists. TheabovementionedfiguresthereforeshouldalertThaitourismmarketers,bothfromgovernmentandprivatesectors,todevelopeffectivemarketingstrategiestoattractmoreinternationaltouriststothecountry,especiallythosetwonationswhowerehigh–rankedintermofnumbers,growth,andtheirspending,aswellastodeveloptourismpackagesinresponse to the needs of the targeted tourists. GiventheimportanceoftourismindustrytoThailand’seconomyandtheimportanceoftheChineseandRussianmarketstoAsiaandthePacificregion,theneedtounderstand the reasonsbehind their tourismbehavior isof fundamental importance.Studieson


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decisionmakingprocessand tourismbehavior thereforewere recognizedsince in the1960s.StartedwithAndreason (1965)model,whichwasoneof theearlymodelsof consumerbehavior,itemphasizedtheimportanceofinformationandconsumerattitudes in theconsumerdecision–makingprocess.However, its limitationwas that it failed to includeattitudestowardrepeatpurchasebehavior.NextisamodeldevelopedbyNicosia (1966)withafocusonthebuyingdecisionforanewproduct,hismodelcontained4fields: FieldOnewere company’s attempts to communicatewith the consumer and the consumersattribute,especiallypredisposition,toactinacertainway;FieldTworeferred toconsumer’s searchevaluation stageasa resultofattitudes fromFieldOne;FieldThreewas theactualpurchasestage;andFiledFourwas thepost–purchase feedback.Still,itwascriticizedthatthemodelwasnotempiricallytested,withundefinedvariables. Another study isoneof themostpopularquotedconsumerbehaviormodelswhich belonged toHoward–Sheth (1969), focusingon the significanceof inputs toward the consumerpurchaseprocess– theyareSignificative,SymbolicandSocial factors.These inputs impacted theperceptual and learning constructsbefore influencing thefinal purchase.Evenif itdidnotclarifyallbuyingbehavior,buttheoryofbuyerbehaviorwasdevelopedfromanempiricalresearch. LatermodelsuchasSolomon’s in1996(ascitedinSwarbrooke,2001)hasmovedtowardthemarketer’sviewpointtowardtheprocessandsuggestedthatdifferentactors involvedintheconsumerbuyingprocess–purchaser,user,andinfluencer.Italsonotedthatorganizations,forexample“family”,canalsoinfluenceinthebuyingprocess.In1994,FoxallandGoldsmith (ascited inSwarbrooke,2001)pointedthatotheraforementionedmodelswerebeneficialonlyinacademictermgiventheirabsenceinoverallconsiderationofhowconsumersact.Therefore, theirmodelsuggestedasequenceof fourproblem– solvingstages–(1)thedevelopmentandperceptionofawantorneed,(2)pre–purchaseplanninganddecisionmaking,(3)thepurchase,and(4)thepost–purchasebehaviorwhichmayleadtorepeatbuying,repeatsalesanddispositionoftheproductafterconsumption.Theyalsosuggestedthat it iseasier tostimulateanalready–existedwant,bymeansof advertisingorsalespromotion,ratherthantocreateit. Movingtowardconsumerbehaviorinserviceindustry,HornerandSwarbrooke(2001)alsonotedthattourismisdifferent innaturecomparingtoproducts ingeneral,givingits intangiblenature.Asaresult,consumerbehavioroftourismserviceshouldbefundamentally different.Thus,moredefinitionsandmodelsofconsumerbehaviorinrelationtotourismhavealsobeendeveloped.Forexample,in1994,Middleton(ascitedinSwarbrooke,2001)suggestedastimulus–responsemodelofbuyerbehaviorbybasingonthefourcomponentssequentially–stimulusinput,communicationchannels,buyercharacteristicsanddecisionprocess,andpurchaseoutputs(orresponse),notingthatfirmscaninfluencetheconsumer


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buyingprocessbyusingcommunicationchannels.In1976,Wahab,CromptonandRothfield (ascited inSwarbrooke,2001)madeasimplermodelof thedecision–makingprocessintourismthat itstartedwith Initial framework,Conceptualalternatives,Factgathering, Definitionofassumptions,Designofstimulus,Forecastofconsequences,Costbenefitsof alternatives,Decision,andOutcome.However,thesetwomodelshardlyshowedconnection withactualconsumerbehaviorsinceempiricalresearchhasnotbeenconductedtotesttheirmodels.Schmöll’sstudyin1977(ascitedinSwarbrooke,2001)turnedafocusfromthestimulus’sinfluencetotraveler’sdecision–makingprocessbysuggestingthatconsumerdecisionswereasa resultof fourelements– (1) travelstimuli, (2)personalandsocial determinantsoftravelbehavior,(3)externalvariables,(4)characteristicsandfeaturesoftheservicedestination.Inrelationtofactorsaffectingtraveldecisions,in1991,Gilbert(ascitedinSwarbrooke,2001)suggestedthatthereweretwolevelsoffactorsaffectingtheconsumer, thefirstonewasclosertothepersonsuchaspsychologicalinfluence,whilethesecondlevelwasdevelopedduringthesocializationstagesuchas referencegroupsandfamilyinfluences.Ata larger level,MathiesonandWall in1982 (ascited inSwarbrooke,2001) hadintroducedafive–stagemodeloftravelbuyingbehaviorasfollows:Feltneed/traveldesire,Informationcollectionandevaluationimage,Traveldecision,Travelpreparationandtravelexperiences,andTravelsatisfactionoutcomeandevaluation. Consideringapplicationofmodels inacademictextbook (Lovelock&Wirtz,2011),commonmodelonconsumerdecision–making,especially inserviceindustry, introducedthethree–stagemodelofserviceconsumptionasfollows:pre–purchase,serviceencounter, andpost–encounter.Asquoted inBlythe (2013),Engel,KollatandBlackwell introducedtheconsumerbehavior’sEKBmodelandafterwarddeveloped it into theConsumer DecisionProcess(CDP)modelwithsevenstagesasfollows:(1)needrecognition–individualrecognizesmissingpartinhis/herlife,(2)searchforinformation–itcanbeclassifiedinto internalandexternal search, (3)pre–purchaseevaluationofalternatives– individual evaluatesthepossiblealternativestorespondtohis/herneed,(4)purchase– individualmakesfinaldecisiontoselectproductandpay for it, (5)consumption– individualusestheproducttofulfillhis/herneed,(6)post–consumptionevaluation–individualassesses whether theproduct actually satisfies theneedornot, andwhether there are any problemsarising from itspurchaseandconsumption,and (7)divestment– individual disposesoftheproduct,oritspackaging,oranyresidueleftfromconsumingtheproduct. Lateron, thesemodelswereadoptedanddepicted inamoregeneralperceptionof marketingconceptsandconsumerbehaviorbyDewey (2007)asappeared in several marketing textbooks, specificallyMarketingManagement (Kotler,2010), introducing the five–stages of thebuying decision process as follows: problem/need recognition, information search,evaluationofalternatives,purchasedecision, andpost–purchase


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behavior.Althoughtheprocesssuggeststhatconsumerspassthroughallfivestagesbutinmoreroutinepurchases,consumersoftenskiporreversesomeofthesestages.Themodelisusedtoshowallconsiderationsthatarisewhenaconsumerfacesanewandcomplexpurchase situation. InThaicontext, several researcheshaveattempted togetan insightof tourist’s behaviortravelingtoThailandorspecificprovinceortown,forexample,astudyoftravelmotivationsandtravelbehaviorsof international tourists toThailand,AsianasopposedtoEuropeanbySangpikul (2009),ora studyof tourismpromotion for senior touristsfromEurope toThailandbyEsichaikul (2012)ora studyofChinese tourists’behaviorinChiangMaiprovince,Thailand,byJun (2010).However,very fewhadrecognizedand insightfullyunderstoodforeigntourist’sdecisionmakingtravelingtoThailandbybreaking it into5 stagesofdecisionmakingprocess thatare (1)needorproblem recognition, (2) informationsearch,(3)evaluationofalternatives, (4)purchasedecision,and(5)post– purchasebehavior(Kotler,2010). Therefore, thisstudyaimedtoelaboratemoreon international tourist’sdecisionmakingprocesswhotraveltoThailandandfocusparticularlyontwonationalities–RussianandChinese.

Purposes Given the importanceof the tourism industry to theThailand’seconomy, theneedtounderstandthereasonsbehindtourismbehavior isoffundamental importance. TheresearcherdevelopedthisresearchtofindoutandcomparetherelationshipofRussianandChinesetourists’decisionmakingprocess.Later,thestudy’sresultwasreaffirmedbyanin–depthinterviewwiththetravelagentswhoareonthesupplysideandhaveastakeinthisindustry.Therefore,thisstudyhasobjectivesdevelopedasfollows: (1)TostudythedecisionmakingprocessofRussiantouriststravelingtoThailand; (2)TostudythedecisionmakingprocessofChinesetouriststravelingtoThailand; (3)TocomparethedecisionmakingprocessbetweenRussianandChinesetouriststravelingtoThailand; (4)TostudythedecisionmakingprocessofRussianandChinesetouriststravelingtoThailandthroughtheperceptionoftravelagents.

Hypothesis Thedevelopedconceptual frameworkshownbelowwasmodifiedfromtheFive–StageModeloftheConsumerBuyingProcess(Dewey,2007).TheresearcherisparticularlyinterestedinChineseandRussiantourists,duetotheirrapidgrowthintermofnumbersandspending,tofindouttherelationshipoftheirdemographicsandthefive–stagedecision


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makingprocess.Accordingtothevariableswhichtheresearcherselectedfortheconceptual framework, there isonesetof independentvariableswhichare Income,Occupation,Age,NationalityandGender.Thedependentvariablesconsistof thestagesofdecision– makingprocess: Informationsearch,EvaluationofAlternatives,Purchasedecision,and Post–purchasedecision. AccordingtoZikmund(2003),ahypothesisisanunprovenpropositionthatdescribes current facts or phenomena. Tomeasure the relationship among variables in the conceptualframework,thefollowingresearchhypothesesweredesigned.

IndependentVariables DependentVariables

H1

H2

H

3 H

4

Hypothesis1 H1

o : There isnodifferencebetweenChineseandRussiantourists in Information

Search factor. H1

a : ThereisdifferencebetweenChineseandRussiantouristsinInformationSearchfactor.

Hypothesis2 H2

o :ThereisnodifferencebetweenChineseandRussiantouristsinEvaluationof

alternativesfactor. H2

a :There isdifferencebetweenChineseandRussian tourists inEvaluationof

alternativesfactor.Hypothesis3 H3

o : There isnodifferencebetweenChineseandRussian tourists inPurchase

Decisionfactor. H3

a : ThereisdifferencebetweenChineseandRussiantouristsinPurchaseDecisionfactor.

Hypothesis4 H4

o : ThereisnodifferencebetweenChineseandRussiantouristsinPost–purchase

Decisionfactor. H4

a : There isdifferencebetweenChineseandRussian tourists inPost–purchase

Decisionfactor.

Tourist’sDemographics– Income– Occupation– Age– Nationality– Gender

InformationSearch

PurchaseDecision

EvaluationofAlternatives

Post–purchaseDecision


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ResearchMethodology The researchmethodologyof this researchconsistedof the researchmethod, respondentsandsamplingprocedures, research instrumentsandquestionnaires,data collectionandgatheringproceduresand thestatistical treatmentofdata forverifying theresearchresult. Adescriptiveresearchapproachwasemployedforthisstudybecausethisapproachservedtobetterdescribemarketingproblems,situations,ormarkets,suchasthemarketpotentialforaproductorthedemographicsandattitudesofconsumers(Kotler,2010). PopulationandSample This researchusedbothquantitativeandqualitativeapproaches. Inquantitative approach,thetotalnumbersofRussianandChinesetouristsvisitingThailandin2015wereunknownwhichbasedonpreviousyeardata thefigureexceeded100,000populationsizes.UsingtheYamane(1967)formula,theoptimalsamplingsizeis400respondentsforthepopulationof100,000ormorethan100,000 (Israel,1992). Inthisstudy, thesizeof populationwasunknownso400respondentswereconsideredasanoptimalandadequatefor the research. Thequestionnaireswereusedforcollectinginformationfromasampleof400targetpopulationwhichweredistributedtomaleorfemaletouristswhowereconvenientandwilling toanswer thequestionnaire.The respondentswereChineseorRussian tourists visitingThailandandweredepartingSuvarnabhumiairport.As forqualitativeapproach, thepopulationof inboundtravelagents targetingRussianandChinesemarketsare190travelagents(AssociationofThaiTravelAgents,2014)thusthesampleof10travelagentswillbeinterviewed. Instruments Thisresearchappliedasurveytechnique,themostwidelyusedmethodforprimarydatacollectionandbestsuitedforgatheringdescriptiveinformation.Itsmajoradvantageofsurveyresearchlies in itsflexibility; itcanbeusedtoobtainmanydifferentkindsof information inmanydifferentsituations. (Kotler,P.A.2010).This researchwillusebothquantitative andqualitative approaches.Quantitativedata is collectedbypersonal questionnairemethodwithitsstrengthsinflexibility,quantityofdatathatcanbecollected,controlof sample, speedofdatacollection,andgood response rate.Qualitativedatawascollectedbypersonal interviewofapproximately10travelagents targetingChineseand/orRussiantourists.The interview’squestionswerebasedontheself–administered questionnaireofthequantitativedata. Twotypesofdatawillbecollected.First isprimarydatawhichwasclassified into 2parts–quantitativeandqualitativedataasmentionedinPopulationandSamplesection.Thesecondtypeofdatacollectedwassecondarydata,gatheredfromacademicjournals,academicbooks,statisticalcompilations,newspapers,magazinesandtheInternet.


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Theself–administeredquestionnairewasdevelopedinrelationtorelatedliteraturereviewofvarioussourcesusedforquantitativeapproach(Table1); itwasalsovalidated bythreeexperts in languageandstatistics,and laterwaspre–testedby30touristsandrevisedagain to reachtheCrobach’sAlphavalueofmore than0.7.Thequestionnaire consistedofthreemainpartsasfollows:partIDemographicdata,partIITravelmotivationandtravelbehavior,andpartIIIOpinionstowardtravelingabroad.

Table1:Sourcesofeachfactorsandquestionsusedinthequestionaire

Stage in thedecision

makingprocessPart Questions Sources

NeedRecognition II Influencingpersons toward your

traveldecision

–Dewey(2007)

–EKBmodel (as cited in

Blythe,2013)

–Schmöll’smodelin1977(ascited inSwarbrooke,2011)

III Influent levelof reasonstotravel

abroad

InformationSearch III Influentlevelofsourcesyouuseto

searchfortravelinformation

–Dewey(2007)


Blythe,2013)

EvaluationofAlternatives II Factors influencingyourcriteriato

evaluatetraveldestination

–Dewey(2007)


Blythe,2013)

–Sangpikul(2009)

PurchaseDecision/

TravelBehavior

II Numberoftimesyouhavetraveled

overseaswithin5years

–Correia&Pimpão(2008)

–Dewey(2007)

–EKBModel (as cited in

Blythe,2013)

–Esichaikul(2012)

–In–touch Research &

Consultancy(2013)

II Number of times you have visited

Thailand

II YourtriparrangementtoThailand

II Your accommodation booking

period in advance

II YourperiodsofstayinThailand

II Yourtravelcompanions


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Table1:Sourcesofeachfactorsandquestionsusedinthequestionair(continued)

Stage in thedecision

makingprocessPart Questions Sources

PurchaseDecision/

TravelBehavior

(continued)

II YourtripdestinationinThailand

II Your average daily expense for

accommodation

II Yourchoicesofaccommodationin

Thailand


food and beverage


shopping

II Yourpreferred leisureactivities in

Thailand

II Yourmostpreferredleisure

activitiesinThailand

III Factorsinfluencingyourdecision

tochooseThailandasyour

destination

Post–purchase III Yourplannedactionaftervisiting

Thailand

–Dewey(2007)


Blythe,2013)

DataAnalysis Descriptivestatistics includingpercentage,frequency,mean,variance,andstandarddeviationwereutilized toanalyze thedata.Hypothesis testswereconductedbyusing statisticaltechniquest–testandF–test.

ResearchResults Thedatacollected from400 respondentswasanalyzedandtestedaccording to thepredeterminedhypotheses(Table2).


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Table2: Testinginfluentlevelofdecision–makingprocessfactorsaccordingtonationality

Factors Nationality x S.D. t Sig.

InformationSearch Chinese 3.07 0.96–3.274 .001*

Russian 3.19 0.82

EvaluationofAlternatives Chinese 3.39 1.053.424 .001*

Russian 3.26 0.91

PurchaseDecision Chinese 3.39 1.052.397 .017*

Russian 3.27 0.90

Post–purchaseDecision Chinese 3.29 0.293.236 .001*

Russian 3.06 0.88

*sig0.01

TheanalysisofIndependentSamplesTestinTable2indicatedthatthetwo–tailedsignificancevalue isequal to0.001 in three factors– InformationSearch,Evaluationof Alternatives, andPost–purchaseDecision,which is less than0.01.Therefore, thenull hypothesisisrejected,whichmeansthatthereisdifferencebetweenChineseandRussian tourists in InformationSearch,EvaluationofAlternatives, andPost–purchaseDecision factorsatthe0.01significantlevel. However,theanalysisofIndependentSamplesTestofthePurchaseDecisionfactorwiththetwo–tailedsignificancevalueequalsto0.17,whichismorethan0.01.Therefore, thenull hypothesis is accepted,whichmeans that there is nodifferencebetween ChineseandRussiantouristsinPurchasedecisionfactoratthe0.01significantlevel.Thisshowedtheir similarity inseveral travelbehaviors, forexample, their triparrangement, theiraccommodationbooking, theirperiodofstay inThailand, their travelcompanions andtheirtravelbudgetforfoodandshopping.Though,thereisdifferencebetweentheirpreferreddestinationsinThailandbutitisnotata0.01significantlevel. ConclusionandDiscussion Fromtheaboveresearchresults,moredetailedofexplanationandconclusionwerediscussedaccordingtotheresearchobjectivesasfollows:

Objective1: ToexplorethedecisionmakingprocessofRussiantouriststravelingtoThailand Afteranalyzingthedata,theimportantresultsarediscussedinrelationtothefactsandrelatedtheories.WithregardtoDewey(2007),the5–stagedecisionmakingprocessareasfollows:First,theneedrecognitionstageofRussiantouristsshowedthatwhenmaking traveldecisions, themajorityofRussian respondentswere influencedby theircouples


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followedbymakingdecisionby themselves,being influencedby theirboyfriendsor girlfriends,being influencedby their friends,andbeing influencedby theirparentsor relative.Thiswasconfirmedby thequalitative result fromthe travelagents that they mainlycametoThailandascoupleorfamily.Moreover,theirveryhighandhighinfluentlevelof reasonstotravelabroadwereexplained inSangpikul (2009)asnoveltyseeking dimensionswhichisonetypeofpushfactor. Second,the informationsearchstageofRussiantouristsshowedthattheirsources of travel informationwere fromwordofmouth, touring companyor travel agent, forwardedmailore–book or e–magazine,andsocialnetwork.Thiswasinaccordancewith thequalitative results that theyused Internet and contact travel agents for travel information.Third, theevaluationofalternative stageofRussian tourists showed that criteria influencingRussian tourists inmaking traveldecisionwerenaturalattractions, weather, cost–value relations,overall costsof the trip (air fares, accommodation,orfood), and culture (people, society, or history). The resultwas in accordancewith a survey conductedbyTAT in2013, aswell as thequalitative results showing that RussiantouristspreferredtovisitbeachesinmanyregionsofThailandandwereinfluencedbyweatherconditions. Fourth,thepurchasedecisionstageofRussiantouristsshowedthatRussiantourists have traveled2–3 timesoverseaswithin5yearsandhavevisitedThailand2–3 times before.Theirothertravelbehaviorsincluded:theyarrangedtheirtriptoThailandmainlywitha tourcompany,made theiraccommodationbookingorpurchasedpackage tourless than15days inadvance, stayed inThailand for6–10days inone trip, traveledwiththeircouples (husbandorwife),havevisitedorplannedtovisittheSouth(Phuket,Samui,orPang–nga)duringthis triptoThailand,usedonaverageUSD100–USD199for accommodationaday,preferredfirst classhotel (or4–starhotel), usedonaverage USD10–USD19 for foodandbeverage aday, usedon averageUSD100–USD199 forshoppingaday,andpreferredtovisitbeachesorislands,naturaloreco–tourism,andvisitculturalorhistorical sites respectively.Last, thepost–purchasedecisionstageof RussiantouristsshowedthatRussiantouristsweresatisfiedwiththeirtriptoThailandandlikely to revisitagain,aswellas recommendingThailandto family, friends, relativesor acquaintances.

Objective2 : Toexplore thedecisionmakingprocessofChinese tourists traveling to Thailand Afteranalyzingthedata,theimportantresultsarediscussedinrelationtothefactsandrelatedtheories.WithregardtoDewey(2007), the5–stagedecisionmakingprocessareas follows:First, theneed recognitionstageofChinese tourists showedthatwhen


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makingtraveldecisions,themajorityofChineserespondentswereinfluencedbythemselves followedbybeinginfluencedbytheircouples,beinginfluencedbytheirboyfriendsorgirlfriends,beinginfluencedbytheirfriends,andbeinginfluencedbytheirparentsorrelative.Moreover,theirveryhighandhighinfluentlevelofreasonstotravelabroadwereexplainedinSangpikul(2009) asnoveltyseekingdimensionswhichisonetypeofpushfactor. Second,theinformationsearchstageofChinesetouristsshowedthattheirsourcesoftravel informationwerefromwordofmouth, touringcompanyortravelagent,social network, travel guidebook, television,website, and forwardedmail or e–bookor e–magazine.ThiswasinaccordancewiththequalitativeresultsthattheyusedInternetandcontact travelagents for travel information.Third, theevaluationofalternativestageofChinesetouristsshowedthatcriteriainfluencingChinesetouristsinmakingtraveldecisionwerenaturalattractions,culture(people,society,orhistory),avarietyoftouristattractions,overallcostsofthetrip(airfares,accommodation,orfood),andbycost–valuerelations. Fourth, thepurchasedecision stageofChinese tourists showed thatChinese touristshave traveled2–3 timesoverseaswithin5yearsandhavevisitedThailand for thefirst time.Theirother travelbehavior included: theyarrangedtheir trip toThailandmainlybytravelingwithatourcompany,madetheiraccommodationbookingorpurchasedpackagetourlessthan15daysinadvance,stayedinThailandfor6–10daysinonetrip,traveledwith theircouples (husbandorwife),havevisitedorplannedtovisitBangkok during this trip toThailand,usedonaverageCNY624–CNY1241 (orUSD100–USD199) foraccommodationaday,preferredfirstclasshotel (or4–starhotel),usedonaverageCNY62–CNY117(orUSD10–USD19)forfoodandbeverageaday,usedonaverageCNY624–CNY1241(USD100–USD199)forshoppingaday,andpreferredtovisitbeachesorislands,to taste local food,andshopping respectively.Fifth, thepost–purchasedecisionstageofChinesetouristsshowedthatChinesetouristsweresatisfiedwiththeirtriptoThailand andlikelytorevisitagain,aswellasrecommendingThailandtofamily,friends,relativesoracquaintances.

Objective3 :Tocompare thedecisionmakingprocessbetweenRussianandChinese touriststravelingtoThailand Afteranalyzingthedata,theimportantresultsarediscussedinrelationtothefactsandrelatedtheories.WithregardtoDewey(2007),the5–stagedecisionmakingprocessareasfollows:First,theneedrecognitionstageofRussiantouristsshowedthatwhenmakingtraveldecisions, themajorityofRussian respondentswere influencedbytheircouples,whichwas similar toChinese tourists. Their reasons to travelabroadasexplained in Sangpikul(2009)werealsothesamewhichwereregardedasnoveltyseekingdimensionswhichisonetypeofpushfactor.


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Second,theinformationsearchstageofRussiantouristsshowedthattheirsourcesoftravelinformationwerefromwordofmouth,touringcompanyortravelagent,forwardedmailore–bookore–magazine,andsocialnetwork.Whereas,Chinese tourists’ sourcesoftravel informationwerefromwordofmouth, touringcompanyortravelagent,social network, travel guidebook, television,website, and forwardedmail or e–bookor e–magazine.Thefirsttwosourceswerethesameandtherestweredifferent. Third, theevaluationofalternativestageofRussian tourists showedthatcriteria influencingRussiantourists inmaking traveldecisionwerenaturalattractions,weather, cost–value relations,overall costsof the trip (air fares,accommodation,or food),and culture (people, society,orhistory).Whereas, thecriteria influencingChinese touristsinmaking traveldecisionwerenaturalattractions,culture (people,society,orhistory), avarietyoftouristattractions,overallcostsofthetrip(airfares,accommodation,orfood),andbycost–value relations. Itwasapparent that tobothRussianandChinese tourists, theyregardednaturalattractionsasonemaincriteriawhenchoosingtraveldestination. Fourth,thepurchasedecisionstageofRussiantouristsshowedthatRussiantouristshavetraveled2-3timesoverseaswithin5yearsandhavevisitedThailand2–3timesbefore,whichwasthesameasChinesetourists.Theirothersimilartravelbehaviorsincluded:theyarrangedtheirtriptoThailandmainlywithatourcompany,madetheiraccommodationbookingorpurchasedpackagetourlessthan15daysinadvance,stayedinThailandfor6–10daysinonetrip,traveledwiththeircouples(husbandorwife),usedonaverageRUB6,714–RUB13,360(orUSD100–USD199) foraccommodationaday,preferredfirstclasshotel (or4–star hotel),usedonaverageRUB671–RUB1,274 (orUSD10–USD19) for foodandbeverage aday,usedonaverageRUB6,714–RUB13,360(orUSD100–USD199)forshoppingaday. Onthecontrary, theirdifferent travelbehavior included:Russian touristshavevisited orplannedtovisit theSouth (Phuket,Samui,orPang–nga)duringthis trip toThailand, whileChinesetouristsaimedatBangkok.Also,Russiantouristspreferredtovisitbeaches orislands,naturaloreco–tourism,andvisitculturalorhistoricalsitesrespectively;whereas, Chinesetouristspreferredtovisitbeachesor islands, totaste local food,andshopping respectively. Fifth, thepost–purchasedecisionstageofRussianandChinese touristswere thesame,beingthattheyweresatisfiedwiththeirtriptoThailandandlikelytorevisitagain, aswellasrecommendingThailandtofamily,friends,relativesoracquaintances.

Objective4:TostudytheperceptionoftravelagentstowardsthedecisionmakingprocessofRussianandChinesetouriststravelingtoThailand Froman in–depth interviewwith5 travelagents targetingChinese tourists, their perception towardChinese touristswereas follows: theycame fromseveralpartsof


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mainlandChina,therewerenospecificregions,theiragerangecoveredfrom6yearsold toeven70yearsold,marital statusmainlyweremarried,and theireducation levelwerehigh,aboveundergraduate level,occupationswerevariedwhichcouldbeboth governmentemployeesorprivatecompanyemployees, aswell asbusinessowners, their household incomewere also variedbutmainly aroundCNY50,000– 100,000 (orUSD312,155–USD624,310).Thiswas inaccordancewithLei JunstudyofChinese tourists’behaviorinChiangMaiprovince(2010)thatthemajorityofthemhadbachelor’s degreeandworkedwithprivate companiesor governmentoffices. Theywanted to experiencenewthingsandbecause theircountryhad justopened foroutsideworld, somanyofthemhaveneverbeentoanycountrybefore.Theyusuallywereinfluencedby their friendsand family,whenyousawpeoplegoing toexoticplace likeThailand, youwouldwanttocometoo.Also, theysawa lotofadvertisement,beautifulpictures oftemplesandbeaches,sotheywantedtocomehere.Theyreceivedtravelinformationfromtelevisionandtravelexpo.TheyalsousedInternet. Chinesetouristswantedtogotonewplaces,aroundtheircountrysuchasKorea, Japan, or Thailand. They also concerned about costs, Thailandwas inexpensive tothemsoalotofthemcamehere.Naturalbeautyofthedestinationwasalsowhatthey wouldlookat.Theyconcernedmostaboutnatureandcost–valuerelations.Somehavetraveledabroadbefore,at leastonetimeeachyear.Somehavenever leftthecountry, usuallyoldpeople. For someChinese tourists, thiswas their first timebut tomany ChinesetouriststheyhavevisitedThailandsomanytimesbecause itwaseasytocomeand they loveThailand. Theypreferred tobuypackage toursor comewith a tour company. They liked to come in group andmade their accommodation booking notsolong,2weeksinadvancesometimes.Butsomereallybookedinadvancebecause theywereafraidthattheticketsorthehotelswouldbefull.ForChinesetourists,usually ittookthem4–5daysforfirstvisit–BangkokandPattayaarea,thennexttimetheywouldgo to the South or the North. Chinese touristsusuallycamewith friendsor family,or sometimesgirlfriendsor boyfriends.Butmostof themcame inasagroupof4–5people.Manygroupswould demanddifferenttripsandtravelagentscanarrangeandcustomize forthemtoo.They preferred4–5starhotelswithgooddiscount.The leastwillbe3–star. Soonaverage it shouldbearoundTHB1,000 (orUSD30.66)pernightoreven less.Theiraveragedaily expenseforfoodandbeveragealreadyincludedintheirpackage.Itvarieddependingon whethertherewasseafoodmenuonthatdayornot,butusuallyaroundTHB400–THB500 (orUSD12.26–USD15.33)perday.TheiraveragedailyexpenseforshoppingshouldbearoundTHB300–THB1,000(orUSD9.2–USD30.66)forChinesetourists.Theylovedtoseeexoticshow,suchasAlcazarshow,Cabaretshow,andLadyboyshow.Theyalsoloved


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totastelocalfoodandwenttotemples,famoustouristdestinationsuchasGrandPalaceandWatPoh,andbeaches.Toseethoseexoticshowswaswhattheylikethemost.Therewerea lotof factors influencingtheirdecisiontochooseThailand- food,weather, lowpriceproducts,naturalattractions,exoticshows,uniquedestinationssuchastempleandlocalpeople.TheyalsolovedThaipeople.OnefamousmovieinChina“LostinThailand”alsomadeChinesepeoplewantedtoexperienceThailand.Lastly,veryfewChinesetouristswouldhateThailand,mostofthemlovedThailandandwantedtocomebackagainiftheyhadachance.TheywouldrecommendfriendsandfamilytocometoThailand. Froman in–depth interviewwith5 travelagents targetingRussian tourists, their perception towardRussian touristswereas follows: theycame fromseveralpartsof Russia,bothmenandwomen,usuallytherecameascouple, theiragerangewasreallyvaried,somewerereallyyoungsuchas16yearsoldwhilesomewerereallyoldsuchas 75yearsold,not sureaboutmarital statusbut theycameascoupleor family, their educationlevelwereundergraduatelevel,andoccupationswerevariedfromgovernmentemployees,privatecompanyemployees, tobusinessowners, theirhousehold incomewerenothighbutmainlyaroundRUB500,000(orUSD7446)butbecauseoflowcurrencyexchangerate,theyweremorerichtotravelabroad.Theyhadlivedinaverycoldweatherandnowtheyhadachanceofmore incomeandgoodexchange rate,moreandmoreRussiansarenowtravelingtoThailand.Theymadetheir traveldecisionsbythemselvesorsometimesmadedecisionswithinthefamily.Theysearchedfor informationbyusing Internetandgoingtotravelagentsintheircountry.Iftheywererepeatedcustomers,theywilljuste–mailandbooktheirtrip. Russiantouristsmainly lookedfor thingsdifferenttotheirhomecountry,suchas natureandbeachesandgoodweather.Theyconcernedmostabout theweatherandnature.Theyhavetraveledabroadaround2–3timeswithin5years.ThoughtheirEnglishwasnotgoodbuttheywenttomanyplacesalready.SomeofthemhaveneverbeentoThailandbefore,somewerereallyexperthere,andtheyknewwhattodoandwheretogoalready.Theyboughtpackagetourswithtouragentsand if thiswas theirfirst time, usually theywillcomewithatourcompany.Sometimesthey justwalked–intoask for priceofaccommodation.But if theyboughtwith travelagents,usually theywoulddoitaround2weeksbeforetheir trip.ForRussiantouristsusually it tookthemmorethan 5–7daystovisitThailand,dependsontheirholidayperiodtoo.Somewhoalreadyretiredwouldcomeforamonthormore,theyconsideredThailandastheirsecondhomenow,duringwinterseason.Theyoftencamewithfamilyandkids.Somecameascoupleaswell. TheSouthwasthemostpopularregiontothem,withgoodweatherandbeaches,which is inaccordancewitha surveyconductedbyTourismAuthorityofThailand in2005.Sometimes,Pattayatoo.TheywouldpayaroundTHB2,000(orUSD61.33)ormore


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if it’s high–seasonbut normally if they can negotiate theywill ask for discount. Toestimate,itshouldbearoundTHB1,500–THB2,000(orUSD46–USD61.33).Theypreferred4–5starhotelswithpools.Iftheypurchasedfoodonthebeacharea,itwouldbehighprice.Somemealswerealreadyincludedinthepackage,soitdependedontheirchoiceafterward.Toestimate,itshouldbearoundTHB500(orUSD15.33)ormoreperday.Theydidnotshopalot,theypreferredalldayonabeach,onlybuysouvenirandfoodsometimes.ItshouldbearoundTHB200–THB500(orUSD6.13–USD15.33).Theypreferredtogotobeaches themost,followedbyvisitinganynaturalattractions,andsnorkeling.Theyalsowentforshowssometimes.For them,weatherandnaturalattractions shouldbemain influent factors.TheyalsolovedThaifood,especiallyTomYamGoong.Goodvaluewasalsooneofthereasonforthem.Ingeneral,RussiantouristsalsolovedThailand,theweather,food,andpeopleweresonice.Theywoulddefinitelycomeback.

Recommendation Asaresultoftheaboveconclusionanddiscussion,strategiesforprivateandpublic sectors topromotemoreRussianandChinese tourists toThailandare recommended asfollows: For private sectors, particularly the touring companies, accommodation providers,andownersofrestaurantsandtouristplaces: 1. Focusingonnovelty seekingdimension in thecommunicationmessage: the researchfoundthatduringthetourists’needrecognitionstage,theytendtobearousedbysomethingnewandexciting,differentcultureexperience, learningnewthings from a foreign country, country or city that they have never visited before, and fun and adventure.All theseattributesarepush factors,novelty seekingdimension.Thus, the private sectors should focuson thisdimension in their communicationmessagevia website,brochures,printadvertisement,andeventmarketing. 2. Developing travelprogramsthatsuit tourists’needsandbehaviorandbundlesomeproductstogethertoshowcost–valuerelations: itwas found intheresearchthatRussiantouristshavetraveled2–3timesoverseaswithin5yearsandhavevisitedThailand 2–3 timesbefore,whichwas the sameasChinese tourists. Theirother similar travel behaviorincluded:theyarrangedtheirtriptoThailandmainlywithatourcompany,madetheiraccommodationbookingorpurchasedpackagetour lessthan15days inadvance,stayed inThailand for6–10days inone trip, traveledwith their couples (husbandorwife),usedonaverageRUB6,714–RUB13,360(orUSD100–USD199)foraccommodationaday,preferredfirstclasshotel (or4–starhotel),usedonaverageRUB671–RUB1,274 (orUSD10–USD19)forfoodandbeverageaday,usedonaverageRUB6,714–RUB13,360(orUSD100–USD199)forshoppingaday.Onthecontrary,theirdifferenttravelbehavior


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included:Russian touristshavevisitedorplannedtovisit theSouth (Phuket,Samui,orPang–nga)duringthistriptoThailand,whileChinesetouristsaimedatBangkok.Also,Russiantouristspreferredtovisitbeachesorislands,naturaloreco–tourism,andvisitculturalor historicalsitesrespectively;whereas,Chinesetouristspreferredtovisitbeachesorislands, to taste local food,and shopping respectively.Therefore, travelprogramshouldbe developedinlinewiththeabovementionedbehaviors. Forpublicsectors,particularlyTourismauthorityofThailand: 3. Developingreferralprograms,andpartnershipwithtouroperators intheirhomecountry toguaranteenumbersof tourists,aswellasproviding specialpromotions forThai tourcompaniessupportingThailand tourism: the research foundthatduring their informationsearchstage,bothRussianandChinese tourists reliedheavilyon receiving information fromwordofmouthand from touring companyor travel agent.Othersourceswereforwardedmailore–bookore–magazine,andsocialnetwork.Itistherefore recommendedtohavea referralprogram– if friendsrecommendfriends, theywillget specialdiscountorprivilege–suchas freeone-dayskytrainticketsor freeentrancetoGrandPalace.WhatTATcoulddoistoprovidetouroperatorsintourist’shomecountrywithenoughmaterialssothattheycanservecustomersbetterorgivethemspecialdiscount if they reach the customer target. 4. EmphasizingonThailandnaturalbeauty,weather,cost-value relations,overallcostsofthetrip,culturewhenpromoting,andavarietyoftouristattractions:itwasfoundthatduring theirevaluationofalternativestage, it isapparent that tobothRussianand Chinese tourists, they regardednaturalattractionsasonemaincriteriawhenchoosing travel destination. Therefore,when TATpromoting to these groups, themessageshouldemphasizeonThailandnaturalbeauty.WhileRussian touristsevaluatedtravel destinationbynaturalattractions,weather,cost–valuerelations,overallcostsofthetrip(airfares,accommodation,orfood),andculture(people,society,orhistory)andChinesetouristsevaluatedtraveldestinationbynaturalattractions,culture (people, society,or history),avarietyoftouristattractions,overallcostsofthetrip(airfares,accommodation,orfood),andbycost–valuerelations;therefore,thesefactorsshouldbeemphasizedwhile promotingaswell. 5. Maintaining goodwill of people and infrastructure and beauty of tourist destination:itwasfoundthatbothRussianandChinesetouristsloveThailandandwouldlike to revisitagain ifpossible,also theywould recommend friendsand familyabout Thailand.However,natural resourcesare limitedandmaydisappear if theyarenot well–maintained.Therefore,TAT’scampaignpromotingapreventivemeasureofnaturalresources, targetingbothdomesticand international tourists,aswellas localoperators isneededinordertomaintainandsustainourcountry’snatureatitsbest.


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