The Expectations and Satisfaction of Thai Tourists Traveling to Kunming, Yunnan Province, People's Republic of China, After the Outbreak of the Coronavirus Disease 2019 (COVID-19) pandemic

Abstract

This study aims to 1) examine the travel behavior of Thai tourists visiting Kunming, 2) explore the expectations and satisfaction of Thai tourists in Kunming, and 3) investigate the problems in the inbound tourism market of Thai tourists visiting Kunming and propose recommendations for developing the inbound tourism market. The study is a quantitative research, collecting data from 333 questionnaires. The statistical methods used include percentage, mean, standard deviation (SD), and paired-sample t-test.

The analysis revealed that most Thai tourists traveling to Kunming are female, hold a bachelor's degree, have a monthly income of 30,001 baht or more, and spend 5-6 days in Kunming. The majority travel with their families and most are visiting Kunming for the first time. Thai tourists generally have high expectations and satisfaction levels in terms of attractions, activities, accessibility, facilities, and accommodations. The analysis further shows that Thai tourists are highly satisfied with the 5A components (Attraction, Activity, Accessibility, Amenities, and Accommodation) of Kunming, but there is significant dissatisfaction with the cleanliness and availability of public restrooms and the service provided to international tourists. Additionally, accommodation businesses in Kunming are found to offer limited tourism information to guests. The survey responses indicate that the inbound tourism market for Thai tourists faces challenges, particularly in terms of amenities, with major issues being English communication and the cleanliness of public restrooms. The recommendations include improving English communication skills, providing more diverse payment options, increasing the number and cleanliness of public restrooms, and implementing more stringent smoking area regulations.