Guildlines for Development Pattaya to Sustainable Shopping Tourism City of Mainland Chinese Tourist

Abstract

     This study aimed to study on shopping behaviors and satisfaction of mainland Chinese tourist in Pattaya and to finding guildlines for development Pattaya to sustainable shopping tourism city of mainland Chinese tourist. Data was conducted from 400 samples by using descriptive statistics such as percentage, mean, standard deviation and hypothesis testing by chi-square statistic. The results showed that the most of tourist samples were female, 20-29 years old, secondary-bachelor education, private sector employee, income 4,001-8,000 CNY. The resulted of tourism behavior found that the most of samples are 1^st visit in Thailand, travel once time a year, travel 4-6 days per time, purpose of travel was leisure in holiday and travel with friends, managing trip by tour agent, travel by plane and hotel stays, while visited to Pattaya 1-3 times within 3years, last visited and now stays are 1-3 days same, finding data from website/online/social media, travel expense 2,001-4,000 CNY and finding data while stay in Pattaya from online/social media, using application is Wechat. The popular product is dried food, popular shopping place is department store such as Terminal 21 Pattaya and Central Pattaya. For expectation and satisfaction of marketing mix factors affected to come shopping that overall are high level which showed that most expectation is place factor such as vast/ huge/ modernity/ comfort/ convenient and followed factors by physical evidence, price, people, promotion and process respectively. For most satisfaction is product factor such as product quality and value and followed factors by place, people, physical evidence, process, price, and promotion respectively. The hypothesis testing results found personal factors have the relationship with shopping behaviors and marketing mix. Besides marketing mix factors have the relationship with shopping behaviors at the .05 statistically significant level. This resulted will be important suggestion for planning and development tourism in Pattaya area.