AN ANALYSIS OF INAPPROPRIATE BEHAVIORS AS PERCEIVED BY THE THAI HOSTS AND THE CHINESE TOURISTS
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Abstract
This study aimed to examine how the Thai hosts and the Chinese tourists perceive the inappropriate behaviors of other Chinese tourists in terms of frequency of occurrence and level of annoyance. The population studied included the local Thais working in tourism industry and Chinese tourists holidaying in Bangkok Metropolis. The purposive sampling method was employed for the Thai host group, 401 in total; while the convenience sampling technique was adopted for the Chinese tourist sample, consisting of 498 tourists. The research tools were questionnaires in both Thai and Chinese languages. A quantitative approach using factor analysis was conducted, resulting in six categories of tourist misbehaviors: (1) behaviors directly relating to others; (2) isolated individual acts affecting others’ health and environment; (3) practicing habitual norms in a new environment, violating conventional acceptable norms; (4) marginally illegal behaviors; (5) being casual; and (6) normal tourist practice. An action grid was developed to illustrate the behaviors across the perceived frequency and the degree of annoyance. Of the six categories of inappropriate behaviors, only the frst category, behaviors directly relating to others, was found to be frequent and annoying by the Thai hosts and the Chinese tourists. The relevant parties should seriously consider this aspect of inappropriate behavior.
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