Competing Internationally for the Chinese Tourist Market with Consideration for Local Thai Residents

  • Korawan Sangkakorn Social Research Institute, Chiang Mai University
  • Pachernwaat Srichai Social Research Institute, Chiang Mai University
  • Ravee Phoewhawm Chongqing Technology and Business University
Keywords: Chinese Travelers, Cultural Impact, Information, Marketing, Promoting Tourism


Marketing to travelers from China will require an examination of many factors that can shape the dynamics in order to remain competitive in the global market for a large volume of tourists.  The objective of this study is to investigate the challenges of marketing to Chinese tourists and to suggest practical guidelines for meeting these challenges in the Thai tourist industry.  This report outlines two primary pressing concerns in the Thai tourist industry.  First, finding effective and efficient methods to forecast the number of incoming tourists has not been explored due to a lack of coordination between the Tourism Authority of Thailand (TAT) and the Sports and Tourism Ministry.  Second, there is evidence that Chinese tourists are creating a negative impact on the economy, society, culture, and the environment of the local community.  These issues in turn lead to concerns for attracting more future tourism, and maintaining the local lifestyle. 

Author Biographies

Korawan Sangkakorn, Social Research Institute, Chiang Mai University

A social research expert in Chiang Mai University who has been working on behalf of all stakeholders’ organizations to design, formulate, implement and manage social research projects, aiming to raise the economic situation and social development. Research interests are in searching for solutions about tourism problems to help organizations and community for making progress. 

Pachernwaat Srichai, Social Research Institute, Chiang Mai University

Research interests are in exploring the current situation of society in various aspects. Specific talent is concentrated in tourism development for the local community. Spearheading research projects and activities that enhance the tourism of Thailand; studies focused on helping the community in promoting local fabrics to an international market.