Developing the Potential of the Tourism Industry and Business Tourism Formats in Thailand for Business Visitors from the People's Republic of China

Abstract

This research aimed to: 1. examine the components of the business tourism industry among Chinese business travelers who choose to visit Thailand; 2. explore various aspects of service quality that influence the decision-making process in organizing business tourism events or activities in Thailand among Chinese business travelers; 3. investigate the needs, expectations, and behaviors of Chinese business travelers who select Thailand as their destination; and 4. identify strategies for enhancing the potential of Thailand’s business tourism industry for Chinese business travelers. This qualitative research employed content analysis and gathered data from key informants, including inbound travel agents operating in Thailand, overseas travel agents based in the People’s Republic of China, destination management companies (DMCs), government agencies involved in the tourism industry, and experienced professionals within Thailand’s tourism sector.

The findings revealed the following: 1.The primary purposes of business tourism travel among Chinese tourists are for Meetings, Incentives, Conventions, and Exhibitions (MICE). A critical component supporting these objectives is the coordination between Chinese and Thai travel agencies, which enables tailored services to meet travelers’ specific needs effectively. 2. In terms of service quality, location was found to be the most influential factor in travelers’ decision-making processes, followed by facilities, service quality, and pricing. These findings indicate the importance of authentic experiences and the unique characteristics of destinations in attracting business travelers. 3. Regarding travelers’ needs, expectations, and behaviors, there is a growing trend toward Bleisure (a blend of business and leisure). This behavior is influenced by Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) through social media platforms, leading to a demand for creative and personalized travel experiences. 4. The research proposes the “MICE-UP” development model to enhance Thailand’s business tourism competitiveness, comprising M: Marketing Strategy I: International Standard C: Connect the Path E: E-commerce UP: Development This model offers a comprehensive and sustainable approach to strengthening Thailand’s position in the business tourism industry for the Chinese market.