The Research on the Shopping Behavior of Thai Tourists in Yunnan

Abstract

Tourism shopping income is the biggest part of tourism foreign exchange earnings in addition to the tourism traffic expenses.Yunnan is a province of which economy mainly relies on tourism; however its economic development has been restricted by the development of tourism shopping consumption. By studying shopping behavior of Thai tourists, it is found that there are three characteristics of Thai tourists shopping behavior. They are partial shopping, strong independence of shopping, and high standard of the shopping service. According to the characteristics above, it helps Yunnan to exploit the Thailand tourist market by following strategies: the tourism shopping target market segmentation, the segmentation of tourism purchases, the marketing portfolios of tourism purchases and the optimization of shopping environment.