CUSTOMER KNOWLEDGE MANAGEMENT: RE-ENGAGING CHINESE TOURISTS IN DESTINATION OF THAILAND I #bebuzzexpo

Summary

Professor Fujin from Chengdu College of Hospitality Management presents research on re-engaging Chinese tourists in Thailand post-pandemic. Her study, conducted in collaboration with Thailand's Research and Innovation department, focuses on customer knowledge management (CKM) to understand Chinese tourists' motivations and preferences. Findings reveal that young, affluent, and well-educated Chinese from Southwest China are the most likely visitors. Their travel interests have shifted toward cultural experiences, beaches, and wellness, with hygiene and safety being top concerns post-COVID. Fujin highlights the importance of government communication and social media in building trust and promoting Thailand as a premier tourist destination.

Takeaways

• 🌍 Fujin, vice president of Chengdu College of Hospitality Management, shared insights on re-engaging Chinese tourists in Thailand post-COVID-19.
• 🇨🇳 China is the top resource country for international tourism, with only 10% of its population having traveled abroad, expected to rise by 2027.
• 🌴 Thailand remains a top destination for Chinese tourists, predicted to receive over 12 million visitors from China post-pandemic.
• 💡 Fujin's research focuses on Customer Knowledge Management (CKM) to understand Chinese tourists' demographics, motivations, and preferences.
• 👩‍💼 The research found that most potential tourists are young, affluent, and well-educated women from Southwest China, many of whom have never been to Thailand.
• 🏖️ Key motivations for visiting Thailand include beaches, culture, food, and shopping, with an increasing appreciation for the quality of hotels and tourism services.
• 🔍 Chinese tourists primarily gather travel information from China-based social media, and word-of-mouth recommendations from friends and family remain influential.
• 🛑 Major concerns post-pandemic include health and safety protocols, with a strong preference for communication in Chinese and trusted information from government sources.
• 📱 Younger Chinese tourists use a mix of Chinese and international platforms for travel information, including TikTok, WeChat, and Google, indicating diverse digital behaviors.
• 🧘‍♂️ Health, hygiene, and wellness offerings in Thailand, along with personalized travel experiences, will be key to attracting repeat visits and building trust with Chinese tourists.

Q & A

Who is Professor Fujin, and what is her academic background?

Professor Fujin is the Vice President of Chengdu College of Hospitality Management, the only school of its kind in mainland China. She completed her PhD in Thailand and has done research in Greece and the US, making her highly international in her academic scope.

What is the main focus of Professor Fujin's research presented in the talk?

The main focus of Professor Fujin's research is on re-engaging Chinese tourists in Thailand, using Customer Knowledge Management (CKM) to understand their motivations and preferences.

What is Customer Knowledge Management (CKM) and how is it used in this research?

CKM refers to the management and exploration of customer-related knowledge, focusing on both the interaction between companies and customers, and shifting the attention from what companies know to what customers know. In the research, CKM is used to understand the motivations, preferences, and behaviors of Chinese tourists.

Why is the Chinese market important for Thailand's tourism industry?

China is the largest source of international tourists globally and the biggest spender on international tourism. By 2027, it is predicted that 20% of the Chinese population will have passports, making it a vital market for Thailand’s tourism industry.

What changes in Chinese tourist preferences were noted between 2017 and the present?

In 2017, the top motivation for Chinese tourists visiting Thailand was to watch the 'Lady Boy' show, but in the present day, preferences have shifted towards beaches, culture, food, shopping, and religious experiences. The quality of hotels and services has also become a key consideration.

What regions of Thailand are most appealing to Chinese tourists, according to the research?

Chinese tourists are most interested in visiting southern Thailand for its beaches, the central region (including the capital), and northern Thailand for its cultural heritage. Some also expressed interest in visiting the less popular northeast region.

How do Chinese tourists typically gather information about traveling to Thailand?

The majority of Chinese tourists rely on China-based social media platforms like WeChat, QQ, TikTok, and Xiaohongshu, as well as word of mouth from friends and relatives, to gather information about traveling to Thailand.

What are the main concerns of Chinese tourists regarding travel to Thailand post-COVID-19?

The top concerns include Thailand's health protocols, preventive measures, and the availability of services in the Chinese language. Trust in public information provided by both the Thai and Chinese governments is also critical for building confidence.

Which segment of Chinese tourists is most likely to travel to Thailand post-COVID-19?

Young people, those with experience traveling or studying abroad, and middle to high-income earners are the segments most likely to travel to Thailand post-COVID-19.

How can Thailand's tourism sector better engage Chinese tourists in the future?

Thailand’s tourism sector can better engage Chinese tourists by focusing on cultural, natural, and leisure experiences, highlighting health and wellness services, and promoting cleanliness. Offering one-stop service destinations with activities like hiking, crafting workshops, and wellness treatments is also recommended.