TY - JOUR AU - ระบอบ, ชุติระ AU - หมอยาดี, ชณิชา AU - ทาระคำ, พรวิสา AU - ไกรสำโรง, อภิญญา PY - 2019/06/27 Y2 - 2024/03/28 TI - Attitude of Service Provider in Tourism Industry Supply Chain toward the Positive Behavior to Encourage Guideline of Chinese Tourists in Thailand JF - Business Review Journal JA - bus. rev. j. VL - 11 IS - 1 SE - Research Articles DO - UR - https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/198382 SP - 213-230 AB - <p>This research aimed to study the attitude of service provider in tourism industry toward<br>Chinese tourists to Thailand, analyze the character and behavior of them in the opinion of<br>tourism industry in supply chain service provider and to propose the appropriate positive<br>behavior to encourage guideline of Chinese Tourist in Thailand. The research tools were<br>questionnaire and interview to hotel, restaurant and guide in Samut Prakran, Chonburi and<br>Rayong provinces. 384 samples were selected by using purposive technique. Both quantitative<br>and qualitative data were analyzed by using descriptive statistics, hypotheses testing and<br>contents analysis.<br>The research results revealed that service provider’s attitude toward Chinese tourists<br>according to lack of understanding in Thai custom, behavior to annoy people. For the appropriate<br>toward the positive behavior encourage are to give Thai culture understanding via guide<br>tour leader and distribute Thai culture via website and tourists guide. The hypothesis testing<br>found that there was no different in attitude and behavior of Chinese tourists. The appropriate<br>guideline to encourage positive behavior of Chinese tourists found that it should be to give<br>Thai cultural understanding, web site public relation and tourists guide book. Finding results<br>showed that Chinese tourist from different sex, education level and place of birth make<br>different positive behavior.</p> ER -