Marketing Potentiality Development of Sustainable Shopping Tourism for Chinese Mainland Tourist in Bangkok

Main Article Content

Wacharawit Wiyaporn


          The study on developing market potentiality from shopping tourism of Chinese tourist in Bangkok aims to study on the relationship between personal factors of the sample with shopping behaviors, to study on preferences on marketing factors and the influences of marketing factors to shopping behaviors including to finding the way to developing market capability from the sustainable shopping tourism. Data correcting by questionnaires from 400 Chinese tourists, Data analysis by percentage, mean, standard deviation and chi–square statistic for hypothesis testing.

          The results showed that most of the samples were female, 20–35 years old, secondary bachelor education, private sector employee, income 4,001–8,000 CNY. The resulted of tourism behavior found that the most of sample managing on travel by themselves, once time a year, 4–6 days per time, travel by plane, hotel stays, finding data from online sources, travels with friend or acquaintance, came to Bangkok 1–3 times, stays 4–7 days, purpose of travel was relaxing with cost 2,001–4,000 CNY. The highest popular dried food shopping place was department store as Siam Paragon and Central Word. Marketing factors affect coming shopping tourism in Bangkok in the highest level, Product was the factor that maximum influencing. The sample preferences on Bangkok shopping
tourism Marketing mixed at the high level, quality of the product was the factor that maximum preference. The hypothesis testing found that personal factors have a relationship with shopping behavior and preference on marking mixed, besides marketing mixed have a relationship with shopping behavior at the level of significant 0.05ใ



Download data is not yet available.

Article Details

How to Cite
Wiyaporn, W. (2020). Marketing Potentiality Development of Sustainable Shopping Tourism for Chinese Mainland Tourist in Bangkok. Journal of Thai Hospitality and Tourism, 15(1), 72–84. Retrieved from
Research Article


American Marketing Association. (1982). Marketing Definition. Chicago: American Marketing Association.

Choi, T. M., Liu, S. C., Pang, K. M. & Chow, P. S. (2008). Shopping Behaviors of Individual Tourists from the Chinese Mainland to Hong Kong. Tourism Management, 29(4), 811–820.

Conrandy, R. & Buck, M. (2007). Trends and Issue in Global Tourism 2007. Berlin Heidelberg: Springer–Verlag.

Engel, J. F., Blackwell, R. D. & Miniard, F. W. (1994). Consumer Behavior. 8th ed. Fort Worth: The Dryden Press.

Kotler, P. (1987). Marketing Management: Analysis, Planning, Implementation and Control. 9th ed. New Jersey: A Simon & Schuster.

Lonelyplanet. (2015). Shopping. Retrieved March 18, 2016, from

McIntosh, R. W., Goeldner, C. R. & Ritchie, J. R. B. (1995). Tourism: Principle, Practices, and Philosophies. New York: John Wiley & Sons.

Oh, Y. J. (2007). An Exploration of Tourist Shopping. Ph.D. Dissertation, Texas A&M University, Texas, USA.

Theobald, W. F. (2002). Global Tourism. 3rd ed. Oxford: Routledge.