A Study on the Travel Behavior and Satisfaction of Chinese Tourists at Chedi Luang Temple in Chiang Mai

Abstract

          This research aimed to study the behavior and satisfaction of Chinese tourists who visit Chedi Luang Varavihara temple in Chiang Mai. The sample was 205 Chinese tourists coming to Chedi Luang Varavihara temple in Chiang Mai. Data was collected through questionnaires. It was analyzed using statistical methods which were percentage, average, and standard deviation.

The result indicated most of respondents were females with the age of 20-29 years old. Their education level were high school and bachelor’s degree. Most of them were company employees. It was their first time visiting Thailand and Chedi Luang Varavihara temple were the aiming destination of the trip. They got the information of the temple from the internet. The visitors visit the temple by walking since it was located in the old town Chiang Mai. There were also a walking street in that area every Sunday evening, so the visitors tended to roam around that time or followed their travel agency’s schedule.

          The findings showed that an overall tourist satisfaction of the trip to Chedi Luang Varavihara temple in Chiang Mai was high, due to factors like safety, transportation, beauty, and clean. However, there was not enough direction and sign for the travelers to understand each area of travelling. There was also a communication barrier since there was no officer who speaks Chinese.