What is it about?

This research article examine 14 aspects of shopping that the Chinese tourists consider as important to them when they decide to buy. Their satisfaction level towards these aspects are also examined. Importance-Performance Analysis is applied to find out which shopping aspects fall in the quadrant 'high importance-low performance/satisfaction, which mean these shopping aspects need immediate attention.The research takes into consideration items bought by Chinese tourists and their comments and suggestions regarding shopping in Bangkok.

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Why is it important?

The assessing Chinese tourists' satisfaction with the shopping experiences in Bangkok using Importance-Performance analysis has not been done before in the Thai context. This technique is simple and easy to understand and can be applied to measuring consumer satisfaction toward other services.


Tourism industry practitioners in the sale department and the metropolitan government responsible for transportation should be aware of the needs of tourists to get access to the shopping venues. Souvenir items producers as well as the sales assistants should be able to pass on the information about the products to the tourists. The consumers need information regarding the use and usefulness of the products, which is helpful for making a purchase decision. Information in Chinese and Chinese speaking skills are important to communicate with Chinese customers.

Lertporn Parasakul
Dhurakij Pundit University

Read the Original

This page is a summary of: Assessing Chinese Tourists’ Satisfaction with their Shopping Experiences in Bangkok Metropolis, Journal of China Tourism Research, July 2019, Taylor & Francis, DOI: 10.1080/19388160.2019.1638864.
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