According to A study by the Thailand Development
and research Institute (TDRI)showed that about 31 percent of international
tourists obtained information about Thailand from their friends. Only 15 percent got the information from
tour operators whereas about 12 percent got information from both sources.To
attract those who have not yet decided their holiday destination, It is
necessary to impress the foreign tourist
already in Thailand.However, a survey in 1990-1991 by the Intrama World
Destination Monitor put Thailand second only to Hong Kong as a place where
1,450 tour operator around the world said tourists were likely to be cheated or
overcharged in Asia. India came in third. Italy was considered to be the number
one country in the world where tourists were most likely to be cheated.
First, Consumer behavior refers to the process of acquiring and organizing
information in the direction of a purchase decision and of using and evaluating
products and services. This process encompasses the stages of searching for,
purchasing, using, evaluating, and disposing of products and services. The
tourist buying decision presents some unique aspects: it is an investment with
no tangible rate of return, and the purchase is often prepared and planned
through savings made over a considerable period of time. That is, the vacation
tourist will invest with no expectation of material and economic return on his
or her purchase of an intangible satisfaction. As travelers become more
sophisticated in their vacationing behavior, research must continue to become
more sophisticated to explain this behavior. To take adequate actions in the
area of tourism marketing, one must understand how people perceive such things
as destination areas, air travel, travel distances and travel advertising; how
they learn to consume and to travel; how they make travel decisions; and how
personality affects those decisions (Moutinho, 1987). Choosing the travel
destination is a very important and long-way decision process for the tourist,
and understanding of the factors that influence decision-choice process is
extremely important for the tourism industry. In order to stay competitive in
this very competitive industry, tourism organizations should understand the
decision process of their tourists that can be divided into different target markets
(Costa and Ferrone, 1995).
Second, A survey in 1990-1991 by the INTRAMA World Destination Monitor,
Thailand was ranked on the second place where the tourists were likely to be
cheated in Asia. The tourists may feel betrayed and are more likely to go
somewhere else for the similar products or services. Thailand may also get
a bad reputation as a deceptive country, which means decreased
revenues in the future. Therefore, it may be difficult for the tourists to
accept and trust but their awareness in ethics can be altered and Thailand will
gain loyalty from customers again.
Finally, Can resolve this problem. By set the standard of price,
accommodation and other services.
Indicates the development of tourism in
Thailand. To create a good image for the tourists. And attract tourists
back to Thailand again.
