Abstract:
This thesis aims to investigate the motivations of Chinese tourists’ religious tourism in Thailand, as well as the characteristics of behavior of Chinese tourists in religious tourism. This study chooses quantitative research and qualitative research approaches. It is through questionnaires and interviews to collect quantitative and qualitative data. Conclusions of this study show that the motivations of Chinese tourists’ visiting the three temples include understanding Thailand's religion and culture, appreciating the religious landscape in Thailand, appealing for good luck, relaxing and relieving pressure. Chinese tourists’ motivations of visiting the three shrines are firstly appealing for good luck, followed by understanding Thailand's religion and culture, appreciating the religious landscape in Thailand, relaxing and relieving pressure. Findings of this thesis also showed that part of Chinese tourists have high quality and good educational background. They are more interested in Thai culture, Buddhist culture, history and better comply with local cultural practices and norms. Some tourists did not obey the local tourist habits, such as wearing sleeveless clothing, shoes during the process of visiting temples and worshiping the gods. Besides, Chinese tourists like shopping and have strong spending power, but with the introduction of China’s new tourism law, as well as the cancel of zero fee tour, the tourism behavior of Chinese tourists may change, because they have more time for sightseeing and understanding local culture, rather than shopping. Finally, this dissertation brings forward recommendations on the sustainable development of religious tourism in Thailand. Keywords: Thailand; China; Bangkok; religious tourism; temple; shrine; tourism motivation; tourism behavior.
