The Cross-Cultural Adaptation of Chinese Tourists in Chiang Rai and Chiang Mai, Northern Thailand

Name: Li Ya

Sears: Chinese tourist

Abstract: The purposes of this study were to investigate the cross-cultural adaptation of Chinese tourists in Chiang Rai and Chiang Mai, and to explore the factors affecting the cross-cultural adaptation of Chinese tourists in Chiang Rai and Chiang Mai. The results may shed some light on teaching suggestions for relevant tourism courses in Thai universities. The samples were 300 Chinese tourists in Chiang Rai and Chiang Mai from September 2019 to February 2020. They were recruited by accidental sampling method and were willing to participated in the questionnaire survey and interview. The data were statistically analyzed for significant p-value, mean and standard deviation, The results showed that: 1. In overall, cross-cultural adaptation among 300 Chinese tourists involved comparative adaptation, social adaptation and psychological adaptation which was found at a relatively adaptive level. However, their psychological adaptation was better than their social adaptation. The social adaptation among Chinese tourists was unaccustomed to local food, local language and making friends with local people. The psychological adaptation or the mental health of Chinese tourists was in a good condition, and there was no tendency of depression. Most tourists were satisfied with their trip in Thailand, but the score of travel satisfaction was lower than mental health. 2.The survey showed that the most important factors affecting cross-cultural adaptation among 300 Chinese tourists were knowledge and skills, travel experience in Chiang Rai and Chiang Mai, different food and weather. The most influential factors were experience of traveling abroad in terms of knowledge and skills, Thai and English skills, and expectation, judgment and coping with style. The least influential factor was gender. The interview revealed that cultural distance was also the main reason for Chinese tourists’ difficulties in cross-cultural adaptation. 3. The results could offer teaching suggestions for Chinese tourism courses in Thai universities. For example, integrating cross-cultural adaptation into Chinese tourism textbooks to help students master theoretical knowledge. Teaching cross-cultural adaptation should pay attention to teaching of oral Chinese ability and promote students’ oral English ability. Teachers should adopt the teaching method integrating theory with practice to improve students’ practical ability. And finally, cultural education should be emphasized in Chinese teaching.

Chiang Rai Rajabhat University. Academic Resources and Information Technology Center

Address: CHIANG RAI

Email: arit@crru.ac.th

Name: Wanwirat Tungkavet

Role: Major Advisor

Name: Sahattaya Sittivised

Role: Co-Advisor

Modified: 2023-03-29

Issued: 2023-03-29

วิทยานิพนธ์/Thesis

application/pdf

chi

Spatial: Chiang Rai

Spatial: Chiang Mai

DegreeName: Master of Arts

Level: Master's Degree

Descipline: Teaching Chinese

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