Factors Affecting the Tourism Expenditure of Chinese Tourists in Mueang District, Chiangmai Province

บทคัดย่อ

This study investigates the factors influencing the expenditure of Chinese tourists in Mueang District, Chiang Mai Province. Data were collected through questionnaires from 150 Chinese tourists. The findings reveal that income is the most significant factor affecting tourism expenditure. Specifically, for every 1,000-yuan increase in income, daily tourism spending rises by 346 yuan. To attract more Chinese tourists to Chiang Mai, the government should target specific groups by disseminating tailored tourism information. As most respondents in the study were self-employed, promotional efforts should focus on private business owners, offering special privileges to encourage their visits. Additionally,
the development and promotion of natural attractions should be prioritized, as these were identified as the most preferred destinations among tourists.