The Local Residents’ Attitudes towards the Market Expansion of Chinese Inbound Tourism in Phuket

Abstract

Nowadays, Phuket is significantly conditional on the tourism industry as the island is known as one of the famous worldwide tourist destinations. Chinese from mainland China flowed flocked to this island all year-round. Recently, they ranked on the top line of the international foreigner arrival and tourism receipts in Phuket. It influences the expansion of the Chinese inbound tourism market rapidly became the dominant position on the island. The circumstances significantly impact the island and locals. Overall, it affects positive, while broadly negative impacts were also attached. Residents’ cooperation is essential to achieving sustainable tourism development, which potentially promotes favorable while mitigating unfavorable impacts. Consequently, this research mainly aims to examine residents’ perceptions of tourism impacts and investigate their attitudes towards supporting the market development regarding Chinese inbound tourism in Phuket in the fields of economic, socio-cultural, and environmental perspectives as the primary purpose. The study principally employed a quantitative research methodology. The 400 useable questionnaires were analyzed to extract the study results. The quantitative data were analyzed using a statistical package for the social sciences (SPSS) program version 25. Moreover, the study also used content analysis to quantify and analyze residents’ answers from the twelve open-ended questions in the questionnaire. A summary of the research findings on overall residents’ perceptions and attitudes suggested that the majority of residents agreed that the market expansion has a positive effect on Phuket and that they are willing to support the Chinese inbound tourism market development in Phuket. However, the findings revealed that Phuket residents perceived a total of 62 both positive and negative impacts regarding this market expansion. The classification is divided into 21 economic impacts, 28 socio-cultural impacts, and the remaining 13 are found under environmental fields. In addition, an in-depth survey of residents’ attitudes found that they exhibited 13 of the most liked feelings about the expansion of this market and the 21 most disliked. Subsequently, the study revealed 7 opinions of residents about the most significant advantages of supporting the market expansion and the 19 most significant disadvantages. Finally, the findings examined 20 impact solution guidelines regarding market expansion and 11 other approaches concern with supporting market development, which were analyzed from the suggestions of Phuket residents. Onward, the study found 16 socio-demographic characteristics that influenced residents’ perceptions and attitudes towards this market expansion significantly differences while the 4 other variables do not. The findings suggested that residents’ overall perception of impact, either positively or negatively, was greatly influenced by the perceived economic, socio-cultural, and environmental effects of market expansion. After, the study found that residents’ overall perceptions of impact from the market expansion significantly further predicted their attitudes towards supporting market development. It ensured that when residents perceived the overall effect positively, they were inclined to support the market development. In contrast, when the perceived overall impact of residents is negative, they were declined to support the market development or even refused it. Lastly, the study findings could be used effectively as suggestions and guidelines for the sustainable development of the Chinese inbound tourism market and the Phuket tourism industry. In brief, the study suggested that should encourage economic benefactions in the community and residents will less anxious about socio-cultural and environmental impacts. It will further influence residents to views overall local tourism development more optimistically. Then, there will be more residents incline to cooperate and support tourism development in the community. Finally, this island will achieve the long-term goal of sustainable tourism development, maximize benefits, and mitigate negative impacts on Phuket Island. As well as encourage residents in different sectors who are community stakeholders and local guests to live together happier on Phuket Island.