Analysis of Chinese tourists behavior for Thai shopping mall advertisement design

Abstract

This research aimed to obtain the key knowledge of producing online advertisements through identifying the key factors influencing Chinese customer behavior at different stages in the AISAS model, furthermore design the corresponding advertising strategies for companies in Thailand. The research was based on the AISAS model as an interview process, using online focus groups with 30 Chinese people living in Thailand and 30 Chinese people living in China to collect data, at the same time adopt content analysis to recognize the demands of Chinese customers in different age's groups. Furthermore, this research conducted qualitative and quantitative research to deeply explore the Chinese customer's behavior. The results found that knowledge management will effectively facilitate companies to identify problems and solve them. Meanwhile, this research proved that the combination of qualitative and quantitative research is more reliable. Since the Internet has reached a wider range of people, online advertising shouldn't be restricted to specific age groups; based on the AISAS model, companies can invest more time and effort in the "A", "I", "S" stages to attract consumers, whereas the content of advertising can be designed according to consumers' rational and emotional needs. So online advertising is progressively turning into an important vital communique technique in a company's advertising strategy.