An Analysis of Tourism Culture Differences between China and Thailand---Island, Temple, Palace HUANG CHUNYAN ID: 5917190025 SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION INTERNATIONAL PROGRAM, GRADUATE SCHOOL OF BUSINESS SIAM UNIVERSITY, BANGKOK, THAILAND 2018 Tourism culture is influenced by the geographical region, traditional culture, historical culture, and social environment. The cultural features in tourism of Hainan Island, Phuket, Baima Temple,Wat Mangkon ,Forbidden City and Grand Palace are the product of cultural differences.To promote the further development of China-Thailand tourism, it is necessary to focus on culture and develop characteristic cultural tourism. Key words: Sino-Thai Tourism Tourism Culture Cultural Differences ACKNOWLEDGEMENT I would like to express my heartfelt gratitude to all those who gave me a lot of help to complete this thesis. Firstly,I will express my gratitude to Dr. Sajeerat Metheesuwapab advisor and Dr. Jomphong Mongkhonvanit, Dean, Graduate School of Business, Siam University, Bangkok, Thailand for them thoughtful and caring supervision by menas of their educational excellence. I am most grateful to them especially for them deep understanding of the Independent Study and their good commumication skills. I also express my great thanks to all professors of Graduate School of Business, from whose coursesandlecturesI havebenefited alot. Iwouldliketothankthemsincerely fortheir academic guidance and support. Toallofyou,thankyou! C CONTENTS Pages Abstract A Acknowledgement C Table Contents D List of Tables E List of Figures F CHAPTER 1 Introduction 1.1Background ofthe study 1 1.1.1. Cross-cultural tourism trends 1 1.1.2.TheStatusQuoofChinaOutboundTourismDevelopment 2 1.1.3. Thailand Tourism 3 1.1.4. Sino-Thai tourism contact frequently 5 1.2. Scope of study 10 1.3.The objectives and significance of the study 10 1.3.1. Objectives of the study 10 1.3.2. Significance of the study 12 1.4. Limitation ofthe study 12 CHAPTER 2 Literature Review 2.1. Related concepts of tourism culture 14 2.1.1. Definition of Tourism 14 2.1.3. Definition of Culture 15 2.2. Overview of Tourism Culture Concept 16 2.3. Cross-cultural tourism 21 D CHAPTER-3 Tourism Culture Differences in Island, temple, palace of Sino-Thai 3.1. Hainan Island Tourism Culture Resources 24 3.1.2 Phuket Tourism Culture Resources 29 3.2 Analysis the Different Tourism Culture between Baima Temple and Wat Mangkon 33 3.2.1. Chinese Buddhist Culture and Baima Temple 33 3.2.2TheCreationand Influence ofthe Baima Temple 35 3.2.3 Tourism Culture ofthe Baima Temple 37 3.2.4 Wat Mangkon and Chinese Buddhism 39 3.2.5TheCreationand Influence ofthe WatMangkon 40 3.2.6Tourism Culture ofthe WatMangkon 41 3.3The Historyof ChinaForbidden City 42 3.3.1 TheHistory of Thailand RoyalGrand Palace 43 3.3.2 TheConcept Design of China Forbidden City 44 3.3.3 TheConcept Design of Thailand Grand Palace 46 3.4Comparative analysis of Concept Design between China Forbidden City and Thailand Grand Palace 47 3.4.1 Comparative Analysis of Method and Technology of Construction 48 3.4.2MethodandTechnologyofConstructingtheBuildingFloor 50 3.4.3MethodandTechnologyofConstructingtheBuildingRoof 51 CHAPTER 4 Analysis the causes and effective Ways in Dealing with tourism culture Differences between China and Thailand 4.1.TheCausesofdifferenttourismculturebetweenChinaandThailand 53 4.1.1Geographicaldifferencescreateuniquenaturalscenery 53 E 4.1.2Traditionalculturecreatesdistinctivetourismculture 53 4.1.3 Historical background and social culture lead to differences in tourism culture 54 4.1.4Thepoliticalenvironmentleadstoculturaldifferencesintourism 55 4.2EffectiveWaytoPromoteSino-ThaiTourismDevelopment 56 4.2.1Objectiveunderstandingthedifferencesintourismculture 56 4.2.2 Create quality products and promote diversification 57 4.2.3Promotemarketingintegrationandestablishatourismbrand 57 4.2.4Consolidateculturaltourismandhighlightculturalcharm 58 4.3Analyzing and comparing different culture between Hainan Island and Phuket Island 59 4.4Analyzing and comparing different between cultures of Baima Temple and Wat Mangkon Temple 62 4.5Analyzing and comparing between China Forbidden Palace and Thailand Royal Grand Palace 64 CHAPTER-5 Conclusion and Recommendation 5.1 Conclusion 68 5.2. Research innovation point 69 5.3 Recommendation 70 5.4 Suggestion of further research 71 References 72 LIST OF TALBLES Table Table:1AnalyzingandcomparingdifferentculturetwoofIslands 58 Table2:AnalyzingandcomparingdifferentcultureoftwoTemples 61 Table3:AnalyzingandcomparingdifferentculturesoftwoofPalaces 63 F LIST OF FIGURES Figure: 1 Tourism arrivals of Thailand 4 Figure: 2 Top 10 arrivalsby nationality 5 G Chapter-1 Introduction 1.1Background of the study 1.1.1. Cross-cultural tourism trends As human society enters the 21st century, tourism has become one of the indispensable ways of life for mankind. Recently, the data released by the World Tourism Organization show that From January to October 2017, the number of tourists from all over the world reached 1.1 billion, up 7%overthe same period of2016. (Finance China,2018). The authoritative forecast of the World Tourism Organization shows that the international tourists worldwide will reach 1.6 billion by 2020.This shows that residents who make up 25% of the global population will achieve cross-cultural international tourism activities. With the rapid growth of international tourists, the depth and breadth of cross-cultural exchanges are gradually expanding, which will have a huge impact on countries in different cultures and systems in the world. China will also become the largest tourist host nation in the world after 2020, and will receive nearly 150 million international tourists each year. The tourist source country will further expand in scope and the cultural background of tourists will be increasingly diversified. From the background of Cross-cultural tourism, the relationship between tourists and hosts must be further deepened. As scholar Valene L Smith once pointed out, In the process of tourism intercultural communication, "tourism activities are a link that is conducive to the relevance of different cultures as well as to mutual understanding among different nations. However, it is also a repetitive and boring act for host hosts to cater to tourists during their reception, though tourists from different cultural backgrounds may have different cultural exchange questions. (Valene L. Smith,1989).There are differences in terms of language, space, gestures, time and cultural spheres under different cultural backgrounds. In order to better realize cross-cultural travel, provide more valuable travel for travelers, promote the development of tourism industry, to further study tourism Cultural differences are especially important. 1.1.2. The Status Quo of China Outbound Tourism Development On August 3, 2017, China Tourism Research Institute (CTS), a research institute directly under China's National Tourism Administration, and Ctrip, China's largest outbound tourist service, jointly issued the Report on Outbound Chinese Travelers in the First Half of 2017. Based on tourism statistics and combined with 300 million members of Ctrip and the largest free-to-order travel data in the industry, the team of experts from both sides conducted a comprehensive monitoring of outbound travel and visitor behavior. Dai Bin, dean of China National Tourism Research Institute, said that after more than a decade of rapid growth, the outbound travel market is entering a new normal of steady growth at moderate and low speeds. As a middle class supported by the outbound tourism market, its overseas consumption behavior is shifting from "buy and buy" in the early stage to "slowly and slowly". Whether it is for accommodation, dining, shopping or cultural consumption, overseas tourists are more willing to experience the lifestyle of their destinations in a one-stop and free way. With the advent of the era of rational consumption, shopping budgets that account for more than half of tourists' overseas spending will further decline, and will effectively reduce the growth of outbound travel expenditures in China. Ctrip outbound tourism experts said that China's outbound tourism has entered a "consumption upgrade" stage, tourists are willing to increase spending to buy better tourism products, the purpose of going abroad also travel from sightseeing to enjoy high-quality overseas living environment and services, including Climate, Air, Price, Commodity, Medical, Education, etc. Travelingabroadatleastonceayearwillbecomethe newstandardforthe middleclassinChina. In 2017, China continued to be the world champion in outbound travel. According to the tourism statistics released by China National Tourism Administration recently, in the first half of 2017, the number of Chinese citizens traveling abroad reached 62.03 million, an increase of 5.1% over the 5.903 million people in the same period of last year. In the same period, China received 69.5 million inbound tourists and the number of inbound tourists exceeded that of outbound tourists by 7.47 million. International tourism revenue and expenditure continued to maintain a surplus.(China Tourism Academy2017). 1.1.3. Thailand Tourism Tourism is a major economic contributor to the Kingdom of Thailand. Estimates of tourism receipts directly contributing to the Thai GDP of 12 trillion baht range from 9 percent (one trillion baht) (2013) to 17.7 percent (2.53 trillion baht) in