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Abstract：Chiang Mai cultural tourists attractions are quietly welcomed by Chinese tourists recently， especially after the film releasing of “Lost in Thailand”. Tourists satisfaction reflect their feelings and attitudes of using tourist products and services in cultural tourist attractions. It helps Chiang Mai cultural tourist attractions improve their tourists product and service quality.
Key Words：Chinese tourists Tourists satisfaction Cultural tourists attractions
The tourism industry is the top priority of the Thai service industry. The tourism industry has brought a long-lasting wealth for the whole Thai society， which makes the development of the tourism industry more important for the government and Thai people. According to Thailand Development Research Institute， it can be found that from 2009 to 2013， the number of tourists has increased. In 2012， 22，353，903 people visited Thailand， and rose to 26，735，583 in 2013. Apart from them， Chinese tourists who visited Thailand reached 772，508 in the year of 2009， and 4，705，173 in 2013 which increased by 6 times of total amount. In a word， Chinese tourists are the most visited tourists in Thailand.
1.Information of Chiang Mai tourism
Chiang Mai as the second largest in Thailand attracts aboard tourists. Internal Tourism Chiang Mai Office reported that Chiang Mai has 8，985，332， 10，039，413 and 11，709，013 visitors in the year of 2010， 2011 and 2012. To be mentioned， Chinese visitors reached 79，952 in 2012 and 280，125 in 2013 that achieved 3.5 times rising compared with previous year.
Thai government and general public in Chiang Mai attract foreign tourists to have a trip in Chiang Mai by conducting advertising. The development of tourism helps the world to get to know Chiang Mai better. History has created the unique culture and art of Chiang Mai so that Chiang Mai has its own language， different characters and unique traditions. Because of this， Chiang Mai expresses its culture in architecture， art， language to the society. Regardless of history， cultural festivals are another reason of attracting tourists. Media conducting can also be a reason to attract tourists. For example， since 2013 the number of Chinese tourists to Chiang Mai has jumped to 300，000， making it the largest number of tourists to Chiang Mai， partly because of the film “Lost in Thailand”.
2.Analysis of Chinese Tourists Satisfaction on Chiang Mai Cultural Tourist Attractions
In order to get Chinese tourists satisfaction， this study randomly contributed 350 questionnaire with multiple choices and Liker 5 rating scale to Chinese tourists who visited Chiang Mai cultural tourist attractions， such as Doi Suthep， Wat Chedi Luang and Wat PraSingh. Tourists satisfaction were examined and conducted the result as follows： 1）Among the 350 Chinese tourists surveyed， more than 60% of the tourists were extremely satisfied with the cultural tourist attractions. 80% of the tourists were lightly satisfied with the cultural attractions， and only less than 10% of the Chinese tourists were not satisfied. In general， Chiang Mai cultural tourist attractions have been accepted and welcomed by most Chinese tourists. Meanwhile， Chinese tourists also have a high willing of revisiting Chiang Mai cultural tourist attractions， which is positively related to the results of Chinese tourists' satisfaction with Chiang Mai cultural tourist attractions.
2）Chinese tourists have the highest satisfaction with Doi Suthep cultural attractions， followed by Wat PraSingh and Wat Chedi Luang. However， from the overall results， all these three cultural attractions got a high score with 4.35， 4.27 and 4.24 which indicated that Chinee tourists have a high satisfaction with these three cultural attractions， and the desire of revisiting was also obvious from the result.
3）Most of the Chinese tourists who come to Chiang Mai are very satisfied with the cultural tourist attractions， so the survey shows that more than 60% of the tourists choose to visit this place again next time. Moreover， most Chinese tourists choose to introduce relatives and friends to visit cultural attractions in Chiang Mai.
3.Factors Affecting Chinese Tourists Satisfaction
1）As it is well-known that temple culture is an important part of Thai cultures. The main purpose for Chinese tourists of traveling to Chiang Mai is to experience the unique temple culture which can bring more and richer cultural experience to tourists. Therefore， it is regarded as an important factor for Chinese tourists to choose scenic spots. From the results of the questionnaire survey in this study， tourists' have higher satisfaction of the cultural experience， cultural values and cultural characteristics with Doi Suthep compared with Wat Chedi Luang and Wat PraSingh. As a result， more tourists choose Doi Suthep among many tourist attractions in Chiang Mai.
2）Because of the different age distribution of tourists and the different purposes of tourism， it is necessary to fully understand the psychological characteristics and tourists’ needs in order to meet different needs. In comparison， Doi Suthep can better meet the needs of different age stages and different tourists in terms of diversified design and Tourism experience. Hence， contributing cultural attractions to meet tourists needs can also be a key factor to attract and satisfy Chinese tourists. 3）Traditional features， including cultural value and cultural experience of tourist attractions， that is， these attractions represent the characteristics of Chiang Mai unique culture， whether providing a clear understanding of Chiang Mai’ culture and whether reflecting the different cultural styles of different periods in Thai cultures.
4）Educational features that whether Chinese tourists gain a cultural knowledge and whether they gain more comprehensive understanding of the history and culture of Thailand.
5）Attractive features that whether these cultural tourist attractions and their affiliated products， such as performances and shows， are unique so that tourists can integrate into these performances and gain a very profound and perfect tourist experience to tourists. Only if a cultural tourist attraction has its unique innovative and characteristic can it attract the attention of tourists and enable tourists to choose the cultural tourist attractions which can bring the greatest satisfaction to them.
4.Suggestions of Improving Chinese Tourists Satisfaction in Chiang Mai Cultural Tourist Attractions
There are many factors that determine tourists' satisfaction. This paper makes a random sampling study on the tourism satisfaction of Chinese tourists in Chiang Mai cultural scenic spots based on tradition， education and charm. The results of the survey can be divided into two main parts， first part includes government， enterprises and staffs in cultural attractions and the second part includes three aspects that were used to examined tourists satisfaction， such as traditional feature， educational features as well as attractive features. The conclusions are as follows：
1）Suggestion for the government
Government should arrange more facilities， such as bathroom and trash bin in the cultural tourists attractions. Moreover， government should publish information or brochure for foreign tourists to be aware of some customs about Buddhism before entrance attractions of temple. Also， government should invest money to help repair buildings and set up private tourism services， including providing information， consultation and explanation for tourists.
2）Suggestion for the enterprise
More convenient shops and stores can be opened in the attractions to provide water， snacks for tourists. Cultural tourist attractions are supposed to allow local small businesses to rent a place for selling goods. In addition， providing local tour guides who speak Chinese is necessary that could better serve Chinese tourists and avoid impropriate behaviors or activities that may disrespect Thai cultures or Buddhism which is the same mode as the Grand Palace in Bangkok. 3）Suggestion for staffs in attractions
Staffs are supposed to get more staff trainings in order to improve their service quality， for instance， Chinese and English language training， showing a good attitude， giving clear tourist information， etc. because attractions staffs also represent the image of that cultural spot and will directly affect tourists satisfaction which means if Chinese tourists cannot receive a good and clear information or help from attractions staffs， they may leave a unsatisfied impression and thus they would not revisit and recommend relatives.
4）Traditional features in cultural tourists attractions
Architecture and decoration in cultural scenic spots can reflect the characteristics of the culture. In addition， staff dress can also reflect the local traditional culture. Workers in cultural scenic spots can wear traditional ethnic costumes to attract tourists， or provide traditional costumes to Chinese tourists， so that tourists can personally contact traditional Thai culture through wearing traditional ethnic costumes.
5）Educational features in cultural tourists attractions
Ticket offices can provide free publicity brochures for tourists to enhance their cultural awareness of the attractions. It is helpful for tourists to understand the local traditional culture. At the same time， local temporary guides who can speak Chinese will be added to provide interpretation of cultural background and services during the tour to enhance Chinese tourists' understanding of Chiang Mai cultural attractions， and achieve the purpose of learning.
6） Attractive features in cultural tourists attractions
Chinese and English signs can be set up in cultural tourist attractions to attract tourists' attention. For example， some Buddhist cultures and interesting stories behind them can be marked in temples， or a public platform can be set up to broadcast traditional cultural videos for tourists to watch.
[Bibliography]
[1]Thailand Development Research Institute， （2012）. Thailand Ministry Office of Tourism and Sports [Z]
[2] Hui， T.K.， Wan， D. and Ho， A. （2007）. Tourists’ satisfaction， recommendation and revisiting Singapore. Tourism Management， Volume 28 （4）， 965-9
[3] Alexandris， K.， Kouthouris， C. and Meligdis， A.， （2006）. Increasing customers’ loyalty in a skiing resort： The contribution of place attachment and service quality. International Journal of Contemporary Hospitality Management， Volume 18 （5）， 414-425
[4]Yoon， Y. and Uysal， M.， （2005）. An examination of the effects of motivation and satisfaction on destination loyalty： A structural model. Tourism Management， Volume 26 （1）， 45-56.
作者簡介：朱冠华（1993.07-），男，汉族，籍贯：山东省日照市，单位：Payap University（泰国西北大学），研究方向：旅游管理。
Key Words：Chinese tourists Tourists satisfaction Cultural tourists attractions
The tourism industry is the top priority of the Thai service industry. The tourism industry has brought a long-lasting wealth for the whole Thai society， which makes the development of the tourism industry more important for the government and Thai people. According to Thailand Development Research Institute， it can be found that from 2009 to 2013， the number of tourists has increased. In 2012， 22，353，903 people visited Thailand， and rose to 26，735，583 in 2013. Apart from them， Chinese tourists who visited Thailand reached 772，508 in the year of 2009， and 4，705，173 in 2013 which increased by 6 times of total amount. In a word， Chinese tourists are the most visited tourists in Thailand.
1.Information of Chiang Mai tourism
Chiang Mai as the second largest in Thailand attracts aboard tourists. Internal Tourism Chiang Mai Office reported that Chiang Mai has 8，985，332， 10，039，413 and 11，709，013 visitors in the year of 2010， 2011 and 2012. To be mentioned， Chinese visitors reached 79，952 in 2012 and 280，125 in 2013 that achieved 3.5 times rising compared with previous year.
Thai government and general public in Chiang Mai attract foreign tourists to have a trip in Chiang Mai by conducting advertising. The development of tourism helps the world to get to know Chiang Mai better. History has created the unique culture and art of Chiang Mai so that Chiang Mai has its own language， different characters and unique traditions. Because of this， Chiang Mai expresses its culture in architecture， art， language to the society. Regardless of history， cultural festivals are another reason of attracting tourists. Media conducting can also be a reason to attract tourists. For example， since 2013 the number of Chinese tourists to Chiang Mai has jumped to 300，000， making it the largest number of tourists to Chiang Mai， partly because of the film “Lost in Thailand”.
2.Analysis of Chinese Tourists Satisfaction on Chiang Mai Cultural Tourist Attractions
In order to get Chinese tourists satisfaction， this study randomly contributed 350 questionnaire with multiple choices and Liker 5 rating scale to Chinese tourists who visited Chiang Mai cultural tourist attractions， such as Doi Suthep， Wat Chedi Luang and Wat PraSingh. Tourists satisfaction were examined and conducted the result as follows： 1）Among the 350 Chinese tourists surveyed， more than 60% of the tourists were extremely satisfied with the cultural tourist attractions. 80% of the tourists were lightly satisfied with the cultural attractions， and only less than 10% of the Chinese tourists were not satisfied. In general， Chiang Mai cultural tourist attractions have been accepted and welcomed by most Chinese tourists. Meanwhile， Chinese tourists also have a high willing of revisiting Chiang Mai cultural tourist attractions， which is positively related to the results of Chinese tourists' satisfaction with Chiang Mai cultural tourist attractions.
2）Chinese tourists have the highest satisfaction with Doi Suthep cultural attractions， followed by Wat PraSingh and Wat Chedi Luang. However， from the overall results， all these three cultural attractions got a high score with 4.35， 4.27 and 4.24 which indicated that Chinee tourists have a high satisfaction with these three cultural attractions， and the desire of revisiting was also obvious from the result.
3）Most of the Chinese tourists who come to Chiang Mai are very satisfied with the cultural tourist attractions， so the survey shows that more than 60% of the tourists choose to visit this place again next time. Moreover， most Chinese tourists choose to introduce relatives and friends to visit cultural attractions in Chiang Mai.
3.Factors Affecting Chinese Tourists Satisfaction
1）As it is well-known that temple culture is an important part of Thai cultures. The main purpose for Chinese tourists of traveling to Chiang Mai is to experience the unique temple culture which can bring more and richer cultural experience to tourists. Therefore， it is regarded as an important factor for Chinese tourists to choose scenic spots. From the results of the questionnaire survey in this study， tourists' have higher satisfaction of the cultural experience， cultural values and cultural characteristics with Doi Suthep compared with Wat Chedi Luang and Wat PraSingh. As a result， more tourists choose Doi Suthep among many tourist attractions in Chiang Mai.
2）Because of the different age distribution of tourists and the different purposes of tourism， it is necessary to fully understand the psychological characteristics and tourists’ needs in order to meet different needs. In comparison， Doi Suthep can better meet the needs of different age stages and different tourists in terms of diversified design and Tourism experience. Hence， contributing cultural attractions to meet tourists needs can also be a key factor to attract and satisfy Chinese tourists. 3）Traditional features， including cultural value and cultural experience of tourist attractions， that is， these attractions represent the characteristics of Chiang Mai unique culture， whether providing a clear understanding of Chiang Mai’ culture and whether reflecting the different cultural styles of different periods in Thai cultures.
4）Educational features that whether Chinese tourists gain a cultural knowledge and whether they gain more comprehensive understanding of the history and culture of Thailand.
5）Attractive features that whether these cultural tourist attractions and their affiliated products， such as performances and shows， are unique so that tourists can integrate into these performances and gain a very profound and perfect tourist experience to tourists. Only if a cultural tourist attraction has its unique innovative and characteristic can it attract the attention of tourists and enable tourists to choose the cultural tourist attractions which can bring the greatest satisfaction to them.
4.Suggestions of Improving Chinese Tourists Satisfaction in Chiang Mai Cultural Tourist Attractions
There are many factors that determine tourists' satisfaction. This paper makes a random sampling study on the tourism satisfaction of Chinese tourists in Chiang Mai cultural scenic spots based on tradition， education and charm. The results of the survey can be divided into two main parts， first part includes government， enterprises and staffs in cultural attractions and the second part includes three aspects that were used to examined tourists satisfaction， such as traditional feature， educational features as well as attractive features. The conclusions are as follows：
1）Suggestion for the government
Government should arrange more facilities， such as bathroom and trash bin in the cultural tourists attractions. Moreover， government should publish information or brochure for foreign tourists to be aware of some customs about Buddhism before entrance attractions of temple. Also， government should invest money to help repair buildings and set up private tourism services， including providing information， consultation and explanation for tourists.
2）Suggestion for the enterprise
More convenient shops and stores can be opened in the attractions to provide water， snacks for tourists. Cultural tourist attractions are supposed to allow local small businesses to rent a place for selling goods. In addition， providing local tour guides who speak Chinese is necessary that could better serve Chinese tourists and avoid impropriate behaviors or activities that may disrespect Thai cultures or Buddhism which is the same mode as the Grand Palace in Bangkok. 3）Suggestion for staffs in attractions
Staffs are supposed to get more staff trainings in order to improve their service quality， for instance， Chinese and English language training， showing a good attitude， giving clear tourist information， etc. because attractions staffs also represent the image of that cultural spot and will directly affect tourists satisfaction which means if Chinese tourists cannot receive a good and clear information or help from attractions staffs， they may leave a unsatisfied impression and thus they would not revisit and recommend relatives.
4）Traditional features in cultural tourists attractions
Architecture and decoration in cultural scenic spots can reflect the characteristics of the culture. In addition， staff dress can also reflect the local traditional culture. Workers in cultural scenic spots can wear traditional ethnic costumes to attract tourists， or provide traditional costumes to Chinese tourists， so that tourists can personally contact traditional Thai culture through wearing traditional ethnic costumes.
5）Educational features in cultural tourists attractions
Ticket offices can provide free publicity brochures for tourists to enhance their cultural awareness of the attractions. It is helpful for tourists to understand the local traditional culture. At the same time， local temporary guides who can speak Chinese will be added to provide interpretation of cultural background and services during the tour to enhance Chinese tourists' understanding of Chiang Mai cultural attractions， and achieve the purpose of learning.
6） Attractive features in cultural tourists attractions
Chinese and English signs can be set up in cultural tourist attractions to attract tourists' attention. For example， some Buddhist cultures and interesting stories behind them can be marked in temples， or a public platform can be set up to broadcast traditional cultural videos for tourists to watch.
[Bibliography]
[1]Thailand Development Research Institute， （2012）. Thailand Ministry Office of Tourism and Sports [Z]
[2] Hui， T.K.， Wan， D. and Ho， A. （2007）. Tourists’ satisfaction， recommendation and revisiting Singapore. Tourism Management， Volume 28 （4）， 965-9
[3] Alexandris， K.， Kouthouris， C. and Meligdis， A.， （2006）. Increasing customers’ loyalty in a skiing resort： The contribution of place attachment and service quality. International Journal of Contemporary Hospitality Management， Volume 18 （5）， 414-425
[4]Yoon， Y. and Uysal， M.， （2005）. An examination of the effects of motivation and satisfaction on destination loyalty： A structural model. Tourism Management， Volume 26 （1）， 45-56.
作者簡介：朱冠华（1993.07-），男，汉族，籍贯：山东省日照市，单位：Payap University（泰国西北大学），研究方向：旅游管理。