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The study entitled “Behaviour of Independent Chinese Tourists travelling in Lanna Civilization Area, Thailand was aimed at exploring the circumstances in which independent Chinese tourists travelling in Lanna Civilization Area and their behaviour when travelling in the area. The data were obtained s through observation and an in-depth interview with the government sectors and private sectors as well as 100 independent Chinese travelling in Chiang Mai, Chiang Rai, Pha Yao, Lampang and Lamphun. The results revealed that the number of independent Chinese tourists tended to increase constantly, and most of them belonged to tourist group of Gen Y and new generation who searched for new experiences and focused more on quality tourism. Accordingly, the study suggested seven cardinal aspects of Chinese tourists’ behaviour that should be prioritised: 1) shopping 2) accommodation 3) tourist activities 4) attraction 5) accessibility 6) communication and media and 7) planning.
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