美功铁道市场中国游客购物行为与中文服务研究

Abstract

近年来,泰国成为中国游客热门旅游目的地,美功铁道市场因其独特的铁路文化吸引大 量中国游客。随着游客数量增加,中文服务需求也日益增长。本文通过文献、问卷及游客反馈, 评估市场中文服务现状与问题。尽管市场基础设施不断完善,但具备中文沟通能力的商贩数量 依然不足,且语言交流障碍依旧存在,进而影响游客的整体体验感受。同时,市场内缺乏中文 标识,信息获取困难。提升服务人员中文能力及完善中文指引系统,是提升游客满意度和景点 吸引力的关键。

Thailand has become a top destination for Chinese tourists, with the Meaklong Railway Market attracting many tourists for its unique charm. As Chinese visitor numbers rise, so does the need for Chinese-language services. This study, based on documents, surveys, and feedback from tourists, finds that despite some infrastructure improvements, communication barriers and a lack of adequate Chinese signage—such as insufficient or unclear-language signs and information-significantly hinder the visitor experience. Enhancing staff language skills and adding Chinese signs are key to improving satisfaction and boosting the market’s international appeal.