曼谷拉差达火车夜市汉语服务的调查研究

Abstract

泰国有不少旅游夜市,这些夜市受到国内外游客的欢迎。拉差达火车夜市其中一个吸引大批内外游客前来观光购物的景点。在外国游客中有很多中国游客,这不仅促进了这个夜市的发展,也促进不少夜市商家提供汉语服务。本论文研究的目的是对曼谷拉差达火车夜市经营状况和商业汉语服务情况进行市场调查,分析和说明夜市在管理、营销和汉语服务方面的情况,指出拉差达火车夜市经营的特点,以及在汉语服务方面存在的问题。论文在市场调查和分析的基础上提出了改进的建议。论文采用文献分析法、问卷调查法和访谈,对掌握的信息和资料进行了定量分和定性分析。论文研究的主要内容是分析拉差达火车夜市商家营销中汉语服务的情况。在调查分析的基础上对拉差达火车夜的市汉语服务进行评估。评估的结果表明为了吸引中国游客大多商家提供了汉语服务,包括店员用汉语沟通,提供中文标示牌和中文价格表等。从总体上来看,夜市商家的汉语服务还存在不少问题,如商家职员汉语水平在听说方面的能力不强,不能与中国游客很好沟通。另外, 拉差达火车夜市内的中文标识牌比较少,中文广告信息少,在夜市的管理和环境卫生方面也存在着问题。根据市场调研的结果和评估,本次研究对夜市汉语服务中出现的问题提出了改进的建议。论文指出为了吸引中国游客,夜市商家需要提高汉语水平,对店员进行汉语培训。同时夜市管理部门需要改善夜市的卫生状况,为来夜市的游客提供良好的购物环境,促进夜市的繁荣发展。

There are many tourist night markets in Thailand, which are popular with domestic and foreign tourists. Ratchada Train Night Market is one of the attractions that attracts a large number of domestic and foreign tourists to sightseeing and shopping. There are many Chinese tourists among foreign tourists, who not only promote the development of this night market, but also promote many night market businesses to provide Chinese services. The purpose of this thesis is to conduct a market survey on the operating conditions and commercial Chinese services of Bangkok Ratchada Night Market, analyze and explain the management, marketing and Chinese services of the night market, and point out the characteristics of the Ratchada Night Market operation, and problems in Chinese language services. The paper puts forward suggestions for improvement on the basis of market research and analysis. The paper adopts literature analysis method, questionnaire survey method and interviews to carry out quantitative and qualitative analysis of the information and materials. The main content of the thesis is to analyze the situation of Chinese service in the marketing of Ratchada train night market. On the basis of investigation and analysis, the city Chinese service of Ratchada Train Night is evaluated. The evaluation results show that most businesses provide Chinese services in order to attract Chinese tourists, including shop assistants communicating in Chinese, providing Chinese signs and Chinese price lists, On the whole, there are still many problems with the Chinese services of night market merchants. For example, the business staff's Chinese proficiency is not strong in listening and speaking. and they cannot communicate well with Chinese tourists. In addition, there are relatively few Chinese signboards and Chinese advertising information in the Ratchada Train Night Market. There are also problems in the management and environmental sanitation of the night market. Based on the results and evaluation of the market research, this research outs forward suggestions for improvement on the problems that arise in might market Chinese services. The paper pointed out that in order to attract Chinese tourists. Night market business need to improve their Chinese proficiency and provide Chinese language training to store staff. At the same time, the night market management department needs to improve the sanitation status of the night market, provide a good shopping environment for tourists to the night market, and promote the prosperity and development of the night market.