THE LUXURY OUTBOUND TOUR OPERATOR COMPETENCY DEVELOPMENT MODEL FOR HIGH-END THAI TOURISTS TO RUSSIAN FEDERATION

Abstract

Owning to the growth of outbound tourism, traveling abroad is undeniable. The development of this research could enhance competency level of the luxury outbound tour operator and draw the numbers of high-end Thai tourists to travel to Russia with Thai owned tour operators and generate income to Thailand instead of to foreign outbound tour operators. 4 research objectives were investigated to achieve the competency development model of luxury outbound tour operators for high-end Thai tourists traveling to Russian Federation, including 1) to create indicators and measure competency level of luxury outbound tour operators for high-end Thai tourists to Russia, 2) to study high-end Thai tourist behavior traveling to Russia with luxury outbound tour operators 3) to investigate factors affecting behavior after traveling of high-end Thai tourists and 4) to propose the luxury outbound tour operator competency development model for high-end Thai tourists to Russian Federation. This research employed mixed research methodologies. 400 high-end Thai tourists traveling to Russia with luxury outbound tour operators were the main population of this research, using questionnaires as a research tool. Meanwhile, 22 managers and staffs of luxury outbound tour operators were other populations of this study, using semi structure in-depth interview forms to collect the data. The research findings formulated the luxury outbound tour operator competency development model for high-end Thai tourists to Russian Federation. The model represented 12 divisions of luxury outbound tour operators before integrating essential competencies into each division to enhance their performances, resulting in repurchase and recommendations to others.

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