| Abstract | 第4页 |
| 1 Introduction | 第10-14页 |
| 1.1 Background | 第10-11页 |
| 1.2 Research Objectives | 第11-12页 |
| 1.3 Contents of the research | 第12页 |
| 1.4 The conceptual research framework | 第12-13页 |
| 1.5 Significance of the Study | 第13-14页 |
| 2 Conceptual theories and related researches | 第14-22页 |
| 2.1 Concept of Destination Image | 第14页 |
| 2.2 Strengths or positive image of Thai tourism | 第14-18页 |
| 2.2.1 Highlights of the positive image of Thai tourism | 第16-18页 |
| 2.3 Problems of negative image of Thai tourism | 第18-20页 |
| 2.4 Information of Chinese tourists traveling to Thailand | 第20-21页 |
| 2.4.1 Nature and groups of Chinese who travel to Thailand | 第20页 |
| 2.4.2 Revenue from Chinese tourists | 第20页 |
| 2.4.3 Factors that encouraging the Chinese tourists to visit Thailand | 第20-21页 |
| 2.4.4 Problems and barriers to encourage Chinese tourists to visit Thailand | 第21页 |
| 2.5 Related research in the country and abroad | 第21-22页 |
| 3 Research methodology | 第22-28页 |
| 3.1 Research Approach | 第22页 |
| 3.2 Research Strategy | 第22页 |
| 3.3 Setting of sample group and population | 第22-23页 |
| 3.4 Data Collection | 第23-26页 |
| 3.4.1 Primary Data Collection | 第23-25页 |
| 3.4.2 Secondary Data Collection | 第25-26页 |
| 3.5 Preparing and analyzing data | 第26-27页 |
| 3.5.1. Data from questionnaire | 第26-27页 |
| 3.5.2. Data from questionnaire and focus group | 第27页 |
| 3.6 Statistic for analyzing data | 第27-28页 |
| 4 Results of data analysis | 第28-58页 |
| 4.1 General information of interviewee | 第28-30页 |
| 4.2 Data analysis of Thai tourism from the sample group | 第30-34页 |
| 4.3 Chinese tourists Attitudes toward images of Thailand tourism | 第34-38页 |
| 4.4 Comparision study on Chinese Tourists' opinions on the positive and negativeimage of Thailand tourism categorized by sex | 第38-41页 |
| 4.5 Comparision Study on Chinese tourists' opinions on the positive and negativeimage of Thailand tourism categorized by age | 第41-44页 |
| 4.6 Comparision study on Chinese tourists' opinions the positive and negative imageof Thailand tourism categorized by education | 第44-47页 |
| 4.7 Comparision study on Chinese tourists' opinions on the positive and negativeimage of Thailand tourism categorized by occupation | 第47-50页 |
| 4.8 Comparision study on Chinese tourists' opinions on the positive and negativeimage of Thailand tourism categorized by income | 第50-54页 |
| 4.9 Strength or positive image which attracts tourists to travel to Thailand | 第54-55页 |
| 4.10 Suggested opinions on how to improve the positive image of Thai Tourism | 第55页 |
| 4.11 Weakness or negative image which is urgently needed to be improved as itcaused bad impression to Chinese tourists | 第55-56页 |
| 4.12 Chinese tourists have many suggestions to get rid of the negative image on ThaiTourism | 第56-58页 |
| 5 Conclusion and suggestions | 第58-62页 |
| 5.1 Summary of research | 第58-59页 |
| 5.2 Discussion | 第59-60页 |
| 5.3 Suggestion | 第60-62页 |
| Reference | 第62-76页 |
| Published academic works during study | 第76-77页 |
| Appendice | 第77-81页 |
| Acknowledgement | 第81-82页 |
