Cash Rich-Time Poor Tourists: What Required by Thai High-End Tourists to Travel with Luxury Outbound Tour Operators

Abstract

The advancement of digitization and new era technology has made it easier for travelers to travel alone. While demand for tourists traveling with tour operators continues to decline, certain types of travelers, particularly cash rich-time poor tourists, so called high-end tourists, continue to rely on tour operators to smooth their journeys. In this study Thai high-end tourists were examined to explain their requirements on luxury outbound tour operators to facilitate their travels to Russia as a case study. To enhance the standard of tour operators, indicators of luxury outbound tour operators are required. However, indicators that help to confirm quality of luxury outbound tour operators have never been developed, this study aims to create indicators of luxury outbound tour operators that match Thai high-end tourists to Russia. The findings of the study recognized 5 main criteria by collecting data through in-dept interviews with 7 managers and 7 staffs of luxury outbound tour operators to Russia. Professional human resources, effective management, high valued marketing, luxury service and exclusivity are the five major criteria that are to satisfy high-end Thai tourists. These five major criteria covering twenty indicators should be adopted by luxury tour operators to enhance their performance and apply with their strategy to generate more incomes and increase their competitiveness in the future.