• Du Zhouyu
• Acrapol Nimmolrat

The tourism industry in Thailand is experiencing great change driven by a surge in inbound Chinese tourists. This surge in Chinese tourism brings both new challenges and exciting opportunities. The study used text mining techniques based on the theory of marketing mix to collect and analyze the online comments focusing on the Chinese FIT (free independent traveler) and the Tiger Kingdom. The objective was to identify the gap between the products and services expected by the Chinese FIT and those that the Tiger Kingdom provides. The findings are used to developed a strategy map for the Tiger Kingdom creating a cohesive, fact based long term plan.

adventure tourism, text mining, Chinese FIT, balanced scorecard, strategymap,knowledge management

"Adventure Tourism Attraction Product and Service Development for the Chinese FIT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.89-98, December-2018, Available :http://www.jetir.org/papers/JETIRQ006019.pdf

"Adventure Tourism Attraction Product and Service Development for the Chinese FIT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp89-98, December-2018, Available at : http://www.jetir.org/papers/JETIRQ006019.pdf