Identification of the factors that impact Russian tourists in Thailand

After travel restrictions had been lifted at the end of the cold war, many Russians started journeying to the beach resort city of Pattaya in Thailand. For the Thai tourism industry to prosper and take full advantage of the Russian guests, it is vital that they understand these foreign customers. Hence, questionnaires were distributed and subsequently examined using factor analysis scores in a multiple linear regression model. To ensure that future Russian visitors will be content, it is recommended that the Pattaya municipality address the untreated waste water issues and ensure that food hygiene standards are strictly adhered to. (C) 2014 Elsevier Ltd.