Determinants of Customer Experience of the Chao Phraya Princess Cruise: A Case of Bangkok -Based Chinese Customers

The purpose of this study is to investigate the Determinants of Satisfaction with the Chao Phraya Princess Cruise among Chinese residents living in Bangkok. A qualitative research design was employed, using in-depth interviews with 8 Chinese customers who had participated in the cruise. These key informants were intentionally selected based on their direct cruise experience and their status as long-term Chinese residents in Bangkok, allowing them to offer informed perspectives that reflect both tourist expectations and local cultural familiarity. The interview questions focused on eight core themes: price perception, food quality, entertainment programs, tour quality, service quality, overall customer experience, and suggestions for improvement. The data was analyzed using thematic content analysis to identify key factors influencing customer perceptions. Key findings indicate that cultural entertainment and staff hospitality contribute significantly to customer satisfaction, while route design, digital engagement, and service customization require improvement. The study highlights the importance of cultural adaptation and personalized service strategies in enhancing customer experience in river-based tourism. These insights provide practical implications for cruise operators and tourism managers seeking to improve service quality and strengthen customer loyalty in Bangkok’s urban tourism sector.