Abstract:

Investigating Thai perceptions of Russia as a touristic destination in this research is focused between Thai tourists in Generations X and Y. Generation X is focused because of occupying the largest proportion of Thai workforce population in 2015, and Generation Y is emphasised due to being likely to be the largest proportion by 2020. Therefore, only the perception survey responses from 397 of 402 Thai tourist representatives are involved in the investigation. Thematic analysis together with formulation of key research questions and questionnaires is applied to investigating the perceptions. Natural, cultural, historical, artistic, and shopping attractions prioritised by Russia promoting activities in different regions and seasons are recommended to be promoted by different approaches between Generations X and Y. Despite the attractiveness, the tourists in both generations may change their destinations and disregard Russia because of their perceptions of Russian communication and touristic infrastructure as the key hindrances. To reduce sensitivity about the barriers, English usage in intercultural communication and activities for intercultural communication development is recommended to the tourists in both generations. The usage in customer service improvement is only requested by the Generation Y tourists. To develop Russian tourism infrastructure, multi-language communication and intercultural awareness should be regarded by Russian entrepreneurs while distribution of eligible itinerary information and the improved Russian image via the easily accessible channels in Thailand is recommended to Thai entrepreneurs. These results can be applied to business strategy development for Russia promoting between the two largest groups of Thai workforce population.