The objectives of this study were to investigate the current demand of Chinese. tourists in the seaside resorts in Phuket, to explore the current strategic management situation of the seaside resort in Phuket, and to survey the Chinese tourist’s evaluation of the seaside resort and evaluate seaside resort strategic management in Phuket. The researcher used the survey questionnaire to collect data from 400 Chinese tourists who visited Phuket province, Thailand and used descriptive statistics to analyze the data. The results found that Chinese tourists have demand on having a legal framework to protecting Chinese tourists, having technology support for online payment methods such as Alipay and We Chat pay, having a reasonable price for food items and having unique natural tourism landscape. The results also found that the tourists have a high level of satisfaction in Phuket seaside resorts, and the willingness to travel in Phuket again is also high. Chinese tourists are most concerned about the traveling expenses in Phuket, such as accommodation, food items, transportation, commodity price, and the having a reasonable price for food items, and work efficiency of staffs. The Chinese tourists demand that related parties should introduce laws and policies to protect the rights and interests of Chinese tourists in Thailand.
