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Abstract:
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The objectives of the present study are to examine the factors inducing Japanese retirees to take long stay in Chiang Mai Province, to understand their consumer behaviors and quality of life, and to assess their satisfaction with their stay in Chiang Mai Province. The needed information for the investigation was collected by questionnaire survey from 200 samples of Japanese retirees aged above 50 years old, who have taken a long stay in Chiang Mai Province. The analysis was performed upon the results of descriptive statistics and Likert’s scale rating of satisfaction.
From the background information, most of the samples live with spouse, with bachelor’s degree, previously employed in private company or business store before retirement, earning averagely 157,000 baht monthly income while employed in Japan, and now having 85,000 baht average monthly income generally from pension. Both push and pull factors were the reasons for them to choose to stay in Chiang Mai for lengthy period. The most important push factor was the high cost of living in Japan followed by their desire to begin a new life after retirement in a foreign country. Meanwhile the primary pull factor was the much lower cost of living in Chiang Mai compared to Japan followed by the favorable climate and environmental condition in Chiang Mai which is similar to the situation in Japan. On consumer behavior, the study found that most Japanese retirees chose to live in condominium, in Chang Phuek, Santitham, and Sompet Market areas, and spend about 47,000 baht per month. In part of Quality of life, by comparison between living in Japan and living in Chiang Mai province, the quality of life in economic aspect was considered low in Japan and decent in Chiang Mai. Taking into account the social and environmental surroundings as well as the physical wellness, the Japanese retirees were of opinion that their quality of life in these three aspects was good when they were in Japan but was just average while living in Chiang Mai. Meanwhile, the assessment on satisfaction with long stay in Chiang Mai revealed that the Japanese retirees’ satisfaction level was high with housing accommodation, but was moderate with public services, community environment, and communications.
Key words : behavior, quality of life, long stay, Japanese, Chiang mai
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