CHAPTER 3 RESEARCH METHOD
3.1 Qualitative Research
3.1.7 In-depth Interview
As it can be seen from previous literature, MTEs are very complicated in terms of its constituent dimensions and influencing factors. To make the study more objective and scientific, in-depth interviews were also conducted towards tourists.
The analysis of data is realized by a qualitative data analysis software Nvivo11.0, and all data were imported into the software Nvivo11.0. The specific procedures for analysis were as follows:
1) First Node Code
This study adopted the coding function in Nvivo 11 software to carry out the level 1 node coding for each original data. The naming of the code should adopt the language used by the interviewee as far as possible to retain the original meaning of the data. Moreover, a total of 173 coding nodes and 223 coding reference points were generated (Table 3.2).
Table 3.2 First Node Code
Node Material
Source
Reference Point
Safety/security 1 2
Visit a tannery 1 1
Visit Jewelry City 1 1
Noisy traffic, congested streets 5 8
poor urban construction 2 2
old construction 2 2
Fully exploit local unique resource advantages 1 1
sea travel 1 1
jungle leap 1 1
verdant plant 3 3
local climate 2 2
hospitable locals 6 6
local customs and practices 4 4
Buddhism is well developed 5 6
Node Material Source
Reference Point
Various types of activities 1 1
The people of the country are simple and kind 4 5
Underwater world 1 1
Unfriendly customs staff 2 2
beach 5 6
Dolphin show 1 1
seafood, snacks 7 11
Magnificent and exquisite Buddhist architecture 5 6
joyous tourist 1 1
wonderful performance 1 1
The hotel industry is developed 1 1
air pollution 2 2
Air conditioner is too cold 1 2
safety 3 3
Slow time, leisurely and peaceful feeling 6 10
beautiful landscape 8 11
beautiful sea 5 7
strong feature 1 1
Riding an elephant 4 5
elephant show 3 4
Climate/tropical climate 3 3
politeness of Thai people 3 3
Friendly hotel service 4 6
Humanitic religions 3 5
ladyboy culture 7 10
bad living environment 1 1
Water Activities 5 7
Local people don't randomly honk their horns and are very quality
2 2
Node Material Source
Reference Point
National mourning in Thailand 2 3
Design of public places and hotels in Thailand 2 2
politeness of Thai people 2 2
life attitude 3 4
lack the concept of time 2 2
The slow pace of life in Thailand 3 3
colors of commodity 1 1
special performance 1 1
smiling service 3 4
rampant mosquito 1 1
Developed wireless network 1 1
A feeling of enjoyment, pleasure, comfort, freedom 10 14
Enjoy sweet and varied fruits 5 10
Sunlight 5 6
Previous understanding and knowledge of Thailand 4 5
diet 1 1
The charm of language 2 4
Total 173 222
2) Nodes Combination
In the Node Section of Nvivo software, 173 coding nodes of first-level nodes are merged and classified according to their similarity in meaning, and what formed are called as second-level nodes. There are 12 second-level nodes generated by spindle coding, 103 material sources and 222 reference points (Table 3.3). The 12 nodes are respectively security, urban construction, and kindness of the locals, quality of service, various activities, magnificent and exquisite architectures, climate, feelings during traveling, characteristic scenery, specialty diet, culture, Previous understanding and knowledge of Thailand.
Table 3.3 Second Nodes
No. Node Material
Source
Reference Point
1 Safe/Security 4 5
2 Urban Construction 7 17
Noisy traffic, congested streets 5 8
poor urban construction 2 2
old construction 2 2
air pollution 2 2
bad living environment 1 1
Design of public places and hotels in Thailand 2 2 3 The Friendliness and Kindness of the Locals 9 13
The locals are hospitable 6 6
The people are simple and kind 4 5
politeness of Thai people 2 2
4 The Quality of Service 9 22
Unfriendly customs staff 2 2
The hotel is very developed 1 1
Air conditioner is too cold 1 2
Friendly hotel service 4 6
Thai people lack the concept of time 2 2
smiling service 3 4
wireless network developed 1 1
The charm of language 2 4
5 Various Activities 10 25
Visit a tannery 1 1
Visit Thailand Jewelry City 1 1
sea travel 1 1
jungle leap 1 1
elephant show 3 4
Various types of activities 1 1
No. Node Material Source
Reference Point
Underwater world 1 1
Dolphin show 1 1
wonderful performance 1 1
Riding an elephant 4 5
Water Activities 5 7
special performance 1 1
6 Magnificent and Exquisite Architecture 5 6
7 Climate 9 15
local climate 2 2
climate 3 3
tropical climate 3 3
rampant mosquito 1 1
Sunlight 5 6
8 Feelings During Traveling 12 25
happy tourist 1 1
Slow time, leisurely and peaceful 6 10
enjoyment, pleasure, comfort, freedom 10 14
9 Characteristic Scenery 12 27
verdant plant 3 3
beach 5 6
beautiful view 8 11
beautiful sea 5 7
10 Specialty Diet 10 24
diverse diet 1 1
seafood, snacks 7 11
colors of Thai goods 1 1
Sweet and varied fruit 5 10
11 Culture and History 12 38
local customs and practices 4 4
No. Node Material Source
Reference Point
Buddhism is well developed 5 6
strong feature 1 1
Humanitic religions 3 5
Ladyboy culture 7 10
Local people don't randomly honk their horns and are very quality
2 2
National mourning in Thailand 2 3
life attitude 3 4
slow pace of life 3 3
12 Previous understanding and knowledge of Thailand
4 5
Total 103 222
Drawing on previous researches (Crouch, 2010; Crouch & Ritchie, 2005; J.-H.
Kim, 2014) Table 3.3, this paper further categorizes and combines second-level nodes, merges No. 6 (magnificent and exquisite architectures) and No. 2 (urban construction) to generate a three-level coding node named “superstructure”. No. 7 (climate), No. 9 (characteristic scenery) and No. 10 (specialty diet) were merged to form a three-level coding node named “Physiography & Climate”. No. 8 “feelings during traveling”, was named “Emotional Intelligence”, No. 12 “Previous travel experience and knowledge”. No changes are made to other nodes. There are 9 coding nodes generated by the selective formula (Table 3.4).
Table 3.4 Third Nodes
Third Nodes Second Nodes Material
Source
Reference Point
Safety Safety 4 5
Friendliness of local people
The friendliness and kindness of the locals
9 13
Third Nodes Second Nodes Material Source
Reference Point
The quality of service service quality 9 22
Various activities various activities 10 25
Superstructure Magnificent and exquisite architecture
5 6
Urban Construction 7 17
Physiography & climate specialty diet 10 24
characteristic scenery 12 27
climate 9 15
Culture and history Culture and history 12 38
Previous travel experience and knowledge
Previous understanding and knowledge of Thailand
4 5
Emotional intelligence feeling of playing 12 25
Total 103 222
As a result, the in-depth interview results of influencing factors of MTEs are as follows: Culture and history, Hospitality, Superstructure, Mix of activities and special events, The quality of service, Physiography, infrastructure, Destination Management, Safety/Security, Emotional Intelligence, Previous travel experience and knowledge, Social interaction.