RESEARCH METHODOLOGY
3.1 Research Design
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CHAPTER 3
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negative and positive aspects (referred to the objective 6). The intention for British and Australian to revisited Thailand will be examine by frequency and percentage (referred to the objective 7).
The research methodology will operating upon the objective and source of data analysis as exhibited in Table 3.1 below;
Table 3.1: Research Objectives and Analysis Methods
Research Objective Source of Data
1. To examine the status of British and Australian tourists growth in Thailand international tourists market.
1. Secondary data sources
(documentary evidence recorded by government office statistic data and newspapers) and relevant studies from past research studies 2. To examine the British and Australian
tourist’s demographic and behavior in Thailand
2. Primary data collected through observation, questionnaire 3. To examine the British and Australian
tourists perception based on the concept of ‘Amazing Thailand:
Discover Thainess’.
3. Primary data collected through observation, questionnaire.
4. To examine the factors effecting
‘destination satisfaction’ of British and Australian tourists visiting in Thailand.
4. Primary data collected through observation, questionnaire.
5. To examine the relationship between
‘destination satisfaction’ and
‘destination loyalty’ of British and Australian tourists visiting in Thailand.
5. Primary data collected through Observation, questionnaire
6. To examine ‘Bangkok Brand Power Image’ in positive and negative aspects from the perspective of British and Australian tourists visiting in Thailand.
6. Primary data collected through Observation, questionnaire
7. To examine British and Australian tourist intention to revisited Thailand country.
7. Primary data collected through Observation, questionnaire
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The data of this study is based on ‘secondary information and documentary evidence, primary data collected through observation and questionnaire. By using documentary evidence enable the study to supports the role and status of Thailand tourism industry (refer to objective 1). The purpose for using multi-data sources is to utilize the significant information to support each research objectives and confirm the reliable of research finding by interview data supported (refer to objective 2-7). Thus, by using these multiple sources of data enable to improve the quality of research objective (Patton, 1990).
3. 2 Research Framework
The use of quantitative research is possible to investigate, evaluate and explore the impact factors for development of British and Australian tourist’s destination satisfaction of those who have visiting Thailand countries (Mishra, 2013). The semi- structure interview was used for conducted interview data and analysis by qualitative technique. These multiple sources of data (primary data, secondary data and documentary evidence) are enabling to improve the quality of research (Patton, 1990).
Moreover, this study uses the special technique for collect the data by focus group study and interview method with British and Australian tourists who have been visiting Thailand at the first time and repeat visitors. The aim of focus group used to collect qualitative data from a focus discussion among participants. A discussion topic and a precise definition of each research objectives must be similar to each other in a way that is important to the researcher to get through the information they needed (Krueger, 2015; Krueger & Casey, 2000)
59 Figure 3.1: Research Framework
The Attitude and perception of British and
Australian tourist
Research Output Discussion
&
Conclusion
Quantitative and Qualitative techniques are applied to conduct the study through questionnaire and semi-structure interview 2. To examine the British and
Australian tourist’s demographic and behavior in Thailand.
1. To examine the status of British and Australian tourists in Thailand.
Secondary Data &
Statistical Analysis
Research Output Discussion
&
Conclusion
F I N A L R E P O R T
4. To examine the factors effecting ‘destination satisfaction’ of British and Australian tourists visiting in Thailand.
Destination Satisfaction
Destination Loyalty
5. To examine the relationship between ‘destination Satisfaction’ and
‘Destination loyalty’ of British and Australian tourists visiting in Thailand.
Quantitative & Qualitative Research s
Repeat Visitors
6. To examine ‘Bangkok Brand Power Image’ via British and Australian tourist
perspective.
3. To examine the British and Australian tourists perception based on the concept of ‘Amazing Thailand: Discover Thainess’
7. To examine the British and Australian tourist’s intention to revisited Thailand country.
Focus Group Study
&
In-depth interview
60 3.3 Research Instrument
Table 3.2: Summary of Research Measurement
No. Measurement Items Statement Sources
Authors/ Years 1 Place of Tourism
Attraction
5 1. Historical monuments are well preserved in Thailand
2. Leisure and recreational facilities are available at tourist’s place in Thailand 3. Information boards mentioning the history
and importance of monuments/places are available at the monuments.
4. Tour guides are easily available at the monuments of Thailand
5. Tour guides are knowledgeable and friendly.
Mishra, (2013)
2 Infrastructure 4 6. ATMs and banks/money exchanges are easily available in Thailand
7. Transport facility is good in Thailand 8. Enough space for parking is available at the
tourist place in Thailand
9. Telecommunication facility is good in Thailand
Mishra, (2013)
3 Accommodation and food
8 10. Hotel accommodation/place of stay is easily available in Thailand
11. Room facility and services are excellent at the place of stay/hotel.
12. Hotel staff is polite and courteous.
13. Fee of accommodation is fair at Thailand 14. Food and beverages offered at the place of
stay/hotel are good taste.
15. Food and beverages offered at the place of stay/hotel are hygienic.
16. Food and beverages offered outside the place of stay/city’s market and restaurants are good in taste.
17. Food and beverages offered outside the place of stay/city’s market and restaurants are hygienic.
18. Price of food outside the place of stay is fair in Thailand
Mishra, (2013)
4 Hygiene and sanitation
4 19. There is good sanitation and cleanliness in the streets of Thailand.
20. There is sufficient cleanliness and hygiene at the place of stay/ hotel.
21. Water is drinkable and hygienic in Thailand.
22. Thailand is free from mosquitoes.
Mishra, (2013)
5 Promotion and marketing
4 23. Thailandis recognition internationally.
24. Thailand is has been promote worldwide.
25. Tourism in Thailand could promote through cooperation with the international tourism institutions
26. Thailand could run promotion and
marketing activities together with ASEAN countries at worldwide holiday packages
Self-developed guide line by Tourist Authority of Thailand, (2015)
61 Table 3.2: Summary of Research Measure (Con.)
No. Measurement Items Statement Sources
Authors/ Years 6 Thailand tourism
image
27. Safety problem problems are destroying the image of Thai tourism
28. Military coup in May 2014 was destroying the image of Thai tourism 29. Unsolved murder of two British
backpackers in September, 2014 was destroying the image of Thai tourism 30. Thailand is the great value for money
destination
31. Thailand tourism were welcome, friendly, amazing, happy and exciting
32. The most important factor for tourists coming to Thailand is ‘beautiful beaches’
33. The most important factor for tourists coming to Thailand is ‘variety of spas’
34. The most important factor for tourists coming to Thailand is ‘wellness clinics’
Self-developed guide line by Tourist Authority of Thailand, (2015)
7 Customer /Tourist Satisfaction (Actual satisfaction with travel
experience)
4 1. How does Thailand in general, rate compared to what you expected?
2. Was this visit worth your time and effort?
3. Overall, how satisfied were you with your holiday in Thailand
4. How would you rate Thailand as a vacation destination compared to other similar places in ASEAN?
Yoon & Uysal, (2005)
8 Tourist Destination Loyalty There are two indicators related to 1.Revisitation 2.Recommendation
2 - Re-visitation question
1. In the next two years, how likely is it that you will take another vacation to Thailand 2. Please describe your overall feeling about your visit?
- Recommendation question
1. Will you suggest Thailand to your friends /relatives as a vacation destination to visit?
9 Amazing- Thailand:
Discover Thainess: 2015
‘Thainess Campaign’ Tourist
Authority of Thailand, (2015)
Research questionnaire has been designed as the research instrument in order to obtain the primary data through survey method. The measurement development for this study was designed using multiple-items measurement scale that has been empirically validated and reliable based on the literature review of the past empirical studies. There are some minor changes or adaptation of instrument statement so that it was more appropriate for the tourism sectors (Table 3.3 Summary of Research Measure).
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All questionnaire items were test validity by using index of item objective congruence (IOC) with three professional experts ensure the content validity is cover all research objectives (Anastasi, 1982). The final questionnaire version was obtain after discussion with experts were completed to ensure the consistence of all questionnaires.