94 4.3.2 Perception of tourists from the United Kingdom and Australia about the destination of Thailand 98 4.3.3 Hypothesis testing (examples of tourists from the United Kingdom and Australia) The intention of tourists from the United Kingdom and Australia to visit Thailand again 106 4.4 Qualitative research on destination image in Thailand 108. 27 Table 2.3 Reason for choosing medical tourism Pattaya, Thailand 29 Table 2.4 Tourists' general perspective on selecting a tourist destination 30.
INTRODUCTION
- Introduction
- Thailand Reputation and International Tourists Confidence Problems At the commencement of 2014, Thai tourist industry had been suffered from the
- Problems Concerned with Thailand’s Tourism
- The Role of United Kingdom and Australia Tourists in Thailand
- Research Question
- Research Objective
- The Contribution of the Study
- Limitation of the Study
Despite the fact that international tourists still understand the image of Thailand as the "Wonderful Land", they thought that Thailand is a cheap destination and not a cheap quality destination nearly 20 years ago (Suchat Siritama, 2016). Since 1997, the government has launched the "Amazing Thailand" campaign; Thailand's tourism is growing based on the number of international tourists, whose quality seems to be degrading over time.
LITERATURE REVIEW
Sustainable Tourism Development
- Sustainable Tourist Destination Process
- Thailand Tourism Industry
- Overview of Tourism Development Policy in Thailand
- The Tourism Authority of Thailand (TAT)
- Policy and Marketing plan of TAT
- Ministry of Tourism and Sports
- Amazing Thailand: Discover Thainess
From this point of view, “the destination management plan is a key instrument for building partnerships and commitments, which should clearly define the action plan” (UNWTO, 2007, p. 7). To boost Thai tourism, Prime Minister Prayut Chan-o-cha said that "the government has designated 2015 Discover Thainess, which highlights the unique cultural treasures of the country and the Thai way of happiness to be conveyed to international visitors" (New Embassy of Thailand: 21 .November 2014).
Brand Experience
Thus, it is easy to conclude that using perceived value to predict tourists' revisit intention can lead to a better understanding of tourists' post-decision behavior. Thus, based on the literature, it can be concluded that perceived value is an important predictor of tourist intention to revisit and can lead to a better understanding of tourists' post-decision behavior.
Destination Image
Regardless, the limitation of the images of the destination promoted by the tourist authorities does not fully match the perception and demand of the tourist in the following aspects:. Therefore, based on the cognitive and effective congruence of images, we can make the image promoted by tourist destinations and the perception of markets.
Tourist Experience
- Shopping and Tourist Attraction
- Infrastructure
- Environment and Atmosphere
The results of the study showed a positive and a significant effect of post-shopping value on tourists' satisfaction. The need for security and achieving a safe environment is one of the basic conditions to guarantee tourism.
Destination Loyalty
- Customer Retention
- Revisiting Intention
- Word-of-Mouth (WOM) and Tourist’s Visit Intention
- Word-of-Mouth (WOM) and Destination Image
- Tourist Destination Loyalty
- Tourist Satisfaction and Destination Loyalty
Wang, (2015) investigate the influence of electronic word of mouth (EWOM) on outbound Chinese tourists' intention to visit a destination in Finland. The finding of this study suggests that if the destination country focuses on attracting repeat tourists, 'the tourist experience' is certainly a critical success factor in developing a service roadmap to meet the needs and desires of the target tourist (customers). comply.
RESEARCH METHODOLOGY
Research Design
The intention of Britons and Australians to revisit Thailand will be examined by frequency and percentage (referred to objective 7). To examine the growth status of British and Australian tourists in the international tourist market in Thailand. documentary evidence recorded from statistical data and government office gazettes) and relevant studies from past research studies 2. To examine the 'Bangkok Brand Strength Image' in positive and negative aspects from the perspective of visiting British and Australian tourists Thailand.
To investigate the factors that influence the 'destination satisfaction' of British and Australian tourists visiting Thailand. Research into the perception of British and Australian tourists based on the concept 'Amazing Thailand: Discover Thainess'.
Planning Process
P5 British and Australian tourists have a great travel experience in Thailand, they are likely to visit Thailand again.
Research Sampling, Collecting Data and Analysis Methods
RESEARCH FINDING
British Tourists Research Sample
- Profile of British Tourist Respondents
- British Tourists Perception on Thailand Destination
- Variance, Correlation and Reliability Score of the Scales
- British Tourists Intension to Revisiting Thailand
- Profile of Australian Tourist Respondents
- Australian Tourists Perception on Thailand Destination
- Variance, Correlation and Reliability Score of the Scale
- Australian Tourists Intension to Revisiting Thailand
The concept 'Amazing Thailand' measures five conceptual adapted from the Tourism Authority of Thailand (TAT) as shown in Table 4.5 Tourist Understand Concept of Amazing Thailand. Australian tourists' perceptions of the destination in Thailand were exposed as in Table 4.19 below. The concept of 'Amazing Thailand' measures eight conceptual adapted from the Tourism Authority of Thailand (TAT) as shown in Table 4.21: Australian tourists understand the concept of Amazing Thailand.
The concept of 'Discovery Thainess' measures nine conceptual adaptations of the Tourism Authority of Thailand (TAT) as shown in Table 4.22: Australian tourists understand the concept of 'Discovery Thainess'. Most Australian tourists therefore agree that they would definitely and probably recommend Thailand to their friends and family as a holiday destination (see Table 4.32).
Summary of Quantitative Research Finding
- Profile of British and Australian (UK-AUS) Tourists Respondents Table 4.33 show the comparative study of demographic between British and
- UK-AUS Tourists Perception on Thailand Destination
- Hypothesis Testing (UK-AUS Tourists Samples)
- British Sample (UK Group)
- Australian Sample (AUS Group)
- UK-AUS Tourists Intension to Revisiting Thailand
From this point, Australian tourists seem to be confident about the stability and safety of the destination of Thailand compared to the British group (see Table 4.35). Amazing' and 'exciting' for young and single people to discover a new experience (see Table 4.36: UK and Australian tourists' perceptions of Thailand's destination image). Groups from the United Kingdom and Australia similarly understand the concept of "Amazing Thailand" as more tourist attractive destinations (N in British tourists and (N in Australian tourists.
Thailand is shopping paradise (1.8%) in the UK and (9%) in AUS groups (refer to Table 4.40: UK-AUS tourists Understand the Status of Thailand). A few of the respondents (3.6%) in the British group and (5.3%) in the Australian group are unlikely to suggest Thailand to their friend or relative as a holiday destination to visit (refer to Table 4.44 : UK-AUS tourists suggest Thailand as holiday Destination).
Qualitative Research on Thailand Destination Image
- Objectives of Qualitative Research
- Qualitative Research Design
- Qualitative Research Methodology
To identify 'Bangkok brand power image' via UK and Australian (UK-AUS) tourists' perspective. The semi-interview method was developed based on five attractive characteristics that are the world's admiration of Tokyo Brand Power (see Figure 4.9: Bangkok Brand Power Image). Sources: Five Attractive Traits That Are the World's Admiration Adapted from Tokyo Brand Power: The Mori Memorial Foundation.
To answer the research questions: 'what is the awareness of Amazing Thailand: Discovering being Thai through the perspective of British and South Australian tourists?' and 'what is the Bangkok brand strength from the perspective of British and South Australian tourists?' The focus group study was used to interpret Thailand brand power image using semi-interview structure. The results of the study will be classified into five parts as in the next section.
Qualitative Research Finding
- UK-AUS Tourists Awareness ‘Amazing Thailand: Discover Thainess’
- UK-AUS Tourists Perspective via Bangkok Brand Power Image Bangkok brand power image can be classified into five aspects such as the
The natural resources and scenery of the land of Thailand, so the definition of the concept of amazing Thailand has been defined as "the tropical paradise of ASEAN and ASIA". Similarly, "beautiful sandy sea sun of ASIA" is also used for the concept of Thailand, see more details in the table: 4.46 below;. In the Australian group, eight Australian respondents considered “amazing Thailand” to be “the beauty of tropical Thailand”, “quite an impressive country” and “a wonderful beach”.
From the interview of twelve British tourists, the awareness of 'Discovery Thainess' as 'the rich cultural diversity' and 'magnificent, heritage, benefits and cultural diversity'. Australian tourists raise awareness of the perception of 'Thainess' as 'the Thai hospitality and good friend', due to Thai rich culture and friendly people make them trust Thailand destination.
DISCUSSION AND CONCLUSION
UK-AUS Tourists Growth Status in Thailand
So the number of British and Australian tourists is increasing year on year (see Figure 5.2: International tourist arrivals by major EU countries Jan-Dec 2016-2017). Like the number of tourists expansion from Europe and Oceania regional increase around 5% and 3%, respectively (see figure 5.1: International tourist arrivals at Reginal Jan-Dec 2016-2017). The number of international tourist arrivals to Thailand in December 2017 mainly come from East Asia, led by China, changed to 22% compared to December 2016.
International tourist receipts from East Asia have varied mainly up to 46%, ASEAN 9% and Europe 8%, UK 2% and Australia 3% (refer to Figure 5.8). The United Kingdom and Australia contributing to Thailand's tourism income are approximately 76,619 and 65,117 million baht (refer to Figure 5.14: Thailand received income from international tourists).
UK-AUS Tourists Perception on ‘Amazing Thailand:Discover Thainess’
These strategies should be promoted via media advertisements and travel/advisors, whereby most Australian tourists learned about Thailand from these sources. Despite this, this study finds that UK and AUS groups similarly understand the concept of 'Amazing Thailand' as more tourist attractions (60%) among UK tourists and (45%) among Australian tourists (see more details in Table 4.38: UK-AUS tourists understand the concept of 'Amazing Thailand'). Such British tourists envision Thailand as 'Relaxed Destination' (58%), while Australian tourists visualize Thailand's destination as 'Wonderful Country' (68%).
This data shows that British tourists are likely to visit Thailand again as a holiday destination, while Australian tourists come to Thailand to gain a new experience of the colorful activities. Since most Australian tourists are male (58%), have unmarried status (72%) and more than 30% of them are postgraduate students.
UK-AUS Tourists Destination Satisfaction and Destination Loyalty This study aimed to examine the effects of place of tourist attraction,
As a result of this study found that British and Australian tourists are all loyal to the destination of Thailand. Thus, British and Australian tourists agree that Thailand is a rich and vibrant cultural destination that is the attraction of international tourist arrivals (refer to Table 4.50: Thailand's unique and distinctive culture). Every year many British and Australian tourists travel to the city of Bangkok to appreciate the unique cultural tradition of Thailand.
British and Australian tourists feel that Bangkok is a safe place and that the infrastructure is well organized compared to the outlying areas. Thai food is amazing, especially the street food is attractive to British and Australian tourists, which has never been the case in their countries.
Creative tourism: a preliminary examination of motivation, experience, perceived value and revisit intention of creative tourists", International Journal of Culture, Tourism and Hospitality Research, Vol. 2009), "Bridge over troubled water or a long winding road . From tourist motivations to tourist satisfaction", International Journal of Culture, Tourism and Hospitality Research, Vol.7, No.4, pp Towards improving the efficiency and effectiveness of tourism planning and development at the regional level: planning, organizations and networks. Security concerns of international shoppers in Las Vegas", International Journal of Culture, Tourism and Hospitality Research, Vol.6, No.3, pp Tourism motivation and expectation formation", Annals of Tourism Research, Vol.
Using ABC classification to analyze tourism revenue: A case of ASEAN tourists in Thailand”, Journal of Business Behavioral Sciences, Vol.26, No.3; Fall 2014. Understanding the Antecedents of Repeat Vacations and Tourist Destination Loyalty Tourist Shopper Satisfaction with Regional Shopping Center Experiences", International Journal of Culture, Tourism and Hospitality Research, Vol. 2004), "The Experience Effect of previous vacation behavior”, Annals of Tourism Research, vol.
APPENDIX
- Personal Profile: Please indicate the most appropriate response
- Tourist Confident and Destination Image 3.1 What is you perception about Thailand political situation
- Part 4: The following statement relate to your opinion regarding various tourism-related features which may affect your perception in Thailand
- Please rate the degree of satisfaction
Thailand is more sensitive to risk and/or exposure to global media information 3.2 Is the country of Thailand the most desired destination among ASEAN countries. Thai Boxing Thai Massage/Spa Thai Cooking Thai Classical Dance Thai Handmade Product Elephant Diving Elephant Riding Museums Thai Cultural Tour 3.8 What is the main destination in Thailand you want to visit. Thailand Happiness Country Thailand is a wonderful country Thailand is the land of smiles Thailand is the shopping paradise Thailand is the cultural diversity Thailand is the land of freedom 3.10.
16 Food and drinks offered outside the place of stay/town market and restaurants are good in taste. 17 Food and drinks offered outside the place of stay/city market and restaurants are hygienic.
