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Tourism Industry Assignment | Tourism Destination Research
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Added on 2019-12-28
Tourism Industry Assignment | Tourism Destination Research
Added on 2019-12-28
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How differences between Thai and ForeignTourists access to Destination Image viaTripAdvisor and Facebook1
Acknowledgement Special thanks to my mentors and team members who supported me excessively and guideme at each and every stage of the investigation. Moreover, friends who built me confidence in me toconduct the entire study is also very valuable, henceforth, I like to thank them for their moralsupport. Furthermore, respondents who gave me correct and accurate responses about the access towebsite and social sites is also very precious because only due to their reviews, I became able tocarry out the whole journey in an effectual way. The guidance, opinion and suggestions of both themembers assist me to complete the whole investigation and reach to the best solution. 2
AbstractTourism sector is of great importance in the economic growth, progress and development asit provides more employment opportunities, generates large proportion of governmental revenueand increase nation's GDP growth rate. Attracting more and more visitors, comprising both thedomestic, Thai and foreigners helps Thailand's tourism industry to reach their target goals andachieve success. Besides this, in the present age of technology, use of social media sites such asFacebook, Twitter, YouTube and internet access such as TripAdvisor is increasing at very fasterpace. It is because, travellers access web for the information inquiring, so that, they can plan to visitat the most attractive place of Thailand. Moreover, word of mouth publicity, past experiences of thevisitors and belief and assumptions of the family and their friends also influence their ownperception about different places or sites.Positive attitude, feelings and opinion of the virtual group on social sites and excellentreviews of the past visitors develop a favourable image in the visitors mind. So that, they will bedesirable to visit at these places for the better travelling experience. However, negative destinationimage will surely discourage tourists to go at such places, which in turn, decline the growth rate ofthe visitors. Therefore, the present dissertation study the role and significance of online networkingchannel in the development of destination image. Moreover, various factors which affect theirbuying decisions and the differences in accessing TripAdvisor and Facebook between both the Thaiand international visitors will be examined through surveying 50 tourists. So that, users can beinfluence positively, which in turn, tourism industry can encourage potential visitors to visitThailand city. 3
Table of ContentsCHAPTER - 1 INTRODUCTION.......................................................................................................51.1 Background of the research.......................................................................................................51.2 Rationale of the study................................................................................................................61.3 Potential significance of the research........................................................................................61.4 Research aims and objectives....................................................................................................61.5 Research questions.....................................................................................................................71.6 Structure of the study ................................................................................................................7CHAPTER – 2 Literature review.........................................................................................................92.1 Sharing practices in tourism social media...............................................................................132.2 Real-time sharing.....................................................................................................................142.3 Social media types...................................................................................................................142.4 Textual versus visual content...................................................................................................152.5 Impacts on tourism culture and knowledge.............................................................................152.6 Tourism and Mediatiazation....................................................................................................16CHAPTER – 3 RESEARCH METHODOLOGY..............................................................................183.1 Introduction..............................................................................................................................183.2 Research philosophy................................................................................................................183.3 Research approach...................................................................................................................193.4 Research design.......................................................................................................................193.5 Research type...........................................................................................................................203.6 Data collection methods...........................................................................................................203.7 Research instrument.................................................................................................................213.8 Sampling..................................................................................................................................213.9 Data analysis............................................................................................................................213.10 Ethical considerations............................................................................................................213.11 Limitation of the study...........................................................................................................223.12 Time Frame............................................................................................................................22CHAPTER – 4 DATA FINDINGS AND ANALYSIS .......................................................................244.1 Introduction..............................................................................................................................244.2 Data findings and analysis.......................................................................................................24CHAPTER – 5 CONCLUSION AND RECOMMENDATION.........................................................405.1 Conclusion...............................................................................................................................405.2 Recommendations....................................................................................................................41REFERENCES...................................................................................................................................42APPENDIX........................................................................................................................................46Survey Questionnaire.....................................................................................................................474
CHAPTER - 1 INTRODUCTION1.1 Background of the researchTravel and tourism industry is one of the major service-oriented industries across the globe.It plays an inexorable role in the nation’s growth and success as it is the major contributor ofgovernmental revenue. Moreover, increasing number of domestic as well as foreign tourists offermore jobs which in turn decreases unemployment. Further, generation of foreign currency increasesgovernment treasury which can be spent on the public services for economic progress. Due to this,each nation's government is making efforts for attracting more travellers and generate higherearnings for the economic developments. Referring Thailand travel and tourism industry, itcontributes major percentage towards the economic gross domestic product (GDP). Travellers comefrom both the domestic as well as international region to Thailand to enjoy travelling experience. Inthe year 2015, as per the Global Cities Index, Thailand's capital Bangkok has been ranked at 2ndposition in the world's top 20 most visited countries, pursuit only London. However, according tothe World’s Economic Forum report, it has been ranked at 35th out of 141 nations. It is because,government is attracting visitors from both the inbound as well as outer countries. People desire tovisit at attractive destinations such as Grand Palace, Khao Yai National Park, Wat Arun, JimThompson House, Karon Beach, Golden Budha, etc. Its tourist mainly comes from Asian andWestern nations such as China, Australia, US, Russia, UK etc. People come from different places tosee Thailand's historical monuments, natural places, cultural sights and island, etc. In the present technological age, online networking and communication channel plays animportant role in building an image in visitor’s mind. Audio and visualize presentation, pastconsumer experience, great impression and positive perception helps to develop a positivedestination image which highly impacts the destination selection decisions of domestic and foreigntourists. TripAdvisor is an US travel website company which provides travel based experience andreviews of historical tourists. It plays the major role in Thailand's travel industry as visitors aregreatly influenced by the word of mouth publicity and historical travelling experience. Moreover,social media tools and technologies like Facebook, Flickr, Twitter and Travel Blog etc. also affecttraveller’s perceptions towards a specific destination (Thiumsak and Ruanghanjanases, 2016). Bydeveloping a positive image of destination, country can attract many travellers and enhance theirdomestic as well as foreign exchange earnings. This dissertation covers an in-depth study andanalysis of different types of online networking and communication mediums to attract visitors toThailand. Moreover, various factors which affect the perception and beliefs of consumers towardsdifferent tourist attractions will be discussed. In addition to this, report will evaluate the differences5
between preference of Thai and international tourists on building up the destination image. 1.2 Rationale of the studyPresent study is focused on the use of online networking mediums like Websites, Facebook,YouTube, Flickr, Twitter etc. to develop a positive destination image in the mind of visitors. It is anissue as by the beginning of 2014, Thailand's tourism sector is suffering with several problems anddifficulties due to political instability. As a result, number of tourist arrivals and tourism revenuehave been declined. Moreover, due to political crisis, number of potential visitors who desired tovisit Thailand have fallen. In return, it becomes essential for the government to take some majorinitiatives and actions for promoting tourism industry. Furthermore, organizations also require tobring innovations in the routine operations to develop a positive image in the minds of visitors withregard to various attractive destinations. By this, it can attract more visitors from inbound andoutbound nations and make economic growth by offering more jobs, generating high revenue,foreign earnings, etc. 1.3 Potential significance of the researchThis study will be of great significance for those scholars who will desire to carry out studyon similar topic in the future. It will provide huge assistance and guidance to other PHD scholarswho are doing research on the above topic. By taking help of this dissertation, readers can identifythe current trends and challenges that are pertaining to Thailand’s travel and tourism industry andassess the impact of TripAdvisor and Facebook on domestic as well as international travellers.Moreover, it will help existing organizations that are operating in the industry for formulating anddesigning suitable strategies and decisions in order to attract more visitors. It is because, they candevelop an effective promotional tool through the use of online networking such as Facebook,Travel Blog and YouTube, etc. Thus, they can enhance their target customer base and attain successin the volatile market. 1.4 Research aims and objectivesCentral aim of investigation is to assess and evaluate differences between both the Thai andforeign visitors in developing a destination’s image via the means of TripAdvisor and Facebook. Inorder to fulfil such aim, following objectives have been addressed bythe investigator as mentioned belowTo understand the significance of online networking in building up the destination image To identify the factors which influence visitors in making destination image To evaluate and examine the differences between Thai and international visitors fordeveloping an image for attractive destinations via the TripAdvisor and Facebook access. 6
To propose the best solution and strategy to the organizations for building a superiordestination image. 1.5 Research questionsThis research study address the following questions to accomplish the aims and objectives,given hereunder:1.How online networking and communication channel is important for developing destinationimage in the mind of travellers? 2.What factors affect destination image in the mind of both domestic and foreign visitors?3.How domestic visitors demands differ from the international travellers in developing aperception regards to different destinations via accessing TripAdvisor and Facebook?4.Which is the best promotional strategy or mix which can be used by the organizations forbuilding a positive destination image? 1.6 Structure of the studyChapter: 1 – IntroductionThis section of dissertation provides a brief introduction and background of chosen researchtopic. Moreover, issue regarding title and the potential significance of investigations has beenidentified. Furthermore, aim and objectives of the research have been formulated on which entirestudy has been focused to accomplish the set targets. Through studying this chapter, reader canidentify the issues and problems that have been addressed by the investigator to resolve specifiedissue. Chapter: 2 – Literature reviewThis section of entire dissertation is of great importance as in this, opinions and views ofdifferent authors regarding the chosen topic have been discussed and evaluated in detail. By this,conceptual knowledge and empirical findings of the research can be developed. Moreover, it willguide researcher to conclude the entire study and solve particular issue.Chapter: 3 – Research methodology This section of investigation unfolds various methods and techniques which have been usedby investigator to carry out the study in an effectual way. In this, selected philosophy, approach,research design, source of data collection and its analytical technique have been identified toconduct the investigation. Chapter: 4 – Data findings and analysisThis chapter of dissertation addresses data gathering process from different sources and itsanalysis to interpret the same. It will address the influence of TripAdvisor and Facebook on Thai as7
well as foreign tourists to develop their perception about destination’s image. Through this,researcher can examine and evaluate real facts and figures with regard to the selected topic anddevelop an appropriate conclusion. Chapter: 5 – Conclusion and recommendationsThis is the last section of thesis in which valid and specific justification has been provided toconclude the whole study. In short, it is a summary of entire dissertation which focuses reader’sconcentration on important facts that have been concluded by the investigation. Moreover, in theend, an appropriate or suitable promotional strategy by taking into account social networking toolsand techniques will be advised to the organizations that are operating in the Thailand travel andtourism sector. 8
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