A Study on Tourist Behavior and Interaction: Thailand Tourism Industry

This report examines tourist behavior and interaction within the context of Thailand's tourism industry. It aims to analyze tourists' interaction needs and understand the impact of social and cultural changes on their experiences. The study includes a literature review, research methodology employing a positivism approach and inductive research, findings from questionnaire-based data collection, and a thematic analysis. The report discusses the influence of socio-cultural and environmental factors on tourist behavior, emphasizing ethical practices, hospitality services, and the significance of souvenir purchasing. The conclusion highlights the importance of communication, positive environments, and service delivery in shaping tourist perceptions and satisfaction, ultimately impacting their behavior and promoting a memorable stay. The research suggests that tourist behavior is deeply influenced by socio-cultural and environmental factors, and adherence to ethical guidelines is crucial for a positive experience.

Tourist Behaviour and
interaction

EXECUTIVE SUMMARY
The report will lay emphasis on the different operations that are been taken in
consideration by the organisation and this will help in better rise in operations that will help in
development of better insight about the operations that are been felt by the tourist and is been
asked by the researcher.

Table of Contents
INTRODUCTION...........................................................................................................................1
Literature Review........................................................................................................................1
Research methodology................................................................................................................2
Findings.......................................................................................................................................3
Data analysis...............................................................................................................................4
Discussion.................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Aim: “To analyse tourist's behaviour and need to interact with the travellers- A study on tourism
in Thailand.”
Objectives:
 To analyse the need of interaction with the tourists to understand their behaviour
 To identify the impact of social and cultural changes of tourist
Background study:
The proper interaction and understanding of behaviour of a tourist is necessary to make
services provided by destination more interactive, precise and beneficial for travellers. They will
see through the better handling of the different activities that will support a good growth and
development of the business operations (Bach and Burton, 2017). The research will lay an
emphasis on a wide range of operations and measures that are been undertaken by firm or
industry. Various theories about the contemporary needs of a tourist and management of tourism
are been analysed and assessed to get the appropriate outcome and insight about the actions. The
details of purchasing a souvenir and impact of different operations is been analysed by the
researcher.
About Destination:
Thailand is a South East Asian country with tourism as the major industrial sector that is
been a big reason for the growth of its economy. The major cities like Bangkok is a big industrial
and tourist location. It is a monarchism nation with the democracy. It has the tropical climate and
many natural locations. Thus, this makes it an ideal tourist destination for the nature lovers and
adventure seekers (Miah And et.al., 2017).
Literature Review
Need of interaction with tourists
As per the views of Bach and Burton, 2017, the interaction is very necessary for the
proper handling of the operations and management of the needs and demands of the users. A
good communication will help the travel and tourism as well as the hospitality firm that will
support a good handling of the requirements of the user. Other than this, the interaction helps in
improving the following of ethical measures and activities related to a destination like Thailand.
Other than this, it will help in suitable rectification of the different issues that are been faced by
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the tourist as well as the destination. Apart from this, in accordance with the views of Miah and
et.al., 2017, a suitable data analysis is required to integrate the proper measures and research
technologies that will help the management at the destination to gain a suitable understanding
about the requirements of the users and thus will help in gaining a good rise in the compatibility
and meeting of the operations that are been followed by the firm or a tourist destination. It aids in
suitable rise in gaining of proper ad effective gathering of insight by analysing the data or
information about operations in a better way. As per the Leapier 12 needs theory, certain actions
will be taken by the organisation that will help in proper handling of the operations and meeting
of the actions in a better way. The influence the destination has on a tourist can be positive or
negative depending on experience of the individual person.
Similar to that, Eusébio, Vieira and Lima, 2018, helps in effective and suitable
manageability of the tourist’s requirements and thus help in developing of tourism in market,
facilitating of good host and client relationship that will help in suitable rise in the capability of
the organisation. Besides this, it will also look after the shaping of a positive attitude or
perception towards the destination and its peoples. Also, Servidio, R., 2015, stated that a good
destination image and perception will facilitate in a good management of the operations related
to the place. It will also help in a good rise in traveller’s satisfaction level and handling of the
business activities on a wider level. This will also support a good growth and development of the
operations and better understanding of their behaviour.
Impact of social and cultural changes on tourism
In accordance with the views of Apostolopoulou and Papadimitriou, 2015, the
destination's socio culture environment helps in a good rise in tourism facility of the Thailand.
This will help in suitable growth and development of the high quality services for the tourists and
the travellers which will help the tourist place like Thailand to grow and develop in a very
effective way. It helps in effective promotion of the destination and help the local hosts to gain a
good customer and user base to provide the services in a better way. Besides this, as per the
research and ideas of Kaushik, Agrawal and Rahman, 2015, the good and effective social and
cultural background of the tourist destination will be reflected by their travel and tourism
services along with the hospitality industry. As per the ideas of Servidio, 2015, a good and
responsible tourist behaviour will help in good and innovative growth of the behaviours of
tourists towards the tourist destinations. It will support a better customer satisfaction level.
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Other than this, during the stay, the tourist is ought to follow a code of conduct and ethics
that are associated by the actions that will helping the better rise in the effectiveness of the tourist
destination and facilitate a comfortable and memorable stay at tourist destination, Thailand.
Research methodology
A research methodology is a plan to conduct research that will cover the following
elemental aspect that will help in better development of research process:
Research philosophy: It is the belief on the basis of which researcher investigates the data
(Eusébio, Vieira and Lima, 2018). For the present report, Positivism approach of research
philosophy is been used for the cited purpose.
Research Approach: It involves the generalised steps and assumptions that are used for
research purpose. The current research will involve the inductive research approach. This will
help in conducting a good induction of the policies, that are been decided by the firm.
Research Design: It is format in whic research will follow various questions that are been
developed by researcher. For present report, descriptive nature of research design is being used
to get the suitable and desired output (Apostolopoulou and Papadimitriou, 2015).
Research strategy: It is setting up of goals and objectives and get the appropriate and desired
output in a better way. This will involve the proper setting of goals. For present research,
quantitative research approach is used involving development of questionnaire.
Data collection: It will involve the usage of different tools and techniques that will support a
good rise in gathering of high quality data and information. For the present research,
questionnaire including the open ended questions is used by the researcher as a data collection
tool (Monterrubio, 2016).
Sampling: It is the collection of the data sample for the analysis purpose that will support a good
rise in the activities and research process. For the current project process, the random sampling
approach is been followed that will involve 10 tourists or travellers at Thailand.
Data Analysis: it involves the method by which the data will be analysed on a research activity.
For the current research process, thematic analysis is been done by the researcher (Pearce, 2016).
Findings
It will involve the effective data analysis that will support a good rise to the operation and
the activities that are been taken in consideration by the researcher (Diallo And et.al., 2015). For
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this purpose, he will use the following questionnaire which will facilitate the proper data
collection process.
Questionnaire
What is your purpose or need of travelling?
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What is your reason of buying a souvenir?
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Do you felt any impact of destination?
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Was the impact was positive or negative in nature? Elaborate
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Do you found any environmental impact on Tourist destination.
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Did you see any social anticipation at the destination?
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Have you been welcomed in great way?
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What ethics do you feel, you need to follow?
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Data analysis
The data analysis of the views that are been gathered by an individual will help in better
rise in the insight about the ethical practices that are been followed by the firm. The assessment
of the operations and the requirements of the operations will help in the better rise in the
operations of the organisation which will help in following of the certain theories that are been
followed by individual traveller.
Discussion
On the basis of the analysis process, this can be said that the better rise in the tourism will
involve certain factors that will cast a deep influence on the behaviour of the tourist or customer
at the tourist destination (Kozak and Kozak, 2016). This can be said that the various socio
cultural and environmental factors are been taken in consideration by the travels and tourism
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firms that will help in improving the overall satisfaction level of the customer's. The impact of
social, cultural and environmental factors like warm welcome exposure to wildlife and nature
will help in improving satisfaction level of traveller.
Other than this, the good hospitality services and handling of the business operations
involving a good communication will help in developing the ethical behaviour of the tourist at a
destination. Apart from this, the actions like purchasing a souvenir or their purpose of travelling
will help in deciding the good management of the different activities and moulding good and
sober behaviour of the traveller at Thailand. This can be said on the basis of the research that the
environmental, social and cultural conditions that sustain at a destination help in making the
ethical behaviour by the customer or tourist (Kaushik, Agrawal and Rahman, 2015). From the
interview it can be said that the purchasing of souvenir and other activities help in developing a
good insight of the operations of the organisation. Other than this, it is been evaluated that the
needs and demands of the tourist are needed to be fulfilled and the traveller is required to follow
certain ethics in order to make its stay more memorable and comfortable.
CONCLUSION
Thus, this can be concluded from the research process that the behaviour of the tourist is
deeply impacted by the different socio cultural and the hospitality activities will impact the better
forming of a good behaviour at the tourist destination. A good communication or interaction will
help in an effective rise in the business activity of the organisations and thus will help the travel
and tourism firm to develop a good services for their customers. Other than this, a positive
environment and delivery of service will help in good development of perception and satisfaction
level, influencing their behaviour. The impact of the souvenir purchasing and other socio cultural
and environmental factors are been taken in consideration. The user or tourist is required to
follow certain ethics in order to make his stay more momorable.
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REFERENCES
Books and Journals
Bach, L. and Burton, M., 2017. Proximity and animal welfare in the context of tourist
interactions with habituated dolphins. Journal of Sustainable Tourism, 25(2), pp.181-197.
Miah, S.J. And et.al., 2017. A big data analytics method for tourist behaviour
analysis. Information & Management, 54(6), pp.771-785.
Eusébio, C., Vieira, A.L. and Lima, S., 2018. Place attachment, host–tourist interactions, and
residents’ attitudes towards tourism development: the case of Boa Vista Island in Cape
Verde. Journal of Sustainable Tourism, pp.1-20.
Apostolopoulou, A. and Papadimitriou, D., 2015. The role of destination personality in
predicting tourist behaviour: implications for branding mid-sized urban
destinations. Current Issues in Tourism, 18(12), pp.1132-1151.
Pearce, P.L., 2016. Australian contributions to tourist behaviour studies. Journal of Hospitality
and Tourism Management, 26, pp.84-90.
Kozak, M. and Kozak, N., 2016. Tourist behaviour.
Kaushik, A.K., Agrawal, A.K. and Rahman, Z., 2015. Tourist behaviour towards self-service
hotel technology adoption: Trust and subjective norm as key antecedents. Tourism
Management Perspectives, 16, pp.278-289.
Monterrubio, C., 2016. The impact of spring break behaviour: An integrated threat theory
analysis of residents' prejudice. Tourism Management, 54, pp.418-427.
Servidio, R., 2015. Images, affective evaluation and personality traits in tourist behaviour: An
exploratory study with Italian postcards. Tourism Management Perspectives, 16, pp.237-
246.
Diallo, M.F. And et.al., 2015. Responsible tourist behaviour: The role of social
engagement. Recherche et Applications en Marketing (English Edition), 30(3), pp.85-104.
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Appendix
Interview transcript: The interview transcript that is been taken based on the interaction are:
Interviewer: What is your purpose or need of travelling?
Respondent: the major reason behind my travelling is because of the two reasons. First, for the
business activities and second for the recreational purpose.
Interviewer: What is your reason of buying a souvenir?
Respondent: Souvenir is like the piece of memory, associated with a person or a place. The
main reason behind the purchasing of the souvenir is to gather the memory related to the visiting
of the place. When you look at the souvenir, the memories of that place or people gets revived.
Interviewer: Do you felt any impact of destination?
Respondent: Yes, I was deeply influenced and impacted by the tourist destination. Thailand is a
huge cultural difference and variation for me. I come from the highly urbanised and mechanised
city while the cities and locations in Thailand are still close to nature and quite unaffected by the
fast pace of the mechanised and is effectively calm and peaceful, contradictory to my home
place.
Interviewer: Was the impact was positive or negative in nature? Elaborate
Respondent: The impact of the destination was completely positive. The calm and serene
environment of Thailand has helped me to relieve my stress and depressive mindset and helped
me to develop a good and effective attitude towards the surrounding. The interaction with local
public and visiting the native places have helped me to develop a good and positive perception
and mindset about the people around the world.
Interviewer: Do you found any environmental impact on Tourist destination.
Respondent: due to the increase in the globalization on the wider scale, and development of the
tourism on high level within the Thailand has impacted the environmental conditions of the
tourist destination. The rise in the number of tourist visiting the location and increasing in the
number of hotels and resorts or motels, that have lead to the deforestation on the higher scale.
Besides this, the rise in transportation have increased the traffic and level of pollution within the
urban areas of the tourist destination.
Interviewer: Did you see any social anticipation at the destination?
Respondent: The people at the place where I had my accommodation were waiting form me
with anticipation and has helped me to have a good social interaction in a better way.
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Interviewer: Have you been welcomed in great way?
Respondent: Definitely Yes. I have been welcomed by my host in the traditional Thai style with
garlands and flowers and was offered the Tender coconut water to drink. Also, the traditional
music and dance was arranged for me to get pleased and the food is been provided to me after I
get refreshed from the tiredness of the travelling. I experienced a good level of hospitality at my
tourist location in Thailand.
Interviewer: What ethics do you feel, you need to follow?
Respondent: As Thailand is one of the Muslim nation and the environment is quite conservative
on the social and cultural level, I had to follow certain ethics while my stay at Thailand. I had to
pray before my meals and has to lift my dishes by my self. Speaking and moving during the
prayer sessions is not considered as appropriate. Hence, I followed the code of conduct and
principles that are meant to be followed at my tourist destination.
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