Exploring Bangok Image Based On Perception Of Travellers Rationale Tourism Essay Example

Exploring Bangok Image Based On Perception Of Travellers Rationale Tourism Essay Example Exploring Bangok Image Based On Perception Of Travellers Rationale Tourism Essay Exploring Bangok Image Based On Perception Of Travellers Rationale Tourism Essay The touristry industry is really important economically and socially in both developed and developing states. Particularly in Thailand, the touristry industry is really of import for income of the state, sharing about 6 per centums of its gross domestic merchandises ( Tourism Authority of Thailand 2009 as cited in Piboonrungroj, P, Kaosa-ard, M. 2010 ) . This comes from the figure of tourers who come to purchase goods and services. On the societal side, they can loosen up and derive more cognition about the alone Thai civilization. Image besides has an of import consequence on determination devising and impacts on economical, sociological and environmental issues ( Hubner, A. 2009 ) . Therefore, image will impact the determination doing procedure of foreign tourers toward Bangkok, Thailand. The image of Thailand is that of The Land of Smiles which brings an increasing figure of tourers. The Perceptions of a tourer finish are critical to its image ( R. , Henkal, P. , Henka, W. , Agrusa, J. , Agrusa A ; Tanner, J. 2006 ) . The media can be the channel through which foreign travellers can acquire information on Bangkok. From table 1, we can see that the figure of tourers increased from 2007 to 2008 but From terminal 2008 political events in Thailand have influenced tourer reachings ( thaiwebsites.com/tourism.asp ) . The figure of tourers decreased in 2009 and continues to 2010 because of the closing of Suvarnabhumi Airport and besides the protest in 2010. During the current state of affairs, the image of Thailand as a touristry finish has been adversely affected, particularly in Bangkok. Therefore, this research will analyze the image of Bangkok among foreign travellers, with their attitude in 2010 and better the negative image for The Land of Smiles will come back once more. The image of Bangkok Thailand over the past few old ages was adversely affected by the political instability. This ranged from the state of affairs in three states in the South of Thailand, the statement with Cambodia and besides the protests in April 2010 at Ratchaprasong Intersection and Phan Fah Bridge. These events will impact the image of Bangkok Thailand among the foreign travellers. Therefore, this research will research the image of Bangkok, based on foreign travellers perceptual experience, after the protest in 2010 and research ways to better the negative image. Undertaking Objective ( s ) : The aims from this research are: To analyze Bangkok s image among foreign travellers. To look into perceptual experience of foreign travellers which affect the image of Bangkok after the protests. To research groups of foreign travellers of each nationality which affect the image of Bangkok. To rectify and better the image of Bangkok after the protests. Conceptual model Culture Sightsing Friendly people Facilities Food Shoping Nightlife Transportation system Security/Safety Stability of Thai Politicss Crime The figure of police officers The struggle of the people The violent protests H1 H1.1 Image of Bangkok after the protests in 2010 H2 H4 Media Negative Percept Positive Percept The range and definition of the survey This research surveies the image of Bangkok in 2010 based on the perceptual experience of foreign travellers at Ratchaprasong Intersection: Siam Square, Siam Paragon, Siam Discovery, Siam Center, Gaysorn Plaza, Amarin Plaza, Platinum Pratunam and Phan Fah Bridge: Grand Palace, Khao San Road through questionnaires. There are 100 questionaires. Definitions of Footings Bangkok is the capital metropolis of Thailand. Thais refer to the metropolis as Krung Thep , which means City of Angels. Bangkok is a tourer attractive force for both domestic and international tourers and is besides a concern metropolis. Bangkok is straight affected by the image of foreign travellers. Image is the visual aspect of Bangkok based on foreign travellers. The image includes that of Culture, Sightseeing, Friendly people, Facilities, Food, Shopping, Nightlife, Transportation, Security/Safety and the stableness of Thai Politicss: Crime, the figure of police officers, the struggle of the people, and the violent protests in Bangkok. Percepts mean the recognition and experience of foreign travellers about the ability and quality of Bangkok. Foreign Travelers are defined as all aliens that arrive in Bangkok. These are the tourers in Bangkok. Their travel intents are different e.g. for career, concern or other involvements. Premise The foreign travellers will understand and reply all inquiries truthfully. The foreign travellers who walk through Siam square, Siam Paragon, Siam find, Siam Center, Gaysorn Plaza, Amarin Plaza, Platinum Pratunam and Makawan Rangsan Bridge: Grand Palace, Khao San Road or walk at those topographic points are the international tourers of Bangkok. The consequence of this survey will supply a better apprehension of touristsperception. Hypothesis Foreign travellers with different demographics ( gender, nationality, age and business ) perceive the image of Bangkok otherwise. Foreign travellers with different going features perceive the image of Bangkok otherwise. Foreign travellers who are exposed to the media at different degrees perceive the image of Bangkok refering its Culture, Sightseeing, Friendly people, Facilities, Food, Shopping, Nightlife, Transportation, Security/Safety, Stability of Thai Politicss: Crime, The figure of police officers, The struggle of the people and the violent protests otherwise. Foreign travellers who are from different continents perceive the image of Bangkok otherwise. Foreign travellers who perceive a positive image of Bangkok develop a positive perceptual experience about Bangkok, and frailty versa. Restrictions Time frame is the restriction of this research because this topic has a short period of clip. Therefore it affects the consequence because the little sample may take to a false consequence. Furthermore, the rainy season is coming which affects the aggregation of informations because some of the topographic points are out-of-door. Human moralss considerations This research and questionnaire do non incorporate sensitive information. The informations collected from the study will non be revealed to the populace. Practical significance The authorities, Ministry of Tourism and Sports, Ministry of Foreign Affairs, the Tourism Authority of Thailand and besides Bangkok Metropolitan Administration can utilize the consequences to acknowledge the perceptual experience and satisfaction of foreign travellers, in order to better the image of Bangkok. Thai people can besides utilize the consequence for a better Bangkok. All Thai people can work together. Background information Thailand is a fantastic land, having Buddhist temples, alien wildlife, and dramatic islands. Along with a absorbing history and a alone civilization that includes delicious Thai nutrient and massage, Thailand features a modern capital metropolis and friendly people who epitomize Thailand s land of smilings repute . Thailand is located in the centre of Southeast Asia. The population contains approximately 65 million people. Approximately 7 million people live in capital metropolis, Bangkok ( tourismthailand.org/about-thailand/fast-facts/ ) . Bangkok is the capital metropolis of Thailand and is besides the concern centre. Bangkok has many tourers everyday because Bangkok has a assortment of activities from forenoon boulder clay dark. Shopping is one of the activities that fascinate tourers because of competitory monetary values and broad assortment of merchandises. There are many shopping countries in Bangkok. For illustration, Ploenchit-Ratchaprasong, Silom-Surawong-Patpong and Pratunam-Phetchaburi etc. Furthermore, temples besides attract tourers to Bangkok, to larn about civilization and see alien architecture such as the Grand Palace, Wat Pho etc. In add-on, festivals are besides of import attractive forces such as Loy Kratong ( Floating Lantern Festival ) and Songkran s Day Water Festival on Kaosan Road ( bangkoktourist.com/all_subproduct.php? m_id=49 ) . There are many attractive topographic points which draw foreign travellers to Bangkok, Thailand. Furthermore, the image of Bangkok is one of the factors that influence foreign travellers before they come to Bangkok. After the instability of Thai political relations, the image of Bangkok among foreign travellers changed. They received intelligence from the media and they have their perceptual experience. Therefore, this research will research the image of Bangkok based on foreign travellers perceptual experience, to let an betterment in the negative image of Bangkok. Literature reappraisal Concept of image Surveies of finish image began in the early 1970s, when Hunt s ( 1975 ) influential work examined the function of image in touristry development. Since so, finish image has become one of the dominant countries of touristry research. Crompton ( 1979 ) defines finish image as the amount of all those emotional and aesthetic qualities such as experiences, beliefs, thoughts, remembrances and feelings that a individual has of a finish. It is clear that the signifier of image is based on their personal experiences. Harmonizing to Gunn ( 1988 ) , the theoretical account of the finish image has three sections which are the organic image, the induced image and modified induced image. Organic image refers to naif ( such as independent newspaper articles, word of oral cavity ) and is described as the cognition or perceptual experience information. The induced image is generated from commercial information ( such as professional booklets or Television commercials ) and enhances the images with feelings. The modified induced image relates to the traveller s post-visit experience . These three phases were adapted by research workers such as Gartner ( 1996 ) . However, Gunn ( 1988 ) emphasizes external factors but Gartner ( 1996 ) emphasizes internal phases. In add-on, Gunn ( 1972 ) mentioned that Tourist experience ( along with other types of information ) seems to act upon the image people have of assorted topographic points, back uping the image province theory of finish image . Tourists experience and information is to some grade found to be of relevancy for tourer image perceptual experience of the finish . However, other types of information ( e.g. newspaper articles ) are assumed to hold influence on images every bit good, which farther strengthens the thoughts . Ryglova and Turcinkova ( 2002 ) mentioned that there are three factors which create finish image. Media, experience from going and geographical distance between state and the analyzed state are the factors that contributed to knowledge about the analyzed state and transform that cognition to the image of the state or finish eventually . In this context image becomes a presentation of attitudes and beliefs with respect to awareness and acknowledgment ( Aaker, D. 1991 ) . Image is besides assumed to hold an impact on clients pick of company when service properties are hard to measure. Furthermore, image is believed to hold a positive impact on clients perceptual experience of quality, value, clients satisfaction judgement, and client trueness. However, Echtner and Ritchie ( 1993 ) focal point on the image of the finish that people receive about physical properties. In add-on, it straight impacts on the choice of finish. Harmonizing to Carr ( 1988 ) , tourers use assorted finish properties for image formation . They can be destination merchandise, monetary value, topographic point and publicity or environment properties and finish services. Chen et Al ( 2007 ) mentioned that the tourer behaviours by building a more comprehensive theoretical account sing finish image, appraising factors ( e.g. trip quality, perceived value, satisfaction ) and behavioural purposes . In add-on, the chairing function of perceived value between quality and satisfaction has been problematic but often neglected in old researches but Chen at Al ( 2007 ) stated that their research survey differs from old surveies by taking history of finish image and perceived value in tourer behaviour theoretical account. The structural relationship analysis indicates that finish image appears to hold the most of import consequence on behavioural purposes ( e.g. purpose to revisit and willingness to urge ) . Destination image influences behavioural purposes in two ways: straight and indirectly . Furthermore, finish image non merely influences the decision-making procedure which was cited in Hubner ( 2009 ) but besides conditions after-decision-making beha viours of tourers. Hu et Al ( 1993 ) stated that the more that a tourer thinks that the finish will fulfill his or her holiday desire, the more likely the tourer is to take that finish. Therefore, finish image plays a critical function in the tourer s finish determinations . However, Bigne et Al ( 2001 ) mentioned that this means that the finish image is non limited to the phase that choosing the finish, but besides affects the behaviour of tourers in general . Therefore, perceived value does play an of import function in impacting the degree of satisfaction and future behavioural purposes of clients . In this research, image is one of the factors that the foreign traveller considers before choosing the finish. Therefore, the finish image is really important. The finish is non merely advancing the finish but must equilibrate the demand and supply which are the satisfaction of the foreign travellers and the capacity of the finish that can back up the demands of foreign travellers. If the image of Bangkok reflects good on the foreign travellers they will return to Bangkok once more. Much research into image has agreed that image can be considered as any remarkable sentiment or intending held of an organisation positive, negative and impersonal ( Sirirat et al 2009 ) . Therefore, in this research there can be positive, negative and impersonal. Furthermore, this research will demo the current consequence of the image of Bangkok by roll uping informations from the perceptual experience of foreign travellers at Ratchaprasong Intersection: Siam Square, Siam Paragon, Siam Discovery, Siam Center, Gaysorn Plaza, Amarin Plaza, Platinum Pratunam and Phan Fah Bridge: Grand Palace, Khao San Road. Concept of tourer Leiper ( 2004 ) said that there can be tourism without tourers. Tourists are people who travel and remain outside their occupants for non more than one twelvemonth for leisure and other intents. WTO defined tourers as persons who travel within their ain state ( domestic tourers ) and travel to other states ( international tourers ) . Furthermore, Murphy ( 1985 ) mentioned that the word tourer is derived from the word circuit . The circuit can be recognized as a trip for different intents that starts and ends in the same topographic point. By and large, tourers may pass at least one dark at the finish to travel. However, Theobold ( 1994 ) mentioned that the construct of visitant combined the elements of a tourer and sightseer. Sightseer is a visitant who merely passes through the state ; remaining less than 24 hours. In this research, the tourer is the key that influences the touristry industry. The particular of tourer in this research is that tourers are foreign travellers who travel at Ratchaprasong Intersection: Siam Square, Siam Paragon, Siam Discovery, Siam Center, Gaysorn Plaza, Amarin Plaza, Platinum Pratunam and Phan Fah Bridge: Grand Palace, Khaosan route and they represent a factor that may be concerned about what they saw of Bangkok after the political crisis in Thailand. Concept of perceptual experience Harmonizing to Chuangchote and associates ( 1983 ) , perceptual experience means the procedure that persons interpret the things they saw, heard or felt from the surrounding and gave the significance for understanding and cognition. Bythe ( 2003 ) agrees that the perceptual experience is a procedure whereby an single select information from the surrounding. However, when people receive the information, they will construe it otherwise. Therefore, perceptual experiences can be positive or negative ( Schiffman A ; Kanuk 2000 ) . Gronroos mentioned that sensed quality is a map of expected quality ( generated from market communicating, image, words of oral cavity, and client demands ) and experient quality ( generated from proficient quality and functional quality ) . Harmonizing to Gronroos, image is a filter which influences the perceptual experience of the operation of the company . This is in line with Gummesson ( 1993 ) , who states that client perceived quality is a map of quality in fact and quality in perceptual experience. Conversely, perceptual experience can be created without experience and cognition of the objective/person. Reisinger A ; Turner ( 2003 ) stated that this is frequently when tourers develop perceptual experiences of a finish prior to its trial. There are marketing techniques that make it possible to alter negative perceptual experience of a finish. However, the best manner to alter people s perceptual experience of a finish is when people get existent experience from the finish. Kazak and Rimmington ( 2000 ) mentioned that tourer perceptual experiences are of import to successful finish selling. Harmonizing to Tasci and Gartner ( 2007 ) , people who stay long periods of clip may hold a better perceptual experience of finish than people who stay short periods of clip. Furthermore, perceptual experience in good topographic point will actuate and back up tourers to go to that topographic point and stay longer. Harmonizing to Hurner ( 2009 ) , he researched about the tourer images of GREENLAND and ARCTIC by perceptual experience analysis. Hurner ( 2009 ) mentioned that in the epoch of the globalisation and increasing competition, it is non merely incumbent on the touristry operator to advance the finish but besides on the parts, and they must work together. In add-on, Hurner ( 2009 ) mentioned that the scrutiny beginnings revealed that Television and newspapers were the major media referred to by respondents. Furthermore, Socio-demographic factors do non look to act upon the image but merely age, with old age groups holding a more complex image of Greenland. In add-on, Henkal et Al ( 2006 ) besides conducted research on tourer perceptual experience of Thailand. They mentioned that perceptual experiences of a tourer finish are critical to its image . Furthermore, if the tourers expected one thing and are non satisfied, the opportunities of a return visit are low . The consequence of this research has found that in both Thai and international travellers perceive sightseeing as the most of import, followed by friendly people and nutrient. However, international travellers perceived that freedom from diseases and terrorist act were the two most of import points to see when taking a holiday finish, while Thai travellers were non concerned about these points. Although the image of sex touristry in Thailand is one that appears to travel manus in manus internationally but the Thailand touristry merchandise has many more positive properties such as civilization, nutrient, beaches, etc. and it will alter the international travellers image of Thailand to these positive properties and take some critical selling. Henkal et Al ( 2006 ) mentioned in the decision, the key to the success of the scheme will be whether or non tourers perceive Thailand as populating up to the image that it is publicizing . Bruinink et Al ( 1997 ) stated that the chief impact on the foreign tourers general feeling was psychosocial effects . When a tourer is confronted with a offense state of affairs it will hold psychosocial effects such as loss of control and experiencing insecure etc. Harmonizing to the consequence of Batra ( 2008 ) : measuring tourers perceptual experiences, it was demonstrated that most foreign tourers had a positive perceptual experience towards going in Bangkok . However, some foreign tourers were concerned about being attacked or robbed, stolen from and being isolated from the signifiers of societal support and protection that they had at place, which is similar with Henkal et Al that international tourers are concerned about the freedom from disease and terrorist act. In add-on, Batra ( 2008 ) mentioned that tourers that come from different parts expressed a fluctuation of their feelings of safety and concern of possible offense. If the foreign tourers have a positive perc eptual experience of safety they would come to see Bangkok once more and besides urge Bangkok to their friends and relations. The authorities needs to collaborate with other related governments such as Ministry of Tourism and Sports, Tourist Police, TAT, private touristry organisations, and to reenforce the investing in the instruction of the locals to guarantee tourers . In add-on, The Ministry of Tourism and Sports should happen out the particular demands from assorted states in order to supply a degree of security to foreign tourers, commensurate to their outlooks . Furthermore, TAT should supply more information on safety at information centres to do tourers cognizant of the concern over their safety and derive a perceptual experience of comparative comfort and safety . Bangkok is the capital metropolis of Thailand which is a concern metropolis and tourers can besides loosen up at that place. Bangkok provides a assortment of activity and caters to all demands. Therefore, Bangkok can be the image of Thailand which reflects the repute of the state. In this research the image of Bangkok as perceived by the foreign travellers is the chief investigate that the research worker aims to happen. The research focuses merely on international tourers who travel at Ratchaprasong Intersection, Siam Square, Siam Paragon, Siam Discovery, Siam Center, Gaysorn Plaza, Amarin Plaza, Platinum Pratunam and Phan Fah Bridge: Grand Palace, Khao San route. Culture, Sightseeing, Friendly people, Facilities, Food, Shopping, Nightlife, Transportation, Security/Safety, Stability of Thai Politicss: Crime, The figure of police officers, The struggle of the people and The violent protest otherwise are what will ensue from the foreign travellers at Ratchaprasong Intersection: Siam S quare, Siam Paragon, Siam Discovery, Siam Center, Gaysorn Plaza, Amarin Plaza, Platinum Pratunam and Phan Fah Bridge: Grand Palace, Khao San route. Datas required The information required for this research are the perceptual experience and satisfaction of foreign travellers through the usage of questionnaire signifiers. Theories and statistics are besides required. In add-on, background information and the state of affairs refering political crises in Bangkok are necessary for better analysis and apprehension. Datas beginnings The information beginnings for this research consist of primary informations and secondary informations. Primary informations will be collected straight through questionnaires which the foreign travellers answer. Secondary information is the information which support this research and collected from the literature reappraisal such as the theories, diary and book. Data aggregation technique ( s ) The questionnaires are conducted in English merely. There are 100 sets of questionnaires for foreign travellers. Each set is divided into six parts 1. Tourists Demographic Data: gender, nationality, age and business. 2. Foreign Travel Features: intent of visit, frequence of visit, travel comrade and continuance of stay in Bangkok. 3. The frequence of Media Exposure about Bangkok, Thailand. 4. Percept of Bangkok before reaching. 5. Attitude about Bangkok while in Bangkok. 6. The image of Bangkok ( Positive and Negative ) in the position of foreign travellers. Datas analysis Data will be analyzed utilizing SPSS ( Statistical Package for the Social Sciences ) plan for construing the information. The information was analyzed on foreign travellers perceptual experience of the image of Bangkok 2010. Datas on demographic and tourers going features were analyzed and presented in per centum ( % ) . Datas on media exposure were coded and interpreted as follows: 1.00-1.80 = Never 1.81-2.60 = Rarely 2.61-3.40 = Sometimes 3.41-4.20 = Often 4.21-5.00 = Always Datas on the perceptual experience of the foreign traveller sing the image of Bangkok was coded and interpret as follows: 1.00-1.80 = None 1.81-2.60 = Little 2.61-3.40 = Moderate 3.41-4.20 = Much 4.21-5.00 = Most Timeline A W1 w2 w3 w4 w5 w6 w7 w8 w9 w10 w11 w12 w13 w14 Subject proposal * A A A A A A A A A A A A A Datas and literature aggregation * * * A A A A A A A A A A A Questionnaire design A A * * A A A A A A A A A A Research proposal digest A A * * * A A A A A A A A A Research proposal acme A A A A A * A A A A A A A A Questionnaire distribution A A A A A A * * * * * A A A Data analyze A A A A A A A A A * * * A A Research study digest A A A A A A A A A A A * * A Research study acme A A A A A A A A A A A A A *