Participatory, Tourist Consumer Behavior-Based, Integrated Tourism Marketing Plan For Chainat Province

This research aims to study Tourist Consumer Behavior, Tourism Market Segmentation, and Tourism Product Positioning in Chainat Province, Thailand. Quantitative analysis is employed in this study. Four hundred Thai tourists who have traveled to Chainat province at least once are the respondents who filled out the questionnaires. Multiple regression analysis has been used in this study. The majority of the Thai tourists are single females between the ages of 25 and 34, employees in the private sector with monthly incomes lower than Baht 10,000 (about USD 300), and are residents in the central region of Thailand. The results show that attitude toward destination, behavioral intention, and destination equity has strong influences on tourist consumer behavior

International Tourists Service Quality Perception And Behavioral Loyalty Toward Medical Tourism In Bangkok Metropolitan Area

This research assesses the relationship between service quality, value, satisfaction, and brand trust on the behavioral loyalty of international tourists acting as medical tourists toward private hospital medical services in the Bangkok Metropolitan area. A quantitative study was performed using 400 international tourists who use medical service from private hospitals in Thailand. Structural equation analysis is used to test the hypotheses. The results indicate that there are significant positive relationships between service quality and value (H1), satisfaction (H2), and brand trust (H3). Value (H4), satisfaction (H5), and brand trust (H6) have significant positive relationships with behavioral loyalty. Service quality has an indirect effect on behavioral loyalty by having value, satisfaction, and brand trust function as mediators. Finally, nationality has no moderating effect on the relationship between service quality and value (H7), satisfaction (H8), and brand trust (H9)

Metrosexual Identification: Gender Identity And Beauty-Related Behaviors

This paper identifies the term metrosexual using the Bem sex role inventory and appearance-related variables, i.e. self monitoring, status consumption, fashion consciousness, cloth concern, and body self-relation. A quantitative study was performed using 263 heterosexual metropolitan men from Bangkok. An ANOVA was used to test the hypotheses. The results indicate that metrosexuals can be described by their gender identity having a high score for femininity, which characterizes feminine and androgynous personality traits. These two groups have high scores for all appearance-related variables, especially self monitoring and body self-relation

Tourists Expectation And Perception Towards Environmental Issue Management For Green Tourism Of Khao Yai National Park

This paper presents the results of a study conducted to evaluate tourists perceptions of environmental issue management in Khao Yai National Park, where has been inscribed as a natural UNESCO World Heritage Site under the name Dong Phaya YenKhaoYai Forest Complex since 2005. The information could assist in addressing tourists perception in order to improve the management of the site for sustainable green tourism. The current study was carried out in 4 sites located in the complex. The sample size for this research is 654 tourists. The study analyzes six issues of environmental issue management, which are pollution, facilities, safety, regulation enforcement, eco-tourism activities, and stakeholder collaboration. Each dimension was rated both in term of expectation and perception. Positive gaps are found between the scores of perception and expectation of environmental issue management, implying that environmental issue management in the complex is more effective than tourists expect it to be

A Structural Relationship Between Domestic Tourist Satisfaction, Trust, Switching Barriers And Retention

The objective of this study is to examine the direct effects of satisfaction, trust, and switching barriers on customer retention in Bangkok and Pattaya, Chonburi province. Four hundred and forty questionnaires were distributed as the means of data collection and analyzed using structural equation modeling (SEM).  The results of testing hypotheses are as follows: The developed structural equation model of customer retention in Bangkok was congruent with empirical data as the criterion, as follows: (?2 = 141.098, df = 69, ?2/df = 2.045, GFI = .956, AGFI = .933, RMSEA = .049, RMR = .073, CFI = .979). Factors influencing customer retention in Bangkok included the following: a) satisfaction showed the highest level of direct influence = .225 and b) switching barriers with direct influence = .193, followed by trust = .188 with statistical significance at the .001 level.The developed structural equation model of customer retention in Pattaya was congruent with empirical data as the criterion, as follows: (?2 = 95.438, df = 49, ?2/df = 1.948, GFI = .966, AGFI = .945, RMSEA = .046, RMR = .077, CFI = .982). Factors influencing customer retention in Pattaya included the following: a) switching barriers showed the highest level of direct influence = .251 and b) trust with direct influence = .240, followed by satisfaction = .159 with statistical significance at the .001 level

Career Competencies And Career Success Of Thai Employees In Tourism And Hospitality Sector

This research assesses the relationship between career competencies and career success of Thai employees in the tourism and hospitality sector. The authors distinguished and operationalized four career competencies, i.e. computer and language skills, work spirits and ethics, team working and leadership, and tourism and hospitality knowledge and skills, and two career successes, i.e. objective and subjective career successes. A quantitative study was performed using 800 employees in four industries, i.e. restaurant, hotel, travel and tour operation, and airline business. Pearson correlation and regression analyses were used to analyze data. The results indicate that career competencies have moderately positive relation with career success. Furthermore, three career competencies, i.e. computer and language skills, team work and leadership, and tourism and hospitality knowledge and skills have effect on career success. The results are discussed with respect to facilitate organization’s training programs, which enhance employees’ career success

The Relative Impact Of Competitiveness Factors And Destination Equity On Tourists Loyalty In Koh Chang, Thailand

The purpose of this study is to investigate the relative impact of competitiveness factors and destination equity on tourist’s loyalty toward Koh Chang (Chang Island) one of the famous tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty was mainly driven by destination equity (destination image and destination awareness). The competitiveness factors that significantly influence domestic tourists are (1) location of destination, (2) quality of service and (3) natural resources while the competitiveness factor that influence international tourists is natural resources

Environmental Sustainability In The Thai Hotel Industry

Nowadays, the growing concern of environmental sustainability does not only influence consumers’ demand but also how companies run their own business. Consumers are more conscious about the environment and demanding environmental friendly products and services. Consequently, the tourism industry currently faces increasing demands from consumers to achieve levels of environmental responsiveness. Thus, companies strive to implement environmentally friendly and socially responsible practices to gain competitive advantage, while still maintaining commercial success. Moreover, empirical evidence indicated that companies’ increased environmental support results in the development of customer trust and commitment as well as higher profitability. Thus, this study attempts to investigate the antecedents of loyalty in the hotel industry by examining the impacts of attitude toward the hotel’s environmental concern, subjective norms, perceived value and destination competitiveness on customers’ future intentions. Also, the comparative examination of these relationships between high and low environmental concern groups was included. Results revealed that perceived value is, followed by destination competiveness, the most powerful predictor of future intentions in both high and low environmental concern groups. In addition, attitude towards the hotel’s environmental concern significantly influenced future intentions solely in high environmental concern group. Contrary to our expectation, subjective norms exerted no significant effect on future intentions in both groups

Thai Silk Product Industry Development In The Northeastern Region Of Thailand

This research aims to study the relationship between independent variables (value, motivation, brand personality, attitude toward product and demographic factor) and dependent variables (purchasing behavior and trend to buy in the future) of Thai silk industry in Northeastern region, Thailand.  Quantitative analysis is allowed in this study. This research includes 400 customers who buy Thai silk in two provinces (Roi-Et and Khon-Khen) in the Northeastern region in Thailand. Multiple regression analysis was employed in this study. The result shows that motivation and value are strong influenced on purchasing behavior and trend to buy product in both provinces. However, brand personality and attitude toward product are partially supported our expectations. 

Legitimising male grooming through packaging discourse:a linguistic analysis

While packaging is a common marketing subject, this illustration paper provides an alternative perspective through the linguistic examination of packaging as discourse, focusing on male grooming, masculinity and metrosexuality. Male grooming is often perceived as trespassing into feminine space and creating ambiguity in gender borders. This study aims to explore how packaging designers negotiate masculinity, in order to persuade men to accept grooming products through social interactions within the packaging of L’Oréal Men Expert. Employing Scollon’s mediated discourse analysis and incorporating the Barthesian order of signification, the study analyses how different social actions within the packaging discourse are mediated by multimodal features. The findings reveal five negotiating strategies, i.e. constructing a hegemonic masculine image; negotiating (a masculinised) metrosexuality; empowering men; giving men a logical reason to groom; and a different portrayal of skincare products. The key aim of this paper is to illustrate the differences between marketing and linguistics and propose possible collaboration