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A critical analysis on stakeholder perspective-based of Thai tourist behavior towards unique product and service attributes of Songkhla Lake Basin in Muang District, Songkhla Province

by Chayada Kanabkaew

Title:

A critical analysis on stakeholder perspective-based of Thai tourist behavior towards unique product and service attributes of Songkhla Lake Basin in Muang District, Songkhla Province

Author(s):

Chayada Kanabkaew

Advisor:

Paithoon Monpanthong

Degree name:

Doctor of Philosophy

Degree level:

Doctoral

Degree discipline:

Integrated Tourism Management

Degree department:

The Graduate School of Tourism Management

Degree grantor:

National Institute of Development Administration

Issued date:

2021

Digital Object Identifier (DOI):

10.14457/NIDA.the.2021.30

Publisher:

National Institute of Development Administration

Abstract:

The growth in the global tourism sector has caused an aggressive competition between tourist destinations to attract potential visitors. Among the same resources, the different choice of destination is determined. This study aims to analyze on stakeholder perspective-based of Thai tourist behavior towards unique product and service attributes of Songkhla Lake Basin (SLB) in Muang District, Songkhla Province. The competitive power of a destination can be increased in a sustainable way when involving community stakeholders. Thus, the study was conducted according to the following objectives: (1) to identify unique products and services of SLB, (2) to study tourist behavior towards SLB, and (3) to investigate tourist perception towards the SLB brand. The study presents a review of the literature, including relevant concepts and theories that are adapted into the analysis of the stakeholder perspective. Built on the literature, the study employed mixed research methodologies. The questionnaire was used to gather unique product and service information, tourist behavior, and tourist perceptions from 420 Thai tourists who visited SLB. Meanwhile, semi-structured interviews were conducted with all key stakeholders involved in SLB tourism, comprising 13 government organizations, 26 tourism operators, and 11 local communities. The quantitative data was analyzed using descriptive and inferential statistics (Exploratory Factor Analysis (EFA) and T-test analysis), while the findings from semi-structured interviews were extracted using content analysis. Triangulation was a tool of assuring the data validity and conclusions were drawn from a descriptive analysis. The analysis demonstrated the finding results of tourist behaviors into three stages of the travel: pre-, during- or on-site, and post-travel. SLB unique product and service attributes positively relates to Thai stakeholders’ perception and satisfaction, readiness of the attributes of SLB is therefore considered as the key success factor for the destination. In overall, the study reveals that stakeholders identified SLB attractions at a “very high” prominence level. The unique product consists of natural attractions – cat and rat islands as well as Koh Yo (fresh seafood) and the understanding in tourists, willingness to welcome and creating an impression were identified as unique services of SLB. Considering attributes that influence tourists’ perception of the SLB brand were accessibility and activity as well as destination management.

Description:

Thesis (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2021

Subject(s):

Consumer behavior
Tourists
Tourism -- Thailand
Tourism -- Thailand -- Songkhla

Keyword(s):

e-Thesis
Thai tourists

Resource type:

Dissertation

Extent:

169 leaves

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

URI:

https://repository.nida.ac.th/handle/662723737/5983
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ทรัพยากรสารสนเทศทั้งหมดในคลังปัญญา ใช้เพื่อประโยชน์ทางการเรียนการสอนและการค้นคว้าเท่านั้น และต้องมีการอ้างอิงแหล่งที่มาทุกครั้งที่นำไปใช้ ห้ามดัดแปลงเนื้อหา และทำสำเนาต่อ รวมถึงไม่ให้อนุญาตนำไปใช้ประโยชน์เพื่อการค้า ไม่ว่ากรณีใด ๆ ทั้งสิ้น



This item appears in the following Collection(s)

  • GSTM: Dissertations [76]

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Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.

Copyright © National Institute of Development Administration | สถาบันบัณฑิตพัฒนบริหารศาสตร์
Library and Information Center | สำนักบรรณสารการพัฒนา
Email: NIDAWR@nida.ac.th    Chat: Facebook Messenger    Facebook: NIDAWisdomRepository
 

 

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