PSU Knowledge Bank Collection:
http://kb.psu.ac.th:80/psukb/handle/2553/1274
2024-02-29T20:29:31ZTourism Cooperation between China and Thailand: Opportunities, Challenges, and the influences on Sustainable Tourism Development
http://kb.psu.ac.th:80/psukb/handle/2016/19241
Title: Tourism Cooperation between China and Thailand: Opportunities, Challenges, and the influences on Sustainable Tourism Development
Authors: Hou, Shuyu
Abstract: The current study aimed to explore the opportunities of tourism cooperation between China and Thailand; the challenges of tourism cooperation between China and Thailand and how the tourism cooperation makes sustainable development in tourism industry. The qualitative method is adopted in this study and interview are conducted. Fifteen participants from the government, travel agency, other tourism companies (offices in Thailand/China) would be recruited. The research questions are answered the themes which are resources maximization (resources exchange, knowledge sharing, shared market), tourism economic recession (disruption of tourism, low inflow tourists, low spending power), and providing better service (high quality of management, meet the demand of tourists, high performance of tourist experience).The findings of this study show that there are opportunities for resource optimization, service improvement, and sustainable development in China-Thailand tourism cooperation. The study highlights the need to address the challenges of tourism recession, tourism disruptions, low tourist inflows and low spending power to ensure the sustainable development of the tourism industry. In addition, with high-quality management, meeting customer needs, and efficient tourist experience to provide better services, so as to achieve sustainable development of the tourism industry.
Description: Master of Business Administration (Hospitality and Tourism Management (International Program)), 20232023-01-01T00:00:00ZThe influence of Chinese young audiences' involvement, perceived destination image, place attachment on their behavioral intentions to Phuket, Thailand: A case study of Thai TV series "I Told Sunset About You"
http://kb.psu.ac.th:80/psukb/handle/2016/19240
Title: The influence of Chinese young audiences' involvement, perceived destination image, place attachment on their behavioral intentions to Phuket, Thailand: A case study of Thai TV series "I Told Sunset About You"
Authors: Shi, Dongqi
Abstract: Film tourism has gained significant attention in the past decade, however, there is a lack of research that addresses audience perceptions and behavioral intentions regarding an unvisited destination after watching a film or television (TV) series. This study aims to fill this gap by applying audience involvement theory to examine its influence on audiences’ perceived destination image, place attachment, and behavioral intentions toward the depicted destination in the pre-visit stage. The Thai series TV "I Told Sunset About You" was conducted as a case study and a quantitative method was used. A self-administered questionnaire was employed as the research instrument. 564 young Chinese who had seen the TV series but had never visited Phuket, Thailand, were recruited as participants using a non-probability sampling method. Descriptive statistical analysis was utilized to summarize the participants' profiles and their level of involvement in the series TV, their perceptions of the destination's image, their attachment to the place, and their behavioral intentions toward Phuket. A confirmatory factor analysis was conducted to assess the reliability and validity of the proposed theoretical model. Structural equation modeling was applied to evaluate the relationship between audience involvement, destination image, place attachment, and behavioral intentions. The results of this study indicate that the level of involvement in a TV series has a positive effect on perceptions of destination image and attachment to the featured destination. In addition, destination image has a positive effect on place attachment. Furthermore, both destination image and place attachment have a significant influence on audience behavioral intentions in the pre-visit stage. This study offers unique theoretical and managerial implications for film tourism research and destination marketing organizations (DMOs).
Description: Master of Business Administration (Hospitality and Tourism Management (International Program)), 20232023-01-01T00:00:00ZWellness Travel Motivation and Behavior during COVID-19 A Case Study of Phuket
http://kb.psu.ac.th:80/psukb/handle/2016/19239
Title: Wellness Travel Motivation and Behavior during COVID-19 A Case Study of Phuket
Authors: Alina Tkachuk
Abstract: Changes in travel behavior and motivations during COVID-19 had a major impact on wellness tourism destinations to redesign their product to satisfy wellness travelers’ needs. The study aimed to explore the wellness tourist’s behavior and their travel motivations and to investigate the impact of demographic characteristics on wellness motivations. Quantitative research methods were applied by self-completed questionnaires distributed in public and entertaining areas around Phuket Island, Thailand. Convenience sampling method was used. 464 questionnaires were identified to be useful and then analyzed by using SPSS.
This study found that most international wellness tourists stay in Phuket for 1-2 weeks and 1-2 months, traveling alone or with family. The main travel purpose was for leisure. The most popular sources of information were tourism websites and online social media such as Facebook, YouTube and Instagram. International wellness tourists preferred to use many wellness treatments, but the most popular wellness treatments were body and facial beauty treatments. There were six push motivational factors which include healthy diet and meditation, movement and fitness, self-care, rest and relaxation, socialization, learning about wellness and four pull motivations which include safety and access, variety and quality of wellness treatments, pricing and reputation, and climate and attractiveness. Socialization and safety and access were found to be influential while selecting the destination. This study also found that sociodemographic characteristics in terms of regions, gender, age and travel purposes have a significant impact on wellness tourist’s motivations.
Description: Master of Business Administration (Hospitality and Tourism Management (International Program)), 20232023-01-01T00:00:00ZCrisis Management of Upscale Hotels in Phuket during COVID-19 Pandemic
http://kb.psu.ac.th:80/psukb/handle/2016/19216
Title: Crisis Management of Upscale Hotels in Phuket during COVID-19 Pandemic
Authors: Julalak Phimarn
Abstract: The hotel industry is susceptible to crises. Phuket was a prominent victim of the COVID-19 outbreak. Rigorous travel restrictions caused the hotel businesses to shut down. The unemployment rate substantially surged. Only a few researchers have examined hotels’ COVID-19 crisis management practices. To survive, it is an urgent need for hotel practitioners to resiliently adjust management strategies. However, none of the studies has highlighted tremendous strategic responses to this crisis for the prolonged situation. This research attempts to fill this gap by investigating what are the COVID-19 crisis management strategies implemented by Phuket’s upscale hotels and comparing the crisis management practices between local upscale hotels and international upscale chain hotels. Data were collected from in-person interviews of 18 hotel executives managing 8 local upscale hotels and 8 international upscale chain hotels in Phuket, Thailand. Data were analyzed by using thematic analysis. The research reveals 80 crisis management practices in five main themes. The most widely undertaken strategy among the local upscale and international upscale chain hotels is the saving strategy (including human resources, operations, and maintenance). Dissimilarly, international chain hotels are better equipped than the locals. They have received guidelines to tackle the situation from the brands they belonged to. Most importantly, this research contributes profound insights of the COVID-19 pandemic crisis management practices for hotels across the three-wave of infections. It also confirms the absence of preparedness and health crisis management plans in the Phuket hotel industry. The hotel executives can adopt strategies that best match their hotel characteristics to handle future health crises.
Description: Master of Business Administration (Hospitality and Tourism Management (International Program)), 20232023-01-01T00:00:00Z