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A MODEL OF UNIVERSAL DESIGN FOR SENIOR TOURISTS: A CASE STUDY OF NORTH TO CENTRAL PATTAYA BEACH ROAD AREAS By MISS Tanisara KANAWATTANAKUL A Thesis Submitted in Partial Fulfillment of the Requirements for Master of Business Administration (HOTEL AND TOURISM MANAGEMENT) INTERNATIONAL PROGRAM Graduate School, Silpakorn University Academic Year 2019 Copyright of Graduate School, Silpakorn University การพัฒนาโมเดลอารยสถาปัตย์ส าหรับนักท่องเที่ยวสูงวัย กรณีศึกษาบริเวณถนนเลียบ ชายหาดพัทยาเหนือถึงพัทยากลาง โดย นางสาวธนิสรา คณาวัฒนกุล วิทยานิพนธ์นี้เป็นส่วนหนึ่งของการศึกษาตามหลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาวิชาการจัดการโรงแรมและการท่องเที่ยว แผน ก แบบ ก 1 ระดับปริญญามหาบัณฑิต บัณฑิตวิทยาลัย มหาวิทยาลัยศิลปากร ปีการศึกษา 2562 ์ ลิขสิทธิของบณั ฑิตวิทยาล ยั มหาวิทยาลยั ศิลปากร A MODEL OF UNIVERSAL DESIGN FOR SENIOR TOURISTS: A CASE STUDY OF NORTH TO CENTRAL PATTAYA BEACH ROAD AREAS By MISS Tanisara KANAWATTANAKUL A Thesis Submitted in Partial Fulfillment of the Requirements for Master of Business Administration (HOTEL AND TOURISM MANAGEMENT) INTERNATIONAL PROGRAM Graduate School, Silpakorn University Academic Year 2019 Copyright of Graduate School, Silpakorn University Title A MODEL OF UNIVERSAL DESIGN FOR SENIOR TOURISTS: A CASE STUDY OF NORTH TO CENTRAL PATTAYA BEACH ROAD AREAS By Tanisara KANAWATTANAKUL Field of Study (HOTEL AND TOURISM MANAGEMENT) INTERNATIONAL PROGRAM Advisor Somnuck Jongmeewasin Graduate School Silpakorn University in Partial Fulfillment of the Requirements for the Master of Business Administration Dean of graduate school (Associate Professor Jurairat Nunthanid, Ph.D.) Approved by Chair person (Assistant Professor Chiranut Sopha , Ph.D.) Advisor ( Somnuck Jongmeewasin , Ph.D.) Examiner ( Sippanan Nuanla-Ong , Ph.D.) Examiner ( Pichet Teeranuson , Ph.D.) D ABSTRACT 58501302 : Major (HOTEL AND TOURISM MANAGEMENT) INTERNATIONAL PROGRAM Keyword : senior tourist, disabled tourist, universal design, Pattaya beach MISS TANISARA KANAWATTANAKUL : A MODEL OF UNIVERSAL DESIGN FOR SENIOR TOURISTS: A CASE STUDY OF NORTH TO CENTRAL PATTAYA BEACH ROAD AREAS THESIS ADVISOR : SOMNUCK JONGMEEWASIN, Ph.D. This research aimed to study on the characteristics of facilities, infrastructures and environment that able to serve the needs of the senior, including disabled tourists and develop the model that particle for the area of research that is the North to Central Pattaya Beach road. The 7 principles of Universal Design was selected as a foundation for model development. The research was conducted with mixed methods by using both quantitative and qualitative to seek accurate information in order to develop the model for the area of research. The site observation by the researcher and followed by a semi-structured in- depth interview with three related organisations, both government and private sector, to obtain an opinion and perspective from them that could benefit to the model development process. The questionnaires with each of the Universal Design principles were distributed to both senior and disable tourists in the area of research to evaluate their satisfaction towards the existing facilities. The result of the study was developed into the model of Universal Design for senior tourists in the area of research by focusing on 4 main aspects which are 1) Facilities and Infrastructure 2) Qualified Supplier 3) Knowledge and Awareness and 4) Marketing and Promotion. E ACKNOWLEDGEMENTS ACKNOWLEDGEMENTS It is with my deepest gratitude and appreciation to see this thesis finally finished with the help of many excellent people who had done every possible thing they could to lift me up and encourage me until it was successfully finished. Without so many love and support, I truly could not have done this so far. Firstly, a sincere thanks to my advisor, Aj, Khiao, Somnuck Jongmeewasin, Ph.D., who has never given up on me and always be there to help me through this journey. I could not succeed in this without his kind guidance and advice. Thank you so much for all your patience and supportive statements that gave me so much courage to get this done. My gratitude also goes to my husband who always has my back. Thank you for all his encouragement and support provided to me. I would never become who I am today if he was not there motivating and inspiring me with his strengths. Thank you for believing in me even when I do not. Apart from that, the family is also one of the most important things that help me get through this. Thank you to my dad, my mom, my sister and brother-in-law and my little nephew who always keep me smile even when I felt like I was in darkness. Their love and support are countless and they are the light that led me to the brighter side. Lastly, thank you to everyone that being a part of this study, all the interviewees, all respondents, all involved people that provided such useful information that helped me make this study successful. Tanisara KANAWATTANAKUL TABLE OF CONTENTS Page ABSTRACT ......................................................................................................................... D ACKNOWLEDGEMENTS ..................................................................................................... E TABLE OF CONTENTS ........................................................................................................ F LIST OF TABLES................................................................................................................... I LIST OF FIGURES ............................................................................................................... J CHAPTER 1 ......................................................................................................................... 1 INTRODUCTION AND BACKGROUND .......................................................................... 1 SIGNIFICANCE OF THE STUDY ..................................................................................... 6 STATEMENT OF THE PROBLEMS .................................................................................. 9 OBJECTIVES OF THE STUDY....................................................................................... 12 PROCESS OF THE STUDY ........................................................................................... 13 STUDY BOUNDARIES .................................................................................................. 13 REPLICATION ............................................................................................................... 14 RESEARCH QUESTIONS .............................................................................................. 14 SUB-RESEARCH QUESTIONS ..................................................................................... 15 METHODOLOGY ........................................................................................................... 15 RESEARCH FRAMEWORK ........................................................................................... 17 STRUCTURE OF DISSERTATION ................................................................................. 17 CHAPTER 2 ....................................................................................................................... 18 LITERATURE REVIEW ................................................................................................... 18 Definitions and Concept of Tourism ............................................................................. 19 G “All tourism should have some travel, but not all travel is tourism” .............................. 19 Type of Tourism ............................................................................................................. 20 Typologies of Tourist and Their Behaviors ................................................................... 24 Five Components of Tourism (5As) .............................................................................. 26 An Existing Model of Universal Design in Thailand: Koh Kret Universal Design Community Model ................................................................................................... 44 Khon Kaen Universal Design Project ............................................................................ 45 CHAPTER 3 ....................................................................................................................... 48 RESEARCH METHODOLOGY ...................................................................................... 48 DATA SOURCES ........................................................................................................... 49 POPULATION ................................................................................................................ 50 SAMPLE SIZE AND SAMPLE METHOD ........................................................................ 50 RESEARCH INSTRUMENT ............................................................................................ 51 DATA COLLECTION ..................................................................................................... 62 DATA VERIFICATION .................................................................................................... 63 CHAPTER 4 ....................................................................................................................... 64 RESULTS ....................................................................................................................... 64 Part 1: Collecting and interpreting information from Documentary Research ............. 64 Part 2:

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