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ลิขสิทธิ์มหาวิทยาลัยหอการค้าไทย Copyright@By UTCC All Rights Reser ย ไท ค้า าร ก หอ C ัย TC าล U ย y ed ิท b rv THE INBOUND TOURISM DESTINATION STRATEGY: A CASE STUDY OF าว t@ se ห gh re ิ์ ม ri s THE ANCIENT CITY OF MYANMAR, BAGAN ธ py ht สิท o rig ิข C ll ล A MISS THIN YU YU HLAING A Thesis Submitted in Partial Fulfillment of the Requirements For the Degree of Master of Business Administration Department of International Business University of the Thai Chamber of Commerce Graduate School 2008 ย ไท ค้า าร อก ห CC ัย T าล U d ิทย by ve ว @ er THE INBOUND TOURISM DESTINATION STRATEGY: A CASE STUDY OF า ht s มห ig re ิ์ r s THE ANCIENT CITY OF MYANMAR, BAGAN ธ py ht ิท o ig ิขส C l r ล Al MISS THIN YU YU HLAING A Thesis Submitted in Partial Fulfillment of the Requirements For the Degree of Master of Business Administration Department of International Business University of the Thai Chamber of Commerce © Copyright by University of the Thai Chamber of Commerce Graduate School 2008 ย ไท ค้า าร ก หอ C ัย TC าล U ย y ed ิท b rv าว t@ se ห h re ม ig Title The Inbound Tourist Destination Strategy: A Case Study of The ิ์ r s THESIS APPROVAL ธ y t Master of BusinessGRADUATE Administration SCHOOL p h Thin Yu Yu Hlaing 2008 ิท o g Name i Ancient City of Myanmar, Bagan. ส r International Business C ิข ll Degree in Partial Fulfillment of the Requirements for the Master’s Degree Major Field ล A Accepted by Graduate School, Graduation Year Thesis Committee ......................... ......................... the University of the Thai Chamber of Commerce (Dr. Ekachai Apisakkul) .................. (Dr. Pussadee Polsaram) Dean, Graduate School ............................. .................. (Dr. Thasana Boonkwan) ........................................... Chairman (Dr.Piraphong Foosiri) .............. ............................. Thesis Advisor (Assoc. Prof. Sriaroon Resanond) Member .............. External Committee ย ไท ค้า าร อก ห CC ลัย T า U ย y ed ิท b v ว @ er Thesis Title า t s Name ห h e Degree ม ig r Major Field ิ์ r s Thesis Advisor The Inbound Tourist Destination ธ y t Graduation Year Ancient City of Myanmar, Bagan. p h Miss Thin Yu Yu Hlaing ิท o ig Master of Business Administration ส C r International Business ิข ll 2008Dr. Thasana Boonkwan ล currency earner, tourism is be A Tourism is becoming a major ingredient Strategy: A Case Destinations with great attractions are bein rural areas. Efforts are being made to preserve appropriately to global tourism industry. Coun Study of The iii changes and sustainabl ABSTRACT ing included in development destinations into the global tourism market. compete more than tourism companies do. supporting facilities, experience enviro of many economies. destination are attributes that are of key im e tourism development frameworks to g gateway to socio-economic development of particular destination. the attractions and maagenda by several governments. tries are constantly bringing about regulatory As a major foreign By nature of tourism in rket the destinations nment and human resource Attractiveness, competitiveness,increase theother visibility of local portance while making decision to visit a dustry, destinations involved at the ย ไท ค้า าร อก ห CC ลัย T า U ย y ed ิท b rv ว importance in making choice of destination า t@ e Recently, security and environmental prot ห h es potential exploitation. Several ม ig r comparatively low as compared ิ์ yr ts Assessment of satisfaction among ธ p h inflow of tourism revenue. Destination attri ิท o ig So, interaction with tourist an ส r destination management. destinations are being develope ิข C ll of visit. Myanmar hosts many attractions for ล A to tourism destinations ection initiatives the tourist is a crucial way to continuously improve the d capturing expectati butes should be molded towards market needs. are also gaining iv d but volume of tourism is in neighboring countries. ons and experiences provides basis for ย ไท ค้า าร อก ห CC ลัย T า U d ิทย by ve ว @ er หา ht es ิ์ ม rig r s throughout this research paper. ธ y t There are several people I would like to p h deep appreciation to ิท o g ACKNOWLEDGEMENTS ส C ri his valuable guidance and c ิข ll enthusiasm and prompt feedback encouragement and confid ล A Dr. Thasana Boonkwan Ch First of all, I would like to members, AssociateI would Prof.also Srlike to express my profou thank for their sup Foosiri and Dr. Pussadee Polsarom for th onstant supervision througho vi throughout the whole period ence while doing this thesis study. not only impressed me much but also gave me a lot of airman of the Examination Committee, for express my sincere gratitude and port and encouragement and sacrifice, MyI was innumerable able to thanks exte iaroon Resanond, Dr. Phusit gratefully dedicated to my belo to become educated and bring me ut my entire thesis. His of my research work. nd gratitude to my examination committee Hotels and TourismI am also Service, indebted Ministry to Mrs. of have this study opportunity. eir valuable suggest General Manager of Myanmar Trav nded to my parents. Beca Wonglorsaichon, Dr. Piraphong ved parents for the ma up to this stage of my career. ions, encouragement Khin Than Win, Assistant use of their encouragement ny sacrificesThis they thesis study is fondly and el and Tourism in Bagan, Th Hotel and Tourism, Mr. Zay Yar Myo Aung, General Manager of Myanmarhave made for me is research could not have ย ไท ค้า าร อก ห CC ลัย T า U d ย by e วิท rv า t@ se been completed without their co ห h e them. Also thanks to the visi ม rig r traveling which support this research achi ธิ์ y ts personally present my sincer ิท p h constant encouragement, support o ig to my best friend, Hari Kafley (SOM, Asia operation, assistance and in ส r tors who give help by answeri ิข C l understanding, generous co ล Al e thanks and gratitude to Mr who have beenI also patient express with myme, wholehearted especially Mi Survey and also in va and lead me this stage evingof lif the objectives. formation kindly provided by ntribution and supports. vii ng the questions during their of InternationalLast Program but not last,and I wouldall faculties like to say thank knowledge and wisdom imparted rious ways and for encour n Institute of Technology) for his trust, . Ramesh Marikhu,I would foralso his like to thankfulness to all my brothers, sisters and friends e. I would also like to thank ss Hnin Thida, for aging me to keep on. to me and all the staff. to Ms. Luckana Kettrikul (Yin) coordinator at the Graduate office for their invaluablehelping me conducting ย ไท ค้า าร ก หอ C ัย TC าล U ย y ed ิท b rv าว t@ e ห h es ม rig r Table Page ธิ์ y ts 4.1 Number of tourist arrivals ิท p h tourism…………………………………. o ig 4.2. Visitor demographics and tr ส C r LIST OF TABLES ิข ll 4.3 Tourist attractions and tourists ล A 4.4 Travel facilities and touris 4.5 Tourist satisfaction rating on facilitie in Bagan and corresponding revenue from 4.6 Tourism information and Tour viii 4.7 Facilities of Communication in Baga ip characteristics………………………………..…….…76 ……………………………………..…………..72 4.8 Other facilities and touris interest rating……… 4.9 SWOT analysis of t satisfaction rating……………………………..………….84 4.10 Interview with the government Stakeholders for the developmen ist satisfactions and services of hote ……………………..……........81 Bagan……………………………………t satisfaction ra n and tourist satisfacrating………………………………….90 l and restaurants…….87 ting……………………………………….…94 official if MHT and two private tion rating………….…..92 t of tourism in …………………………..95 Bagan………………….………….98 ย ไท ค้า าร ก หอ C ัย TC าล U ย y ed ิท b rv าว t@ e ห h es g r Figure Page ิ์ ม ri s ธ py ht 2.1 Some monuments in ิท o ig 3.1 Research Flow……………………………………………………………………….……...60 ส r 3.2 Conceptual Fram LIST OF FIGURES C ิข ll 3.3 Number of Tourist arriva ล Bagan…………………………………………………………….…42 A 4.1 Tourism receipts from 4.2 Tourist Arrivals by Region (Source: ework of the Study… 4.3Tourist Arrivals by Region (Source: ix 4.4 Tourist Arrivals by Ge ls in Bagan and co Bagan…………………………………………………..…………..72 4.5 Tourism Informati ..…………………………………….……………61 5.1 Model for Attractiveness and Com rresponding revenue nder Group……………………… Key format interviews)…..………………….…….74 on………………………………………………………………..………..79 Online Survey from Bagan)…..…………….…….77 from Tourism……62 petitiveness Building of Bagan…………………..105 …………………………..……..78 ย ไท ค้า าร ก หอ C ัย TC าล U ย y ed ิท b rv าว t@ e ห h es ม ig r ADB = Asian Development Banks ิ์ yr ts ASEAN = Association of ธ p h ATM = Automatic Transfer Money Machine ิท o ig CNPA = Cairngorms Na LIST OF ABBREVIATIONS ิขส C l r DHT = Directorate of Hotels and Tourism ล l FECs = Foreign Exchange Certificates A FIT = Foreign Independent Tourist GDP = Gross Domestic Product South East Asian Nations ICOMOS = International Coun ITs = Information Technologies tional Park Authority x LDCs = Least De MHT = Ministry of Hotels and Tourism MHTS = Myanmar Hotels MPT = Myanmar Postal and Telecommunication MPTB = Myanmar Tourism Promotion Board cil on Monuments and Sites MTT = Myanmar Travels and Tours veloped Countries and Tourism Services x ย ไท ค้า าร ก หอ C ัย TC าล U d ย by e วิท rv า t@ se QW = Questionnaire Web-link ห h e (http://www.cs.ait.ac.th/~b105624/nge) ม rig r SARS = Severe Acute Respiratory Syndrome ิ์ y ts UNEP = United Nations Environment Programme ธ p h WTO = World Tourism Organization ิท o ig WTTC = World Travel and Tourism Council ิขส C l r ล Al xi xi ย ไท ค้า าร ก หอ C ัย TC าล U ย y ed ิท b rv าว t@ se ห gh re ิ์ ม ri s ธ py ht ABSTRACT…………………………………………… ิท o g ACKNOWLEDGEMENT…………………………… ส C ri TABLE OF CONTENTS ิข ll LIST OF TABLES……… ล A LIST OF FIGURES……………… LIST OF ABBREVIATION…………………………………………………..……..…….…………...x …………………………………………………....………………………viii xii Chapter …………………………………………..…..iii ………………………………………………..…….……………ix…..………………….………………………...vi 1.
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