Edith Cowan University Research Online Theses: Doctorates and Masters Theses 2003 A Study Of Destination Attractiveness Through Tourists' Perspectives : A Focus On Chiang Mai, Thailand Chompunoot Morachat Edith Cowan University Follow this and additional works at: https://ro.ecu.edu.au/theses Part of the Tourism and Travel Commons Recommended Citation Morachat, C. (2003). A Study Of Destination Attractiveness Through Tourists' Perspectives : A Focus On Chiang Mai, Thailand. https://ro.ecu.edu.au/theses/1504 This Thesis is posted at Research Online. https://ro.ecu.edu.au/theses/1504 Edith Cowan University Copyright Warning You may print or download ONE copy of this document for the purpose of your own research or study. The University does not authorize you to copy, communicate or otherwise make available electronically to any other person any copyright material contained on this site. 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A STUDY OF DESTINATION ATTRACTIVENESS THROUGH TOURISTS' PERSPECTIVES: A FOCUS ON CHIANG MAI, THAILAND by Chompunoot (Ratchata) Morachat EDITH COWAN UNIVERSITY LIBRARY A dissertation submitted to the School of Marketing, Tourism and Leisure, Faculty of Business and Public Management of Edith Cowan University, Western Australia, In Partial Fulfilmentof the Requirements forthe Degree DOCTOR OF PHILOSOPHY Principal Supervisor: Professor Ross Dowling Associate Supervisor: Associate Professor Sybe Jongeling January 2003 ABSTRACT This study seeks to gain insights into the overall attractiveness of a destination by applying the multi-attribute Fishbein model. This approach has been carried out twice before in the international context and this dissertation contributes further to the concepts of destination attractiveness especially through the application of multi-attribute models of measurement and analysis with the context of localisation. It also adds to the body of knowledge on the understanding of tourism product preference and perceptual attitudes held by tourists from specific geographical origins to the South-East Asian region, specificallywithin Thailand. The study investigated (i) tourists' perceived overall attractiveness of Chiang Mai Province, Thailand, and (ii) the perceived importance of destination attributesto tourists, which contributeto its overall attractiveness. Surveys employing a closed-ended, self-administered questionnaire were conducted among 614 internationalinbound tourists who visited the area during 1-30 April 2001. The participants were selected by using a proportionate stratified sampling method and included tourists from France, Taiwan, the United Kingdom, Germany, the United States, and Japan. Data were collected at the departure area of the Chiang Mai International Airport, provincial train station, hotels and resorts in the province. The main findings of the study indicated that of eight destination attributes, tourists rated 'Cultural Features,' as the most attractive element of Chiang Mai. This is closely followed by 'Reception,' 'Cost/Price,' 'Natural Factors,' 'Services,' and 'Recreation and Shopping Facilities.' The attributes 'Accessibility' and 'Infrastructure' were rated lowest in attractiveness. Generally, Japanese and Western tourists gave high ratings to all attractiveness features. Only the travellers from Taiwan rated the attractiveness features as very low. In terms of the importance of attributes, tourists rated 'Cost/Price,' 'Cultural Features,' and 'Infrastructure,' as most important when visiting a region, while 'Accessibility' and 'Reception' was rated as less important. Considering the influence of tourists' internal and external characteristics on the perception of attribute importance, the research indicated the following outcomes: • Travel motivation: the result indicated that tourists who werecategorised in a 'higher motivational level' of Pearce's 'Travel Career Ladder' appear to show greater interest in 'Recreation and Shopping Facilities,' 'Infrastructure,' and 'Cost/Price' than tourists who have a lower motivational level. • Travel purpose: while all respondents were interested in leisure activities, only those who travelled for educational experiences and business purposesplac ed greater importance on the 'Cultural Features.' • Gender: male tourists gave more importance to the 'Infrastructure' than female counterparts, whereas females rated 'Reception' of greater importance. 11 • Age: younger people (under 25) and older visitors (35 and more) considered 'Services' important, while visitors in the 25 to 34 age groups rated 'Services' of minor importance. • Occupation, white-collar visitors rated 'Reception' as important, whereas those who were unemployed and visitors who did not have a regular income (ie. students) rated 'Reception' ofless importance. • Income: people with higher incomes rated 'Natural Factors' more highly thanthose in the lowerincome category. • Marital status, married people gave more importance to 'Natural Factors,' 'Accessibility,' and 'Reception' than those who were single or nevermarried. • Family size: tourists who have children (under 18 years of age) in their household perceived 'Accessibility' as important, whereas those without children gave it a lower rating. The study concludes with a discussion on the implications of this researchfor tourism in the ChiangMai province of Thailand. iii DECLARATION I certify that this thesis does not, to the best of my knowledge and belief (i) incorporate without acknowledgment any material previously submitted for a degree or diploma in any institution of higher education; (ii) contain any material previously published or written by another person except where due referenceis made in the text; or (iii) contain any defamatorymaterial. Sign: Date: 24/01/2003 Chompunoot (Ratchata) Morachat Vl TO My very dearly beloved late father - BOONYASET RA TCHATA, whose great love and who most highly valued learning and education, has inspired me to come this far. V ACKNOWLEDGEMENTS First and foremost, I would like to express my most gratitude to my principal supervisor, Professor Ross Dowling and associate supervisor, Associate Professor Sybe Jongeling for their considerable support, and encouragement. Without their kind assistance and guidance, this study would have never been accomplished. My deepest thanks go to Edith Cowan University for providing me a partial scholarship for the Ph.D. programme and to the Australian Government for funding this research project through the International Research Postgraduate Scholarship, administered by Edith Cowan University. I would like to thank Professor John Renner and Associate Professor Jim Cross, whose initiation of the Educational Joint-Project Coordination between Raj ab hat Institute, Thailand and Edith Cowan University provided me with the opportunity to join the project and obtain my degree. Special thanks go to Dr Judith Rochecouste for her tireless and patient proofreading and correcting my English and to Associate Professor Mark Hackling of the Graduate School for his kind contributions to my study achievement. Also my special thanks and acknowledgmentgo to my colleagues, Ajam Chaowprapa Chuesathuchon, and Ajam Pawthai Wonglao at Rajabhat Institute Ubon Ratchathani for their kind assistance and contribution in statistical analysis process as well as to the students from Chiang Mai University, Naresuen University, and Rajabhat Institute Chiang Mai for their vi great assistance in my data collection. My deepest thanks are extended to my student fellows,Emmanuel 0. Tetteh from Ghana, and Alvin Lee from Malaysia for their ideas, comments, suggestions, and encouragement, which contribute to the completion of my work. My most gratitudeis also due to so many friends fortheir good warm friendship, assistance, and great encouragement. They are Mr Jurgen Lytko and Ms Jiraphan Hawkes, my host families, Mr. Vijitchai and Mrs Yupin Intharaprasert, the owners of a Thai restaurant, Ms Kittima Juengsuwadee, for her 10,000 baht funding of my data collection process, Ms Nalinee Thongprasert, Ms Chayada Danuwong, and a few to name. Personally, I thank my family - my mother,