A Socio-demographic Study of Destination Management for Coastal Tourism in Phuket
Abstract
This study examined the effects of socio-demographic variables on destination satisfaction with beaches in Phuket, Thailand, a renowned Sea-Sand-Sun destination. Phuket has consistently been top ranked for coastal tourism, with 12.5 million tourists generating USD 9.04 million (34.62 THB = 1 USD as of April 30, 2017) revenue in 2015. In order to study the relationship between demographic variables and satisfaction, a survey was given to 1,221 visitors in the departure hall of Phuket International Airport. Analysis of Variance (ANOVA) was employed to examine the interaction between tourist socio-demographics and tourist satisfaction. The findings showed nationality had the most significant influence on the overall tourist satisfaction with Maikhao beach, Surin-Bangtao beach, and Kata-Karon beach. Education was a significant factor concerning Patong-Kamala beach, and income was directly correlated with tourist satisfaction in the case of Kata-Karon beach. Additional analysis showed that being a first time visitor or repeat visitor, and number of nights spent had significant effects on tourist satisfaction. The findings reveal considerable differences in satisfaction levels between tourists’ profiles and destinations that will be essential in helping tourism decision makers, local government and businesses to comprehensively manage and market to specific tourist segments.
References
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*** Nato Review. (n.d.). Retrieved January 2017, from http://www.nato.int/docu/Review/2015/Russia/sanctions-after-crimea-have-they-worked/EN/index.htm
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*** Tourism Authority of Thailand Newsroom. 2016. Retrieved from: http://www.tatnews.org/bangkok-voted-asias-number-one-holiday-destination-in-influential-online-poll/, 2017 January.
*** Tripadvisor. 2016. Top 10 Islands — World. Retrieved from https://www.tripadvisor.com/TravelersChoice-Islands, 2016, December
[2] Beerli, A., and Martı́n, J. D. 2004. Tourists’ characteristics and the perceived image of tourist destinations: a quantitative analysis—a case study of Lanzarote, Spain. Tourism management, 25(5): 623-636. DOI: https://doi.org/10.1016/j.tourman.2003.06.004
[3] Bunnag, T. 2014. Volatility analysis of international tourist arrival growth rates to Thailand using Garch and GJR model, Journal of Environmental Management and Tourism, Volume V, Summer, 1(9): 73-86. DOI:10.14505/jemt.v5.1(9).06
[4] Calantone, R. J., Di Benedeto, C. A., Hakam, A., and Bojanic, D. C. 1989. Multiple multinational tourism positioning using correspondence analysis. Journal of Travel Research, 28(2): 25-32. DOI: https://doi.org/10.1177/004728758902800207
[5] Chen, P. J., and Kerstetter, D. L. 1999. International student’s image of rural Pennsylvania as a travel destination. Journal of Travel Research, 37(3): 256-266.
[6] Chiu, W. et al. 2016. The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2): 223-234. DOI: https://doi.org/10.1108/ijcthr-07-2015-0080
[7] Chun-Chu, C., Huang, W., and Petrick, J. 2016. Holiday recovery experiences, tourism satisfaction and life satisfaction–Is there a relationship? Tourism Management, 53: 140-147. DOI: https://doi.org/10.1016/j.tourman.2015.09.016
[8] Cohen, E. and Ben-Nun, L. 2009. The important dimensions of wine tourism experience from potential visitors’ perception, Tourism and Hospitality Research, 9(1): 20-31. DOI: https://doi.org/10.1057/thr.2008.42
[9] Confente, I. 2014. Twenty-five years of word-of-mouth studies: A critical review of tourism research. International Journal of Tourism Research, 17: 613-624. DOI: https://doi.org/10.1002/jtr.2029
[10] Dündar, Y, and Güçer, E. 2015. The Impact of Socio-demographics on Tourism Destination Image: A Study in Ankara Turkey. International Journal of Economics, Commerce and Management, 3(2).
[11] Hanafiah, H., and Harun, F. 2010. Tourism demand in Malaysia: A cross-sectional pool time-series analysis. International Journal of Trade, Economics and Finance, 1(2): 200-203. DOI: https://doi.org/10.7763/ijtef.2010.v1.36
[12] Harasarn, A., and Chancharat, S. 2014. Evolutional-genetic approach to formation of sustainable international tourism and economic growth in Thailand. Cointegration and the Granger causality. Journal of Environmental Management and Tourism, 5(2): 237-248. DOI: http://dx.doi.org/10.14505/jemt.v5.2(10).06
[13] Hwang, J., Kim, S. S., and Hyun, S. 2013. The role of server–patron mutual disclosure in the formation of rapport with and revisit intentions of patrons at full-service restaurants: The moderating roles of marital status and educational level. International Journal of Hospitality Management, 33(2): 64–75. DOI: 10.1016/j.ijhm.2013.01.006
[14] Jones, Michael A., and Jaebeom Suh. 2000. Transaction-specific satisfaction and overall satisfaction: an empirical analysis. Journal of Services Marketing, 14(2): 147-159. DOI: https://doi.org/10.1108/0887604001037155
[15] Kozak, M., and Martin, D. 2012. Tourism life cycle and sustainability analysis: Profit-focused strategies for mature destinations. Tourism Management, 33(1): 188-194. DOI: https://doi.org/10.1016/j.tourman. 2011.03.001
[16] Liu, P., Zhou, L., and Chandnani, R. 2013. Preferences and attitudes of Chinese outbound travelers: The hotel industry welcomes a growing market segment. Cornell Hospitality Report, 13(4): 6-15.
[17] Mechinda, P., Serirat, S., and Gulid, N. 2009. An examination of tourists' attitudinal and behavioral loyalty: Comparison between domestic and international tourists. Journal of Vacation Marketing, 15(2): 129-148. DOI: https://doi.org/10.1177/1356766708100820
[18] Michelle, J., and Catarina S., (2015, July 1). Bloomberg. Retrieved from https://www.bloomberg.com/ news/articles/2015-07-01/these-10-economies-will-be-the-world-s-worst-performers-by-the-end-of-2015
[19] Mӧhlmann, M. 2015. Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3): 193-207. https://doi.org/10.1002/cb.1512
[20] Perović, Đ., Stanovčić, T., Moric, I., and Pekovic, S. 2012. What socio-demographic characteristics do influence the level of tourist’s satisfaction in Montenegro? Empirical analysis. Journal of Tourism, (14): 5-10.
[21] Phosikham, T., Vilayphone, A., Wayakone, S., and Phimavong S. 2015. The Relationships between International Tourists’ Travel Characteristics, Their Sources of Information, and Their Level of Satisfaction Based On Socio-Demographics, In Luang Prabang Province, Lao PDR. International Journal of Business and Social Science, 6(11).
[22] Phoummasak, K., Kongmanila, X., and Changchun, Z. 2014. The Socio-Economic Impact of Tourism and Entrepreneurs in Luang Prabang Province, Lao PDR. International Journal of Business and Management, 9(12): 275. DOI: https://doi.org/10.5539/ijbm.v9n12p275
[23] Polnyotee, M., and Thadaniti, S. 2015. Community-Based Tourism: A Strategy for Sustainable Tourism Development of Patong Beach, Phuket Island, Thailand. Asian Social Science, 11(27): 1-9. http://dx.doi.org/10.5539/ass.v11n27p90
[24] Prebensen, and Nina, K. 2004. Tourist satisfaction with a destination: Antecedents and consequences. XIII Simposio Internacional de Turismo y Ocio.
[25] Rittichainuwat, N. 2007. Responding to Disaster: Thai and Scandinavian Tourists' Motivation to Visit Phuket, Thailand. Journal of Travel Research, 46(4): 422-432. DOI: https://doi.org/10.1177/0047287507308323
[26] Salleh, Norlida, Siong-Hook, Law, Ramachandran, Sridar, Shuib, Ahmad, and Noor, Zaleha. 2008. Asian tourism demand for Malaysia: A bound test approach. Contemporary Management Research, 4(4): 351-368. DOI: http://dx.doi.org/10.7903/cmr.v4i4.1178
[27] Shamsub, H., and Lebel, L. 2012. Identifying tourists with sustainable behaviour: A study of international tourists to Thailand. Journal of Environmental Management and Tourism, 3(1): 26-40. DOI:10.14505/jemt.v3.1(5).04
[28] Tasci, A.D., and Gartner, W.C. 2007. Destination image and its functional relationships. Journal of Travel Research, 45(4): 413-425. DOI: https://doi.org/10.1177/0047287507299569
[29] Thinnukool, O., Kongchouy, N., Choonpradub, C., and Appianing, C. 2014. Urbanization of tourism areas in Phuket Island, Thailand: A case study of Patong, Kammala and Karon.
[30] Thirumaran, K., and Mohit Raghav 2017. Marketing sustainable beach holidays: a tropical agenda. Balancing Development and Sustainability in Tourism Destinations. Springer Singapore, 401-409. DOI: https://doi.org/10.1007/978-981-10-1718-6_36
[31] Um, S., and Crompton, J. L. 1990. Attitude determinants in tourism destination choice. Annals of Tourism Research, 17(3): 432-448. DOI: https://doi.org/10.1016/0160-7383(90)90008-f
[32] Valek, S., Shaw, M., and Bednarik, J. 2014. Socio-demographic characteristics affecting sport tourism choices: A structural model. Acta Gymnica, 44(1): 57-65. DOI: 10.5507/ag.2014.006
[33] Vongvisitsin, T. 2013. Travel preferences of Russian tourists for tourist activity participation in Thailand (Doctoral dissertation, Mahidol University).
[34] Wang, Y. 2016. More important than ever: measuring tourist satisfaction. Griffith Institute for Tourism Research Report, no. 10.
[35] Woodside, A. G., and Lysonski, S. 1989. A general model of traveler destination choice. Journal of Travel Research, 27(4): 8-14. DOI: https://doi.org/10.1177/004728758902700402
*** Airport of Thailand PLC 2016. Air Transport Statistic. Available at: http://airportthai.co.th/corporate/en/invester-relations#transport.html
*** eHotelier. (2017, January 27). Retrieved March 17, 2017, from http://ehotelier.com/global/2017/01/27/sabre-release-asia-pacific-traveller-preferences-report/
*** IBT Berlin, IBT World Travel Trends Report 2014. Available at: http://www.itb-berlin.de/en/
*** IBT Berlin, IBT World Travel Trends Report 2016. Available at: http://www.itb-berlin.de/en/
*** Nato Review. (n.d.). Retrieved January 2017, from http://www.nato.int/docu/Review/2015/Russia/sanctions-after-crimea-have-they-worked/EN/index.htm
*** Department of Tourism, Thailand 2016. Visitor Statistics in Thailand. Available at: http://tourism2.tourism.go.th/ home/listcontent/11/221/276
*** Tourism Authority of Thailand Newsroom. 2016. Retrieved from: http://www.tatnews.org/bangkok-voted-asias-number-one-holiday-destination-in-influential-online-poll/, 2017 January.
*** Tripadvisor. 2016. Top 10 Islands — World. Retrieved from https://www.tripadvisor.com/TravelersChoice-Islands, 2016, December
Published
2017-10-11
How to Cite
WONGWATTANAKIT, Chatchawan; LOHATEPANONT, Manoj; PORNCHAIWISESKUL, Pongsa.
A Socio-demographic Study of Destination Management for Coastal Tourism in Phuket.
Journal of Environmental Management and Tourism, [S.l.], v. 8, n. 4, p. 737-750, oct. 2017.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/1406>. Date accessed: 26 apr. 2024.
doi: https://doi.org/10.14505//jemt.v8.4(20).04.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.