";s:4:"text";s:4547:"The authorities that are directly in charge with the tourism industry such as the Thai government and Tourism authority of Thailand need to make an effort to create positive images through promotional strategies. Destination image can be both positive and negative, if two destinations are almost offering the same characteristics. <> The attributes perspectives include tourists’ perceptions through the characteristics of the vacation destination such as beautiful architecture and buildings, numerous cultural, historical attractions and psychological characteristics like a safe place to visit and also friendly people.
In addition, tourism organisations should identify groups of customers with homogeneous characteristics and behaviours and try to adapt their offers to the unique needs and desires of the segment members. Therefore, the more positive the image is of a destination, the more likely that traveller will go there (Rittichainuwat, 2001). Thus, Marketers can do little to eliminate the negative image. It is explaining the importance of the research aims and research objectives. These messages play a significant role in influencing the evaluation of alternative travel destinations and finally in making a decision about the destination they will visit (cited from Henkel et al, 2006). The Swedish grand travel award has ranked Thailand as the “World Best Tourist Country”.However, Thailand has also suffered from a negative image because of prostitution and pollution, which led to the decline of tourist attractions (Rittichainuwat et al., 2001). During this process, travellers build a destination image based on the informative and persuasive information obtained from friends, news and travel agencies (Rittichainuwat, 2001). A background of the topic, some of the previous research conducted and the value of this research will be contained in this chapter.The second important part is a literature review. In addition, Tapachai & Waryszak conducted a study about the beneficial image characteristics of Thailand and grouped the results, the research showed the attributes as the cheap shopping, the variety of food, the friendly people and historical sites as well as the epistemic attribute of having a chance to experience Thailand’s rich culture (Henkel et al, 2006). Therefore, the research model and formulation of hypothesis that are results from the literature review in chapter two will be explained as seen below in order to maintain these sites for future generations of humanity (Thaiwh, 2010).How tourists go about choosing their destination, the relationship of independent variable, factors like offering characteristics and tourist perception through Thailand’s image and the effect this has on the traveller’s destination choice. 17 0 obj It can be seen that strategic planning has been used within many organizations. <> The Tourism Authority of Thailand (TAT) has stated that “Thailand is the myriad tourist destination as it’s a cultural, natural, exotic and historical site” (TAT, 2009). 10 0 obj 18 0 obj literature, friends or relatives. <>
15 0 obj
This thesis enhances the understanding of the effects of news media reports concerning terrorism and political instability on leisure tourists’ perceived risk and willingness to travel. In general, the destination will market itself as much as possible in order to persuade the traveller to buy a trip there (Tuohino, 2002 cited from Henkel et al, 2006). According to Thailand Tourism Report (pr-inside, 2009), the number of international visitors has fallen down 3% from 14.58 million in 2008 to 14.4 million in 2009 and the total revenue also decreased by 2.8% in the year of 2009. 22 0 obj 16 0 obj stream This also leads to the cause of some health and moral issues in Thailand (Henkel et al., 2001). <>
this thesis, the term human perceptions will refer to the views ofthese from local communities and tourists. Moreover, a high positive image of one particular destination means that it is more likely to be chosen by the tourist in the process of decision-making (Echtner & Ritchie, 1993).