Positioning Based on Satisfaction Attributes in the Context of a Domestic Tourism Destination: The Case of Yor Island, Thailand

Positioning strategy is often adopted for major destinations, but not for smaller or mini destinations. This research breaks with tradition by attempting to develop and recommend an optimum research-based market-positioning strategy for a mini destination or a small destination i.e. Yor Island, with...

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主要作者:	Ngowsiri, Naiyana
格式:	Thesis
语言:	eng eng
出版:	2013
主题:	G154.9-155.8 Travel and state Tourism
在线阅读:	https://etd.uum.edu.my/3756/1/s90576.pdf https://etd.uum.edu.my/3756/7/s90576.pdf
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id	my-uum-etd.3756
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Kasim, Azilah
topic	G154.9-155.8 Travel and state Tourism
spellingShingle	G154.9-155.8 Travel and state Tourism Ngowsiri, Naiyana Positioning Based on Satisfaction Attributes in the Context of a Domestic Tourism Destination: The Case of Yor Island, Thailand
description	Positioning strategy is often adopted for major destinations, but not for smaller or mini destinations. This research breaks with tradition by attempting to develop and recommend an optimum research-based market-positioning strategy for a mini destination or a small destination i.e. Yor Island, within a larger area i.e. Songkla. Tourists’ satisfaction toward product attributes of Yor Island compared to its competitors was measured to investigate the competitiveness of Yor Island. Domestic tourists were divided based on socio-demographic basis before the potential target markets of Yor Island were identified. The evaluation focused on tourists’ post-consumption satisfaction using mixed methods approach. Qualitative data from interviews with eight local tourism experts generated information for a SWOT analysis of Yor Island. Quantitative data from the survey of 400 domestic tourists was analysed using multidimensional scaling and correspondence analysis. Results from using these analytical techniques provided a variety of information on destination image similarities, strengths, and ideals between Yor Island and its competitors, as well as the relationships of major socio-demographic characteristics of visitors to the destinations. The mixed method approach has also highlighted the potential target tourists of Yor Island whose age are between 25-34 years old with at least a bachelor’s degree, and monthly income of between RM 2,000.00 to RM 3,000.00. Moreover, it also showed that ‘friendliness of the people’ is an attribute that could be used as leverage in the development of the Yor Island’s positioning strategy. Overall, this study has illustrated that research-based market-positioning strategy is applicable not only to major destinations, but to a mini or small destination as well.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Ngowsiri, Naiyana
author_facet	Ngowsiri, Naiyana
author_sort	Ngowsiri, Naiyana
title	Positioning Based on Satisfaction Attributes in the Context of a Domestic Tourism Destination: The Case of Yor Island, Thailand
title_short	Positioning Based on Satisfaction Attributes in the Context of a Domestic Tourism Destination: The Case of Yor Island, Thailand
title_full	Positioning Based on Satisfaction Attributes in the Context of a Domestic Tourism Destination: The Case of Yor Island, Thailand
title_fullStr	Positioning Based on Satisfaction Attributes in the Context of a Domestic Tourism Destination: The Case of Yor Island, Thailand
title_full_unstemmed	Positioning Based on Satisfaction Attributes in the Context of a Domestic Tourism Destination: The Case of Yor Island, Thailand
title_sort	positioning based on satisfaction attributes in the context of a domestic tourism destination: the case of yor island, thailand
granting_institution	Universiti Utara Malaysia
granting_department	College of Law, Government and International Studies (COLGIS)
publishDate	2013
url	https://etd.uum.edu.my/3756/1/s90576.pdf https://etd.uum.edu.my/3756/7/s90576.pdf
_version_	1776103622510116864
spelling	my-uum-etd.37562023-01-26T02:45:49Z Positioning Based on Satisfaction Attributes in the Context of a Domestic Tourism Destination: The Case of Yor Island, Thailand 2013 Ngowsiri, Naiyana Kasim, Azilah College of Law, Government and International Studies (COLGIS) College of Law, Goverment and International Studies (COLGIS) G154.9-155.8 Travel and state. Tourism Positioning strategy is often adopted for major destinations, but not for smaller or mini destinations. This research breaks with tradition by attempting to develop and recommend an optimum research-based market-positioning strategy for a mini destination or a small destination i.e. Yor Island, within a larger area i.e. Songkla. Tourists’ satisfaction toward product attributes of Yor Island compared to its competitors was measured to investigate the competitiveness of Yor Island. Domestic tourists were divided based on socio-demographic basis before the potential target markets of Yor Island were identified. The evaluation focused on tourists’ post-consumption satisfaction using mixed methods approach. Qualitative data from interviews with eight local tourism experts generated information for a SWOT analysis of Yor Island. Quantitative data from the survey of 400 domestic tourists was analysed using multidimensional scaling and correspondence analysis. Results from using these analytical techniques provided a variety of information on destination image similarities, strengths, and ideals between Yor Island and its competitors, as well as the relationships of major socio-demographic characteristics of visitors to the destinations. The mixed method approach has also highlighted the potential target tourists of Yor Island whose age are between 25-34 years old with at least a bachelor’s degree, and monthly income of between RM 2,000.00 to RM 3,000.00. Moreover, it also showed that ‘friendliness of the people’ is an attribute that could be used as leverage in the development of the Yor Island’s positioning strategy. Overall, this study has illustrated that research-based market-positioning strategy is applicable not only to major destinations, but to a mini or small destination as well. 2013 Thesis https://etd.uum.edu.my/3756/ https://etd.uum.edu.my/3756/1/s90576.pdf text eng public https://etd.uum.edu.my/3756/7/s90576.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Aaker, D. A. (1981). Multivariate analysis in marketing (2nd ed.). California: The Scientific Press. Aaker, D. A. (1996). Building strong brand. New York: The Free Press. Aaker, D. A., Batra, R., & Myer, J. G. (1992). Advertising Management (5th ed.) Upper Saddle River, NJ: Prentice-Hall. Aaker, D. A., Kumar, V., & Day, G. S. (2001). Marketing research. (7th ed.). New York: John Wiley & Sons, Inc. Aaker, D. A., & Shansby, J. G. (1982). 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Positioning Based on Satisfaction Attributes in the Context of a Domestic Tourism Destination: The Case of Yor Island, Thailand

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