BY
KYAW ZIN THAT
M60401160013
SCHOOL OF MANAGEMENT
MAIN SUPERVISOR
MR.AUNG SOE LWIN
DECLARATION
I here by declare that this project paper is my own work for my Master Degree of the school
of management of Asia e University,Malaysia.I further declare that this Master project paper
has not been submitted elsewhere for examination purposes of other diploma or degree.
had the desire of being mentored, educated, and managed all over my Master Degree journey.
I am very thankful to him not only for his great academic style but also for guiding my steps
and enhancing my self-reliance during the hard times. His supervision and inspiration have
been of great value for me and his helpful comments gave good foundation for this Master
thesis.
I also would like to express my gratitude to the assistant of my main supervisor,Ms.Irene for
supporting throughout my Master Degree journey with regular phone conversations and other
educational helps.
And I also would like to express my loving thanks to my family, who has continuously
supported me throughout my years of study although I have no income. I will not be able to
follow a university degree without my family’s inspiration and financial aid. I do thank for
Finally, I am grateful to all respondents who tried to answer my questionnaire. Their aim to
ABSTRACT
This paper examines the aspects of marketing implementations policy in images of
destination development that is apparently depended on the marketing strategies and plans in
the organization.But,the affiliation between the use of marketing implementations and the
more and more vital to destination of many countries as it has a massive economic effect. In
order to fascinate tourists, goverments used to spend their resources and also organize
energetic tourism polices in order to create travelling safety to help the international
tourists.There are several use of traditional types of marketing activities such as publications
or handbooks, tourism catalog, Television box, word-of-mouth, and other data materials. As
the some variables of the important factors,exchange rates,incomes and prices had been
terms of gender, age, residential areas, educational levels, and travel expenditures is
perceived by potential travellers. In here, the social medias from internet shall be needed to
consider that it is one of the marketing key factors because of getting informations of a
destination easily.The aim of this study was to explore the datas of relationship between
paper work destination and Myanmar was chosen as the study of travellers producing country
and the survey research process will be present in this paper.For future research, other
researchers need to explore more facts of the well understanding of effective marketing
Table of Contents
LIST OF TABLES…………………………………………………………………………. 5
LIST OF FIGURES………………………………………………………………………... 8
Chapter 1: Introduction……………………………………………………………………. 9
1.1 Statement of the Problem…………………………………………………………… 10
1.2 Aim of the Study……………………………………………………………………. 11
1.3 Research Questions ………………………………………………………………… 11
1.4 Study Enviroments………………………………………………………………….. 11
1.5 Importance of the Study…………………………………………………………….. 14
1.6 Limitations………………………………………………………………………….. 15
1.7 Configuration of the Research Paper……………………………………………….. 15
Chapter 2: Literature Review………………………………………………………………. 17
2.1 Destination Image…………………………………………………………………... 17
2.1.1 Destination Image Notion…………………………………….......... 17
2.1.2 Destination Image Theory …………………………………………. 19
2.1.3 Destination Image Model…………………………………………... 22
2.2 Marketing Implementations……………………………………………………….... 28
2.2.1 General Conception………………………………………………… 28
2.2.2 Marketing Definition……………………………………………….. 30
2.2.3 Destination Marketing Implementations…………………………… 31
2.3 Development of Destination Image ……………………………………………….. 34
Chapter 3:Methodology…………………………………………………………………….. 37
3.1 Research Design(s)…………………………………………………......................... 37
3.2 Research Target…………………………………………………………………….. 37
3.3 Instrument…………………………………………………………………………... 38
3.3.1 Questionnaire Design……………………………………………….. 38
3.3.2 Validity and Reliability……………………………………………... 39
3.3.3 Pilot Study………………………………………………………….. 40
LIST OF TABLES
LIST OF FIGURES
Chapter 1
Introduction
Destination image has developed an vital and expressive issue, and handling
destination image should be a key priority for tourism operators,travel agents and tour
managers in tourism marketing (Alhemoud & Armstrong, 1996).A tourism product is any
destination marketing intends to classify the way a place can connect the information about it
as well as its images to potential tourists and persuade them to visit it (Lundberg, 1990).It may
of travel fulfillment is key for an effective business in travel destination supervision,. The
human actions (Uysal and Noe, 2003) which could be represented as travel satisfaction and
information sources with printed electronic form, or other material sources (Middleton &
Clarke, 2001).Marketing the image of a destination is the initial point of effective tourism
marketing because the images and prospects of travel experiences which potential visitors have
The advanced awareness and use of marketing implementations can create to develop
the destinations into positive situation.The positive reflections of destination can persuade
potential clients and visitors.The more increasing reputation of the destination,the more
regarding many destinations around the world greatly depends on the images of destinations
held by potential tourists and how effectively those images are managed by the local
Page | 10
growth and keenness could be advanced by the results of this study and paper works.Therefore
The reason of choosing Bangkok City as a case study in this research paper is that it is
well-known as the great city of angels, it is where the immortal divinity dwells, the
invincible city, the royal capital endowed with nine precious jewels and full of joy.It is
abundant with enormous royal palaces.It is where the reincarnated angels reside at the
interesting sights and visual delights.The famous places in Bangkok are The Grand
Riverfront,Jim Thompson House and there are many famous floating markets there too.
effective tourism marketing and to improve the tourism revenue for a firm destination,
studies have tested the affiliation between marketing implementations such as word of
mouth, travel agency staff, and guidebooks) and the formation of destination image
(Baloglu & McCleary; Beerli & Martin,1999).The effective marketing tool will show in
The aim of this research case study is to support a place in encouraging its destination
image and raising its tourism value.International tourism marketing is becoming more
and more competitive daily by daily.The result of this research case study could help to
identify and comprehend the factors that drove organizations in the tourism industry to
recommend for the development marketing plans that should be emphasized in tourism
growth action plans to offer well services for prospect travellers. And this case study
research paper could help to comprehend the affiliation between the use of marketing
differently?
McCleary’s (1999) was adapted in this thesis research paper works. This research paper
As the study research of destination,Bangkok was chosen in this paper and Myanmar
was chosen as the study of producing country to Bangkok. According to the statistics of
GDP. While about 10 years ago, the industry contributed about 6.5% of Thailand's
year. This joint with increasing sea levels may variety the city a bit more
4. Travel + Leisure Magazine has rated Bangkok the Number One city in the world
5. Bangkok's Chatuchak Weekend Market (J.J. Market) is one of the major markets
6. The word soi means side street and most major roads will have numbered sois
7. One exciting fact is that many Thai trust in leaving bottles of water along the
front of a building will discourage soi dogs from urinating there. Anyone can
see shop fronts at the end of the day with a row of plastic water bottles on the
sidewalk.
8. The popular Erawan Shrine downtown was built to mollify annoyed spirits that
9. All April,Bangkok hosts the world's largest street water fight during the Thai
10. The Guinness Book of World Records lists the stage at Bangkok's Siam Niramit
11. Thailand was known as the Kingdom of Siam until the kingdom took its present
12. The 5.5-ton Golden Buddha at Wat Traimit in Bangkok is the not only the
biggest solid gold Buddha in the world, but also the most valued (moneywise)
religious object.
The reasons for choosing Myanmar as a producing country is that Myanmar is one of
the countries which have been rapidly growing the number of outbound travellers in the
last ten years through Myanmar outbound tourism travel fluctuated substantially in
recent years, it tended to increase through 1995 - 2014 period ending at 121 US$
2010 53 1.92%
2009 52 6.12%
2008 49 36.11%
2007 36 -2.70%
2006 37 19.35%
Page | 14
2005 31 6.90%
2004 29 -9.38%
300
250
200
150
Value
Change, %
100
50
0
2002 2004 2006 2008 2010 2012 2014 2016
-50
According to data and statistics,above table and figure show the number of outbound
The formation of image is the development of the mental construct based on the
specific impressions chosen from a great deal of information (Alhemoud and Armstrong
1. The image as fiction: the image corresponds to an idea created in the consumer’s
3. The image as an attitude: the association of the concept of image with the
∑ First is the results of this study could help a destination to advancement its
∑ Second, the results of this research paper could also benefit in developing a
markets too.
1.6 Limitation
An expediency sampling approach as the sampling method was adopted by this study
and all prospective visitors in Myanmar may not be exactly represented by this
samples.For example, 64.2% of respondents are male and this sample cannot be
Because of the low budget constraints,samples were gathered mainly by online and
Mingalardon Airport by offline.Generally,this study results might not be used for other
This case study research paper is separated into five chapers.The Introduction is
mentioned in Chapter One and which includes research design,research questions and
purpose of this study paper.Chapter Two contains review of literature which consists of
Page | 16
are introduced in Chapter Three.Results and findings from data collection of this study
are presented in Chapter Four.At last,Chapter Five will be discussed the results, and
conclusion as well.
Page | 17
Chapter 2
Literature Review
This chapter is composed of three sections as the review of literature.This literature review
chapter regards Destination Image and marketing implementations. Destination Image Notion,
Destination Image Theory and Destination Image Models are presented in first section.The
Definitions and Destination Marketing Implementations.The final section as the third section
increasingly and significantly in the battle for appealing the travellers in a world
where the rivalry within the tourism business keep growing. Tourism is a social
initiated in the first 1970s with Gunn’s work on how destination image is designed,
and Hunt’s work on how destination image is meted. Since within a period of
around 30 years of study, the topic has developed and one of the most recognized
in the tourism and vacation literature. He started a review of 142 papers distributed
in the period from 1973 to 2000 that straight or tortuously investigated destination
Not only in the field of tourism, but also in some other disciplines, including
has been carried out .According to (Echtner and Ritchie,1991), destination image
study can be perceived as a subsection of the wider field of images research, which
learning destination image (Gallarza, Gil & Calderón,2002).In overall, there are
image. Crompton’s above cited definition denotes the complex structure of the
and perception to explain the concept of image. A third approach is to study image
Kotler,Hamlin, Rein, and Haider (2002) verified that Asia, for instance, comprises
image, a possibly gorgeous destination may go ignored in the middle of the vast
positioned very high in the order of importance for preparation tourism marketing
Organization, 1979).
The stereotypes and wrongly notice the destination image may touch travelers they
believe they are actually viewing (Andsager & Drzewiecka). Due to the concept of
destination image, people may critic the value of a detailed place by the images
which they hold without providing it more careful thoughts. Destination image is
Page | 19
clarifies the tourists' decision production procedure.In order to attract the prospects
travellers to visit in the future,the tour operators or travel agents and local
of the place. ( Echtner and Ritchie ,1993) indicate that people who are more
conversant with a destination hold a more complete image than those less
conversant.An influence on the seeming image can be had not only knowledge
with, but also the quantity of visits and the intensity of the visit.
By the source aspects, the destination image which travellers observe from outside
destination. These supply or pull factors contain media, tourist marketing, hearsay,
and education. On the other hand, consumer factors concern tourists’ personal
purposes and are related to the push factors attracting travellers to go to the
and perceptions (Chen & Hsu, 2000). The process of image formation is
destination images takings passed through three stages.In the last stage, the actual
visit and destination result in a intricate image.” That is, the intricate image after
organic and persuaded images is the third level of information sources. In this
level, actual visits and knowledges are the main fundamentals, and they will lead to
Page | 20
be comprehended that the projected image and the received image are always
are not the only ones getting the recipient. Image formation occurs just as well
through own experience, for instance when go to a destination for themself. Images
instance ,some nations might have boundless tourism prospective because they
have huge free advertising by news and media, including positive and negative.
This can effect in high consciousness of a nation and people constructing images of
it, without taking to conduct any form of real tourism upgrade (Tasci and Gartner,
2007).
diversity of information bases, which are outside the control of destination sellers.
as well as persuaded works, which are those pending from advertising hard work to
Page | 21
appeal general public to the destination, are accepted. In 1972, Gunn proposed a
seven-stage theory. In that way, he breakdowns the image formation procedure into
constituent portions, connected to the single stages of the travel experience. Thus
the association between persuaded and organic works is verified (Gallarza, Gil &
summary of this method. As can be seen in Figure 2.1.2, in phases one and two,
destination images are shaped founded upon secondary bases of information, while
through the later phases real first-hand experience adjusts these images.
a place
travel
constraints
destination,the
detailed destination is an vital means of upgrade for the tourism industry and
market (Yilmaz ,2009). By other hand, images assist many roles at many diverse
communications. These are all applied areas where promotion, over tourism
overall or global images. The cognitive image is the awareness and information
about the objective characteristics of a place, where the affective image is the
emotive sense about a place. Both cognitive and affective images form the total
spitting image of a destination. On the other hand, the personal factors are the
and the stimulus factors are the outside factors including induced sources,
joining these two evaluations, an overall destination image is shaped (Baloglu &
Page | 24
2004).In terms of image insight alteration over time, it was initiate that affective
image is more unstable than cognitive image. This displays that the awareness of
Cognitive images, on the other hand, are mostly based upon earlier information
and knowledge gaining and are therefore more steady and probable to last
the constituents were organic images and induced images. Organic images made
balanced sources of information that are news, reports, news- paper articles and
between cognitive attributes and overall image (Keown, 1984). The totality of
1993). The images were designed by cognitive and affective rulings, affective
Walmsley, 1998 & Baloglu & Mangaloglu 2001). Dann (1996) recommended
Page | 25
that people grasp of an object. The affective constituent deals with how a person
constituents, that are attributes and holistic. Each one of these components can
still indicates that “images of destinations can range from those ‘common’
features, events, feelings or auras”. In other words, on one end of the range, the
other end of the range, destination images are exclusive to each destination. In a
tourism setting, truly unique useful characteristics are easy to offer, they exist at
Tower, Egypt the pyramids, and so forth. On the other hand, destinations are
impressions about it. In return, holistic impressions are perhaps almost always
Charlotte and Ritchie (1991) used attributes to mete the destination image. The
v local infrastructure
v transportation
v architecture or buildings
v beaches
v shopping facilities
v accommodation facilities
v cities fairs
Page | 27
v exhibits
v festivals
v facilities access
v excursions at destination
v political and economic factors that are political stability, politi- cal
and prices
Chi, C. G.Qing, & Qu, H. (2008) categorized attributes into nine parts,
(1) travel environment that are safe and secure environment, clean and tidy
(2) natural attractions that are scenic mountain & valleys, scenery & natural
attractions, gardens & springs, scenic drive, parks, lakes, rivers, wildlife,
(3) entertainment & events that are shows or exhibitions, cultural events &
(4) historic attractions that are history & heritage and Vintage buildings
accommodations
(6) accessibility that are traffic flow and parking information, parking
(7) relaxation that are spa, soothing the mind and refreshing the body, spi-
ritual rejuvenation
(8) outdoor activities that are boating, hiking, picnicking, camping and
(9) price and value that are food, accommodation, good value for money,
Prospective travellers have their own specific imageries for diverse destinations
which may also reflect their individual favorite for a specific destination. A
destination image.
management results. This is mainly correct for services, travel and tourism
competitive, it needs to place much effort into defining how to place itself and
how prospective visitors can have the exact images which the place wants to
present.
thus persuade them to their destination. Then, no matter how the subject is
agreements about the importance of image for the work of attracting potential
The first stage of developing an image before the definite visit of the
subsequently has the power to inspire destination choice (Tasci and Gartner,
2007).
Page | 30
a humanity by which the request structure for financial personal properties and
marketing: this is the use in search of profit,Social marketing: this is the use of
Levitt (1983) uses consumers as the basis for defining selling and marketing.
definite you have what consumers want. The most significant feature of the
orientation. So, the art of marketing can be labelled as the request of available
important whole.
services and ideas to produce interactions with target groups that content
Schoell and Lvy (1982) defined marketing as the method of handling effort in
Thus, the new marketing definition exposed at the AMA’s Summer Educator’s
for handling customer affiliations in ways that advantage the organization and
that Marketing is to find out what your consumers want and then provide it to
from the many wide-ranging types. For improved tourism marketing, marketing
destination images. But, some outside forces may lead to harmful ones. Though
varying an image is more hard than making a new one (Kotler, Bowen, &
Makens, 1996), an image may be altered and recognized more quickly through
about the place (Kotler, Haider). Therefore, choosing appropriate and active
vacation industry and they usually contain printed, electronic, and other
bring the exact material which an organization needs to connect to its aim
marketing developers must have a well considerate of the features and parts of
phones, etc. (Middleton & Clarke, 2001).Customer hopes have altered with the
move into the facts of age and electronic materials have developed more and
more significant. For sample, the Internet is training individuals that they can
Page | 33
go online and rapidly find out information on any topic in which they are
Nevertheless, there are still other non-traditional resources, and these added
which should in an ideal world be in line with the considered strategy for
mentioned that destination marketing includes using tourism for whys and
fascinate industry, growing infrastructure that can also be used by the resident
to get more diginity in their area. In that way, tourism is frequently used as a
resources to an end rather than an end in itself. Nevertheless, the marketing has
recognized.
Page | 34
Tocquer and Zins (2004) considered the perceptual inspirations on travellers with
respect to a specific destination, and planned the grouping of images into four four
phases of development:
first phase.
2. Distortion of the image - at this second (2rd) phase, the person chooses to go
3. Improved image - in this third (3rd) phase,By the time, there is straight
be right.
4. Resulting image - this fourth (4th) stage intends to the latest remembrance of
Then, a fixed of fresh images will be activated that will touch upcoming
choices about that same travel product. Meanwhile, other writers suggest an
explanation of the image before touring the traveller destination and with the
Figure 2.3:Type of Images according to knowledge of ( Phelps, 1986, Gunn, 1998 and
Mansfeld ,1992 )
Primary Image
The recall of the
Phelps (1986) experience
Gunn (1988)
Mansfeld (1992)
Secondary Image Before visiting the
destination
Figure 2.3(A). Types of secondary image (Adjusted from Gunn, 1998 and Mansfeld, 1992)
Organic Image
- Based on
informational
communications
Induced Image
- Persuasive
communications
- Promotions by
the organization
Phelps (1986) describes the primary image as the image constructed after the official
visit to the destination and the secondary image is seen as the image built before the
visit to the destination. Later, Gunn (1988) and Mansfeld (1992) separated into two
The organic image (informal image for Mansfeld) that originates from non-commercial
materials (free of destination management) and the induced the image (formal image for
for the destination. Constructed on this typology, Fakeye and Crompton (1991)
developed a track model that demonstrates the way taken by travellers in exploration of
their inspirations and insights, they will vigorously pursue information. But, the fact
that prospective travellers have a strong or a weak organic image and or direct or
indirect experience with the visitor destination will inspiration the total of information
required and efforts made in this search progression. The diverse substitutions found
will be measured on the base of the first organic image, individual familiarities and the
induced formal image (guided by the organization accountable for the destination).
Then the destination visited will grow the primary image that, in turn, will inspire the
future exploration progression. The same writers also advise that for a more beneficial
phase of the image, while convincing communications would be proper for the induced
phase of the image. During the primary image stage, the writers suggest that
Chapter 3
Methodology
This chapter comprises of the research design, research target, instrument, data collection, and
data analysis.This research paper uses Myanmar as the travellers producing country and
Bangkok as the paper work destination.A survey research method to find the relationship
between destination image and marketing implementations will be carried out this analysis in
order to approve.
Research design is a plan for conducting the study (Creswell 2014). Based on the data
collection from survey questionnaire,this research questions of this study were tested.A
self-administered questionnaire was planned in order to conduct the survey and make
dispensation to respondents for them to complete. All respondents were answered all
method was designed since this study work paper desired results that could be practical
in general.
For the practical part of the study, a least of 100 respondents were required. At last,
valid 433 respondents participate in this research, which was appropriate in order to
begin analysis. There were not unusual requests to take attention on detailed gender
group or detailed age group. So,this study used 433 partcipants as the research target
3.3 Instrument
were used in related earlier studies and some of the questions were
developed by the writer of the thesis. The reason for own progress of
about Bangkok City. The question was adapted from the instruments
affective image, and the overall image. All of the image objects in first
part were stated with the scale fluctuation from “extremely agree” to
systems that used in survey research and it is the one most normally
used.
resources. Second part was comprised of seven items that’s are three
To create both face validity and content validity for this research paper,
that had been ideally designed and empirically tested were used.
between other alike methods were prudently chosen from the literature.
instrument and scanned whether the scale correctly mete the concept
studied in this research. This study research paper was made cohesively
and reviewed the measured objects in order to create the instrument more
.914 .916
.805 .805
5-point Likert type scales were used by this study research paper with
boundless strong point. For the later question, even though the complete
elements of the study were employed correctly. Earlier the main test, a
in order to check how long the questionnaire will need to fill in the
questions and to test the clearness of the questions. Results have revealed
Datas were collected both online and offline. Mainly data were collected
order to gather datas online, the link to the questionnaire that get from
narrow financial funds constraint reasons, this method runs with little
cost because it is distributed via online and it does not escalate costs.
Other causes why online gathering took popular part through data
gathering are as easy as to reach people online and they can fill easily in
the questionnaire at the time spend appropriate for them.In addition, the
ensure the participant had accomplished all the questions. Datas were
collected from 25th of June of 2017 and lasted until 7th of July of 2017.
After data collection, datas were bring into SPSS (Statistical Package for the Social
Sciences), software for Window version used for the statistical analysis, and multiple
regression analysis was applied. The Statistical Package for the Social Sciences (SPSS)
software is widely held statistics software. Statistical methods applied were frequency
regression model and method a foundation for tests of importance.This study used all
statistics analysis.
3.6 Summary
In order to employ a survey research method,datas were collected via both online and
offline respondents who were eighteen years or older living in Myanmar.Total valid
433 respondents sample size was selected to analyze the datas to compare marketing
software for Windows. The related themes and sets were developed to make inferring
Chapter 4
This chapter is comprised of four sections.The first section is Description of the Sample which
Bangkok which includes association of the destination image which respondents had about
Marketing Implementations and the use of Marketing Implmentation. The fourth section
For the Gender informations, valid sample 278 respondents who live in Myanmar are
Male and valid percentage is 64.2% of 100%.Valid sample 155 respondents who live in
Valid
Below
Above
Myanmar are age 17 years old and below and valid percentage is 8.1% of
100%.Valid sample 280 respondents who live in Myanmar are age 18-24
years old and valid percentage is 64.7% of 100%. Valid sample 107
respondents who live in Myanmar are age 25-34 years old and valid
Myanmar are age 35-44 years old and valid percentage is 1.4% of 100%.
Valid sample 3 respondents who live in Myanmar are age 35-64 years old
in Myanmar are age 65 years old and above and valid percentage is 0.5 %
Page | 45
of 100%.
(Yangon,Bago,Hpa-
an,Mawlamyine,Taninthar
y)
(Loikaw,Hsipaw,Heho,Ke
ngtung,Muse,Tachileik,Ta
unggyi)
(Bhamo,Myitkyina,Putao,
Kalaymyo,Monywa)
(Sittwe,Thandwe,Mindat,
Mrauk-Oo)
(Magway,Mandalay,Nayp
yidaw)
For the Residential Area informations, valid sample 312 respondents who
100%.
Primary School 1 .2 .2 .2
Middle School 2 .5 .5 .7
For the Education level informations, valid sample 1 respondents who live
sample 2 respondents who live in Myanmar are Middle School students and
Myanmar are High School students and valid percentage is 2.1% of 100%.
College students and valid percentage is 57.3% of 100%. Valid sample 173
respondents who live in Myanmar are graduate and valid percentage is 40%
of 100%.
Page | 47
Valid sample 229 respondents were always used to travel other countries
were not often used to travel other countries and valid percentage is 47.1%
of 100%.
Valid sample 407 respondents like visiting Bangkok and valid percentage
Valid sample 418 respondents like visiting Bangkok in future and valid
Page | 48
Cumulative
Valid sample 53 respondents used MMK 50000 or below for the last year
31 respondents used MMK 50001 - 80000 for the last year as travel
respondents used MMK 80001 – 120000 for the last year as travel
respondents used MMK 120001 – 170000 for the last year as travel
respondents used MMK 170001 - 200000 for the last year as travel
respondents used MMK 200001 or Above for the last year as travel
destination image which the respondents thought about Bangkok. The three
image.
Overall Image
According to Table 4.2.2 (A), the Overall Image has the highest agreement of (Mean = 2.3) for
Male and (Mean = 2) for Female.The total average agreement for Overall Image is (Mean =
2.2).
Affective Image
According to Table 4.2.2 (B), the Affective Image has the highest agreement of (Mean = 2.5)
for Male and (Mean = 2.5) for Female.The total average agreement for Affective Image is
(Mean = 2.5).
Cognitive Image
According to Table 4.2.2 (C), the Cognitive Image has the highest agreement of (Mean = 2.5)
for Male and (Mean = 2.4) for Female.The total average agreement for Cognitive Image is
(Mean = 2.4).
1. Overall Image
Cumulative
2. Affective Image
Cumulative
Cumulative
Cumulative
Cumulative
3. Cognitive Image
Cumulative
Cumulative
Cumulative
Cumulative
Cumulative
Cumulative
Cumulative
Cumulative
Cumulative
Disagree 4 .9 .9 99.5
Cumulative
Cumulative
Cumulative
Cumulative
Cumulative
Cumulative
Cumulative
Cumulative
Cumulative
This section describes the frequency distribution of valid 433 respondents for the
mouth, Radio, Tourism Brochures and Guidebooks or Magazines were included in this
1. Television
Cumulative
Television has the importance of (Mean = 2.6) for Male and (Mean = 2.5) for Female.The total
2. Newspaper
Cumulative
Newspaper has the importance of (Mean = 2.7) for Male and (Mean = 2.6) for Female.The total
3. Internet
Cumulative
Internet has the importance of (Mean = 2) for Male and (Mean = 2) for Female.The total
4. Word-of-mouth
Cumulative
Word-of-mouth has the importance of (Mean = 2.4) for Male and (Mean = 2.3) for Female.The
5. Radio
Cumulative
Radio has the importance of (Mean = 3) for Male and (Mean = 2.9) for Female.The total
6. Tourism Brochures
Cumulative
Tourism Brochure has the importance of (Mean = 2.4) for Male and (Mean = 2.3) for
7. Guidebooks or Magazines
Cumulative
Guidebook/Magazines has the importance of (Mean = 2.4) for Male and (Mean = 2.3) for
Marketing Cumulative
Radio 1 .2 .2 92.8
Valid sample 433 respondents used for creating their destination image of Bangkok
among seven items.Valid sample 29 respondents used Television and Newspaper was
used by 13 respondents.Internet was the most used by 293 respondents and Word-of-
mouth was the most second used by the 66 respondents.Radio was used by the only one
1. Overall Image
Sum of
Unstandardized Standardized
Coefficients Coefficients
Magazines
∑ R-square = 0.145 (From SPSS Output of Table 4.3.3(A1).This indicates that 14.5%
variations in dependent variable (Overall Images) are explained by the variations in all
∑ p-value = 0.000 (From SPSS Output of Table 4.3.3 (A2).The overall regression model
2. Affective Image
Sum of
Unstandardized Standardized
Coefficients Coefficients
Magazines
∑ R-square = 0.215 (From SPSS Output of Table 4.3.3(B1).This indicates that 21.5%
∑ p-value = 0.000 (From SPSS Output of Table 4.3.3 (B2).The overall regression model is
3. Cognitive Image
Sum of
Unstandardized Standardized
Coefficients Coefficients
Magazines
∑ R-square = 0.612 (From SPSS Output of Table 4.3.3(C1).This indicates that 61.2%
∑ p-value = 0.000 (From SPSS Output of Table 4.3.3 (C2).The overall regression model is
of significance.
educational levels, and the variables about personal travel data involved travel targets of
1. Gender
Word-of-mouth(t=2.255,p=0.032), Radio(t=2.148,p=0.032).
In terms of mean,Male has the highest mean and Female has the lowest mean.
2. Age
Marketing Implementations
df Mean Square f p
Total 432
Total 432
Page | 73
Total 432
Total 432
Total 432
Total 432
Total 432
Television (f=3.846,p=0.001).
Below
Above
In terms of mean,Age 55-64 has the highest mean and Age 45-54 has the lowest mean.
3. Residential Area
Marketing Implementations
df Mean Square f p
Total 432
Total 432
Total 432
Total 432
Total 432
Total 432
Total 432
marketing implementations.
(Yangon,Bago,Hpa-
an,Mawlamyine,Taninthar
y)
(Loikaw,Hsipaw,Heho,Ken
gtung,Muse,Tachileik,Tau
nggyi)
(Bhamo,Myitkyina,Putao,
Kalaymyo,Monywa)
(Sittwe,Thandwe,Mindat,
Mrauk-Oo)
(Magway,Mandalay,Naypy
idaw)
In terms of mean,Nothern Myanmar has the highest mean and Eastern Myanmar has
Page | 76
lowest mean.
4. Educational Levels
Marketing Implementations
df Mean Square f p
Total 432
Total 432
Total 432
Total 432
Total 432
Total 432
Total 432
Page | 77
In terms of mean,Middle School level has the highest mean and Primary level has the
lowest mean.
countries
Travelled to
Travelled to other
In terms of mean,the non-visited travellers has the highest mean and the visited
-3.112,p=0.002).
No 3.0095 15 .99922
In terms of mean,respondents who would not like to visit Bangkok in future has the
highest mean and respondents who would like to visit Bangkok in future has the lowest
mean.
Page | 80
Marketing Implementations
df Mean Square f p
Total 432
Total 432
Total 432
Total 432
Total 432
Total 432
Total 432
marketing implementations.
In terms of mean,MMK 50000 or below has the highest mean and MMK 120001 –
Chapter 5
5.1 Discussion
implementations for prospective travellers are contained as the three important sectors.
According to the research, Internet and Word-of-mouth from friends or family were
found as the top two importance use of marketing implementations while Radio is in
lowest use. This research tested both the significance of marketing implementations and
of the testing influence, some respondents might have a tendency to point out their real
use of implementations.
This study also tested the affiliation between marketing implementations and
(Television,Newspaper,Internet,Radio,Word-of-mouth,Tourism Brochures,Guidebooks
Image,Cognitive Image) as the positive effect.In comparing the means of the marketing
implementations on the destination images and Radio has the lowest agreement mean.
For the last research, this findings exposed that there is statistically significant
respondents.In terms of mean, Male has the higher mean than Female. Age 55-64 has
the highest mean and Age 45-54 has the lowest mean.Nothern Myanmar has the highest
mean and Eastern Myanmar has lowest mean. Middle School level has the highest mean
Page | 83
and Primary level has the lowest mean.The non-visited travellers has the highest mean
and the visited travellers has the lowest mean.Respondents who would not like to visit
Bangkok in future has the highest mean and respondents who would like to visit
Bangkok in future has the lowest mean.MMK 50000 or below has the highest mean and
5.2 Conclusions
The aim of this research case study is to support a place in encouraging its destination
image and raising its tourism value by using marketing implementations.This research
used valid 433 respondents in order to comprehend the aim of the study. The research
differently?
For the first question,the results of finding exposed that Internet and Word-of-mouth
For the second question,the results of finding exposed that the significance of
5.3 Recommendation
As the suggestion for travel agencies,tour operators ,airlines and local goverments,they
should use the many aspects of marketing implementations in order to promote the
destination image for positive effect.According the results, Internet has the highest
usage among respondents. Therefore this study determines Internet is the best use of
Page | 84
and cognitive image dimensions. For instance, travel organizers can encourage Internet
users to visit Bangkok by sharing the Website addresses on Internet such as Facebook,
Twitter, Instragram and suggesting potential visitors that they can more interesting
informations of Bangkok destination images can be got at the websites. By using the
As the suggestion for future studies, the information about what Bangkok images are
more vital for prospective tourists who aim to visit Bangkok in the future will help
Bangkok tour operators and travel agencies to encourage a better effective destination
observe the significance of destination images in a different way between people with
different travel purposes of visiting Bangkok. In brief, how tour operators and travel
agencies can create images of travel incentive to visit the destination and promote the
travellers will be the next important topic suggestion for future studies.
Page | 85
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Page | 90
Bangkok is clean
A.Destination Image
Yes
No
Yes
No
Yes
No
4. Please select one for each questions about Bangkok Destination Images from below
items that is thoroughly represent your view. (Exteremly Agree =1,Agree = 2 Neutral
A good place 1 2 3 4 5
A pleasant place 1 2 3 4 5
An exciting place 1 2 3 4 5
An arousing place 1 2 3 4 5
A relaxing place 1 2 3 4 5
Luxury atmosphere 1 2 3 4 5
Clean 1 2 3 4 5
Good reputation 1 2 3 4 5
Page | 93
Fashionable 1 2 3 4 5
atomosphere
Friendly people 1 2 3 4 5
Personal safety 1 2 3 4 5
Well-built 1 2 3 4 5
infrastrctures
shopping
showers
Good climate 1 2 3 4 5
Good food 1 2 3 4 5
Good accommodations 1 2 3 4 5
Varied amusement 1 2 3 4 5
parks
Varied outdoor 1 2 3 4 5
activities
Exciting cultural 1 2 3 4 5
attraction
Exciting historical 1 2 3 4 5
attraction
Beautiful Scenery 1 2 3 4 5
Page | 94
B.Information Resources
1. Please select one, how important are the following information resources to you?
Television 1 2 3 4 5
Newspaper 1 2 3 4 5
Internet 1 2 3 4 5
Word-of-mouth 1 2 3 4 5
Radio 1 2 3 4 5
Tourism brochures 1 2 3 4 5
Guidebooks or Magazines 1 2 3 4 5
2. Generally, where did you get your informations and images of Bangkok?
□ (1) Television
□ (2) Newspaper
□ (3) Internet
□ (5) Radio
C.Demographics Informations
Yes
No
4. Nearly how much cash did you use on all your journeys (Domestic +
5. Gender
Male
Female
6. Age
(1) Age 17 years old and Below (2) Age 18-24 years old
(3) Age 25-34 years old (4) Age 35-44 years old
(5) Age 45-54 years old (6) Age 55-64 years old
7. Residential Area
8. Education
(5) Graduate
Page | 97
Dear Sir/Madam,
Destination image is an important issue to local vacation industry because of its strengths to
persuade more visitors and it can increase the local businesses. The aim of this research case
study is to support a place in encouraging its destination image and raising its tourism value as
the applied case study of Bangkok Destination Image. And this case study research paper could
help to comprehend the affiliation between the use of marketing implementations and the
In order to complete this study,datas were collected both via online and offline.The survey
voluntary. You may refuse to response any of the questions if you wish. All datas that you
answers are entirely confidential.The collected datas will be kept and obtainable only to myself
This study has been approved by Myanmar Institute of Education in Myanmar. If you have any
questions,please contact to my main supervisor,Mr Aung Soe Lwin at +959972656540 and his
email at slaung@myanmarinstituteofeducation.com.
Your Sincerely,