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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4695

Authors: Yadanar Ingyin
Keywords: Destination attributes, 5As (accessibility, amenity, attraction, activity and accommodation), Tourists’ satsifaction, Inle’ Lake
Issue Date: 9-Feb-2021
Abstract: Tourism is usually a tour for a limited length for leisure, pleasure, family and business purposes. Tourism can be domestic or international. Nowadays, tourism is one of many countries’ main sources of income. A stronger competition between tourism destinations in the tourism industry increases the position of marketing activities which calculate the satisfaction of tourists of the destinations and that produce quality tourism services while at the same time ensuring that satisfied tourists return to their destination. Satisfied tourist is the best way for the positive word-of-mouth communication. The objectives of this study are to know the level of tourists’ satisfaction towards Inle’ destination in Shan State and to investigate the relationship between destination attributes of 5As (accessibility, amenity, attraction, activity and accommodation) and tourists’ satisfaction. This study has used quantitative research approach as it wants to assess the satisfaction, emotional statements and opinions of all those tourists towards Inle's destination. the questionnaires will be distributed to “Yangon Connection Group” where there are many foreigners who are staying and visiting Myanmar. The sample size of this study was 400 tourists. According to the results, the majority of the respondents were male and most of them are at the age of between 31 to 40. Most of the respondents’ monthly income were between $500 to $1000 and most of them said by their last experience, they think the accessibility, amenity, attractions, activities and accommodation from Inle’ Lake were perfect for them. Most of the respondents knew about Inle’ lake from the travel agents and they responded that they would like to revisit Inle’ Lake if there is any future occasion allowed. Moreover, the study has found out that destination attributes of 5As (accessibility, amenity, attraction, activity and accommodation) are positively and significantly affecting on tourists’ satisfaction in Inle’ Lake.
Description: Independent Study (M.B.A)--Graduate School,Bangkok University,2020
Advisor(s): Lokweetpun Suprawan
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4695
Appears in Collections:Independent Studies - Master
Independent Studies

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