游客对泰国芭堤雅旅游目的地竞争力的风险认知

M. F. Imbong, Yossamitt Kallayanapan
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摘要

随着全球化,旅游业成为一个可持续的盈利行业。本研究通过确定旅游目的地的优势和评估其吸引游客的弱点来解决旅游目的地的竞争力,尽管它们也被赋予了威胁和机会。本研究以Michael Porter(1990)的集群理论为基础,该理论指出,为了具有竞争力,企业必须不断提高其活动的运营效率,同时追求独特而不是模仿的战略地位。使用混合研究设计,其中描述性定量相关研究设计用于确定竞争力与旅游目的地吸引力和游客感知的旅游目的地风险之间的关系,并使用定性问题通过采访目的地管理人员作为线人来绘制旅游竞争力的重要属性。研究揭示了芭堤雅旅游目的地的特点和平均竞争力程度,游客认为他们对-à-vis低风险的目的地构成了他们。此外,泰国芭堤雅作为旅游目的地的竞争力感知因素与风险变量之间没有显著的关系。本地游客和外国游客的感知之间没有显著的关系。该研究提出了泰国芭堤雅的旅游发展计划。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Risk Perception of Tourist on the Competitiveness of Tourist Destination in Pattaya, Thailand
With globalization, tourism became a sustainable profitable industry. This study addresses tourist destination’s competitiveness by determining its strength and assessing its weaknesses to attract tourist notwithstanding the threats and opportunities that they also are bestowed. This study is anchored on the Cluster Theory of Michael Porter (1990) that states that to be competitive, firms must continually improve operational effectiveness in their activities while simultaneously pursuing distinctive rather than imitative strategic positions. With the use of mixed research design, wherein, both descriptive quantitative correlational research design was used to determine the relationship between competitiveness and tourist destination appeal and risk of the tourist destination as perceived by the tourist, and the use of qualitative questions to draw significant attributes of Tourism competitiveness by interviewing destination managers as informants, the study revealed the characteristics and the average degree of competitiveness of Pattaya Tourists’ Destinations that tourist perceived them vis-à-vis the low risk that the destination posed upon them. Furthermore, there is no significant relationship between the perceived factors affecting the competitiveness, and risks variables of Pattaya, Thailand as a tourist destination. There is no significant relationship between local and foreign tourist’s perceptions. The study proposed an Enhanced Tourism Development Plan in Pattaya, Thailand.
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