OPINION SURVEY OF KOH KRED

RESIDENTS’ ATTITUDE ON THE PUBLICITY

INSTRUMENTS IN APPEALING THE
INTERNATIONAL TOURISTS TO VISIT KOH KRED.
Background
Chapter 1 Outli Chapter 3
ne
Background of the Study
Statement of the
Problem
Research Objectives
Chapter 4
Scope of the Study
Limitations of the Study
Significance of the Study
Chapter 2
Residents’ attitude
Tourism Promotional
Tools
Theoretical framework
Conceptual framework
Research variables
Research Hypothesis
Research Methods
Respondents and
Sampling Procedure
Pretest and Reliability
test
Statistical Treatment of
Data
Statistical Tests Used
Background of the Study
vTourism promotional tools
become a tool in marketing
strategy which help to
attract tourist’s attention,
provide information, creating
awareness, recommendation
and present product and
service.
vResident attitudes have
significance in creating a
hospitable environment for
tourist, affect development
 Statement of the Problem
vThe majority of visitors
to Koh Kred are Thai
people, while
international tourists
seem to be
uninformed.
vThe website of Koh
Kred itself appears to
be undeveloped
vThe tourism promotion
Research Objectives
v To identify Koh Kred residents’ attitude
towards a proper use of tourism
promotional tools in attracting
international tourists to visit Koh Kred.
v To identify the degree to which any
tourism promotional tools can be
applicable in a promotion for
international tourists.
v To provide suggestion on tourism
promotional tools of Koh Kred necessary
in planning of marketing
Scope of the Study
vFocus on tourism
promotional tools and
residents’ attitude at
Koh Kred
vSurvey method →
Purposive Sampling
v200 villagers as
respondent → 21 to 60
years
 Limitation of the Study
vTarget Sampling
group
→ Koh Kred
residents
vArea
→ Koh Kred,
Nonthaburi Province
vPeriod
→ 2 months (April
–May 2009)
 Significance of the Study

vGuideline useful for tourism

promotional tools in Koh Kred.
vDevelopment of tourism marketing plan
by using promotional tools.
vImprovement of the destination image
through the use of tourism promotional
tools.
vUnderstanding of residents’ attitude.
vCreating awareness of using Tourism
Promotional tools.
Residents’ attitude
Tourism Promotional Tools
vNon-media
• Brochure
• Travel agents
vMass media
• Television and Radio
• Advertising
vElectronic media
• Travel Blog
• Travel information
vInterpersonal Communication
• Word-of-mouth (WOM)
Tourism Impacts
v Social impacts
• Increase the pride of local residents,
opportunity to promote destination and
historical, and create awareness of traditional
and culture of Koh Kred community.
v Economic impacts
• Increase revenue, additional tax receipts,
foreign exchange, and new infrastructure
investment.
v Environmental impacts
• Nature conservation, preserve environment,
maintain historical sites, avoid making
negative impacts within community.
 Theoretical Framework
Residents’ values
concerning economic
gain, community
resource use, Residents’ attitude
community attachment,
and natural environment

Evaluation of tourism
impacts i.e. impacts as
benefit or costs

Framework for understanding residents’ attitude towards tourism

established by Jurowski (1997).
 Conceptual Framework

Tourism
Residents’
Promotional Demographic
Tools
Residents’
attitude

Adapted from Jurowski (1997).

Research variables
vIndependent variables
→Tourism promotional tools
→Resident demographics (age, gender,
education and occupation)
vDependent variables
→Residents’ attitude
→Tourism impacts (social, economic and
environmental)
 Research Methodology
vResearch Methods
vQuestionnaire & Interview
vRespondents & Sampling
Procedures
vTarget population : Koh Kred
residents
vSampling size : 200 local
residents
vSampling method : Purposive
sampling
vSampling procedure : 30
Research Methodology (Cont.)
vPretest and Reliability Test
vStatistical Treatment of Data
vStatistical Tests Used