Aspects of Marketing Implementations PDF

ASIA E UNIVERSITY
PROJECT PAPER REPORT
ASPECTS OF MARKETING IMPLEMENTATIONS POLICY IN DESTINATION

IMAGE DEVELOPMENT:CASE STUDY OF BANGKOK
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.
Date : 5th August 2017 Signature

ACKNOWLEDGEMENTS
I would like to describe my gratitude to my main supervisor Mr.Aung Soe Lwin.With him, I
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.
I am grateful to my colleagues who became conversable life-long friends. It was a pleasure to
be with you all in classrooms.
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
their infinite love, tolerance, and sympathetic.
Finally, I am grateful to all respondents who tried to answer my questionnaire. Their aim to
help has made my gratitude whether they successfully accomplished it or not.
Kyaw Zin That (Mr.)

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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
reflections of destination development is still undecided. International tourism is fetching
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
exposed in several earlier studies.The status of marketing implementations otherwise, in
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
marketing implementations materials and destination image.Bangkok was chosen as the
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
implementations could improve image of the destination development.

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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
3.4 Data Collection…………………………...………………………………………… 40

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3.4.1 Data Collection Processes…………………………………………... 40

3.5 Data Analysis……………………………………………………………………….. 42
3.6 Summary …………………………………………………………………………… 42
Chapter 4: Findings & Results...……………………………………………………………. 43
4.1 Description of the Sample………………………………………………………….. 43
4.1.1 Demographics of Respondents……………………………………... 43
4.2 Destination Image of Bangkok……….……………………………………….......... 49
4.2.1 Image Formation of Bangkok….....………………………………… 49
4.2.2 Destination Image Establishments…………………………..……… 49
4.2.3 Frequency Distribution of Bangkok Destination Image……………. 50

4.3 Marketing Implementations………………………….……………………………... 59
4.3.1 The Significance of Marketing Implementations………………….. 59
4.3.2 The Use of Marketing Implementations……………………………. 64
4.3.3 Affiliation of Marketing Implementations & Destination Image…... 65
4.4 Prospective Travellers and Significance of Marketing Implmentations …………… 71
Chapter 5: Discussion, Conclusions and Recommendation ……………………………….. 82
5.1 Discussions...………………………………………...……………………………... 82
5.2 Conclusions ………………………………………...………………………………. 83
5.3 Recommendation…………………………………………………………………… 83
Bibliography………………………………………....……………………………………... 85
Appendix 1 –Destination Image Constituents…..…………………………………………. 91
Appendix 2 – Survey Questionnaire ………………………………………...……………... 92
Appendix 3 –Information Letter……………………………………………………………. 97
Appendix 4 –Approval Letter………………………………................................................. 98
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LIST OF TABLES
Table 1.4 : Myanmar Outbound Travel Statistics………………………………………….. 13

Table 3.3.2 (A) : Reliability Statistics of Destination Image Formation…………………… 40
Table 3.3.2 (B) : Reliability Statistics of Marketing Implementations……………………... 40
Table 4.1.1(A) : Gender…………………………………………………………………….. 43
Table 4.1.1(B) : Age………………………………………………………………………... 44
Table 4.1.1(C) : Residential Area…………………………………………………………... 45
Table 4.1.1(D) : Education…………………………………………………………………. 46
Table 4.1.2(A) : Travelling other countries………………………………………………… 47
Table 4.1.2(B) : Penchant of Visiting Bangkok……………………………………………. 47
Table 4.1.2(C) : Visiting Bangkok in Future……………………………………………….. 47
Table 4.1.2(D) : Travel Expenses…………………………………………………………... 48
Table 4.2.2 (A) : Overall Image…………………………………………………………….. 49
Table 4.2.2 (B) : Affective Image…………………………………………………………... 49
Table 4.2.2 (C) : Cognitive Image………………………………………………………….. 50
Table 4.3.1 (A) :A good place……………………………………………………………… 50
Table 4.3.1 (B) :A pleasant place…………………………………………………………... 51
Table 4.3.1 (C) : An exciting place…………………………………………………………. 51
Table 4.3.1 (D) : An arousing place………………………………………………………... 51
Table 4.3.1 (E) : A relaxing place………………………………………..…………………. 52
Table 4.3.1 (F) : A Luxury Atmosphere……………………………………………………. 52
Table 4.3.1 (G) : Clean……………………………………………………………………... 53
Table 4.3.1 (H) : Good reputation………………………………………………………….. 53
Table 4.3.1 (I) : A fashionable atmosphere………………………………………………… 53
Table 4.3.1 (J) : Friendly people……………………………………………………………. 54
Table 4.3.1 (K) : Unusual ways of life……………………………………………………... 54
Table 4.3.1 (L) : Personal safety……………………………………………………………. 54
Table 4.3.1 (M) : Well-built infrastructures………………………………………………... 55
Table 4.3.1 (N) : A good place for shopping……………………………………………….. 55

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Table 4.3.1 (O) : Good night-life and showers……………………………………………... 56

Table 4.3.1 (P) : Good climate……………………………………………………………… 56
Table 4.3.1 (Q) : Good foods……………………………………………………………….. 56
Table 4.3.1 (R) : Good accomodation……………………………………………………… 57
Table 4.3.1 (S) : Varied amusement parks…………………………………………………. 57
Table 4.3.1 (T) : Varied outdoor activities…………………………………………………. 57
Table 4.3.1 (T) : Varied outdoor activities…………………………………………………. 58
Table 4.3.1 (V) : Histrorical attractions…………………………………………………….. 58
Table 4.3.1 (W) : Beautiful scenery………………………………………………………… 58
Table 4.3.1 (A) : Frequency Distribution of Television……………………………………. 59
Table 4.3.1 (A1) : Television as an information resource………………………………….. 59
Table 4.3.1 (B) : Frequency Distribution of Newspaper…………………………………… 60
Table 4.3.1 (B1) : Newspaper as an information resource…………………………………. 60
Table 4.3.1 (C) : Frequency Distribution of Internet……………………………………….. 60
Table 4.3.1 (C1) : Internet as an information resource……………………………………... 61
Table 4.3.1 (D) : Frequency Distribution of Word-of-mouth………………………………. 61
Table 4.3.1 (D1) : Word-of-mouth as an information resource…………………………….. 61
Table 4.3.1 (E) : Frequency Distribution of Radio…………………………………………. 62
Table 4.3.1 (E1) : Radio as an information resource……………………………………….. 62
Table 4.3.1 (F) : Frequency Distribution of Tourism Brochures…………………………… 62
Table 4.3.1 (F1) : Tourism Brochures as an information resource…………………………. 63
Table 4.3.1 (G) : Frequency Distribution of Guidebooks/Magazines……………………… 63
Table 4.3.1 (G1) : Guidebooks/Magazines as an information resource……………………. 64
Table 4.3.2 : Use of Marketing Implementation……………………………………………. 64
Table 4.3.3(A1) : Model Summary for Overall Image……………………………………... 66
Table 4.3.3(A2) : ANOVAa for Overall Image……………………………………………. 66
Table 4.3.3(A3) : Coefficientsa for Overall Image………………………………………… 66
Table 4.3.3(B1) : Model Summary for Affective Image…………………………………… 67
Table 4.3.3(B2) : ANOVAa for Affective Image………………………………………….. 68
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Table 4.3.3(B3) : Coefficientsa for Affective Image………………………………………. 68

Table 4.3.3(C1) : Model Summary for Cognitive Image…………………………………... 69
Table 4.3.3(C2) : ANOVAa for Cognitive Image…………………………………………. 69
Table 4.3.3(C3) : Coefficientsa for Cognitive Image……………………………………… 70
Table 4.4 (A) : Relationship of Marketing Implementations by Gender…………………... 71
Table 4.4 (A1) : Mean of Marketing Implementations by Gender………………………… 72
Table 4.4 (B) : Relationship of Marketing Implementations by Age……………………… 72
Table 4.4 (B1) : Mean of Marketing Implementations by Age……………………………. 73
Table 4.4 (C) : Relationship of Marketing Implementations by Residential Area………… 74
Table 4.4 (C1) : Mean of Marketing Implementations by Residential Area………………. 75
Table 4.4 (D) : Relationship of Marketing Implementations by Educational Levels………. 76
Table 4.4 (D1) : Mean of Marketing Implementations by Educational Levels…………….. 77
Table 4.4 (E) : Relationship of Marketing Implementations by Travelled Other countries... 77
Table 4.4 (E1) : Mean of Marketing Implementations by Travelled to Other Countries…... 78
Table 4.4 (F) : Relationship of Marketing Implementations by Visit Bangkok in Future…. 78
Table 4.4 (F1) : Mean of Marketing Implementations by Visit Bangkok in Future……….. 79
Table 4.4 (G) : Relationship of Marketing Implementations by Travel Expenses…………. 80
Table 4.4 (G1) : Mean of Marketing Implementations by Travel Expenses……………….. 81
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LIST OF FIGURES
Figure-1.4 : Myanmar Outbound Travel Statistics………………………………………… 14

Figure-2.1.2 : Stage-theory of destination image formation……………………………….. 21
Figure 2.3 : Type of Images………………………………………………………………... 35
Figure 2.3(A) : Types of secondary image…………………………………………………. 35
Figure 4.3.2 : Use of Marketing Implementation…………………………………………... 65
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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
contribution that can content need or requriements of customers (Kim, 2001).Normally,
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
involve one or a mixture of components,counting physical goods, services, skills, events,
persons,places,properties, organizations, information and ideas (Kotler, 2001).Making the most
of travel fulfillment is key for an effective business in travel destination supervision,. The
evaluation of the physical products of destination (active performance) as well as the
psychosomatic explanation of a destination product (communicative qualities) are required for
human actions (Uysal and Noe, 2003) which could be represented as travel satisfaction and
destination loyalty.Most of the Tourism marketing implementations can be consist of several
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
tightly link their opinions to detailed destinations (Levitt, 1986).
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
development of the local tourism community.The success or failure of tourism development
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
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governments and tourism planners (Sonmez & Sirakaya).In hopefully,Tourism destination
growth and keenness could be advanced by the results of this study and paper works.Therefore
It is suggested for national administrations to assign larger amount of budget to tourism
associated programs as well as marketing activities.
1.1 Statement of the Problem
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
order of Inrda, Vishvakarma majestically built the capital (Roy Cavanagh,2011).
Bangkok possesses as intoxicating as it is diverse; a melting pot of exotic aromas,
interesting sights and visual delights.The famous places in Bangkok are The Grand
Palace,Wat Arun (Temple of Dawn).Amphawa Floating Market,Wat Pho,Asiatique The
Riverfront,Jim Thompson House and there are many famous floating markets there too.
A rising amount of advertising space in newspapers and magazines is devoted to
marketing tourism destinations (Kotler, Hamlin,Rein, & Haider, 2002).To follow
effective tourism marketing and to improve the tourism revenue for a firm destination,
it is required to have a well understanding of the affiliation between the use of
marketing implementations and the development of destination image.Some previous
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
producing destination image among prospective tourists. For improved tourism
marketing, marketing organizers should have innovative knowledge in the use of
marketing implementations in assigning destination image.

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1.2 Aim of the Study
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
select marketing implementations to promote positive images to target markets and
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
implementations and the formation of destination image.
1.3 Research Questions
The research questions used in this papers are as follows;
1. Would prospective visitors notice the vital of marketing implementations
differently?
2. What kind of marketing implementations did prospective travellers use to be
found image of a destination?
1.4 Study Enviroments
The concept of destination image formation framework developed by Baloglu and
McCleary’s (1999) was adapted in this thesis research paper works. This research paper
applied the idea of prospective visitors who using marketing implementations as
information sources..The aims of this research paper emphasize in tourism development
action plans, to offer superior services for future travellers.
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
earlier researchers,Thailand's tourism industry contributes a big chunk to the country's

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GDP. While about 10 years ago, the industry contributed about 6.5% of Thailand's
GDP,lately it is can be estimated that it contributes between 9 and 10 %.There are 12
interesting facts about Bangkok why it is popular among travellers.
1. Bangkok is well-known as Krung Thep by the Thai, but even that is a
abbreviated name. The complete name in Thai is Krung Thep Mahanakhon
Amon Rattanakosin Mahinthara Yuthaya Mahadilok Phop Noppharat
Ratchathani Burirom Udomratchaniwet Mahasathan Amon Phiman Awatan
Sathit Sakkathattiya Witsanukam Prasit.
2. Because of fast development, Bangkok is sinking at a amount of 2-5 cm per
year. This joint with increasing sea levels may variety the city a bit more
Venice-like in the not-so-distant future.
3. Bangkok nicknames contain Venice of the East and City of Angels.
4. Travel + Leisure Magazine has rated Bangkok the Number One city in the world
in both 2008 and 2010.
5. Bangkok's Chatuchak Weekend Market (J.J. Market) is one of the major markets
in the world cover an area of 27 acres.
6. The word soi means side street and most major roads will have numbered sois
along its length.
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
were causing interruptions and coincidences during the construction of what is
now the Grand Hyatt Erawan Hotel.

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9. All April,Bangkok hosts the world's largest street water fight during the Thai
New Year holiday known as the Songkran Festival.
10. The Guinness Book of World Records lists the stage at Bangkok's Siam Niramit
as the uppermost in the world.
11. Thailand was known as the Kingdom of Siam until the kingdom took its present
name on June 23, 1939.
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$
millions in 2014 (KNOEMA,2014).
Table-1.4 : Myanmar Outbound Travel Statistics
Date Value Change, %
2014 121 5.22%
2013 115 -55.25%
2012 257 108.94%
2011 123 132.08%
2010 53 1.92%
2009 52 6.12%
2008 49 36.11%
2007 36 -2.70%
2006 37 19.35%
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2005 31 6.90%
2004 29 -9.38%
2014 121 5.22%
2013 115 -55.25%
2012 257 108.94%
Figure-1.4 : Myanmar Outbound Travel Statistics
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
travellers from Myanmar are increasing yearly.
1.5 Importance of the Study
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
,1996). Constructed on these multiple definitions of brand image, Capriotti (1992)
identifies three (3) theoretical perspectives:
1. The image as fiction: the image corresponds to an idea created in the consumer’s
mind, which differs from the actual image.

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2. The image as an icon: the image as an iconic representation of an object, or
rather, the mental representation of a brand as an icon.
3. The image as an attitude: the association of the concept of image with the
concept of attitude, or rather,the image is based on a cognitive dimension (how
consumers perceive a brand), an affective dimension (emotions generated by the
brand) and a behavioral dimension (which largely influences subsequent buying
behavior, and is an important predictive indicator).
The research can be significant from at minimum two viewpoints.
∑ First is the results of this study could help a destination to advancement its
image among prospective travellers and growth its value as a destination.
∑ Second, the results of this research paper could also benefit in developing a
tourism destination and tourism development of effectiveness in tourism
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
represented by all gender from Myanmar.
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
nations because datas were gathered in Myanmar.
1.7 Configuration of the Research Paper
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
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a theoretical background of marketing implementations and model of the destination
image of Bangkok City.Research design,data collection,data analysis and instruments
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.
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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
second section includes General Conception of Marketing Implementations,Marketing
Definitions and Destination Marketing Implementations.The final section as the third section
consists of the conception of Development of Destination Image.
2.1 Destination Image
2.1.1 Destination Image Notion
The parts of tourism destination image in tourism setting has developed
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
wonder that depend on the positive destination images.Destination images are
psychological symbols held by individuals of places and comply depending on the
facts received or actual visits by individuals. Research on the image of destinations
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
image topics (Pike,2002). Later, he wrote a summary of key features and a
reference guide to earlier studies inside that field.
Not only in the field of tourism, but also in some other disciplines, including
geography, environmental planning, psychology and marketing,significant research

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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
primarily goes to the field of psychology.However, the research line is considered
by its multi-disciplinary, denotation that there are many different approaches to
learning destination image (Gallarza, Gil & Calderón,2002).In overall, there are
three key emphases among diverse researchers on the explanation of destination
image. Crompton’s above cited definition denotes the complex structure of the
image construct. In addition, others usage of attitudinal components such as affect
and perception to explain the concept of image. A third approach is to study image
as an overall visual or mental brand of an object, place or knowledge (Rezende-
Parker,Morrison & Ismail, 2003).
It is especially important to the development of that destination because destination
image can also designate personal favorites for a place (Gunn,1998).As
Kotler,Hamlin, Rein, and Haider (2002) verified that Asia, for instance, comprises
about 600,000 challenging societies requiring to fascinate prospective place-buyers
by projecting strong and appropriate images.Without a unique and distinctive
image, a possibly gorgeous destination may go ignored in the middle of the vast
Asian destination market. Therefore, destination image as such should be
positioned very high in the order of importance for preparation tourism marketing
to measure and leading the development of destinations (World Tourism
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
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existing as a main and important factor in a variety of conceptual frameworks that
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
government should generate or bring positive information of the destination image
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.
2.1.2 Destination Image Theory
By the source aspects, the destination image which travellers observe from outside
information could be watched as the pull factors persuading travellers to the
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
destination. These customer or push factors comprise socio-economic
motivation,characteristics, motivation, experiences, psychological characteristics,
and perceptions (Chen & Hsu, 2000). The process of image formation is
complicatedly tangled with the destination selection process. Understanding the
different techniques combined to form destination images is required to developing
an image reliable with what a destination has to offer. (William C.
Gartner,1994).According to (Andsager and Drzewiecka,2002), Development of
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
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a intricate overall image in this level.
Destination image formation usually includes two split ends of information
broadcast, namely the destination and the receiver.(MacKay and Fesenmaier,1997)
define destination image formation as “a compound of individual inputs and dealer
inputs”.Hence, image formation has both a supply-side (the destination, for
example by marketing actions) and a demand-side (the receiver) section. It has to
be comprehended that the projected image and the received image are always
different The difference might be due to change and alteration of the
communication either by the foundation of communication or by the receiver.And
it is critical to be conscious of the fact that destination-originated communications
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
can even be designed in the nonappearance of any money-making materials.For
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).
Current literature shows the development of destination image to be a multi-stage
procedure. Travel customers’ first image is designed though experience to a
diversity of information bases, which are outside the control of destination sellers.
This creative image is advanced on tried to be operated by precise marketing
communications in order to rise the destination attractiveness (Hanlan & Kelly,
2005). Henceforward, organic workings, such as form media, education or books,
as well as persuaded works, which are those pending from advertising hard work to
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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 &
Calderón, 2002).(Jenkins,1999) make available a very clear and understandable
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.
Figure-2.1.2 : Stage-theory of destination image formation
1. Accumulation of the mental images of Organic Image
a place
2. Modification of images through Induced Image
researcher prior to the decision to
travel
3. Decision to travel based on the image
efficiency and anticipated experiences
but keep within time,money and other
constraints
4. Travel to attraction may condition the
image (for examples,road
signs,landscapes and guides
5. Participation or experience at the Modified-Induced Image

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destination,the
activites,accommodation and other
services that influence the image
6. Return travel allows reflection and
evaluation including discussing
experiences with fellow travellers
7. New accumulation occurs after the
visit because the process is
circular,the end may be same or
different to the original one
2.1.3 Destination Image Model
Destination image is commonly believed as a significant part in effective
tourism management and destination marketing. The information about a
detailed destination is an vital means of upgrade for the tourism industry and
effects destination image. Image plays an important role for destination
marketers so as to differentiate their destination in this highly competitive
market (Yilmaz ,2009). By other hand, images assist many roles at many diverse
levels.They are used in a numeral of applied ways to take notions and
communications. These are all applied areas where promotion, over tourism
images and symbol, plays a major role in a extremely competitive and
continuously varying market. Destination image is positively a decisive factor of
traveller procurement performance. Research by Pearce (1982), and Woodside
and Lysonski (1990) prove that there is an apparent association between

Page | 23
optimistic insights of destinations and positive acquisitions choices. Although
these insights may not be founded on fact or first-hand experience, nevertheless
they apply a major influence on a prospective traveller’s decision to visit a
destination.Similarly,negative images will determine prospective travellers and
effect in a decision not to buy. (Morgan and Pritchard, 1998).
According to Baloglu and McCleary’s general framework of destination image
formation, destination image contains cognitive or perceptual,affective, and
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
appearances of perceivers and include emotional and communal fundamentals,
and the stimulus factors are the outside factors including induced sources,
previous experience, and distribution. Further,induced sources are the
information sources based on a mindful and active exertion to grow, promote,
and advertise specific destinations (Gunn, 1988; Walmsley &Young,1998).
A collective agreement among investigators in numerous fields is that the image
concept comprises both cognitive as well as affective evaluations. It is to say,
image is measured as a concept formed by the customers’ reasoned as well as
emotive reading. Whilst cognitive evaluation can be mentioned to the
knowledge or opinions about a certain destination,the affective evaluation
denotes to moods to that place or the add-on to it.Thereby, a cognitive
evaluation of substances is supposed to figure the foundation, on which later on
affective replies are built as a role of the cognitive assessment. As a result of
joining these two evaluations, an overall destination image is shaped (Baloglu &
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McCleary, 1999). This composite image shows the complete positive or
negative evaluation of the destination or product in question (Beerli & Martín,
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
affective image is probable to suffer changes due to emotive circumstances.
Cognitive images, on the other hand, are mostly based upon earlier information
and knowledge gaining and are therefore more steady and probable to last
lengthier (Seongseop, McKercher & Lee 2009).
As constituents of destination image,it is made up of two constituents of image,
the constituents were organic images and induced images. Organic images made
by individuals themselves through earlier experiences with destinations and
balanced sources of information that are news, reports, newspaper articles and
movies). Induced images made through information established from outside
sources, including destination promotion and upgrade (Gunn, 1972). Destination
image includes only cognitive image components. Cognitive image states to
opinions, imitations, thoughts, insights and knowledge that people grasp on
objects (Crompton, 1979). The overall or totality of image or impression
constructed on different people attributes and also exposes the association
between cognitive attributes and overall image (Keown, 1984). The totality of
image hinge on calculations of dissimilar products and services (Mazursky, D &
Jacoby, J, 1986). Tourist insights of destination attributes of various actions and
attractions within an area will interrelate to become overall image (Gartner,
1993). The images were designed by cognitive and affective rulings, affective
judgments based on separate feelings and emotions to an object (Baloglu, 1997;
Walmsley, 1998 & Baloglu & Mangaloglu 2001). Dann (1996) recommended
Page | 25
destination image were produced by cognitive, affective and conative. Cognitive
factor made up of the figure of opinions, imitations, thoughts and perceptions
that people grasp of an object. The affective constituent deals with how a person
impressions about the objects.
According to the model, destination image is divided into two dissimilar
constituents, that are attributes and holistic. Each one of these components can
contain functional or psychological features, which could over reproduce
communal or exclusive features of a destination (Rezende-Parker, Morrison &
Ismail, 2003). Fascinatingly, the communal or exclusive dimension of their
theoretical framework is often ignored (Jenkins, 1999). This third dimension
still indicates that “images of destinations can range from those ‘common’
functional and psychological characters to those created on more exclusive
features, events, feelings or auras”. In other words, on one end of the range, the
destination image contain public features on which dissimilar destinations can
be compared and calculated, such as the worth level or staff sociability.Again,
these physiognomies can be of useful or psychological environment. On 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
any destination: excellent monuments, wonders, highlights, signs or
idiosyncratic sceneries. Henceforward, Paris might induce an image of the Eiffel
Tower, Egypt the pyramids, and so forth. On the other hand, destinations are
often notable by distinctive environments. When it comes to be exceptional and
imperceptible atmospheres, Paris, as an example, is often supposed as idealistic
(Echtner and Ritchie, 1991).However, it should be known that there are
unquestionably certain overlays between the separated sections of the model. In

Page | 26
other words, impressions are influenced by each other.For example, insights of
separate destination characteristics might be influenced by general feelings and
impressions about it. In return, holistic impressions are perhaps almost always
grounded on mixtures of many characteristics. Besides, the line between
functional and psychological characteristics is complex. Henceforward, it is
rather complex to groups images, such as for example apparent hygiene, as a
complete functional or complete psychological characteristic, as it would mostly
be a combination of both, positioned someplace along the range.
As the attributes of destination image,the destination image investigators
Charlotte and Ritchie (1991) used attributes to mete the destination image. The
attributes were as follow;
v scenery or natural attractions
v costs or price levels, climate
v tourist sites or activities
v nightlife and entertainment
v sports facilities or activities
v national parks or wilderness activities
v local infrastructure
v transportation
v architecture or buildings
v historic sites, museums
v beaches
v shopping facilities
v accommodation facilities
v cities fairs
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v exhibits
v festivals
v facilities access
v excursions at destination
v tourist centers, network of tourist information
v political and economic factors that are political stability, political
tendencies, terrorist attacks, safety, crime rate, economic development
and prices
v Leisure and recreations that’s are golf,hunting, skiing, entertainment and
v sports activities, scuba diving, trekking, adventure activities, theme
parks, water parks, zoos, casinos, nightlife and shopping.
Chi, C. G.Qing, & Qu, H. (2008) categorized attributes into nine parts,
(1) travel environment that are safe and secure environment, clean and tidy
environment, friendly and helpful local people, tranquil & restful
atmosphere and pleasant weather
(2) natural attractions that are scenic mountain & valleys, scenery & natural
attractions, gardens & springs, scenic drive, parks, lakes, rivers, wildlife,
caves and under- ground formations
(3) entertainment & events that are shows or exhibitions, cultural events &
festivals, quality, fun ,western music, nightlife and entertainment
(4) historic attractions that are history & heritage and Vintage buildings
(5) infrastructure that are restaurants, cuisine, shop facilities and
accommodations
(6) accessibility that are traffic flow and parking information, parking
facilities ,access to the area and affordable trolley system.

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(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
hunting, outdoor recreation and gosling.
(9) price and value that are food, accommodation, good value for money,
attractions and activities and good bargain shopping.
Tourism destination image has developed a critical notion in tourism industry.
Prospective travellers have their own specific imageries for diverse destinations
which may also reflect their individual favorite for a specific destination. A
review of literature specified that previous studies had discovered the
association between information foundations and the development of destination
image. So, it is required to have a well understanding concerning the association
between the usage of marketing implementations and the development of
destination image.
2.2 Marketing Implementations
2.2.1 General Conception
Comprehending how customers obtain information is imperative for marketing
management results. This is mainly correct for services, travel and tourism
products.Research has confirmed that tourist information is a treasured notion
in understanding destination image and the destination high-quality process of
travellers. Destination image is generally accepted as an key aspect in
successful tourism management and destination marketing. The information
about a specific destination is an significant means of raise for the tourism
industry and influences destination image.Destination features are important
things which give to construct a optimistic destination image and to consider

Page | 29
the relationship between those features and the image encouraged by
brochures.Based on earlier research on the impact of tourist information
sources in destination promotion, and recommands that brochures, as tourist
information bases, have an vital effect on destination image.According to
(Sonmez & Sirakaya, 2002) if a tourism destination wants to be more
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.
The vital goal of any destination is to get inspiration of potential travellers’
travel-related decision constructing and choice through marketing activities and
thus persuade them to their destination. Then, no matter how the subject is
moved toward, investigators and destination supervisors are in same
agreements about the importance of image for the work of attracting potential
travellers with achievement of a destination (Tasci and Gartner, 2007). It has
been verified by research that image is an appreciated concept in classifying
and understanding travellers’ destination choice of process. Henceforth, there is
a clear relationship between destination image and visitors’ inspection target.
The first stage of developing an image before the definite visit of the
destination is measured to be the most significant phase in the collection
process (Baloglu & McCleary, 1999). Meanwhile tourism products are
primarily immaterial and the prospective tourist has no or only imperfect
information about them, image is supposed to represent the destination and
subsequently has the power to inspire destination choice (Tasci and Gartner,
2007).
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2.2.2 Marketing Definitions
According to (Beckman,1973), marketing can be defined as the progression in
a humanity by which the request structure for financial personal properties and
services is expected or enlarged and pleased over the beginning, raise ,
conversation and physical supply of such personal property and services.
(Wentz,1979) also states two categories of marketing.They are Commercial
marketing: this is the use in search of profit,Social marketing: this is the use of
marketing for non-profit purposes.
Levitt (1983) uses consumers as the basis for defining selling and marketing.
Selling is searching consumers for what you have.Marketing is creating
definite you have what consumers want. The most significant feature of the
marketing notion in Levitt’s definition can be basically define as customer-
orientation. So, the art of marketing can be labelled as the request of available
marketing implementations and methods to meet customer needs lucratively.
This involves the combination of several values of marketing action into an
important whole.
(Kotler ,1994) redefines marketing as the progression of preparation and
implementing the outset, pricing, promotion and distributing of goods,
services and ideas to produce interactions with target groups that content
consumer and organizational purposes.
Schoell and Lvy (1982) defined marketing as the method of handling effort in
a active situation in a informally accountable manner to ease its changed
relations which match an organization’s abilities and funds with wants of
designated market targets (present and potential customer).

Page | 31
Today, the American Marketing Association (AMA) restructured their
marketing description to place a stronger importance on customer dealings.
Thus, the new marketing definition exposed at the AMA’s Summer Educator’s
Meeting in August 2004 is that Marketing is an organizational purpose and a
set of procedures for generating, collaborating and bringing to consumers and
for handling customer affiliations in ways that advantage the organization and
its shareholders. Also, at the AMA’s Summer Educator’s Meeting in August
2004, Cohen’s marketing definition as a marketing consultant and writer was
that Marketing is to find out what your consumers want and then provide it to
them at the same time as a overall marketing definition is well thought-out as
the act or development of buying and selling in market.
2.2.3 Destination Marketing Implementation
Marketing destination image is the key segment in vacation industry marketing.
For effective tourism marketing, a gathering of smart images about a
destination should be efficiently conveyed to prospective travellers. This effort
greatly trusts on the actual use of marketing implementations, with selecting
from the many wide-ranging types. For improved tourism marketing, marketing
developers should have innovative knowledge in the use of marketing
implementations in assigning destination image.
Effective destination image marketing needs a respectable plan for using
marketing implementations (Kotler, Haider, & Rein, 1993). Travellers’
imageries of a destination are critically imminently by how the images of the
place are taken, marketers must convey a destination image to prospective
travellers through proper marketing implementations (Stabler, 1988).
According to Kotler ,marketing implementations could aid an unseen

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destination obtain lots of consideration from aim markets and inspire
prospective travellers to choose to visit it. So, active destination image
marketing needs cautious choice of marketing implementations (Kotler,
Bowen, & Makens, 1996).
Service sector organizers set a lot of exertion into supporting optimistic
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
marketing implementations and word-of-mouth distribution important news
about the place (Kotler, Haider). Therefore, choosing appropriate and active
marketing implementations will greatly assist a place in assigning information
and creating a optimistic destination image among its prospective travellers.
Information resources also are the important marketing implementations in
vacation industry and they usually contain printed, electronic, and other
information resources. Well-organized marketing implementation plans can
bring the exact material which an organization needs to connect to its aim
marketplaces. But,the collection of marketing implementations is different,
marketing developers must have a well considerate of the features and parts of
diverse information resources in travel industry marketing.
Electronic supplies are main system of information resources. This contains
any materials needful microchip technology to use, such as television, radio,
Websites, CDs, films, electronic images, video text, Internet-enabled mobile
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
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go online and rapidly find out information on any topic in which they are
attentive. Customers are no longer pleased with demanding information and
pending its coming, but as an alternative suppose immediate information
(World Tourism Organization, 1999). As a result, online infrastructures have
substituted many of the parts published resources traditionally detained
(Middleton & Clarke).
Nevertheless, there are still other non-traditional resources, and these added
information resources could also be used as vital implementations in travel
industry marketing (Middleton & Clarke, 2001). They can be comprised as
word-of-mouth, outdoor advertising, transit advertising, specialty advertising,
etc. (Beerli & Martin, 2004).
Destination marketing helps the achievement of travel industry procedure,
which should in an ideal world be in line with the considered strategy for
complete local improvement (Buhalis, 2000). (Baker and Cameron,2008)
mentioned that destination marketing includes using tourism for whys and
wherefores such as developing the complete image of the zone in order to
fascinate industry, growing infrastructure that can also be used by the resident
community, attaining changes in the situation, or providing the locals in order
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
the influence to certainly impact on destination development is broadly
recognized.
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2.3 Development of the Destination Image
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:
1. Vague and unrealistic image - stalks from advertising,education and word of
mouth distribution. It is designed before the visitor travels. In this logic,
people perceive a travel holiday as something in good physical shape at the
first phase.
2. Distortion of the image - at this second (2rd) phase, the person chooses to go
on holiday, selecting the time used up on holiday, destination and kind of
travel product. It is through this period that the image of holiday is
transformed, simplified and extended. The image advanced develops purer
once the holiday plan has been confirmed.
3. Improved image - in this third (3rd) phase,By the time, there is straight
knowledge of the travel product, the image is better by stopping out
inappropriate or inaccurate features and consolidation features that verify to
be right.
4. Resulting image - this fourth (4th) stage intends to the latest remembrance of
the holiday experience and can lead to reminiscence, remorse or fantasy.
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
image being constructed after the official visit.

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Figure 2.3:Type of Images according to knowledge of ( Phelps, 1986, Gunn, 1998 and
Mansfeld ,1992 )
After visiting the

destination
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
Phelps (1986) - Independent of

Secondary Image the
Gunn (1988)
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
categories of images in the secondary image.

Page | 36
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
Mansfeld) with regards to information taken by the commercial association accountable
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
information. Accordingly, these writers clarify that a prospective traveller has a
secondary organic image of a fixed of destinations (share of mind). Then constructed on
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
promotion of a destination, informational communications should be used in the organic
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
communications that retell travellers of earlier experiences are more advantageous.

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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.
3.1 Research Design(s)
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
questions which contain variables in order to mete the use of marketing
implementations such as television, newspaper, internet, word of mouth, radio, tourism
brochure, guidebooks or magazine for the destination image of Bangkok.A survey
method was designed since this study work paper desired results that could be practical
in general.
3.2 Research Target
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
sample size.The target population was intended as outbound Myanmar national
travellers who were under seventeen years or older from Myanmar.

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3.3 Instrument
3.3.1 Questionnaire Design
Questionnaire for online survey was generated on a website of google
form (www.docs.google.com/forms/u/0/).The questionnaire be present in
English language only and it enclosed 41 questions (in Appendix 2 is
presented a complete form of the questionnaire). Some of the questions
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
questions is the restricted research have been done on this topic.
First part of the survey questionnarie contains questions associated to the
formation of destination image which prospective travellers’ thoughts
about Bangkok City. The question was adapted from the instruments
used in previous studies by Baloglu and McCleary (1999). Destination
image comprised of three proportions.Thats are the cognitive image, the
affective image, and the overall image. All of the image objects in first
part were stated with the scale fluctuation from “extremely agree” to
“extremely disagree”. This scale is one of the probable measurement
systems that used in survey research and it is the one most normally
used.
Second part of the survey questionnarie contains questions associated to
the significance of the marketing implementations which prospective
travellers used to explore for information and their use of marketing
implementations to create their images of Bangkok City. The questions
was adopted from Middleton & Clarke’s (2001) concept of marketing

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implementations, in which marketing implementations were effective as
information resources comprising of printed, electronic information
resources. Second part was comprised of seven items that’s are three
items for printed information resources, three items for electronic
information resources, and one item for other information material.
Third part or final part of the survey questionnarie contains questions
associated to respondents’ demographic datas to understand their
background for investigative purpose. The subjects of the inquiry
comprised of gender, age, residential areas, and educational levels.
3.3.2 Validity and Reliability
To create both face validity and content validity for this research paper,
the instrument was planned and initiated on the measures of earlier
studies. In order to reach the necessary level of accurateness in
measuring the concepts included in the model, only established measures
that had been ideally designed and empirically tested were used.
Measures with the maximum probable levels of reliability and validity
between other alike methods were prudently chosen from the literature.
Furthermore, one professional knowledgeable expert also look over the
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
appropriate for the aim of this study.

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Table 3.3.2 (A) : Reliability Statistics of Destination Image Formation
Cronbach's Cronbach's Alpha Based on
Alpha Standardized Items
.914 .916
Table 3.3.2 (B) : Reliability Statistics of Marketing Implementations
Cronbach's Cronbach's Alpha Based on
Alpha Standardized Items
.805 .805
5-point Likert type scales were used by this study research paper with
the researcher applying SPSS for Windows software to scan the
coefficient alpha of every question. These outcomes indicated that the
question determining the formation of destination image had an complete
reliability alpha of 0.91, and the question measuring the significance of
marketing implementations had an complete reliability alpha of 0.805.
For the earlier questions, the complete reliability alpha indicated
boundless strong point. For the later question, even though the complete
reliability alpha indicated that the strong point wide-ranging between
moderate and strong, it was conventional to this study research paper.
3.3.3 Pilot Study
A pilot study was conducted on a minor scale to confirm that all
elements of the study were employed correctly. Earlier the main test, a
pre-test has been carried out. Example of the pre-test comprises of 20
respondents who were under seventeen years or older living in Myanmar

Page | 41
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
that there is no need for modifications. A duplicate of the last version of
the questionnaire is recorded in Appendix 2.
3.4 Data Collection
3.4.1 Data Collection Processes
Datas were collected both online and offline. Mainly data were collected
through an online questionnaire but also was distributed at the
Mingalardon Airport of Myanmar. Myanmar national travellers from the
Mingalardon Airport of Myanmar were requested to spare few minutes
to participate in the survey.Respondents who use marketing
implementations of destination image were detected in this analysis. In
order to gather datas online, the link to the questionnaire that get from
google was made dispensation through emails, social network sites
(Facebook, Twitter, Instagram) and some mobile applications. Due to the
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
secrecy is very vital for all participants.
In addition,datas were also collected at the departure lounge for
international travellers of Mingaladon Airport of Myanmar.First,the
chosen participants were greeted by charming smile and clarified them
the aim of this study.Second,they were provided a printed survey

Page | 42
questionnaire form to answer the survey questions and helped in order to
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.
3.5 Data Analysis
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
distribution, t-test, and analysis of variance (ANOVA). Analysis of Variance (ANOVA)
comprises of calculations that offer information about ranks of variability within a
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
implementations users and Bangkok destination image formation by using SPSS
software for Windows. The related themes and sets were developed to make inferring
the outcomes of this study research paper work.

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Chapter 4
Findings and Results
This chapter is comprised of four sections.The first section is Description of the Sample which
consists of Demographics of Respondents.The second section contains Destination Image of
Bangkok which includes association of the destination image which respondents had about
Bangkok.The third section is Marketing Implmentations which emphasise the Signifiance of
Marketing Implementations and the use of Marketing Implmentation. The fourth section
describes about Significance of Marketing Implementations for Prospective Travellers.
4.1 Description of the Sample
4.1.1 Demographics of Respondents
The sample demographic variables consist of gender, age, residential
areas, and education. This section describes the respondents frequency
distribution for the demographic informations.
Table 4.1.1(A) : Gender
Items Frequency Percent Valid Percent Cumulative Percent
Male 278 64.2 64.2 64.2
Female 155 35.8 35.8 100.0
Total 433 100.0 100.0
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
Myanmar are Female and valid percentage is 35.8% of 100%.

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Table 4.1.1(B) : Age
Valid
Items Frequency Percent Percent Cumulative Percent
Age 17 years old and 35 8.1 8.1 8.1
Below
Age 18-24 years old 276 63.7 63.7 71.8
Age 25-34 years old 106 24.5 24.5 96.3
Age 35-44 years old 6 1.4 1.4 97.7
Age 45-54 years old 5 1.2 1.2 98.8
Age 55-64 years old 3 .7 .7 99.5
Age 65 years old and 2 .5 .5 100.0
Above
Total 433 100.0 100.0
For the Age informations, valid sample 35 respondents who live in
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
percentage is 24.7% of 100%.Valid sample 6 respondents who live in
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
and valid percentage is 0.7% of 100%.Valid sample 2 respondents who live
in Myanmar are age 65 years old and above and valid percentage is 0.5 %
Page | 45
of 100%.
Table 4.1.1(C) : Residential Area
Southern Myanmar 312 72.1 72.1 72.1
(Yangon,Bago,Hpa-
an,Mawlamyine,Taninthar
y)
Eastern Myanmar 15 3.5 3.5 75.5
(Loikaw,Hsipaw,Heho,Ke
ngtung,Muse,Tachileik,Ta
unggyi)
Northern Myanmar 14 3.2 3.2 78.8
(Bhamo,Myitkyina,Putao,
Kalaymyo,Monywa)
Western Myanmar 6 1.4 1.4 80.1
(Sittwe,Thandwe,Mindat,
Mrauk-Oo)
Middle Myanmar 86 19.9 19.9 100.0
(Magway,Mandalay,Nayp
yidaw)
Total 433 100.0 100.0
For the Residential Area informations, valid sample 312 respondents who
live in Myanmar are residing in Southern Myanmar and valid percentage is
72.1% of 100%.Valid sample 15 respondents who live in Myanmar are
residing in Eastern Myanmar and valid percentage is 3.5% of 100%. Valid

Page | 46
sample 14 respondents who live in Myanmar are residing in Northern
Myanmar and valid percentage is 3.2% of 100%. Valid sample 6
respondents who live in Myanmar are residing in Western Myanmar and
valid percentage is 1.4% of 100%. Valid sample 86 respondents who live in
Myanmar are residing in Middle Myanmar and valid percentage is 19.9% of
100%.
Table 4.1.1(D) : Education
Primary School 1 .2 .2 .2
Middle School 2 .5 .5 .7
High School 9 2.1 2.1 2.8
University/College 248 57.3 57.3 60.0
Graduate 173 40.0 40.0 100.0
Total 433 100.0 100.0
For the Education level informations, valid sample 1 respondents who live
in Myanmar is Primary student and valid percentage is 0.2% of 100%.Valid
sample 2 respondents who live in Myanmar are Middle School students and
valid percentage is 0.5% of 100%. Valid sample 9 respondents who live in
Myanmar are High School students and valid percentage is 2.1% of 100%.
Valid sample 248 respondents who live in Myanmar are University or
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
4.1.2 Travel Informations
Table 4.1.2(A) : Travelling to other countries
Yes 229 52.9 52.9 52.9
No 204 47.1 47.1 100.0
Total 433 100.0 100.0
Valid sample 229 respondents were always used to travel other countries
and valid percentage is 52.9% of 100%. Valid sample 204 respondents
were not often used to travel other countries and valid percentage is 47.1%
of 100%.
Table 4.1.2(B) : Penchant of Visiting Bangkok
Yes 407 94.0 94.0 94.0
No 26 6.0 6.0 100.0
Total 433 100.0 100.0
Valid sample 407 respondents like visiting Bangkok and valid percentage
is 94% of 100%.Valid sample 26 respondents do not like visiting Bangkok
and valid percentage is 6% of 100%.
Table 4.1.2(C) : Visiting Bangkok in Future
Yes 418 96.5 96.5 96.5
No 15 3.5 3.5 100.0
Total 433 100.0 100.0
Valid sample 418 respondents like visiting Bangkok in future and valid
Page | 48
percentage is 96.5% of 100%.Valid sample 15 respondents do not like
visiting Bangkok in future and valid percentage is 3.5% of 100%.
Table 4.1.2(D) : Travel Expenses
Cumulative
Items Frequency Percent Valid Percent Percent
MMK 50000 or Below 53 12.2 12.2 12.2
MMK 50001 - 80000 31 7.2 7.2 19.4
MMK 80001 - 120000 49 11.3 11.3 30.7
MMK 120001 - 170000 46 10.6 10.6 41.3
MMK 170001 - 200000 38 8.8 8.8 50.1
MMK 200001 or Above 216 49.9 49.9 100.0
Total 433 100.0 100.0
Note that: MMK is Myanmar Kyat
Valid sample 53 respondents used MMK 50000 or below for the last year
as travel expenses and valid percentage is 12.2% of 100%. Valid sample
31 respondents used MMK 50001 - 80000 for the last year as travel
expenses and valid percentage is 7.2% of 100%. Valid sample 49
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
expenses and valid percentage is 49.9% of 100%.

Page | 49
4.2 Destination Image of Bangkok
4.2.1 Image Formation of Bangkok
This section describes frequency distribution of the formation of the
destination image which the respondents thought about Bangkok. The three
important variables of destination image formation contain the three
destination image dimensions and 23 image items (see Appendix 1).The
three destination images are overall image,affective image and cognitive
image.
4.2.2 Destination Image Establishment
Table 4.2.2 (A) : Overall Image
Overall Image
Gender Mean N Std. Deviation
Male 2.3165 278 .65858
Female 2.0903 155 .60697
Total 2.2356 433 .64902
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).
Table 4.2.2 (B) : Affective Image
Affective Image
Male 2.4811 278 .53476
Female 2.4758 155 .43374
Total 2.4792 433 .50043

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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).
Table 4.2.2 (C) : Cognitive Image
Cognitive Image
Male 2.4554 278 .47510
Female 2.3996 155 .34159
Total 2.4355 433 .43249
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).
4.3.1 Frequency Distribution of Bangkok Destination Image
1. Overall Image
Table 4.3.1 (A) :A good place
Cumulative
Frequency Percent Valid Percent Percent
Extremely Agree 35 8.1 8.1 8.1
Agree 274 63.3 63.3 71.4
Neutral 115 26.6 26.6 97.9
Disagree 5 1.2 1.2 99.1
Extremely Disagree 4 .9 .9 100.0
Total 433 100.0 100.0

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2. Affective Image
Table 4.3.1 (B) :A pleasant place
Cumulative
Agree 224 51.7 51.7 57.5
Neutral 169 39.0 39.0 96.5
Disagree 12 2.8 2.8 99.3
Total 433 100.0 100.0
Table 4.3.1 (C) : An exciting place
Cumulative
Agree 238 55.0 55.0 64.0
Neutral 141 32.6 32.6 96.5
Disagree 12 2.8 2.8 99.3
Total 433 100.0 100.0
Table 4.3.1 (D) : An arousing place
Cumulative
Agree 129 29.8 29.8 34.6
Neutral 255 58.9 58.9 93.5

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Disagree 25 5.8 5.8 99.3
Total 433 100.0 100.0
Table 4.3.1 (E) : A relaxing place
Cumulative
Agree 203 46.9 46.9 52.7
Neutral 163 37.6 37.6 90.3
Disagree 39 9.0 9.0 99.3
Total 433 100.0 100.0
3. Cognitive Image
Table 4.3.1 (F) : A Luxury Atmosphere
Cumulative
Agree 131 30.3 30.3 32.6
Neutral 218 50.3 50.3 82.9
Disagree 66 15.2 15.2 98.2
Extremely Disagree 8 1.8 1.8 100.0
Total 433 100.0 100.0

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Table 4.3.1 (G) : Clean
Cumulative
Agree 165 38.1 38.1 44.8
Neutral 181 41.8 41.8 86.6
Disagree 52 12.0 12.0 98.6
Total 433 100.0 100.0
Table 4.3.1 (H) : Good reputation
Cumulative
Agree 162 37.4 37.4 41.1
Neutral 211 48.7 48.7 89.8
Disagree 41 9.5 9.5 99.3
Total 433 100.0 100.0
Table 4.3.1 (I) : A fashionable atmosphere
Cumulative
Agree 233 53.8 53.8 65.4
Neutral 130 30.0 30.0 95.4

Page | 54
Disagree 17 3.9 3.9 99.3
Total 433 100.0 100.0
Table 4.3.1 (J) : Friendly people
Cumulative
Agree 118 27.3 27.3 31.2
Neutral 223 51.5 51.5 82.7
Disagree 65 15.0 15.0 97.7
Total 433 100.0 100.0
Table 4.3.1 (K) : Unusual ways of life
Cumulative
Agree 133 30.7 30.7 36.0
Neutral 207 47.8 47.8 83.8
Disagree 66 15.2 15.2 99.1
Total 433 100.0 100.0
Table 4.3.1 (L) : Personal safety
Cumulative

Page | 55
Agree 74 17.1 17.1 19.6
Neutral 208 48.0 48.0 67.7
Disagree 114 26.3 26.3 94.0
Total 433 100.0 100.0
Table 4.3.1 (M) : Well-built infrastructures
Cumulative
Agree 219 50.6 50.6 56.4
Neutral 164 37.9 37.9 94.2
Disagree 21 4.8 4.8 99.1
Total 433 100.0 100.0
Table 4.3.1 (N) : A good place for shopping
Cumulative
Agree 213 49.2 49.2 93.3
Neutral 23 5.3 5.3 98.6
Disagree 4 .9 .9 99.5
Total 433 100.0 100.0

Page | 56
Table 4.3.1 (O) : Good night-life and showers
Cumulative
Agree 208 48.0 48.0 77.1
Neutral 78 18.0 18.0 95.2
Disagree 17 3.9 3.9 99.1
Total 433 100.0 100.0
Table 4.3.1 (P) : Good climate
Cumulative
Agree 172 39.7 39.7 42.7
Neutral 212 49.0 49.0 91.7
Disagree 28 6.5 6.5 98.2
Total 433 100.0 100.0
Table 4.3.1 (Q) : Good foods
Cumulative
Agree 218 50.3 50.3 81.3
Neutral 68 15.7 15.7 97.0
Disagree 9 2.1 2.1 99.1

Page | 57
Total 433 100.0 100.0
Table 4.3.1 (R) : Good accomodation
Cumulative
Agree 207 47.8 47.8 54.7
Neutral 188 43.4 43.4 98.2
Disagree 5 1.2 1.2 99.3
Total 433 100.0 100.0
Table 4.3.1 (S) : Varied amusement parks
Cumulative
Agree 234 54.0 54.0 64.2
Neutral 139 32.1 32.1 96.3
Disagree 14 3.2 3.2 99.5
Total 433 100.0 100.0
Table 4.3.1 (T) : Varied outdoor activities
Cumulative
Agree 257 59.4 59.4 69.7
Neutral 116 26.8 26.8 96.5

Page | 58
Disagree 11 2.5 2.5 99.1
Total 433 100.0 100.0
Table 4.3.1 (U) : Exciting cultural attraction
Cumulative
Agree 225 52.0 52.0 64.2
Neutral 137 31.6 31.6 95.8
Disagree 16 3.7 3.7 99.5
Total 433 100.0 100.0
Table 4.3.1 (V) : Histrorical attractions
Cumulative
Agree 199 46.0 46.0 55.2
Neutral 162 37.4 37.4 92.6
Disagree 28 6.5 6.5 99.1
Total 433 100.0 100.0
Table 4.3.1 (W) : Beautiful scenery
Cumulative

Page | 59
Agree 212 49.0 49.0 60.5
Neutral 148 34.2 34.2 94.7
Disagree 20 4.6 4.6 99.3
Total 433 100.0 100.0
4.3 Marketing Implementations
This section describes the frequency distribution of valid 433 respondents for the
importance of marketing implementations.Television, Newspaper, Internet, Word-of-
mouth, Radio, Tourism Brochures and Guidebooks or Magazines were included in this
section as the seven variables in order to identify.
4.3.1 The Significance of Marketing Implementations
1. Television
Table 4.3.1 (A) : Frequency Distribution of Television
Cumulative
Extremely Important 21 4.8 4.8 4.8
Important 178 41.1 41.1 46.0
Neutral 199 46.0 46.0 91.9
Don't Important 31 7.2 7.2 99.1
Extremely Don't Important 4 .9 .9 100.0
Total 433 100.0 100.0
Table 4.3.1 (A1) : Television as an information resource
Male 2.62 278 .774
Female 2.52 155 .658

Page | 60
Total 2.58 433 .735
Television has the importance of (Mean = 2.6) for Male and (Mean = 2.5) for Female.The total
average importance for Television is (Mean = 2.6).
2. Newspaper
Table 4.3.1 (B) : Frequency Distribution of Newspaper
Cumulative
Important 143 33.0 33.0 38.8
Neutral 222 51.3 51.3 90.1
Extremely Don't Important 6 1.4 1.4 100.0
Total 433 100.0 100.0
Table 4.3.1 (B1) : Newspaper as an information resource
Male 2.70 278 .788
Female 2.61 155 .734
Total 2.67 433 .770
Newspaper has the importance of (Mean = 2.7) for Male and (Mean = 2.6) for Female.The total
average importance for Newspaper is (Mean = 2.7).
3. Internet
Table 4.3.1 (C) : Frequency Distribution of Internet
Cumulative

Page | 61
Important 212 49.0 49.0 75.5
Neutral 94 21.7 21.7 97.2
Extremely Don't Important 3 .7 .7 100.0
Total 433 100.0 100.0
Table 4.3.1 (C1) : Internet as an information resource
Male 2.06 278 .845
Female 1.93 155 .685
Total 2.01 433 .793
Internet has the importance of (Mean = 2) for Male and (Mean = 2) for Female.The total
average importance for Internet is (Mean = 2).
4. Word-of-mouth
Table 4.3.1 (D) : Frequency Distribution of Word-of-mouth
Cumulative
Important 203 46.9 46.9 56.4
Neutral 177 40.9 40.9 97.2
Total 433 100.0 100.0
Table 4.3.1 (D1) : Word-of-mouth as an information resource
Male 2.44 278 .752

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Female 2.28 155 .689
Total 2.38 433 .733
Word-of-mouth has the importance of (Mean = 2.4) for Male and (Mean = 2.3) for Female.The
total average importance for Word-of-mouth is (Mean = 2.4).
5. Radio
Table 4.3.1 (E) : Frequency Distribution of Radio
Cumulative
Important 82 18.9 18.9 23.8
Neutral 221 51.0 51.0 74.8
Don't Important 89 20.6 20.6 95.4
Total 433 100.0 100.0
Table 4.3.1 (E1) : Radio as an information resource
Male 3.08 278 .935
Female 2.89 155 .761
Total 3.01 433 .881
Radio has the importance of (Mean = 3) for Male and (Mean = 2.9) for Female.The total
average importance for Radio is (Mean = 3).
6. Tourism Brochures
Table 4.3.1 (F) : Frequency Distribution of Tourism Brochures
Cumulative

Page | 63
Important 183 42.3 42.3 58.4
Neutral 156 36.0 36.0 94.5
Total 433 100.0 100.0
Table 4.3.1 (F1) : Tourism Brochures as an information resource
Male 2.37 278 .917
Female 2.26 155 .763
Total 2.33 433 .866
Tourism Brochure has the importance of (Mean = 2.4) for Male and (Mean = 2.3) for
Female.The total average importance for Tourism Brochure is (Mean = 2.3).
7. Guidebooks or Magazines
Table 4.3.1 (G) : Frequency Distribution of Guidebooks/Magazines
Cumulative
Important 187 43.2 43.2 59.1
Neutral 152 35.1 35.1 94.0
Total 433 100.0 100.0

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Table 4.3.1 (G1) : Guidebooks/Magazines as an information resource
Male 2.42 278 1.491
Female 2.28 155 .754
Total 2.37 433 1.278
Guidebook/Magazines has the importance of (Mean = 2.4) for Male and (Mean = 2.3) for
Female.The total average importance for Guidebook/Magazines is (Mean = 2.4)
4.3.2 The Use of Marketing Implementations
In this research, only one marketing implementation was used by the
individual respondent in order to establish for their Bangkok destination
image.The total number of frequency of use of marketing
implementations is equal to the number of respondents.
Table 4.3.2 : Use of Marketing Implementation
Marketing Cumulative
Implementations Frequency Percent Valid Percent Percent
Television 29 6.7 6.7 6.7
Newspaper 13 3.0 3.0 9.7
Internet 293 67.7 67.7 77.4
Word-of-mouth 66 15.2 15.2 92.6
Radio 1 .2 .2 92.8
Tourism Brochures 16 3.7 3.7 96.5
Guidebooks or Magazines 15 3.5 3.5 100.0
Total 433 100.0 100.0

Page | 65
Figure 4.3.2 : Use of Marketing Implementation
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
respondent.Tourism Brochures were used by 16 respondents and
Guidebooks/Magazines were used by 15 respondents.
4.3.3 Affiliation of Marketing Implementations & Destination Image
This section describes the relationship between the importance of
marketing implementation and destination image. Television, Newspaper,
Internet, Word of mouth from friends or family, Radio, Tourism Brochures
and Guidebooks/Magazines are included as the variables of marketing
implementations and the Overall Image, Affective Image and Cognitive
Image are included as the three dimensions of destination image.

Page | 66
1. Overall Image
Table 4.3.3(A1) : Model Summary for Overall Image
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .380a .145 .131 .60514
a. Predictors: (Constant), Guidebooks or Magazines, Internet, Radio,
Television, Word-of-mouth, Newspaper, Tourism brochures
Table 4.3.3(A2) : ANOVAa for Overall Image
Sum of
Model Squares df Mean Square F p
1 Regression 26.339 7 3.763 10.275 .000b
Residual 155.633 425 .366
Total 181.972 432
a. Dependent Variable: Overall Image
b. Predictors: (Constant), Guidebooks or Magazines, Internet, Radio, Television, Word-of-
mouth, Newspaper, Tourism brochures
Table 4.3.3(A3) : Coefficientsa for Overall Image
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t p
1 (Constant) 1.127 .144 7.855 .000
Television .115 .051 .131 2.242 .025
Newspaper .002 .053 .002 .035 .972
Internet .040 .043 .048 .922 .357

Page | 67
Word-of-mouth .218 .047 .246 4.626 .000
Radio .042 .042 .057 1.008 .314
Tourism brochures .012 .107 .016 .109 .913
Guidebooks or .023 .106 .030 .215 .830
Magazines
a. Dependent Variable: Overall Image
∑ 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
seven independent variables – Television,Newspaper,Internet,Word-of-
mouth,Radio,Tourism Brochures and Guidebooks or Magazines.
∑ p-value = 0.000 (From SPSS Output of Table 4.3.3 (A2).The overall regression model
is good fit indicating that the coefficient of multiple determination (R-square) is
significantly different from Zero.
∑ The coefficient of independent variables Television and Word-of-mouth are significant
(p<0.05).However the coefficient of independent variables
Newpaper,Internet,Radio,Tourism Brochures and Guidebooks or Magazines are not
significant at 5% level of significance.
2. Affective Image
Table 4.3.3(B1) : Model Summary for Affective Image
1 .464a .215 .202 .44702

Page | 68
Table 4.3.3(B2) : ANOVAa for Affective Image
Sum of
1 Regression 23.263 7 3.323 16.631 .000b
Residual 84.925 425 .200
Total 108.188 432
a. Dependent Variable: Affective Image
Table 4.3.3(B3) : Coefficientsa for Affective Image
1 (Constant) 1.457 .106 13.740 .000
Television .056 .038 .082 1.466 .143
Newspaper .125 .039 .192 3.208 .001
Internet .005 .032 .008 .159 .873
Word-of-mouth .155 .035 .228 4.457 .000
Radio -.009 .031 -.016 -.288 .773
Tourism brochures .024 .079 .042 .308 .758
Guidebooks or .058 .078 .100 .746 .456
Magazines
a. Dependent Variable: Affective Image
∑ R-square = 0.215 (From SPSS Output of Table 4.3.3(B1).This indicates that 21.5%
variations in dependent variable (Affective Images) are explained by the variations in

Page | 69
all seven independent variables – Television,Newspaper,Internet,Word-of-
∑ p-value = 0.000 (From SPSS Output of Table 4.3.3 (B2).The overall regression model is
good fit indicating that the coefficient of multiple determination (R-square) is
∑ The coefficient of independent variables Newspaper and Word-of-mouth are significant
(p<0.05).However the coefficient of independent variables
Television,Internet,Radio,Tourism Brochures and Guidebooks or Magazines are not
significant at 5% level of significance.
3. Cognitive Image
Table 4.3.3(C1) : Model Summary for Cognitive Image
1 .612a .374 .364 .34489
Table 4.3.3(C2) : ANOVAa for Cognitive Image
Sum of
1 Regression 30.251 7 4.322 36.331 .000b
Residual 50.553 425 .119
Total 80.805 432
a. Dependent Variable: Cognitive Image

Page | 70
Table 4.3.3(C3) : Coefficientsa for Cognitive Image
1 (Constant) 1.227 .082 14.995 .000
Television .100 .029 .171 3.424 .001
Newspaper .060 .030 .108 2.015 .045
Internet .054 .024 .099 2.204 .028
Word-of-mouth .144 .027 .243 5.341 .000
Radio .035 .024 .070 1.461 .145
Tourism brochures .074 .061 .148 1.212 .226
Guidebooks or .027 .060 .053 .443 .658
Magazines
a. Dependent Variable: Cognitive Image
∑ R-square = 0.612 (From SPSS Output of Table 4.3.3(C1).This indicates that 61.2%
variations in dependent variable (Affective Images) are explained by the variations in
all seven independent variables – Television,Newspaper,Internet,Word-of-
∑ p-value = 0.000 (From SPSS Output of Table 4.3.3 (C2).The overall regression model is
good fit indicating that the coefficient of multiple determination (R-square) is
∑ The coefficient of independent variables Television ,Newspaper, Internet and Word-of-

Page | 71
mouth are significant (p<0.05).However the coefficient of independent variables
Radio,Tourism Brochures and Guidebooks or Magazines are not significant at 5% level
of significance.
4.4 Prospective Travellers and Significance of Marketing Implmentations
The features of prospective travellers comprised of two dimensions, individual
demographic information and personal travel information. The variables about
individual demographic information contain gender, age, residential areas, and
educational levels, and the variables about personal travel data involved travel targets of
visiting Bangkok, and travel expenditures on all trips.Television, Newspaper, Internet,
Word of mouth from friends or family, Radio, Tourism Brochures and
Guidebooks/Magazines are included as the variables of marketing implementations that
are used by the respondents.
1. Gender
Table 4.4 (A) : Relationship of Marketing Implementations by Gender
Marketing Std. Std. Error t p
Implementations Gender N Mean Deviation Mean
Television Male 278 2.62 .774 .046 1.257 .210
Female 155 2.52 .658 .053
Newspaper Male 278 2.70 .788 .047 1.231 .219
Female 155 2.61 .734 .059
Internet Male 278 2.06 .845 .051 1.665 .097
Female 155 1.93 .685 .055
Word-of-mouth Male 278 2.44 .752 .045 2.255 .025
Female 155 2.28 .689 .055

Page | 72
Radio Male 278 3.08 .935 .056 2.148 .032
Female 155 2.89 .761 .061
Tourism brochures Male 278 2.37 .917 .055 1.338 .182
Female 155 2.26 .763 .061
Guidebooks or Male 278 2.35 .914 .055 .796 .426
Magazines Female 155 2.28 .754 .061
According to the t-test testing results, There is statistically significant difference in
Word-of-mouth(t=2.255,p=0.032), Radio(t=2.148,p=0.032).
Table 4.4 (A1) : Mean of Marketing Implementations by Gender
Male 2.5283 278 .60649
Female 2.3954 155 .47067
Total 2.4807 433 .56471
In terms of mean,Male has the highest mean and Female has the lowest mean.
2. Age
Table 4.4 (B) : Relationship of Marketing Implementations by Age
Marketing Implementations
df Mean Square f p
Television Between Groups 6 1.999 3.846 .001
Within Groups 426 .520
Total 432
Newspaper Between Groups 6 1.140 1.948 .072
Total 432
Page | 73
Internet Between Groups 6 .344 .544 .775
Total 432
Word-of-mouth Between Groups 6 .121 .222 .970
Total 432
Radio Between Groups 6 1.185 1.539 .164
Total 432
Tourism brochures Between Groups 6 .494 .656 .686
Total 432
Guidebooks or Magazines Between Groups 6 .438 .589 .739
Total 432
According to ANOVA testing results, there is statistically significant difference in
Television (f=3.846,p=0.001).
Table 4.4 (B1) : Mean of Marketing Implementations by Age
Age Mean N Std. Deviation
Age 17 years old and 2.4327 35 .70454
Below
Age 18-24 years old 2.4508 276 .56162
Age 25-34 years old 2.5849 106 .53942
Age 35-44 years old 2.4286 6 .25555
Age 45-54 years old 2.2286 5 .23905
Age 55-64 years old 2.7143 3 .62270

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Age 65 years old and 2.3571 2 .50508
Above
Total 2.4807 433 .56471
In terms of mean,Age 55-64 has the highest mean and Age 45-54 has the lowest mean.
3. Residential Area
Table 4.4 (C) : Relationship of Marketing Implementations by Residential Area
df Mean Square f p
Television Between Groups 4 .496 .918 .454
Total 432
Newspaper Between Groups 4 .799 1.353 .250
Total 432
Internet Between Groups 4 .810 1.291 .273
Total 432
Word-of-mouth Between Groups 4 .568 1.057 .378
Total 432
Radio Between Groups 4 .942 1.217 .303
Total 432
Tourism brochures Between Groups 4 .840 1.121 .346

Page | 75
Total 432
Guidebooks or Magazines Between Groups 4 .978 1.327 .259
Total 432
According to ANOVA testing results, there is no statistically significant difference with
marketing implementations.
Table 4.4 (C1) : Mean of Marketing Implementations by Residential Area
Residential area Mean N Std. Deviation
Southern Myanmar 2.4945 312 .55034
(Yangon,Bago,Hpa-
an,Mawlamyine,Taninthar
y)
Eastern Myanmar 2.1429 15 .57903
(Loikaw,Hsipaw,Heho,Ken
gtung,Muse,Tachileik,Tau
nggyi)
Northern Myanmar 2.5918 14 .49123
(Bhamo,Myitkyina,Putao,
Kalaymyo,Monywa)
Western Myanmar 2.5714 6 .55696
(Sittwe,Thandwe,Mindat,
Mrauk-Oo)
Middle Myanmar 2.4651 86 .61521
(Magway,Mandalay,Naypy
idaw)
Total 2.4807 433 .56471
In terms of mean,Nothern Myanmar has the highest mean and Eastern Myanmar has
Page | 76
lowest mean.
4. Educational Levels
Table 4.4 (D) : Relationship of Marketing Implementations by Educational Levels
df Mean Square f p
Total 432
Newspaper Between Groups 4 .617 1.041 .386
Total 432
Internet Between Groups 4 .601 .954 .433
Total 432
Total 432
Radio Between Groups 4 .832 1.074 .369
Total 432
Tourism brochures Between Groups 4 1.901 2.571 .037
Total 432
Guidebooks or Magazines Between Groups 4 1.890 2.594 .036
Total 432
Page | 77
According to ANOVA testing results, there is statistically significant difference in
Television (f=4.998,p=0.001), Tourism Brochures (f=2.571,p=0.037), Guidebooks or
Magazine (f=2.549, p=0.036).
Table 4.4 (D1) : Mean of Marketing Implementations by Educational Levels
Education Mean N Std. Deviation
Primary School 2.2857 1 .
Middle School 3.3571 2 .90914
High School 2.4286 9 .54398
University/College 2.4614 248 .55469
Graduate 2.5021 173 .57466
Total 2.4807 433 .56471
In terms of mean,Middle School level has the highest mean and Primary level has the
lowest mean.
5. Travelled to Other Countries
Table 4.4 (E) : Relationship of Marketing Implementations by Travelled to Other
countries
Travelled to
Marketing Other Std. Std. Error t p
Implementations Countries N Mean Deviation Mean
Television Yes 229 2.60 .775 .051 .488 .626
No 204 2.56 .688 .048
Newspaper Yes 229 2.69 .807 .053 .769 .442
No 204 2.64 .727 .051
Internet Yes 229 1.87 .741 .049 -3.970 .000

Page | 78
No 204 2.17 .821 .058
Word-of-mouth Yes 229 2.30 .719 .048 -2.616 .009
No 204 2.48 .739 .052
Radio Yes 229 3.09 .923 .061 1.903 .058
No 204 2.93 .824 .058
Tourism Yes 229 2.27 .867 .057 -1.576 .116
brochures No 204 2.40 .863 .060
Guidebooks or Yes 229 2.27 .855 .057 -1.581 .115
Magazines No 204 2.40 .862 .060
∑ According to t-test testing results,there is statistically significant difference in Internet
(t= -3.970,p=0.000), Word-of-mouth (t=-2.983,p=0.003).
Table 4.4 (E1) : Mean of Marketing Implementations by Travelled to Other Countries
Travelled to other
countries Mean N Std. Deviation
Yes 2.4410 229 .55411
No 2.5252 204 .57447
Total 2.4807 433 .56471
In terms of mean,the non-visited travellers has the highest mean and the visited
travellers has the lowest mean.
6. Visit Bangkok in Future
Table 4.4 (F) : Relationship of Marketing Implementations by Visit Bangkok in Future
Marketing Visit Bangkok Std. Std. Error t p
Implementations in Future N Mean Deviation Mean
Television Yes 418 2.57 .717 .035 -1.890 .059
No 15 2.93 1.100 .284

Page | 79
Newspaper Yes 418 2.64 .743 .036 -3.809 .000
No 15 3.40 1.121 .289
Internet Yes 418 2.00 .774 .038 -1.257 .209
No 15 2.27 1.223 .316
Word-of-mouth Yes 418 2.36 .690 .034 -2.983 .003
No 15 2.93 1.438 .371
Radio Yes 418 2.99 .858 .042 -2.348 .019
No 15 3.53 1.302 .336
Tourism Yes 418 2.31 .844 .041 -3.067 .002
brochures No 15 3.00 1.195 .309
Guidebooks or Yes 418 2.30 .837 .041 -3.112 .002
Magazines No 15 3.00 1.195 .309
According to t-test testing results,there is statistically significant difference in
Newspaper ( t= -.809,p=0.000), Word-of-mouth (t=-2.983,p=0.003), Radio (t= -
2.348,p=0.019), Tourism Brochures (t= -3.067,p=0.002), Guidebooks or Magazines (t=
-3.112,p=0.002).
Table 4.4 (F1) : Mean of Marketing Implementations by Visit Bangkok in Future
Would you like to visit
Bangkok in future Mean N Std. Deviation
Yes 2.4617 418 .53519
No 3.0095 15 .99922
Total 2.4807 433 .56471
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
7. Travel Expenses on All Trips
Table 4.4 (G) : Relationship of Marketing Implementations by Travel Expenses
df Mean Square f p
Total 432
Newspaper Between Groups 5 1.068 1.819 .108
Total 432
Internet Between Groups 5 .649 1.032 .398
Total 432
Total 432
Radio Between Groups 5 1.596 2.084 .066
Total 432
Tourism brochures Between Groups 5 .905 1.210 .304
Total 432
Guidebooks or Magazines Between Groups 5 1.584 2.172 .056
Total 432
According to ANOVA testing results, there is no statistically significant difference in

Page | 81
marketing implementations.
Table 4.4 (G1) : Mean of Marketing Implementations by Travel Expenses
Travel Expenses Mean N Std. Deviation
MMK 50000 or Below 2.5687 53 .71784
MMK 50001 - 80000 2.5346 31 .51106
MMK 80001 - 120000 2.4927 49 .67073
MMK 120001 - 170000 2.3509 46 .53087
MMK 170001 - 200000 2.4812 38 .52454
MMK 200001 or Above 2.4762 216 .51664
Total 2.4807 433 .56471
In terms of mean,MMK 50000 or below has the highest mean and MMK 120001 –
170000 has the lowest mean.

Page | 82
Chapter 5
Discussion,Conclusions and Recommendation
5.1 Discussion
In this study,the use of marketing implementations,the affiliation between marketing
implementations and destination image formation and the importance of marketing
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
the use of marketing implementations questions by enclosed limited answers. Because
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
destination image formation by using linear regression method.This findings exposed
that there is statistically significantly difference between the marketing implmentations
(Television,Newspaper,Internet,Radio,Word-of-mouth,Tourism Brochures,Guidebooks
of Magazines) and destination image formation (Overall Image,Affective
Image,Cognitive Image) as the positive effect.In comparing the means of the marketing
implementations,Internet has the highest agreement mean of all 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
difference in the importance of marketing implementations by six features of
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
MMK 120001 – 170000 has the lowest mean.
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
questions used in this papers are as follows;
1. Would potential visitors notice the vital of marketing implementations
differently?
2. What kind of marketing implementations did prospective travellers use
to be found image of a destination?
For the first question,the results of finding exposed that Internet and Word-of-mouth
were the main use of marketing implementations by respondents.
For the second question,the results of finding exposed that the significance of
relationship between marketing implementations and destination images and the
importance of marketing implementations for prospective travellers.
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
marketing implementations in improvement of destination image, mainly for affective
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
Internet with other marketing implementations will significantly help in having
improved effect in promoting Bangkok Images.
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
image. In addition, it is suggested in terms of examining how prospective travellers
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
images by efficient marketing implementations will support to persuade prospective
travellers will be the next important topic suggestion for future studies.
Page | 85
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Appendix 1 –Destination Image Constituents
Overall Image Bangkok is a good place
Bangkok is a pleasant place
Bangkok is an exciting place
Affective Image Bangkok is an arousing place
Bangkok is a relaxing place
Bangkok is a luxury atmosphere
Bangkok is clean
Bangkok has good reputation
Bangokok is a fashionable atmosphere
Bangkok has friendly people
Bangkok has unusually ways of life
Bangkok has personal safety
Bangkok has well-built infrastructures
Bangkok is a good place for shopping
Cognitive Image Bangkok has good night-life and showers
Bangkok has good climate
Bangkok has good food
Bangkok has good accommodation
Bangkok has good varied amusement parks
Bangkok has varied outdoor activities
Bangkok has exciting cultural attraction
Bangkok has exciting historical attraction
Bangkok has beautiful scenery

Page | 92
Appendix 2 – Survey Questionnaire
A.Destination Image
1. Have you ever been to Bangkok? (Please select one)
Yes
No
2. Have you hear about Bangkok? (Please select one)
Yes
No
3. Do you like visiting Bangkok?
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
= 3, Disagree =4, Exteremely Disagree = 5)
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
Unusual ways of life 1 2 3 4 5
Personal safety 1 2 3 4 5
Well-built 1 2 3 4 5
infrastrctures
Good place for 1 2 3 4 5
shopping
Good night-life and 1 2 3 4 5
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?
That is thoroughly represent your view.(Exteremly Important =1,Important = 2
Neutral = 3, Don’t Important =4, Exteremely Don’t Important = 5)
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?
(Please select one)
□ (1) Television
□ (2) Newspaper
□ (3) Internet
□ (4) Word of mouth( from friends or family)
□ (5) Radio
□ (6) Tourism brochures
□ (7) Guidebooks or Magazines

Page | 95
C.Demographics Informations
3. Would you like to visit Bangkok in future?
(Please select one)
Yes
No
4. Nearly how much cash did you use on all your journeys (Domestic +
International Trip) in the past year?
(Please select one)
□ (1) MMK 50000 or Below
□ (2) MMK 50001 - 80000
□ (3) MMK 80001 - 120000
□ (4) MMK 120001 - 170000
□ (5) MMK 170001 - 200000
□ (6) MMK 200001 or Above
5. Gender
(Please select one)
Male
Female
6. Age
(Please select one)
(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) Age 65 years old and Above

Page | 96
7. Residential Area
(Please select one)
(1) Southern Myanmar (Yangon,Bago,Hpa-an,Mawlamyine,Taninthary)
(2) Eastern Myanmar (Loikaw,Hsipaw,Heho,Kengtung,Muse,Tachileik,Taunggyi)
(3) Northern Myanmar (Bhamo,Myitkyina,Putao, Kalaymyo,Monywa)
(4) Western Myanmar (Sittwe,Thandwe,Mindat,Mrauk-Oo)
(5) Middle Myanmar (Magway,Mandalay,Naypyidaw)
8. Education
(Please select one)
(1) Primary School (2) Middle School
(3) High School (4) University/College
(5) Graduate
Page | 97
Appendix 3 – Information Letter
Dear Sir/Madam,
This letter is a request to ponder joining in a study.I am conducting as part of my Executive
Master’s degree of Business Adminstration in the school of management of Asia e
University,Malaysia under the supervision of main supervisor, Mr.Aung Soe Lwin.
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
formation of destination image.
In order to complete this study,datas were collected both via online and offline.The survey
form takes approximately 20 mintues for individual respondent to answer.Participation is
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
and my main supervisor.
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.
If you are interested in contributing in this search, please contact me at
harrians.hash@gmail.com . I am very much looking forward to talk with you.
Your Sincerely,
Kyaw Zin That(Mr.)

Page | 98
Appendix 4 –Approval Letter

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ASIA E UNIVERSITY

PROJECT PAPER REPORT

ASPECTS OF MARKETING IMPLEMENTATIONS POLICY IN DESTINATION

Date : 5th August 2017 Signature

I am grateful to my colleagues who became conversable life-long friends. It was a pleasure to

be with you all in classrooms.

their infinite love, tolerance, and sympathetic.

help has made my gratitude whether they successfully accomplished it or not.

Kyaw Zin That (Mr.)

reflections of destination development is still undecided. International tourism is fetching

exposed in several earlier studies.The status of marketing implementations otherwise, in

marketing implementations materials and destination image.Bangkok was chosen as the

implementations could improve image of the destination development.

3.4 Data Collection…………………………...………………………………………… 40

3.4.1 Data Collection Processes…………………………………………... 40

4.2.3 Frequency Distribution of Bangkok Destination Image……………. 50

Table 1.4 : Myanmar Outbound Travel Statistics………………………………………….. 13

Table 4.3.1 (N) : A good place for shopping……………………………………………….. 55

Table 4.3.1 (O) : Good night-life and showers……………………………………………... 56

Table 4.3.3(B3) : Coefficientsa for Affective Image………………………………………. 68

Figure-1.4 : Myanmar Outbound Travel Statistics………………………………………… 14

contribution that can content need or requriements of customers (Kim, 2001).Normally,

involve one or a mixture of components,counting physical goods, services, skills, events,

persons,places,properties, organizations, information and ideas (Kotler, 2001).Making the most

evaluation of the physical products of destination (active performance) as well as the

psychosomatic explanation of a destination product (communicative qualities) are required for

destination loyalty.Most of the Tourism marketing implementations can be consist of several

tightly link their opinions to detailed destinations (Levitt, 1986).

development of the local tourism community.The success or failure of tourism development

governments and tourism planners (Sonmez & Sirakaya).In hopefully,Tourism destination

It is suggested for national administrations to assign larger amount of budget to tourism

associated programs as well as marketing activities.

1.1 Statement of the Problem

order of Inrda, Vishvakarma majestically built the capital (Roy Cavanagh,2011).

Bangkok possesses as intoxicating as it is diverse; a melting pot of exotic aromas,

Palace,Wat Arun (Temple of Dawn).Amphawa Floating Market,Wat Pho,Asiatique The

A rising amount of advertising space in newspapers and magazines is devoted to

marketing tourism destinations (Kotler, Hamlin,Rein, & Haider, 2002).To follow

it is required to have a well understanding of the affiliation between the use of

marketing implementations and the development of destination image.Some previous

producing destination image among prospective tourists. For improved tourism

marketing, marketing organizers should have innovative knowledge in the use of

marketing implementations in assigning destination image.

1.2 Aim of the Study

select marketing implementations to promote positive images to target markets and

implementations and the formation of destination image.

1.3 Research Questions

The research questions used in this papers are as follows;

1. Would prospective visitors notice the vital of marketing implementations

2. What kind of marketing implementations did prospective travellers use to be

found image of a destination?

1.4 Study Enviroments

The concept of destination image formation framework developed by Baloglu and

applied the idea of prospective visitors who using marketing implementations as

information sources..The aims of this research paper emphasize in tourism development

action plans, to offer superior services for future travellers.

earlier researchers,Thailand's tourism industry contributes a big chunk to the country's

GDP,lately it is can be estimated that it contributes between 9 and 10 %.There are 12

interesting facts about Bangkok why it is popular among travellers.

1. Bangkok is well-known as Krung Thep by the Thai, but even that is a

abbreviated name. The complete name in Thai is Krung Thep Mahanakhon

Amon Rattanakosin Mahinthara Yuthaya Mahadilok Phop Noppharat

Ratchathani Burirom Udomratchaniwet Mahasathan Amon Phiman Awatan