Browsing by Author "Batra, Adarsh"
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    Adaptation of work from home or anywhere in the hospitality and tourism industry in Yangon and Mandalay, Myanmar
    (Assumption University Press, 2020) Ei, Nway Nway ; Batra, Adarsh
    Due to the COVID-19 epidemic, every country announced the lockdown, travel restrictions, social distancing, curfew and stop gathering the people to prevent the spreading virus. The national government of Myanmar announced this policy in the month start of April 2020. Because of that policy, all of the business industry has to change its operation method. This study aims to know about the impact and challenges of work from home or anywhere and this method can be adapted in the hospitality industry or not. This research conducted a qualitative method and data was collected by using purposive sampling, in-depth interviews with 9 managers, and 1 employee from both of the destination Yangon and Mandalay hotels. The thematic method was used to analyze the data by coding the key information from the interview transcripts. This study finds that the people who work in work from home or anywhere method they got the opportunity to learn new things and leisure time not only that they also facing the problem of cannot working well like office and unbalancing work and live performance. The most challenging part of them is a technology and cannot bring out the data information from the organization. So, the people who work at hospitality industry is not easy to do work from home or anywhere like other organization and still need to go office also have to serve the customer with the human touch, warming and welcoming. Therefore no one thinks that working ways can be adapt but no one knows about the future.
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    Awareness of sanctions and responsible behavior of foreign tourists to Cambodia
    ( 2009-11) Pheng, Vimean ; Batra, Adarsh
    Responsible tourist behavior is a major step in minimizing negative socio-cultural impacts, as well as facilitating more enjoyable tourist and host experience. Within the responsible tourism debate, the tourist is often overlooked, and sometimes represented as abandoning all sense of responsibility while on holiday. This research illustrates on the awareness of sanctions and responsible behavior of foreign tourists to Cambodia. A sample survey method was used, with a structured questionnaire as the research instrument, in Phnom Penh and Siem Reap city. Primary data from 340 foreign tourists' respondents was used for statistical analysis. Key findings showed that there were significant differences in tourist's awareness of the sanctioned behavior when classified on the basis of purpose of trip and repeat visit. It was further established that positive attitude toward socio-cultural practices leads to positive culturally responsible behavior at the destination. The result will therefore benefit tourists and tourism planners, as well as concerned authorities in Cambodia, by enabling them to gain a better understanding of the awareness of sanctioned behavior and also of the responsible behavior of foreign tourists.
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    Beyond travel dreaming, planning, check-in, boarding … stress?
    ( 2020) Batra, Adarsh
    While many people see taking a vacation as a way to rejuvenate, escape and relieve monotonous life to get away from the stress they may experience in other aspects of their lives, but travelling can also be stressful for a lot of people. A total of 15 international tourists hailing diverse origins participated in qualitative semi-structured interviews. It was found that people, in general, do encounter the most travel stress before and on a vacation or trip. Acknowledging that things might go wrong is the first step in making sure they don’t. Managerial implications are recommended for travel organizations, airline companies, airport customer dealing staff to assist to make the occasion less anxiety-provoking for the traveller.
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    Bridging the gap between tourism education, tourism industry and graduate employability: intricacies and emerging issues in Thailand
    (Assumption University Press, 2016) Batra, Adarsh
    The university education system in ASEAN will be affected by the new market conditions. The path to success for Thai educational institutions is to engage the market with a frontal assault by anticipating market demands and preparing themselves to meet that demand. Hospitality and Tourism in an interdisciplinary field requiring different employability competency that has yet to gain attention by tourism and hospitality educators in the academia. If the travel and tourism industry in Thailand hopes to sustain itself, it will need personnel who are both willing and enthusiastic workforce. This requires educational institution to create curricula to equip tourism and hospitality graduates with necessary skills and to impart knowledge. Students aspiring to take up tourism as their careers must be well aware of the 'professional' commitments of the industry. The future of the tourism and hospitality industry will really demand creative ideas from the next generation. Employability questions are beginning to stress what new ideas the candidates can bring. This paper provides insight into certain overlooked perspectives, missing linkages and policy gaps between institutions imparting tourism education and the tourism industry leading to employable graduates.
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    A case study of major issues and sustainable solutions to mountain tourism in the capital of Himachal Pradesh, Eternalindia
    ( 2002) Batra, Adarsh
    Major initiative required for sustainable mountain tourism is the formulation of a long-term policy clearly delineating the role of tourism is expected to play in the overall development of the hill region. The policy should be developed on the basis of comprehensive appreciation of the value of environmental resources in the hills. One of the essential facts in planning and development of mountain regions is the fact that mountains are inherently weak and fragile, having meager tolerance for human intervention, particularly for the resource consuming activities that interfere with their cybernetics and inbuilt anti-repair system. It should be recognized that Shimla like many hill stations built by the British in India, is a precious national heritage. It is high time that the municipal corporation and the state government attach utmost priority to ensure appreciation of the value of environmental resources. Only planned development based on research and well conceived sustainable tourism policy, respecting limits of growth and involvement of local people can promise desired results in the realms of ecology and economy.
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    The challenges of MICE industry after Covid-19 in Myanmar
    (Bangkok : Assumption University, 2020) Phu, May Me ; Batra, Adarsh
    Since the outbreak of the covid-19 has started globally, there are a lot of disruptions in tourism business. Travel, tourism, hotel and MICE (Meetings, Incentives, Conventions and Exhibitions) industry are facing immense challenges at present. Especially Myanmar is the developing country and business growth is still growing. Epidemic causes hundreds of events cancelled all over the world, and wakening to news of cancellations or postponements. MICE industry required to reconsider the options and to balance the priorities of upholding the health and safety of staff, sponsors, and attendees which is necessary to meet financial obligations and minimizing the losses caused by disruption. This research is a qualitative study and the purpose of the study is studyingthe challenges of the MICE business that will need to face during the recovery process. The aim of the study is to point out what is affecting the MICE industry during the crisis and what will be awaiting future for the MICE travel to step forward like other travel. In-depth interview is conducted with 9 managers of the hotels and DMCs from both of the destinations Yangon and Mandalay for investigation and analysis the role of each in the MICE industry. The thematic analysis method is used in this research to analysis the data. The study finds out that it is important to survive the situation with no revenue and the effective recovery plan. After the crisis, the collaborative strategies will be supportive for the future tourism industry in Myanmar. The study points out how the issue of social distancing impacting on the MICE products. This study will be helpful for MICE business crucial need to encourage tourism operators to involve with crisis preparedness and disaster-management strategies and it is important to increase a better understanding of the consumer response to disastrous event by all components of the value chain.
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    The changing face of Thai tourist decision-making and, consumption responses and behavioral changes post-COVID 19
    (Assumption University Press, 2020) Hassan, Saif ; Batra, Adarsh
    The global pandemic “COVID 19” has created a crisis by crippling the whole world, nations in it, and its living beings as well. During this pandemic, many Thai Tourists were affected which brought a change either demographically, through psychographic, or brought upon behavioral changes. People got affected by this problem and it has put fear inside many Thai consumers for them to travel back again. This research aimed to understand the Thai tourist nature of traveling post-COVID, including the understanding of Thai consumers' feelings and expectations to travel back again. The researcher used a mixed-method mostly focusing on the qualitative data through an in-depth interview with 11 participants and a short online survey was distributed among 17 participants to understand on what level in-depth interview provides clarity. In-depth interview results were analyzed with thematic analysis and quantitative data were analyzed with google form graphs. Results showed that Thai tourists believe the tourism sector for inbound and outbound will be booming again but it all depends on the act of tour operators, government, and the local community. This study will be helpful to understand the expectations, needs, and interests of consumers and what precautions should be taken to make Thai again post Covid-19.
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    Coconut-based low-carbon culinary tourism on Samui Island, Thailand
    ( 2018) NatthakanPruksorranan ; Batra, Adarsh
    This qualitative research aims to provide culinary menu format following low-carbon foodprints consisting of purchasing, preparation and presentation (3Ps) for Samui Island, which is one of the top ten tourism destinations in Thailand among international tourists. The researchers reviewed literature concerned with culinary tourism and low-carbon situation. Semi-structured interviews were conducted with supply chain stakeholders (hotel chefs, local farmers, market vendors of farmers and intermediaries. Then, the form of low carbon culinary menus is designed and was verified by chefs, who worked in restaurants and hotels on Samui Island and joined the Samui Chefs Club. The tool was sent via e-mail to professional chefs by purposive sampling and non-probability method to create low-carbon culinary menus for tourists who will come to enjoy culinary tourism on Samui Island. The research applied coding analysis assisting by licensed NVivo11 with the deductive conclusion. The findings included the integration of local coconut production into Samui's coconuts supply chain, low carbon criteria, design cookbook format and low carbon menus categorized by purchase, preparation, and presentation
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    Dark tourism: push-pull motivations, satisfaction experience and post behavioral intention-sites of Death Railway tragedy Kanchanaburi Province, Thailand
    (Assumption University Press, 2016) Raweewan Chanuanthong ; Batra, Adarsh
    The study investigated the "push and pull' motivations of visitors at the war memorial sites of the WWII Death Railway museums and cemeteries in Kanchanaburi Province. Also, the study identified how "push and pull' motivations influenced the satisfaction experience and post behavioral intention. Additionally, the study also attempted to explore the relationship between satisfaction of the experience and post behavioral intention. The research utilized self-completion surveys (handed-out) as the quantitative research instrument. The research revealed that there were six motivational factors but only four factors were used in the analysis to explore and reveal their influence on the experience satisfaction and post behavioral intention. It is recommended that tourism-related providers related to sites of Death Railway tragedy should understand the importance of the motivational factors of the visitors and combine these into travel programs and marketing.
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    Destination Competitiveness Amazing Bangkok versus Lion City Singapore
    (Enlightening Tourism. A Pathmaking Journal, Vol 7, No 2 (2017), pp.154-178, 2017-12-01) Batra, Adarsh
    Achieving a bigger share of international tourist arrivals has led to growing intense competition between destinations. A comparison of tourism competitiveness between two popular tourist destinations, Bangkok and Singapore could be of interest to tourism planners, practitioners and researchers. This study aims to investigate and compare the competitiveness of Bangkok and Singapore as tourist destinations by examining tourism standing, contemporary tourism marketing strategies and their available features and benefits for arriving tourists. The research methodology is a qualitative interpretative approach, employing structured interviews and participant observation. Content analysis and constant comparison are applied to analyze the data. The emerging findings look at issues and perspectives related to how national tourism organizations and marketers can effectively apply tourism marketing strategies to enhance destination competitiveness.
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    Developing sustainable tourism at Khao Sam Roi Yod National Park
    ( 2005) Batra, Adarsh
    Khao Sam Roi Yod National Park, as a famous tourist attraction and the biggest freshwater marshland in Thailand, is at the crossroads. This place has already been explored for several decades but the difficulties are still in front of the tourism planners and supervisors. A lot of ideal measures have been planned out by the local authority. The problem is whether all these plans are practical and concerned with all stakeholders' interests and how can all the plans be implemented effectively and efficiently. This paper focuses on the managerial and environmental problems in this area. The first part provides a briefly overview of Khao Sam Roi Yod National Park. The second part reviews the problems threatening the sustainable tourism development in this area. The last part presents some pre-emptive and corrective measures and policy implications for combating the negative impacts in the Park.
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    Ecotourism : a perspective from Thai youths
    ( 2007) Batra, Adarsh
    This research note is based on a survey of ecotourism experiences of Thai youths. Its objectives are to assess their knowledge and attitude towards ecotourism as well as to survey their travel experiences relating to ecotourism. The findings revealed that most of the Thai youths had a moderate level of ecotourism knowledge. Their attitudes appeared to be positive to the concept of ecotourism. The study also found that majority of them had ecotourism experiences. Related parties should create more awareness by providing information regarding ecotourism concepts to encourage Thai youths to realise the importance of ecotourism in helping conserve natural tourism resources and the local economy of the country.
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    The effect of restaurant attributes on customers' overall perception and return patronage :
    (Assumption University, 2006) Batra, Adarsh ; Ramapuram, Thresi Emmanuel, jt. auth. ; Assumption University. Martin de Tours School of Management and Economics
    The purpose of this article is to determine the effect of restaurant attributes on customers' overall perception and return patronage, and whether dining occasions affect return patronage in Ebony Restaurant, Bangalore (India). A sample survey method was used,. with a structured questionnaire as the research instrument, at Ebony restaurant Bangalore, (India). Datafi-om 400 guests, as respondents, was used for statistical analysis. Findings showed that there is a correlation between restaurant attributes and customers' overall perception. Results also indicated that there is a relationship between return patronage and restaurant attributes and dining occasions. Managerial implications are addressed and discussed.
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    An examination of the role of restaurant attributes on patrons dining experience and their post-purchase intentions
    ( 2015) Batra, Adarsh
    The purpose of this chapter is to determine the relationship between restaurant attributes and customers' overall perception and return patronage, and whether dining occasions relate to return patronage. A sample survey method was used, with a structured questionnaire as the research instrument, at a restaurant in Bangalore, (India). Data from 400 restaurant patrons as respondents was used for statistical analysis. Frequencies, Means, Chi-square and Spearman rank-order correlation were used to analyze data. Findings showed that there is a correlation between restaurant attributes and customers' overall perception. Results also indicated that there is a relationship between return patronage and restaurant attributes and dining occasions. Managerial implications are addressed and discussed
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    Examining the structural relationship of destination image, tourist experience and tourist loyalty : an integrated approach
    ( 2018) Atthawet Prougestaporn ; Batra, Adarsh
    This study proposed a more integrated approach by examining the theoretical and empirical evidence on the causal relationships among destination image, tourist expectation, perceived quality, perceived value, tourist experience, tourist complaint and tourist loyalty. The conceptual model is developed on the basis of literature review and exploratory study in the fields of tourism destination management. The empirical data were collected in Bangkok. A total of 392 questionnaires were returned and the data were analyzed using structural equation model. The theoretical and managerial implications were drawn based on the study. Findings and recommendations are also provided. The result of this study provides better understanding of the factors influencing tourist experiences and tourist loyalty which benefit for policy makers in maintaining and developing the destination competitiveness.
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    An exploratory study on specific preferences and characteristics of wine tourists
    ( 2008) Batra, Adarsh
    This study investigates the specific characteristics and preferences of wine tourists' at PB Valley Winery in Thailand. This study examines visitors' wine preferences, factors influencing wine purchase, the context of wine drinking, wine variety, origin of wine and selected demographic variables. In order to analyze and understand these variables, relevant theories and concepts were implemented to form the theoretical and conceptual framework. From the research it can be concluded that most of the respondents visited the winery for the purpose of drinking, and tasting the wine of the region. This study revealed that the flavour and taste of wine were the most important factors in the respondents' wine selections. Harmony with meals was ranked first as the purpose for drinking wine while recommendations from relatives or friends played an important role in wine-purchasing decisions. The study found that there were some significant relationships between these preferences and demographic characteristics among the respondents. The findings have implications for predicting and promoting future wine tourism.
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    An exploratory study on Tourism Authority of Thailand Organizational image attributes
    ( 2016) Somyot Kaenhin ; Batra, Adarsh
    This research identified the attributes that construct the Tourism Authority of Thailand's (TAT) organizational image and explored the current positioning of each attribute. This research was separated in to two phases. The first phase used qualitative, exploratory and inductive research to obtain attributes that constitute the TAT's organizational image. This process is an arbitrary process (Dowling, 1988). There were forty-two attributes generated from the first phase. The second phase mostly used quantitative research to examine the importance level and TAT current performance level of each image attribute considered by both TAT internal and external stakeholders. The survey data was collected during September-December 2014. The Importance-Performance Analysis (IPA) was used as the analysis tool. The researcher also extended the analysis by using Paired Sample t-test, which is an additional benefit of the existing data. The result of the IPA helped to identify which attributes emerge important based on the opinion of TAT stakeholders, as well as knowing the positioning of each image attribute. The result of Paired Sample t-test showed all attributes have a significant difference between the importance's mean score and the performance's mean score. The importance's mean score of each attribute is higher than the performance's mean score. This implied that TAT has room for improvement in its performance in all attributes. Furthermore, there is some confusion among TAT stakeholders, especially on the perceived service and functionality attributes. Thus, The TAT needs to emphasize and clarify its current roles and responsibilities. Otherwise, the stakeholders will have the wrong expectations of the TAT organization.
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    Floating markets : balancing the needs of visitors as a tourist attraction and locals way of life. A case study of talingchan floating market, Bangkok Thailand
    ( 2014) Batra, Adarsh
    A floating market in Bangkok and its vicinity in the Thai Central plains is usually packed as a tourism product that offers visitors an opportunity to experience local ways of life as in the past. An interview and observation were carried out on September 29, 2012, to get the opinion of international, local visitors and local vendors about Talingchan Floating Market. The Talingchan floating market attracts the locals, families, students and international visitors. Results based on observation and analyses of interviews indicate that Talingchan floating market is an authentic canal-side community market, not a thematic floating market village. The results generated a snapshot of both visitors and community sentiments with an understanding of the triple bottom line effects of tourism on Talingchan floating market. There is a clear demonstration of the linkage between tourism and canal-side community that has played important role in reducing poverty in the area and dispersion of tourism earnings to the local community. The researcher sees the market's potential to develop further provided fresh challenges are adequately addressed without damaging culture and environment by making necessary changes to present it as an attractive tourist attraction and to ensure its future sustainability.
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    Foreign tourists' motivation and informations source(s) influencing their preference for eating out at ethnic restaurants in Bangkok
    ( 2008) Batra, Adarsh
    The study examines how tourists select ethnic restaurants and specifically explores the relationship between foreign tourists' motivation and information source(s) in determining their preferences for eating out at ethnic restaurants in Bangkok. It also examines differences in perception between Asian and Western tourists making the choice to eat out at ethnic restaurants in Bangkok. The study is based on questionnaire results from 400 respondents at eight selected ethnic restaurants located at Sukhumwit Road and Central World Plaza in Bangkok. Descriptive cross-tabulation statistics is used to analyze respondents' demographic characteristics. Spearman's Rank Correlation Test and the Mann-Whitney U Test were used to test hypotheses. Findings of this research revealed that 'discovery', 'advertisements in newspapers, magazines or food guides', 'display of menus' and 'culture cues in the decor atmosphere' emerged as the most important factors influencing foreign tourists' perceptions leading to choosing to eat at an ethnic restaurant in Bangkok. Based on the finding it can be concluded that ethnic restaurants with their unique cultural atmosphere and cuisine are in high demand by foreign tourists. Therefore, ethnic restaurant managers may benefit from reviewing the findings of this study.