Browsing by Author "Lun, Nang"
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    A study on Myanmar tourists’ loyalty based on Thailand as a destination brand
    ( 2016-06) Lun, Nang ; Batra, Adarsh
    This study aims to investigate Myanmar tourists’ loyalty toward Thailand as a destination brand by testing the relationships of brand loyalty with brand awareness, brand image, brand quality, and brand value. This study is based on non-probability convenience and judgment sampling with 384 respondents of Myanmar tourists who have visited Thailand during October and November 2015. The questionnaires were distributed at the air ticket check-in areas of Suvarnabhumi and Don Mueng International airports in Bangkok. The data were analyzed by descriptive and inferential analyses. The Pearson’s correlation was used to achieve favorable hypotheses testing. The findings of the hypotheses indicated that there is a moderate positively significant relationship between brand awareness and brand loyalty. It was showed that the majority of Myanmar tourists have awareness of Thailand as a destination since most of them know/ hear about Thailand before visiting. Additionally, there is a strong positively significant relationship between brand image and brand loyalty, brand quality and brand loyalty, and brand value and brand loyalty. In Myanmar respondents’ point of view, they have a positive image of Thailand as a destination brand. Also they believed that Thailand has high level of brand quality as majority of them expressed Thailand was the best destination choice for visiting. Besides, they believed Thailand provides value for money. Finally, it was also found that the most influent information source besides friends and family was social media (e.g. facebook) and followed by TV, movie, travel agents, and Youtube. Additionally, this research would help tourism related organizations such as national tourism organizations, tour operators and travel agents, hotels to be more understanding about the loyalty of Myanmar tourists toward Thailand as a destination brand.
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