142

Appendix A:

Questionnaire
Questionnaire for MBA Thesis Research
I am an MBA student in Hospitality and Tourism Management
(International Program), Faculty of Service Industries at Prince
of Songkhla University, Phuket campus. This questionnaire has
been designed for my MBA thesis research which will be used
for academic purposes as well as to improve the tourism in
Thailand. I would deeply appreciate if you could spare about 15
minutes of your valuable time to participate in this survey.
Thank you very much for your participation.
----------------------------------------------------------------
Please write down your answer or mark in the box which
corresponds to your answer.
Part 1: Personal information
1. Gender: □ Male □ Female
2. Age: □ Less than 55 years old □ 55- 59 years old
□ 60-64 years old
□ 65-69 years old □ 70-74 years old □
75 years old >>
3. Married status:□ Single □ Married/ With partner □
Divorced □ Widowed
4. Region of residence: □ The Americas
Countries_______________
(Please specify country) □ Europe
Countries________________
□ Asia
Countries________________
□ Australia & Oceania
Countries________________
□
Other______________________________________
__
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5. Education: □ High school or less □ College/

Diploma
□ Bachelor degree □ Graduate degree
6. Occupation: □ Self-employment □ Company
employee
□ Government employee □ Professional
□ Retired □
Other__________________
7. Approximate annual household income: (US$)
□ Less than $25,000 □ $25,001-$50,000 □
$50,001-$75,000
□ $75,001-$100,000 □ $100,001 or more

Part 2: General information for your trip

8. Have you visited Thailand before? □ Yes_____times □ No,
this is my first visit
9. How many nights do you stay in Thailand for this visit?
_______________ nights
10. How much do you spend approximately for this visit
(without airfare)?
(In USD, if other currency please
specify)__________________________________
11. Including you, how many people are in your travel party?
□ One □ Two □ Three □ Four □ Five
or more
12. Who is accompanying you during this trip?
□ Spouse/ Partner □ Family □ Friends □
Others______________
13. Where do you stay in this visit?
□ City hotel □ Hotel resort □ Guest house □
Apartment/Condominium
□ Rent house □ Friend’s house □
Other_________________
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14. During this trip to Thailand, where do you plan to visit or

have visited?
□ Bangkok □ Phuket □ Chiang-Mai □
Other______________
15. Will you select Thailand to be place for your next traveling?
□ Yes □ No □ Maybe
Why?
_________________________________________________
_______
16. Who did arrange your travel plan and booking for this visit?
□ On my own □ Family members □ Friends □
Travel agent □ Others________

17. How did you book the following products?

Product Internet Direct Travel Travel
(not agent in agent in
online) your Thailand
country
Package
Air ticket
Accommodation
Daily trips
Travel
insurance
Activities
during visit
18. What is your main concern when you plan for your
vacation? (Please select one)
□ Safety □ Tourist attraction □ Price □
Accessibility
□ Hygiene □ Destination reputation □ Activities □
Others________
19. What is the favorite activity while you are traveling? (Please
select one)
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□ Relaxing □ Sightseeing □ Spa □

Diving/Snorkeling
□ Shopping □ Cultural activities □ Dining □
Sport
□ Adventure □ Entertainment □ Night life □
Others________
20. What influenced you the most to decide to travel to
Thailand? (Please select one)
□ Previous visit □ Family member’s recommendation □
Internet
□ Travel agent □ Friend’s recommendation □
Advertising
□ Others____________________
21. Which are the top three countries/ destinations you would
like to travel to?
(1)___________________ (2)___________________
(3)_________________
22. What is the most attractiveness in Thailand?
_______________________________________________
________________
23. What is the weakness of tourism service in Thailand which
needs to be improved?
_______________________________________________
________________
Part 3: Service quality
24. Please indicate your agreement or disagreement of the
following items.
Very Go Avera Po Ve
Attributes good od ge or ry
Po
or
1. Service of airport in
Thailand is standard.
2. Thailand provides
convenience transportation.
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3. Accommodations in
Thailand are comfortable.
4. Thailand has beautiful
scenery and attractions.
5. Thailand has historically
significant sites.
6. Culture heritage in
Thailand is interesting.
7. Services of tour
operators/agents are good.
Very Go Avera Po Ve
Attributes good od ge or ry
Po
or
8. Thai traditional local food
is appealing.
9. Friendly Thai hospitality
is impressive.
10. Thailand is a safety and
secure place.
11. Standard of hygiene in
Thailand is high.
12. Thailand provides good
infrastructure.
13. There are varieties of
activities in Thailand.
14. Thailand offers good
value for money.
15 Communication skills of
Thai people are good
16. Thailand’s nature is well
preserved.

25. How likely you are to travel for the following reasons
/motivation?
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Very Like Avera Un Ve

Attributes Like ly ge like ry
ly ly Un
like
ly
1. To relax physically and
mentally
2. To gain knowledge and
experiences
3. To seek recreation and
entertainment
4. To meet more people and
make friends
5. To do some treatment/
medical therapy
6. To be adventurous

26. Please give some suggestions to make your next visit to

Thailand more pleasant.
___________________________________________________
___________________________________________________
___________________________________________________
___________________________________________________
________________________
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Appendix B:
Interview List (1)
Interviewee:
“Tourism Authority of Thailand officer”
Questions:
- What is the current service specifically onto senior
tourists?
- Do you have any feedback from each province
regarding senior tourists forecast?
- Will you have any plan to support senior tourist in the
future?
- What is the good part of Thailand tourism which
suitable to support senior tourism?
- Do you find any problems of the plan?
- Which areas of Thailand tourism should be improved in
order to develop Thailand as the senior tourist
destination?

Interview List (2)

Interviewee:
“Senior tourists”
Questions:
- Do you enjoy traveling in Thailand?
- What impress you while traveling in Thailand and why?
- Does Thailand offer an appropriate facility, accessibility
and infrastructure?
- What would you like to have for more pleasant
traveling?
- Do you have any comment for current tourism?

Interview List (3)

Interviewee:
“Private sector in hospitality and tourism”
Questions:
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- What is the percentage of senior people in your hotel?

- Do you provide any special offer and service
specifically for senior tourists?
- Do you have any new plan or strategy to support more
senior tourist according to the forecast?
Appendix C:

Observation List

Areas for observation

- The existing hospitality and tour for senior in Thailand
- The existing facility, infrastructure and accessibility in
Thailand
- The senior tourist behavior while traveling
- Other activity or program concern on senior group
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Appendix D:

Results of senior tourist interview

“Senior tourists”
Question 1: Do you enjoy traveling in Thailand? Why or why
not?
Respondent 1: Yes, beautiful scenery.
Respondent 2: Yes, good place for either short or long vacation.
Respondent 3: Yes, beautiful weather and places.
Respondent 4: Yes, good places for family vacation as well as
shopping.
Respondent 5: Yes, I like spa the most and I do it everyday.
Respondent 6: Yes, beautiful places and people.
Respondent 7: Yes, I like everything here, foods, people,
beaches etc.
Respondent 8: Yes, beautiful sea, sand and sun.
Respondent 9: Yes, wonderful sceneries.
Respondent 10: Yes, great vacation time.
Respondent 11: Yes, cheap, beautiful and friendly as Thai.
Respondent 12: Yes, very much. It is suitable for me and my
family
Respondent 13: Yes, food is very good here. I like Thai herb and
healthy foods.
Respondent 14: Yes, very good weather here.
Respondent 15: Yes, Thai hospitality is very sweet and
surrender.
Respondent 16: Not really, it is too busy here.
Respondent 17: Average
Respondent 18: It is just so-so for me.
Respondent 19: No, shopping is more expensive here when
compared with others.
Respondent 20: For now it is ok but in the future maybe not, as
they keep ruining nature.
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Question 2: What impress you while traveling in Thailand and

why?
Respondent 1: Beautiful sceneries
Respondent 2: Friendly people
Respondent 3: Weather
Respondent 4: Landscape and atmosphere.
Respondent 5: Spa
Respondent 6: Hospitality and services
Respondent 7: Beaches and dinning
Respondent 8: Weather and visiting areas
Respondent 9: Beautiful tourist attractions and where to go
Respondent 10: Things to do while traveling, such as sight
seeing, lying down on white beaches, dining with sunset for
instant
Respondent 11: Pure nature
Respondent 12: People, smile and helpful
Respondent 13: Reasonable price
Respondent 14: Comfort and convenience
Respondent 15: Temples and Thai architecture, Indigenous flora
and fauna.
Respondent 16: Combination of people, food, sun, fun and sea.
Respondent 17: Many unseen, we can travel back here more and
more time, and we still find new unseen things.
Respondent 18: Combination of tradition and civilization
Respondent 19: Weather, not too hot and not too cold
Respondent 20: Culture, tradition and history

Question 3: Does Thailand offer an appropriate facility,

accessibility and infrastructure?
Respondent 1: Yes, I feel comfortable while traveling.
Respondent 2: Not really, there are good facility inside hotel and
resort depending on what type of hotel/resort we select to stay
but not in the public areas.
Respondent 3: Most are ok, except on the walk path.
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Respondent 4: Yes, there are varieties of things to do and where

to go which appropriate for international tourists or people who
would like to select Phuket for vacation.
Respondent 5: Almost, except public transportation. It is a bit
difficult for foreigner to access because there is not much
choices of public transfer provided or if to rent a car or taxi, it
would cost lot of moneys.
Respondent 6: Yes, I feel great while traveling.
Respondent 7: Good facilities and infrastructures but not enough
accessibility providing yet.
Respondent 8: It is good currently, except the price and standard
of taxi services, sometime we get charged double or been taken
advantage from the local drivers.
Respondent 9: Inside hotel we are staying, it is perfect but for
outside some areas still need to get developed.
Respondent 10: Need more choice of transportation to go
around island.
Respondent 11: It is ok but it would be better if we can get more
choices of internal accessibility.
Respondent 12: Yes, everything is ok.
Respondent 13: I like nature here but it is too busy with many
cars which annoys me sometime.
Respondent 14: Very convenience when travel to Thailand.
Respondent 15: It is perfect.
Respondent 16: All is great.
Respondent 17: It is easy to get a taxi to anywhere we like but
the price is not stable which difficult for us to control the
cheating as we don’t know the middle price.
Respondent 18: It would be better if they can provide more
safety walk path then we can spend sometime for walk.
Respondent 19: Not too bad. Need to improve the standard of
road. Sometime, it is dangerous to drive on road under
construction.
Respondent 20: It is not safe to drive in Thailand.
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Question 4: What would you like to have for more pleasant

traveling?
Respondent 1: More trees and green environment and reduce or
limit number of construction and building, to remain the
beautiful scenery always.
Respondent 2: More clean in public areas. Cleanliness on roads,
walk path, garbage bins, park, beaches etc.
Respondent 3: Standard of price, what I found is the price can
change anytime, and we get higher price as we are international
tourists.
Respondent 4: Control of mafia, sometime they force us too
much to do thing they want. Improve the honesty to tourists.
Respondent 5: Improve on driving behavior of people. I think it
is dangerous to drive in Phuket.
Respondent 6: There are too many building right now which
ruin the beautiful environment, compared with my previous visit
in 2003.
Respondent 7: Provider better and more accurate information for
tourists.
Respondent 8: Taxi services, some are not well polite and too
much greedy and cares for my pocket only.
Respondent 9: Too much business sometime, I don’t like to be
forced by the taxi driver who stopped me at jewelry shop while I
was on my sightseeing trip.
Respondent 10: Providing walk path in tourist attraction places,
then I can walk rather than to sit in car.
Respondent 11: Remain pure nature and providing more choices
of accessibility, then we can go to different places which still
hidden.
Respondent 12: More choices of thing to do which appropriate
for middle age like us.
Respondent 13: Cleanliness. Control garbage disposals on the
street.
Respondent 14: Quality of food and beverage.
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Respondent 15: The price is getting more expensive, should

remain prices as reasonable as before. Do not increase price
when you have more tourists.
Respondent 16: Easy walk way in city or town and wheelchair
accessibility. Side walk for pedestrians.
Respondent 17: Communication
Respondent 18: Safety in all areas
Respondent 19: Advertise more specific interesting to go and
where to go which suitable for elderly like us.
Respondent 20: Get rid of mosquito and insects.

Question 5: Do you have any comment or suggestion for current

tourism in Thailand?
Respondent 1: Remain the unique hospitality as Thai. Do not
allow any other cultures to change yours way of life as we come
for the culture difference and challenge.
Respondent 2: Preserve the beautiful environment for long term.
Control for less pollution, more hydro power. Thailand should
grow more green.
Respondent 3: Promote more on the interesting history sites.
Actually, Thailand has an outstanding part of history but these
have not been promoted much yet. Most of international tourists
know about sea, sand and sun or vacation place as the image of
Thailand only.
Respondent 4: Control standard of price and service. Some areas
or sometime, the price and service just go up and down,
depending on the places, situation or the people we contact.
Respondent 5: More promotion such as special discount for
international tourists.
Respondent 6: Promote more interesting places which still
hidden, as there are many interesting places in Thailand that
international tourist never know yet.
Respondent 7: It would be great if all related field of tourism
industry can speak more important language, such as French,
German and Japanese for instance.
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Respondent 8: If people outside hotel can special well English

as hotel staffs, it would be perfect.
Respondent 9: More promotion in worldwide.
Respondent 10: Place itself as Safety destination, control about
the crimes or some other bad news. Then, tourists like us should
feel safer to travel to Thailand.
Respondent 11: Thailand is still on developing process
regarding the tourism, it is good sign to be developed but at the
same time, you should keep the nature as pure as it is.
Respondent 12: Increase clean air in Chiang-mai and other
provinces, preserve and improve natural environment. Control
amount of new development.
Respondent 13: Create handbook on local driving customs.
Respondent 14: Should continue in the same way.
Respondent 15: Provide standard tours
Respondent 16: VAT refund needs, better explanation and ease
of refund process.
Respondent 17: To obtain wheelchair and medical assistance for
international arrivals flights at the airports for example before
reaching to the immigration.
Respondent 18: Tourist information in other required languages
such as French.
Respondent 19: Better directions to sites of special interest in
English and other Euro languages.
Respondent 20: More markets with Thai goods.
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Appendix E:
Significant results of booking behavior and travel behavior
Significant results
Region of country Gender
Booking Person 0.16 0.00
Booking Option
• Package 0.322 0.883
• Air Ticket 0.935 0.437
• Accommodation 0.592 0.77
• Daily Trip 0.184 0.904
• Travel Insurance 0.211 0.683
• Activities during visit 0.163 0.903
How many people are in travel 0.00 0.00
Accompanying during this trip 0.00 0.00
Where do you stay in this visit 0.687 0.996
Where do you plan for this visit
• Bangkok 0.6 0.52
• Phuket 0.988 0.216
• Chiang-Mai 0.61 0.207
• Krabi 0.84 0.339
• Other 0.255 0.859
How many nights do
How much do you spend per night
Main concern for this vacation 0.88 0.184
The favorite activity while you are traveling 0.00 0.102
The most to decide to travel to Thailand 0.00 0.00
Have you visited Thailand before 0.124 0.106
How many times 0.358 0.123
Will you select Thailand for next travel 0.137 0.226
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Significant results of senior tourist satisfaction

Significant results
Region of country Gender
Thailand has beautiful scenery and attractions 0.16 0.90
Friendly Thai hospitality is impressive 0.00 0.17
Thailand has historically significant sites 0.50 0.53
Thai traditional local food is appealing 0.00 0.77
Thailand offers good value for money 0.19 0.46
Culture heritage in Thailand is interesting 0.63 0.52
Accommodations in Thailand are comfortable 0.15 0.27
Service of airport in Thailand is standard 0.73 0.02
There are varieties of activities in Thailand 0.76 0.35
Thailand provides convenience transportation 0.06 0.16
Thailand is a safety and secure place 0.00 0.02
Services of tour operators and agents are good 0.55 0.61
Communication skills of Thai people are good 0.68 0.04
Thailand provides good infrastructure 0.08 0.85
Thailand's nature is well preserved 0.40 0.83
Standard of hygiene in Thailand is high 0.40 0.13

Significant results of travel motivation

Significant results
Region of country Gender
To relax physically and mentally 0.66 0.03
To gain knowledge and experiences 0.09 0.53
To seek recreation and entertainment 0.90 0.54
To meet more people and make friends 0.47 0.23
To be adventurous 0.23 0.17
To do some treatment/ medical therapy 0.00 0.01