Psychological Factors Influencing Customers’ Buying Behavior on Selecting a Holiday Destination

Final Year Project

#3 Project Report

Psychological factors influencing customers’ buying behavior on selecting a holiday destination

– A Case On Thailand

Mo Yu Xuan

003TH013

Adv. Diploma in Business

(Hospitality & Tourism Management)

Artem Diedkov

14 April – 16 June 2015

Content

1. Introduction ------------------------------------------------------------------------------        3

1.1 Background of Study

        1.2 Statement of Research Objectives

        1.3 Structure of Study        ------------------------------------------------------------        4

1.4 Restrictions within Research

        1.5 Significance of Research and Study Value

2. Literature Review ----------------------------------------------------------------------        5

        2.1 Psychological factors that affect consumer behavior

2.2 Consumer decision-making process ------------------------------------        7

2.3 Destination image ----------------------------------------------------------        8

3. Research Purpose, Questions, Hypothesis and Conceptual Framework ---        9

3.1 Study Purpose

3.2 Research hypothesis

3.3 Conceptual Framework ---------------------------------------------------         10

3.4 Research Method and implementation process

3.5 Reliability of the research

3.6 Data Analysis ---------------------------------------------------------------          11

3.6.1. Secondary Data

3.6.2. Primary data

3.7. Findings and discussion -------------------------------------------------          15

4. Recommendations and conclusions ----------------------------------------------          16

4.1 Thailand as a tourism destination

4.2 How can Thailand be marketed to the Singaporean tourist.

4.3 Conclusion -------------------------------------------------------------------         17

References ---------------------------------------------------------------------------------         18

Appendix -----------------------------------------------------------------------------------        19

1. Introduction

The availability of advanced technology and airplanes has led to traveling being made more accessible to people all around the world as people no longer need to travel by horses and carriages that take several days, weeks or even months to reach from a country to another. Instead, they could do it within several hours to a day right now. As the tourism industry growth spurts in countries, it is necessary to start understanding and focusing on the motivation behind travelers’ today to attract inbound tourists.