Factors Affecting Intention to Visit towards Ngapali Beach
Supervised by;
Submitted by;
U Htin Kyaw Lin
Ms.Aye Nandar Tun
Lecturer
ID-000113
Introduction
Nestled along the pristine shores of the Bay of Bengal, Ngapali Beach stands as
a jewel in Myanmar's coastal crown, captivating travelers with its breathtaking
landscapes and vibrant cultural tapestry. In recent years, the tourism industry has
witnessed a surge in interest toward this idyllic destination, prompting an imperative
examination of the factors that shape tourists' intentions to visit Ngapali Beach.
This thesis endeavors to delve into the intricate web of elements influencing
tourist visit intentions at Ngapali Beach, seeking a nuanced understanding of the
multifaceted dynamics that contribute to the decision-making process of prospective
visitors. As the tourism landscape evolves, driven by changing consumer preferences
and global trends, it becomes paramount to identify and analyze the key determinants
that sway tourists toward choosing Ngapali Beach as their preferred destination.
Against the backdrop of a competitive global tourism market, this research aims
to provide valuable insights for local authorities, businesses, and stakeholders in
Ngapali's tourism sector. By comprehensively examining the factors affecting tourist
visit intention, we endeavor to contribute not only to the academic discourse but also
to the sustainable development and management of Ngapali Beach as a premier tourist
destination.
The study adopts a multidisciplinary approach, drawing from theories in
tourism, marketing, psychology, and environmental studies to create a holistic
framework for analysis. Through a combination of quantitative and qualitative
methodologies, we intend to unravel the intricate interplay of factors such as destination
image, perceived value, cultural appeal, environmental sustainability, and marketing
efforts on tourists' decisions to visit Ngapali Beach.
In doing so, this research not only aims to fill a critical gap in the existing
literature on Ngapali's tourism but also provides actionable insights for destination
management and marketing strategies. By understanding the factors that shape tourist
visit intentions, stakeholders can tailor their initiatives to enhance the overall tourist
experience, promote sustainable practices, and ensure the long-term prosperity of
Ngapali Beach as a sought-after destination.
In essence, this thesis seeks to contribute to the broader understanding of tourist
behavior and destination management, offering practical implications for stakeholders
vested in the sustainable growth and preservation of Ngapali Beach as a premier
tourism destination.
Problem Statement
Despite the growing popularity of Ngapali Beach as a tourist destination, there
remains a critical need to explore and understand the intricate factors that influence
tourists' visit intentions. The surge in global tourism has intensified competition among
destinations, making it imperative for Ngapali to differentiate itself and strategically
address the unique elements that impact travelers' decisions to choose this coastal gem.
The lack of comprehensive research on the factors affecting tourist visit intention at
Ngapali Beach hinders the development of targeted strategies for sustainable tourism
growth and the preservation of its cultural and environmental assets.
The existing body of literature provides limited insights into the specific
determinants that shape tourists' intentions to visit Ngapali Beach, leaving a significant
gap in knowledge regarding the complexities of visitor decision-making processes. This
gap becomes even more pronounced in the context of rapidly changing global tourism
trends, environmental concerns, and shifting consumer preferences. To ensure the
continued success and responsible development of Ngapali as a tourist destination, it is
essential to identify, analyze, and prioritize the factors that influence tourists in
choosing Ngapali Beach over alternative destinations.
This research aims to address this gap by undertaking a comprehensive
investigation into the diverse array of factors, encompassing destination image,
perceived value, cultural appeal, environmental sustainability, and the effectiveness of
marketing efforts, among others. Through a nuanced understanding of these factors,
this study seeks to provide actionable insights for local authorities, businesses, and
stakeholders to formulate informed strategies that enhance Ngapali's attractiveness as
a sustainable and culturally rich tourism destination.
As Ngapali Beach faces increased pressure from tourism-related activities, a
robust understanding of the factors influencing tourist visit intention is crucial for
striking a balance between tourism development and environmental conservation. By
addressing this gap in knowledge, this research contributes not only to the academic
understanding of tourist behavior but also to the practical and sustainable management
of Ngapali Beach as a premier destination in the global tourism landscape.
Research Questions
1. What are the influencing factors of intention to visit towards Ngapali Beach?
2. How can the influencing factors contribute to intention to visit towards
Ngapali Beach?
Objectives of the Study
1. To explore the influencing factors of intention to visit towards Ngapali Beach
2. To analyze the effect of influencing factors of intention to visit towards
Ngapali Beach
Conceptual Framework of Previous Studies
Tourism
A*rac-veness
Travel
Mo-va-on
Inten-on to
visit
E-WOM
Tourism Attractiveness
•
Beautiful landscape
•
The uniqueness of the beach
•
The beach is maintained and clean
•
Complete water tourism recreation facilities
•
Infrastructure
•
The ship is very safe and comfortable
•
Accessibility
Travel Motivation
•
To Adventure
•
To learn something new and interesting
•
To strengthen ties with family and friends
•
To play water rides
•
To escape from daily routine
•
To refresh the mind and relaxation
e-WOM
•
Get information through reviews on social media
•
Feel that social media is an effective tool to help promotion
•
Get a recommendation
•
Get information about product options (tour packages)
•
Get information the place is the right choice for traveling
•
Get information about other people's positive experiences
•
Can ask things without spending a lot of money
•
Feel the willingness of others to help publication
•
Can feel other people want tourist attractions increasingly growing and
famous