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Über dieses Buch

This book highlights the state-of-the-art tourism and hospitality industry in Southeast Asian countries, while also presenting future directions for the industry with an emphasis on decision-making models. It first elaborates on the significant role of the tourism and hospitality industry given the rapid socio-economic and cultural changes occurring in Southeast Asia, before providing perspectives on medical tourism, tourism for seniors and several other developments within the tourism and hospitality sector. Development of Tourism and the Hospitality Industry in Southeast Asia presents scholarly perspectives from researchers across the region and is geared towards world-wide readers in academia, as well as experts from the industry.



Chapter 1. Destination ASEAN, Beyond 2015

The 2015 year-end will mark a new era for the Association of Southeast Asian Nations that seeks to transform from a loosely held cooperating nations to a more closely knit “ASEAN Economic Community” (AEC) of over 600 million people. Greater economic cooperation is predicted to accelerate intra-ASEAN mobility. The AEC is expected to be characterized by the removal of tariffs and non-tariff barriers to trade, common external tariffs, and free movement of capital, goods, labor, and people. In all of ASEAN, tourism is a key economic sector that has implications for societies and cultures. This chapter evaluates the integrating elements that affect the tourism sector in member states. Building on earlier research and current tourism industry practices in ASEAN, three key areas are examined: employment and inbound and intra-ASEAN travel strategies. The implementation of the mutual recognition agreement and managed mobility of skilled labor opens up new economic vistas for people in the region seeking opportunities beyond national boundaries.
K. Thirumaran, Pamela Arumynathan

Chapter 2. Factors Affecting Willingness of Foreign Tourists to Spend Money in Benefiting Local People

Bali has been known as one of the most popular tourist destinations in the world due to its cultural activities and natural scenery. Tourism has now become a driving force in the economic development of Bali Province and has become the leading economic sector in Bali’s economy. Assessing foreign tourists’ familiarity, satisfaction, motivation and perceptions of a destination regarding foreign tourists’ visit is really important as these aspects affect human behaviour which provide suggestions for increasing level of desire to learn, improve experience and enjoy activities effectively which leads people to choose and pursue certain goals when travelling. How to motivate and hold visitors’ attention throughout revisit is also important.
This chapter examines opinion of foreign tourists on accommodation and restaurant services, expectation and satisfaction level on whole trips, emotional experience and level of agreement on spending money to benefit Balinese people. The chapter also analyses relationship between variables, i.e. relationship between satisfaction, familiarity, motivation and perceptions of foreign tourists regarding the quality of products and services in Bali’s tourism and their willingness to spend money to benefit the Balinese people. A survey was undertaken in Bali on 600 foreign tourists. The results indicate that tourists who visit Bali are willing to spend money on local people and be a part of the system of Bali tourism in terms of maintaining sustainable tourism. Most of tourists are also willing to stay in villages and prefer authenticity of local products. Foreigners prefer to stay in locally decorated Balinese style facilities and are willing to give more money to be used for environmental protection in order to minimise negative impacts of tourism development in Bali as long as the mechanism is well organised. They would also love to live with the harmonious interaction with local Balinese people and willing to maintain cultural heritage of Bali.
I Gusti Ayu Oka Suryawardani, Agung Suryawan Wiranatha, Christine Petr

Chapter 3. Destination Loyalty Model of Senior Foreign Tourists Visiting Bali Tourism Destination

In the recent years, the senior foreign tourist segment has become increasingly important for the tourism industry. The strength of this market segment lies in its two characteristics: the purchasing power and the time available for travel. This research was conducted based on these two considerations. This research is confirmatory to the loyalty model developed by previous research, but specifically studied foreign senior tourists. The 400 respondents for this research were determined purposively. The criteria were senior tourists aged 55 or over and tourists vacationing in one of Bali’s tourism destinations. Descriptive statistical analysis and the SEM-AMOS structural model analysis tools were utilized. Meanwhile, the qualitative analysis is descriptive to complement the quantitative analysis. The demographic profiles of the respondents composed of 57 % male travelers and 43 % female. Tourists in the age group of 55–65 are 73 and 27 % over 65 years. Repeat visitors are 81 and 19 % first time visitors. The findings of this research indicated that (1) internal motivation does not have a significant effect on destination image, (2) external motivation has a significant effect on destination image and loyalty, but does not have a significant effect on tourist’s satisfaction, (3) destination image has a significant effect on tourist’s satisfaction, and (4) tourist’s satisfaction has a significant effect on destination loyalty. Two loyalty models were formed: (1) Destination loyalty is directly influenced by tourist’s satisfaction and indirectly influenced by destination image and external motivation. (2) Destination loyalty is directly influenced by external motivation, but the influence is not as significant as the influence of tourist’s satisfaction on loyalty. Theoretically, the research suggests maintaining the joint approach because this approach is able to answer various questions that quantitative approach alone cannot answer completely. From a practical perspective, the preservation of Bali’s destination image was found to be adequate. The image of Bali includes: (1) a destination that has cultural uniqueness, (2) welcoming local inhabitants, (3) comprehensive tourism infrastructure, and (4) comfortable tourism atmosphere.
I. Gusti Bagus Rai Utama

Chapter 4. Hedonic Shopping Motivation: Does It Really Matter?

In this chapter we intend to investigate the relationship between hedonic shopping motivation, shopping experience and retail outcome. The study is conducted in Surabaya, Indonesia. Three hundred and thirty shoppers participated in the study. The study found significant relationship between interior and layout and adventure motivation, interior and layout and social motivation, social factor and social motivation and social factor and idea motivation, service quality and interior and layout and social factor, shopping satisfaction and service quality and repatronage intention and shopping satisfaction.
Tjong Budisantoso, Abhishek Bhati, Adrian Bradshaw, Chun Meng Tang

Chapter 5. The SWOT Analysis of Turkish Airlines Through Skytrax Quality Evaluations in the Global Brand Process

Skytrax is a foundation which collects consumer evaluations/questionnaires of airlines, airports, airport lounges, cabin services and caterings, and air cabin crew in order to consolidate evaluations and scores airlines and airports from one star to five stars. Skytrax evaluations of both Turkish Airlines (TK) and Singapore Airlines (SQ) are compared in this particular study. The reason for such benchmarking is to identify the strengths and weaknesses of four-starred TK in contrast to distinguished and permanent five-starred SQ. Strengths, weaknesses, opportunities, and threats (SWOT) analysis is implemented on both airlines’ Skytrax criteria, and results revealed that TK has significant weaknesses on three main topics which are “cleanliness,” “staff presentation,” and “handling delays/cancelations.”
Erkan Sezgin, Deniz Yuncu

Chapter 6. Managing Development of Resort Destinations in Southeast Asia: Emerging and Peripheral Phu Quoc Island

Southeast Asia located in the tropics offers a variety of sea resort destinations. With the recent economic reforms in Vietnam, Cambodia, and Myanmar for greater integration into the world economy, tourism has been a key sector of attention with many potential sea resorts to be developed in these countries’ coastal regions. In this regard, Bali and Phuket among others offer important development lessons within the region for Vietnam’s rising and popular resort – Phu Quoc Island. This chapter takes a leaf from Bali’s tourism experience as a development strategy that can be learned and considered for Phu Quoc Island’s growth. Though these destinations are in different stages of development, such comparative learning provides a new perspective on managing peripheral resorts. Utilizing peripheral areas in tourism development theories as a basis to understand Balinese experience, a framework of key factors such as foreign investments and good environmental practices will be examined. Balinese tourism successes and challenges are analyzed to discern ways in which Phu Quoc Island’s development can be managed in the twenty-first century as one of several emerging resort destinations in Southeast Asia.
Vo Phuoc Quang Pham, K. Thirumaran

Chapter 7. Optimum Stimulation Level and Shopping Experience: A Case of Australia

Tourists’ or regular customers’ shopping behaviour is of major interest to retailers. This chapter intends to investigate the relationship between optimum stimulation level (OSL), shopping experience and retail outcome. The study is conducted in Perth, Australia; 288 shoppers participated in the study. The study found that there are significant relationships between social factors and OSL, interior layout factor and OSL, store quality and social factor and interior layout, satisfaction and store quality and repatronage intention and shopping satisfaction.
Tjong Budisantoso, Chun Meng Tang, Adrian Bradshaw, Abhishek Bhati

Chapter 8. Understanding Dark Tourism Acceptance in Southeast Asia: The Case of WWII Sandakan–Ranau Death March, Sabah, Malaysia

Recently, the idea of dark tourism has grown to be part of tourism fascination, and the trend has spiked to an increasing number of people traveling to visit places where battles, massacres, and evil deeds were carried out in the past. Despite the increasing demand of dark tourism visitation, Malaysia among other countries in Southeast Asia is still very careful on branding and promoting its potential attraction as “dark tourism” site. Based on the WWII Sandakan–Ranau Death March, this preliminary study is intended to understand through conceptualizing the local community acceptance toward the potential dark tourism development in Sabah, Malaysia. The study argues that due to the local community custom, belief, and culture, the exploitation of grief, death, and dark tragedy in the past as dark tourism attraction, with the intention of satisfying touristic experience, is less acceptable. It is also suggested that the acceptance factors among the local community have influenced the decision and perspective in exploring and branding a potential site as dark tourism attraction.
Meltina Masanti


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