The Social Construction of Meaning, Sources of Meaning, and Destination Brand Awareness in Thai Budget Tourism: Research for Developing a Constructivist Grounded Theory

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บทความที่ 15
Published: Dec 31, 2024
DOI: https://doi.org/10.14456/jmsnpru.2024.37
Keywords:
Budget travelers Meaning-making Tourist destination equity Grounded theory Thai tourism

Main Article Content

Ratchamongkhon Thonglor
Faculty of Management Science, Silpakorn University, Nakhon Pathom, Thailand
Phitak Siriwong
Faculty of Management Science, Silpakorn University, Nakhon Pathom, Thailand
Rachanon Taweephol
Faculty of Management Science, Silpakorn University, Nakhon Pathom, Thailand

Abstract

     This qualitative inquiry, grounded in the Constructivist Grounded Theory Methodology, seeks to fulfill three primary research objectives: (1) To rigorously explore and elucidate the meaning and genesis of the concept of economical travelers within the socio-cultural framework of Thai society; (2) To critically examine the travel patterns, processes, and brand equity awareness among economical travelers in the Thai context; and (3) To construct a substantive grounded theory that explicates the conceptualization and value creation process of Economical Tourist Destination Equity (ETDE) as perceived by economical travelers within the context of Thai tourism destinations. Data collection will be conducted through in-depth, semi-structured interviews with Thai nationals who possess substantial experience in domestic travel. Employing a purposive sampling strategy, this study will ensure the selection of a diverse and representative cohort of 40 key informants, each contributing distinct insights into the phenomenon under investigation.
     Data were collected through in-depth interviews with 40 purposively selected Thai travelers who had experience with budget travel within Thailand. The findings reveal multifaceted dimensions of Thai budget travelers' behavior, highlighting five key aspects of budget travel meaning: (1) efficient budget management, (2) pursuit of transformative experiences, (3) immersion in cultural and historical values, (4) creation and dissemination of digital travel content, and (5) integration of travel with creative work.
     The study identifies a three-stage travel process: proactive planning and preparation, engagement in travel experiences, and critical reflection. Throughout these stages, travelers prioritize four value dimensions: functional, social, self-transformative, and emotional. Furthermore, the research uncovers five components of Economical Tourist Destination Equity (ETDE): credibility, attractiveness, value, awareness, and loyalty. Digital technologies and social media play a crucial role in linking these components throughout the travel process.
     This research contributes to the development of a grounded theory on meaning-making and value perception processes of budget travelers in the Thai context. The findings have significant implications for both academic discourse and practical applications in the tourism industry, particularly in developing marketing strategies and destination management approaches that align with the needs of budget travelers.
 
Article history: Received 6 September 2024             
                            Revised 6 November 2024      
                            Accepted 8 November 2024       
                            SIMILARITY INDEX = 0.52 %

Article Details

How to Cite
Thonglor, R., Siriwong, P., & Taweephol, R. (2024). The Social Construction of Meaning, Sources of Meaning, and Destination Brand Awareness in Thai Budget Tourism: Research for Developing a Constructivist Grounded Theory. Journal of Management Science Nakhon Pathom Rajabhat University, 11(2), 195–212. https://doi.org/10.14456/jmsnpru.2024.37
Issue
Vol. 11 No. 2 (2024): July - December 2024
Section
Research Articles
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