Potential Development Strategies on Marine and Beach Tourism

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Chapter: Measurement of Variables:
Measurement variables were used in order to gauge tourist satisfaction. These measurement variables, namely, product, attributes, management, satisfaction, tourist expenditures and tourist demographic, were considered in the structured questionnaire. The questionnaire was then given to 100 tourists visiting marine and beach tourism in Phuket, Thailand. The respondents were asked to assess their travel experience while in Phuket. The evaluation measurement had rate based on the five-point Likert scales. More details of the measurement variables can be seen in Table 3.1. This research will analyze how tourist satisfaction is being influenced by the measurement variables, product, attributes, and management of tourism product, tourist expenditures and tourist demographic.
1. Product:
There were six items considered in order to measure the satisfaction based on product. These six items considered were "Sea," "Sand," Beach," "Island," "Mountain," and "Eco-tourism product". Each of the six items was measured using a single 5-point Likert-type scale. The scale ranged from 1 = very unsatisfied to 5 = very satisfied.
2. Attributes:
There were four items considered in order to measure the satisfaction based on attributes. In this study, the four items considered were "Clean", "Beautiful", "Safety", and "Virgin". Each of the four items was measured using a single 5-point Likert-type scale. The scale ranged from 1 = very unsatisfied to 5 = very satisfied.
3. Management:
There were four items considered in order to measure the satisfaction based on management. In this study, the four items considered were "Attraction", "Amenities", "Accessibility", and "Image". Each of the four items was measured using a single 5-point Likert-type scale. The scale ranged from 1 = very unsatisfied to 5 = very satisfied.
4. Satisfaction:
There were three items considered in order to measure the satisfaction. In this study, the three items

Dr. Sinee Sankrusme is currently an associate professor of International Business at the Department of International Business, Faculty of Business Administration, Ramkhamhaeng University, Thailand. She also held a position as head department of international business. She has authored almost one hundred articles and several books related to international business communication, international business and trade documents, international business and effects on changes, organizational behavior and management, agribusiness, agricultural marketing, agricultural business, management and human resource management, etc. Her textbook entitled International Business Correspondence was published in Germany. Most of her research focuses on international business, marketing, human resource, business, organization and management, etc. She is widely recognized for numerous publications in the international business journals and also joined several international business conferences.