| Author | Mya Mya Aye |
| Call Number | AIT RSPR no. SM-96-22 |
| Subject(s) | Tourist trade--Myanmar
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| Note | A research study submitted in partial fulfillment of the requirement for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Man's natural instinct to travel; since the dawn of civilization; has made tourism the world's largest industry today, even the developing nations, to a large extent, are thriving in this industry. Myanmar's as a developing nation, is also witnessing a boom in its tourism trade. In 1995 , more than 132255 foreign tourists came to Myanmar, spending 34.8 US$ million .Thus, the role of tourism as an instrument in the acceleration of Myanmar's growth cannot be denied. However, a look on the growth trend in tourist arrivals gives diametrically opposite picture, it shows that Myanma's share in world tourist is absolutely low what seems to be the developmental obstacles to tourism development in Myanmar, which is something for a marketing plans for both private & public sector. The purpose of this study is to identify the suitable and efficient strategies to maintain the existing market and to penetrate the new market. To enhance the market share in the world tourists, it is necessary to identify their perceptions by using their demographic, travel characteristics, psychographic traits and attitudes to fit for the international tourists market This study mainly deals with specification of the target market in accordance with their psychographic traits, demographic profiles, and their belief towards Myanmar. The data was analyzed with the help of SPSS window software. Basic statistics, factor analysis and ANOVA were used for analyzing the data collected by the survey. Basics statistics like mean, standard deviation were ordered decreasing according to the importance. Factor analysis was carried out for psychographic and attitude statements to find out the key criteria for each of the above dimension The hypothesis was formulated with ANOVA analysis based on their psychographic traits and their attitude which indicated that there was no homogeneity of the international tourists. All findings were used for promotional strategies for the development of the tourism growth in Myanmar. |
| Year | 1996 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark; |
| Examination Committee(s) | Hertzberg, Ellen;Truong Quang; |
| Scholarship Donor(s) | Swiss Development Cooperation; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |