Interview instructions and Narrative guidelines
1. Overview
This is an open-ended semi-structured method to capture holistic components and more
distinctive or unique features of the destination Image. You are required to conduct an in-depth
interviewing which is a qualitative research technique that involves conducting intensive
individual interviews with a total of 15 respondents to explore their perspectives on the following
issues:
1. What do they think about Thailand as a destination?
2. Destination of Choice
3. Level of Loyalty as measured by the degree of tendency to refer Thailand to friends and
family