Suvarnabhumi Airport is located in Racha Thewa in Bang Phli district, Samut
Prakan Province, about 25 km east of downtown Bangkok. The name Suvarnabhumi
was chosen by King Bhumibol Adulyadej and refers to the golden kingdom
hypothesized to have been located somewhere in Southeast Asia.
The story of Suvarnabhumi Airport has begun since 1973.The plot of land
occupied by the airport with an approximate area of 8,000 acres (324 km) was
purchased back. After delays and three decades of planning, the airport firstly opened
for domestic flight on September 15, 2006, and opened for all domestic and
international flights on September 28, 2006. (Suvarnabhumi Airport Thailand, 2008)
The Suvarnabhumi Airport is due to replace the overloaded and unexpandable
Bangkok International Airport (Don Muang), Moreover, the airport has the tallest
control tower (13.2) and is the largest single building and airport terminal (563,000
) in the world. To develop Suvarnabhumi Airport to achieve the highest
international standards is to ensure its support for the rapidly increasing air traffic
demand corresponding to the need of aviation business worldwide (Annual report,
Recently, Suvarnabhumi Airport has the ability to handle 45 million
passengers per year, 76 flights per hour and 3 million tons of cargos per year. In the
future, the airport will be able to expand its capacity to accommodate up to 100
million passengers per year, 6.4 million tons of cargos per year and 112 flights per
hour (Annual report, 2007). A large amount of income has been generated by
Suvarnabhumi Airport in 2006, the total revenues of 10,240.93 million baht was
generated from landing and parking charge, passenger service charge and facilities
service charge.
Suvarnabhumi Airport is A Gateway to the Golden land. It is an aviation
hub in Southeast Asia that attracts flights from across the globe and leads the way to
the countries in South and Southeast Asia, linking regional economic development to
the world economy. Suvarnabhumi is fully equipped with facilities and highly efficient
modern technology as well as international standard security measures. Regarding the
role of airports in National Logistic System Development, the opening of
Suvarnabhumi Airport has significantly contributed to the dynamism that drives
forward the national logistic system. With Free zone cargo management, freight
transportation and cargo management at Suvarnabhumi Airport will be quicker, with
more convenience and efficiency. As a result, it has boosted growth in cargo
transportation through Suvarnabhumi, increasing Thailand’s competitive potential in
the air transport industry. For regional airports, AOT would swiftly develop strategies
that support logistics and tourism while expending flight to GMS counties and those in
South Asia (Annual report, 2006).
When the tourists arrive, the first impression is the most important thing.
Thus, the image of the airport is one of the main factors to support the positive
perspective of the tourists to the country. The airport can offer comfort and convenience
for visitors such as transportation, facilities and information. The image of the airport can
contribute to the confidence of the tourists to use the service. The airport also probably
attracts tourists from countries around the world. The country can receive a lot of
income from several airport businesses and use it to improve and develop the country.
Suvarnabhumi Airport as the pride of Thai people presents the outstanding
image in many ways. As one of the largest airports in the world, Suvarnbhumi Airport
also uses the highest technology and facilities to serve tourists from all parts of the
world. The airport’s architecture uses the most modern decoration which represents
the art and the beauty of local cultural tradition. Besides the uniqueness of internal
and external decoration of the building, Suvarnabhumi Airport maximizes daylight
and comfort, but minimizes the use of energy with significant life cycle cost saving
(Helmet et al., 2007). These are all the reasons that make Suvarnabhumi Airport
Thailand the gateway to the world.
However, after the opening of Suvarnabhumi Airport, there were many
problems reported to the public. During the construction, there is the news of
corruption and as of today the question has not yet been answered. Many difficulties
were recorded in the airport's late operation. The problems can be divided into many
issues as follows.
Service: sluggish luggage claims were common as the very first passenger
arrival took an hour for the luggage to start coming out and some flights did not have
their luggage coming out even after four hours (E-Travel Blackboard, 2006). Flights
were also delayed (Thai Airways claimed that 17 of 19 flights were delayed that day),
and there were also failures with the check-in system (Sritma, 2006).
Public Utility: Uncleanliness of toilets and the insufficient provision of toilet
for passengers inside the terminal building are what many passengers reported upon
their arrived at Suvarnabhumi Airport.
Construction: The construction problem has been still taking place. There are
subsided lands caused by swampy ground, water dripping roof and the cracked of
runway edges and the unfinished airport links are also the unexpected situation that
happened.
Due to the aforesaid factors, this research, therefore, aims to identify the
overall image of Suvarnbhumi Airport as perceived by tourists. Therefore, this study
aims to collect the data about the image of Suvarnabhumi Airport as perceived by both
Thai and international tourists, regarding the cleanliness, security, convenience,
service and facility, and decoration of Suvarnbhumi International Airport.
Purpose of the Study
The purpose of this study is to identify the perception of the Thai and
International tourists on the image and services and facilities at Suvarnabhumi
International Airport.
Research Questions
For the study of “Image of Suvarnabhumi Airport as perceived by Thai and
International tourists,” there are five statements of problem as follows:
1.ddHow do tourists perceive the image of Suvarnabhumi Airport?
2.ddWhat are the differences in perception between Thai and International
tourists?
3.ddIs there a relationship between independent variables (age, sex, travel
frequency, travel pattern, and purpose of visit) and dependent variables (degrees of
perception toward the image of Suvarnabhumi Airport)?
4.ddWhat is the image of Suvarnbhumi Airport that tourists want to see
further improved?
Significance of the Study
Image is important for every organization in the tourism and hospitality
industry. The International Airport is the place that can create the first impression
among the tourists. If the International Airport improves its image and provides a
world-class service, the passengers will be satisfied and it will satisfy the passengers
and create a good image and reputation of Thailand. Consequently, the Suvarnabhumi
International Airport will be further developed and can be an aviation hub of Southeast
The results of this study give the benefits to the Airport of Thailand Public
Company Limited (AOT) to use as guideline to improve and develop its image
regarding both services and facilities at Suvarnabhimi International Airport and make
the airport one of the world class quality and truly the most impressive aviation hub.
The results will also be useful for anyone who wants to study the degree of perception
of passengers with services and facilities provided at the Suvarnabhumi International
.
Scope of the Study
This research studies the image of Suvarnabhumi Airport as perceived by
Thai and Internationals tourists at the Suvarnabhumi International Airport. The
sampling unit must be 18 years old or above, who visited at Suvarnabhumi airport
both Thai and Internationals tourists.
In addition, this paper focuses on the big image of each aspect of service and
facilities of Suvarnabhumi Airport without going into detail. Thus, the result provides
only a broad view of tourists’ perspective with each aspect of service and facilities.
Basic Assumption
A series of assumption have been made:
1.ddThe tourists will understand and answer all questions truthfully
2.ddThe management of the Suvarnabhumi International Airport will
understand the nature of tourists’ research and provide information in a helpful
3.ddThe result of this study will provide a better understanding of tourists’
perception.
Definitions of Terms
1.ddSuvarnabhumi International Airport is the new international airport of
Thailand. The airport handles a large number of passengers both Thai and
international who directly perceive the image of the Suvarnabhumi International
2.ddImage is the appearance or impression of Suvarnbhumi International
Airport given to the International and Thai passengers. The image includes that of the
cleanliness, security, convenience, service and facility, and decoration of
Suvarnbhumi International Airport.
3.ddPerceptions mean the recognition and experience of International and
Thai tourists about the quality, state, or capability, of being affected by something
external; sensation; sensibility at Suvarnabhumi International Airport.
4.ddInternational tourists are defined as all foreigners, who are not Thai
residents, departing from or arriving at Suvarnabhumi International airport. These
international tourists are customers of Suvarnabhumi International Airport. Their
travel purposes are varied such as for traveling on vocation, visiting relatives, business
reasons or other interests.
5.ddThai tourists are defined as Thais who travel in Thailand or to oversea.
These Thai tourists are customers of Suvarnabhumi International Airport.
Hypoth
Suvarnabhumi Airport is located in Racha Thewa in Bang Phli district, Samut Prakan Province, about 25 km east of downtown Bangkok. The name Suvarnabhumiwas chosen by King Bhumibol Adulyadej and refers to the golden kingdom hypothesized to have been located somewhere in Southeast Asia.The story of Suvarnabhumi Airport has begun since 1973.The plot of land occupied by the airport with an approximate area of 8,000 acres (324 km) was purchased back. After delays and three decades of planning, the airport firstly opened for domestic flight on September 15, 2006, and opened for all domestic and international flights on September 28, 2006. (Suvarnabhumi Airport Thailand, 2008) The Suvarnabhumi Airport is due to replace the overloaded and unexpandable Bangkok International Airport (Don Muang), Moreover, the airport has the tallest control tower (13.2) and is the largest single building and airport terminal (563,000 ) in the world. To develop Suvarnabhumi Airport to achieve the highest international standards is to ensure its support for the rapidly increasing air traffic demand corresponding to the need of aviation business worldwide (Annual report, Recently, Suvarnabhumi Airport has the ability to handle 45 million passengers per year, 76 flights per hour and 3 million tons of cargos per year. In the future, the airport will be able to expand its capacity to accommodate up to 100 million passengers per year, 6.4 million tons of cargos per year and 112 flights per hour (Annual report, 2007). A large amount of income has been generated by Suvarnabhumi Airport in 2006, the total revenues of 10,240.93 million baht was generated from landing and parking charge, passenger service charge and facilities service charge. Suvarnabhumi Airport is A Gateway to the Golden land. It is an aviation hub in Southeast Asia that attracts flights from across the globe and leads the way to the countries in South and Southeast Asia, linking regional economic development to the world economy. Suvarnabhumi is fully equipped with facilities and highly efficient modern technology as well as international standard security measures. Regarding the role of airports in National Logistic System Development, the opening of Suvarnabhumi Airport has significantly contributed to the dynamism that drives forward the national logistic system. With Free zone cargo management, freight transportation and cargo management at Suvarnabhumi Airport will be quicker, withmore convenience and efficiency. As a result, it has boosted growth in cargo transportation through Suvarnabhumi, increasing Thailand’s competitive potential in the air transport industry. For regional airports, AOT would swiftly develop strategies that support logistics and tourism while expending flight to GMS counties and those in South Asia (Annual report, 2006).When the tourists arrive, the first impression is the most important thing. Thus, the image of the airport is one of the main factors to support the positive perspective of the tourists to the country. The airport can offer comfort and conveniencefor visitors such as transportation, facilities and information. The image of the airport cancontribute to the confidence of the tourists to use the service. The airport also probably attracts tourists from countries around the world. The country can receive a lot of income from several airport businesses and use it to improve and develop the country. Suvarnabhumi Airport as the pride of Thai people presents the outstanding image in many ways. As one of the largest airports in the world, Suvarnbhumi Airport also uses the highest technology and facilities to serve tourists from all parts of the world. The airport’s architecture uses the most modern decoration which represents the art and the beauty of local cultural tradition. Besides the uniqueness of internal and external decoration of the building, Suvarnabhumi Airport maximizes daylight and comfort, but minimizes the use of energy with significant life cycle cost saving (Helmet et al., 2007). These are all the reasons that make Suvarnabhumi Airport Thailand the gateway to the world. However, after the opening of Suvarnabhumi Airport, there were many problems reported to the public. During the construction, there is the news of corruption and as of today the question has not yet been answered. Many difficulties ได้รับการบันทึกในการดำเนินการล่าช้าของสนามบิน ปัญหาสามารถแบ่งออกเป็นหลาย ออกเป็นดังนี้ บริการ: กระเป๋าซบเซาร้องได้ทั่วไปเป็นผู้โดยสารครั้งแรก มาถึงใช้เวลาชั่วโมงสำหรับกระเป๋าเริ่มออกมา และไม่มีบางเที่ยวบิน กระเป๋าของพวกเขาออกมาได้หลังจาก 4 ชั่วโมง (E-ในกระดานดำ 2006) เที่ยวบิน มีความล่าช้า (การบินไทยอ้างว่า 17 เที่ยวบินที่ 19 ของได้ล่าช้าวันที่), และยังมีความผิดพลาดในระบบ (Sritma, 2006)สาธารณูปโภค: Uncleanliness สำรองไม่เพียงพอของห้องน้ำและห้องน้ำ สำหรับผู้โดยสารภายในอาคารผู้โดยสารมีผู้โดยสารจำนวนมากที่รายงานตาม พวกเขามาถึงที่สนามบินสุวรรณภูมิก่อสร้าง: ก่อสร้างปัญหามียังสละตำแหน่ง มี เกิดจากพื้นดินเป็นหนอง น้ำขจีหลังคาและที่รอยร้าวของที่ดิน subsided ขอบรันเวย์และเชื่อมโยงไปยังสนามบินยังมีสถานการณ์ที่ไม่คาดคิดที่ เกิดขึ้น เนื่องจากปัจจัย aforesaid งานวิจัยนี้ ดังนั้น มีวัตถุประสงค์เพื่อระบุตัว ภาพโดยรวมของสนามบิน Suvarnbhumi โดยนักท่องเที่ยว ดังนั้น การศึกษานี้ มีวัตถุประสงค์เพื่อรวบรวมข้อมูลเกี่ยวกับภาพของสนามบินสุวรรณภูมิ โดยทั้งสอง ไทย และนักท่องเที่ยว เกี่ยวกับความสะอาด ความปลอดภัย ความ สะดวก บริการ และสิ่งอำนวยความสะดวก และตกแต่ง Suvarnbhumi สนาม วัตถุประสงค์ของการศึกษาวัตถุประสงค์ของการศึกษานี้จะระบุการรับรู้ของไทย และ International tourists on the image and services and facilities at Suvarnabhumi International Airport. Research QuestionsFor the study of “Image of Suvarnabhumi Airport as perceived by Thai and International tourists,” there are five statements of problem as follows:1.ddHow do tourists perceive the image of Suvarnabhumi Airport?2.ddWhat are the differences in perception between Thai and International tourists?3.ddIs there a relationship between independent variables (age, sex, travel frequency, travel pattern, and purpose of visit) and dependent variables (degrees of perception toward the image of Suvarnabhumi Airport)?4.ddWhat is the image of Suvarnbhumi Airport that tourists want to see further improved?Significance of the StudyImage is important for every organization in the tourism and hospitalityindustry. The International Airport is the place that can create the first impression among the tourists. If the International Airport improves its image and provides a world-class service, the passengers will be satisfied and it will satisfy the passengers and create a good image and reputation of Thailand. Consequently, the Suvarnabhumi International Airport will be further developed and can be an aviation hub of Southeast The results of this study give the benefits to the Airport of Thailand Public Company Limited (AOT) to use as guideline to improve and develop its image regarding both services and facilities at Suvarnabhimi International Airport and make the airport one of the world class quality and truly the most impressive aviation hub. The results will also be useful for anyone who wants to study the degree of perception of passengers with services and facilities provided at the Suvarnabhumi International .Scope of the StudyThis research studies the image of Suvarnabhumi Airport as perceived by Thai and Internationals tourists at the Suvarnabhumi International Airport. The sampling unit must be 18 years old or above, who visited at Suvarnabhumi airport both Thai and Internationals tourists.In addition, this paper focuses on the big image of each aspect of service and facilities of Suvarnabhumi Airport without going into detail. Thus, the result provides only a broad view of tourists’ perspective with each aspect of service and facilities. Basic AssumptionA series of assumption have been made:1.ddThe tourists will understand and answer all questions truthfully2.ddThe management of the Suvarnabhumi International Airport will understand the nature of tourists’ research and provide information in a helpful 3.ddThe result of this study will provide a better understanding of tourists’ perception.Definitions of Terms1.ddSuvarnabhumi International Airport is the new international airport of Thailand. The airport handles a large number of passengers both Thai and international who directly perceive the image of the Suvarnabhumi International 2.ddImage is the appearance or impression of Suvarnbhumi International Airport given to the International and Thai passengers. The image includes that of the cleanliness, security, convenience, service and facility, and decoration of Suvarnbhumi International Airport.3.ddPerceptions mean the recognition and experience of International and Thai tourists about the quality, state, or capability, of being affected by something external; sensation; sensibility at Suvarnabhumi International Airport.4.ddInternational tourists are defined as all foreigners, who are not Thai residents, departing from or arriving at Suvarnabhumi International airport. These international tourists are customers of Suvarnabhumi International Airport. Their travel purposes are varied such as for traveling on vocation, visiting relatives, business reasons or other interests.5.ddThai tourists are defined as Thais who travel in Thailand or to oversea. These Thai tourists are customers of Suvarnabhumi International Airport.Hypoth
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