A Model of the Linkage between Tourism Research Results and the Usage of the Results by Tourism Business Entrepreneurs in the Andaman Tourism Cluster
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Abstract
The objective of this study was to develop a model for linking tourism research results to the utilization of the results by tourism business entrepreneurs in the Andaman tourism cluster. This was a mixed research method using both quantitative and qualitative analyses. The population of the study involved Andaman tourism entrepreneurs, researchers, and funding source officers. This research applied convenience sampling to choose 400 samples for quantitative data. The statistics used for data analysis consisted of frequency distribution, percentage, mean, standard deviation, and regression coefficient. As for qualitative data, 40 subjects were selected by random sampling to attend in-depth interviews, including group discussion. Data were analyzed using content analysis techniques. The results of the research found 123 tourism research studies in the Andaman tourism group were conducted over the past 10 years (2009-2019), and there were five funding sources. The process of disseminating research studies was in the form of publishing articles in academic journals, in the online library database systems, and presentations at domestic and international academic conferences. It was found that factors affecting research utilization were three co-predictive parameters: the researcher, the communication of research results, and the tourism business operator’s learning aspect, which predicted or influenced the research utilization significantly at the 0.001 level (R2 = 0.396). Furthermore, it was found that the predictive parameters of selecting a research topic did not have a statistically significant influence on the research utilization. The linkage model of tourism research results in the Andaman tourism group consisted of five compositions (SACLO): selecting the research topic, the researcher, the communication of research results by the researcher, the learning aspect of the tourism business operators, and the output of the research utilization.
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