ModeratorÐ'ÐŽÐ'¦S Guide To Promote Pattaya City

ModeratorÐ'ÐŽÐ'¦s Guide to Promote Pattaya City

1. Introduction & Warm Up 10 mins.

Introduce this interview project that the researcher only interested in Thai touristsÐ'ÐŽÐ'¦ opinions which will then help the Pattaya City to understand and improve their services for the future benefits of the Pattaya City and Thai tourists.

TodayÐ'ÐŽÐ'¦s discussion is about understanding the behavior of Thai people who take vacation and travel to other places and also their opinions about Pattaya City, there is no right or wrong answer, for as long as it is what you honestly feel and think about it.

Your comments are very important and valuable for us.

Explain recording facilities (note-taking and audio taping)

Ask respondents to introduce themselves about nickname, your job, your hobby.

Warm up / introduce topic for discussion.

Ice breaker, built comfortable atmosphere

2. Image Toward Pattaya City 20 Mins.

How many times have you been to Pattaya City?

What brought you to Pattaya City?

Besides Pattaya City, have you ever considered other places to go? What are they? And Why?

(The moderator lists up all provinces and ask one by one)

When you think about Pattaya City, what come to your mind?

When you think about Ð'ÐŽKÐ'ÐŽKÐ'ÐŽKÐ'ÐŽK, what come to your mind?

What do you think about the following places in comparison?

Ð'„X Pattaya City vs. Hua-Hin, Phuket, Samui, Krabi, Chiangmai, Khon-Kaen, Ayudhaya, and Kanchanaburi

To find out the image toward Pattaya City

3. Pretest Ads 35 Mins.

Campaign: Pattaya Festival.

Ð'„X (The moderator will show each ad one by one and ask)

Ð'„X Do you know what the ad is trying to tell you? How do you know that?

Ð'„X Does the ad work as the way it is expected? How? Why?

Ð'„X Do you like this ad? What? How? Why?

Ð'„X Any improvement?

Campaign: You Got It at Pattaya.

Ð'„X (The moderator will show each ad one by one and ask)

Ð'„X Do you know what the ad is trying to tell you? How do you know that?

Ð'„X Does the ad work as the way it is expected? How? Why?

Ð'„X Do you like this ad? What? How? Why?

Campaign: Moon Light Life Music.

Ð'„X (The moderator will show each ad one by one and ask)

Ð'„X Do you know what the ad is trying to tell you? How do you know that?

Ð'„X Does the ad work as the way it is expected? How? Why?

Ð'„X Do you like this ad? What? How? Why?

To assess the ad message, and find out how they interpret the ad.

4. Consumer Decision Making 30 Mins.

(The moderator will ask one person by person)

Now, I would like to test a bit of your memory. I would like