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CHAPTER 3
Research Methodology

This chapter presents the research methodology of the study. It explains

conceptual framework, research design, research frame, location of the study,

population and sample size, questionnaire design, data collection method and data

analysis.

3.1 Conceptual Framework

The study was conducted based on the conceptual framework drawn

integrating Kano’s (1984) with the SERVQUAL model. However, the attributes for

measurement of the satisfactions of tourists visiting Bhutan were identified based on

Beerli et al., (2004) as discussed earlier. The conceptual framework is adopted from

Tan and Pawitra (2001) as illustrated in Figure 3.1, integrating Kano’s and

SERVQUAL model.
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Identification of service attributes

Service Attributes
1. Recreation & attraction service
2. Transportation service
3. Accommodation service
4. Guide service
5. Food service
6. Shopping service

(Based on Beerli et al., (2004)

Measuring tourists opinion on

Measuring tourists’ satisfaction functional/dysfunctional forms of the
(based on SERVQUAL Model) same question (based on Kano’s Model)

Identification of the strong Categorizing the attributes based

and weak attributes on Kano’s Model

Strengths Weaknesses

SATISFACTION DISSATISFACTION

STRATEGIES

Source: Adapted from Tan and Pawitra (2001)

Figure 3.1: Conceptual Framework

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3.2 Research Design

Operationally, this research had been undertaken in two major phases, the first

phase was observation and reviewing similar research conducted previously. The

second phase is basically the collection of primary data through structured

questionnaire. The study has been structured as:

3.2.1 Location of the Study

The study was conducted in Bhutan.

3.2.2 Population and Sample Size

Population:

The average tourist inflow for the past five years worked out to 6,582 tourists

arrivals in a year as shown in table 3.1.

TABLE 3.1: Number of Tourist arrival to Bhutan during the period 1998 to 2002

Year Number of tourist arrival in a year

1998 6,203
1999 7,158
2000 7,559
2001 6,393
2002 5,599
Average 6,852

Source: National Statistical Bureau, March 2004, p128

Sample Size:
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Yamane (1973) recommended the formula for random sample as below:

n = N/(1+Ne2 )

where, n is size of sample,

N is population of sample, and

e2 is probability of error.

So, the sample size for the study has been calculated according to the

recommendation as follows:

n = 6,582/{1+6582(0.05)2} = 377

With N = 6,582, e = 5% (at 95% confidence level), hence the sample size is

377 respondents.

3.2.3 Questionnaire Design

A survey schedule consisting of a SERVQUAL and a Kano questionnaire was

carried out. The purpose of the SERVQUAL questionnaire was to measure

satisfaction of tourists visiting Bhutan as their holiday destination. The questionnaire

consisted of two parts. The first part consisted of Likert scale and an important scale

questions, with two main SERVQUAL questions of 25 parameters under each, and a

Kano questionnaire for six main attributes (Appendix A). The second part was for

obtaining general information about the tourists.

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The questions were structured to capture tourists' perceptions and predictions,

and the level of importance of the attractions, facilities, and services in Bhutan. The

literature suggested that Likert scales are appropriate for evaluating tourist

experiences of a destination because they are effective in measuring customer

attitudes, and are easy to construct and manage (Echtner and Ritchie, 1991; Ryan,

1995). A five-point Likert scale was used in this questionnaire. A "1" was labelled as

"strongly disagree" while a "5" was labelled as "strongly agree".

The Kano questionnaire was developed to determine the relationship between

tourist satisfactions and attribute performance. A pair of questions (a functional

question and a dysfunctional question) was formulated for each attribute about

Bhutan. The questions could be answered in one of the following five ways: "I like it

that way", "I expect it that way", "I am neutral", "I dislike it but I can live with it that

way", or "I dislike it and I cannot accept it". The functional question considered the

tourists' responses if Bhutan had that particular attribute. Conversely, the

dysfunctional question looked at the reaction of the tourists if Bhutan did not, or only

partly, had that particular attribute. For instance, for the attribute of Uniqueness of

tourist places of interest, the functional question was "How would you feel, if all

tourist places of interest are unique?". The dysfunctional question was "How would

you feel, if only a few tourist places of interest are unique?"

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3.3 Data collection

The questionnaires were distributed around the month of December, January

and February, 2005, during the low tourist season. Right after the presentation of

proposal during the month of December, 2004, the questionnaires distribution was

initiated, anticipating the constraints of time. Initially, it was done seeking the help of

friends and relatives in Bhutan.

Some questionnaires were distributed at the departure lounge of airport in

Paro, Bhutan. The questionnaires were explained to each tourist. In certain cases,

author along with some helpers filled up the questionnaires based on answers of

tourists who find difficulty in understanding and writing.

Certain number of questionnaires was distributed at the well-known tourists’

spots at Paro and Thimphu, and at the tourists’ lodge with the help of selected

tourists’ guides, arranged through a travel agent. The task was made easier when the

questionnaires were first explained to those guides who in turn explained and

collected the required information from those tourists under their jurisdiction. It was

also ensured that the questionnaires were distributed to only those tourists who have

experienced the services being in Bhutan at least for more than three days, since they

would be in the position to rate the services.

In total, 400 questionnaires were distributed, and 383 respondents returned

with fully furnished information, making a satisfactory respondent rate of 100% as

required sample size is only 377 as worked out using Yamane (1973) formula.
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Wherever possible, the direction was explained to the respondents so that the

concepts of predicted service, perceived service, and the Kano categories were

understood as intended.

3.4 Data Analysis

The combination of quantitative and qualitative analysis was employed to

measure the satisfaction of tourists visiting Bhutan. Essentially, quantitative analysis

was conducted using Statistical Package for Social Science (SPSS).

All the primary data collected through SERVQUAL and Kano’s questionnaire

were established in the form of descriptive analysis. The descriptive statistical

analysis was used to transform raw data into a form that will make raw data easy to

understand, interpret, rearrange, as well as to provide descriptive information. The

techniques like, simple tabulation were used for SERVQUAL questionnaire for

frequency, and arithmetic mean. In addition, cross tabulation was also performed to

organize data by groups, categories, or nationality, thus facilitating comparison, a

joint frequency distribution of observations on two or more sets of attributes. The

Kano questionnaires were analyzed and categorized using evaluation table (Table

3.2).
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TABLE 3.2: Kano’s Evaluation Table

Dysfunctional form of question

Live
Like Must-be Neutral Dislike
with
Like Q A A A O
Functional

question

Must-be R I I I M
form of

Neutral R I I I M
Live with R I I I M
Dislike R R R R Q
Source: Tan, K. C. and Pawitra, T. A. (2001)
Note: A =Attractive; O =One-dimensional; M =Must-be; Q =Questionable; R =Reverse; I =Indifferent

The qualitative analysis was employed basically to obtain an in-depth

understanding, and analyzing the data obtained through Part B of the questionnaire.

The information obtained through secondary data supplemented and aided the

analysis of primary data.

3.5 Data Interpretation

Through SERVQUAL questionnaire, tourists’ satisfaction score was computed

using arithmetic mean obtained for perceived, predicted and level of importance for

each attribute. If the resultant score is positive, it means satisfaction in that

corresponding service attribute. Hence, it can be interpreted as strength for Bhutan in

the performance of that particular attribute. If the resultant score is negative, it means

dissatisfaction, so a weakness for Bhutan in the performance of that particular service

attribute. Hence, there may be a need to improve those weaknesses to enhance

tourists’ satisfaction, and which to improve first or the priority of resource allocation

for improvement were determined by further categorizing the attributes using Kano’s
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model. However, if the resultant is zero, it can be interpreted as having a fair

satisfaction in the performance of that particular attribute, meaning, satisfaction in

that particular attribute will be lesser than those that obtained positive scores.

Using Kano’s evaluation table (Table 3.2), the attributes were further classified into

must-be, one-dimensional, or attractive attributes based on their relationships with

tourists’ needs. The priority of resource allocation for improvement of weaknesses

will follow as: first, all those weaknesses in the attractive category will deserve first

priority for improvement, followed by those weaknesses in the one-dimensional

category, and then those in the must-be category. The attributes that fall into other

categories like, indifference, questionable and reverse are simply ignored, because

improvement of such attributes may not likely enhance tourists’ satisfaction. Kano’s

categories were determined using simple frequency tabulation. In whichever category

the maximum respondents have responded for the particular pair of functional and

dysfunctional question, that category is determined as the answer. The scoring will be

calculated using frequency counts, each frequency count representing a respondent.

So, with total of three-hundred seventy-seven respondents, the Kano’s categories were

determined for each attribute through maximum counts.