Mkt547-Group (Blinkers) - Research Proposal
Mkt547-Group (Blinkers) - Research Proposal
Mkt547-Group (Blinkers) - Research Proposal
GROUP NAME:
BLINKERS
COVID-19 ON
1. SAMREEN
CHOWDHURY
ID: 1910731
TOURIST
2. SHOWKATUL
ISLAM
ID: 2022900
SATISFACTION AND
3. MD. EKRAMUL
HOQUE
ID: 1931007
AIRLINES INDUSTRY
SPRING – 2021 – MKT547 – SEC (01)
RESEARCH PROPOSAL SUBMISSION
ABSTRACT:
The objective of this research was to find how ongoing COVID-19 has affected consumers of
tourism product in their purchase of tourism product and services.
The research survey question used in realizing the objectives of the research subject were ; How
often respondents travel for a holiday in a year, what destination respondents visit most during
their holiday travel, what region or country respondents were interested in visiting for holiday
before COVID-19, what region or country respondents will be interested to visit for holiday after
COVID-19, how they predict their traveling lifestyle , how soon they are able to travel again ,
what weigh the most in their choice of destination when chosen a destination to use during their
holiday and what will motivate them to travel again .
The theoretical framework of the thesis consists of full understanding of consumer behavior and
factors that influences consumer behavior such as; personal and social factors. Personal and social
factor were systematically explained in the theoretical framework chapter of this thesis report.
Quantitative method of research was adopted in realizing result for the research subject and was
share with respondents on the 29th of June for two weeks.
An analysis of the potential effect of the COVID-19 outbreak on tourist behavior, as the result of
tourism flow slowdown. Based on the results of recent surveys, conducted between April and
May 2020, the document quantifies the potential changes in tourist behavior during the summer
and autumn of 2020, as consequences of travel and mobility limitations, psychological and
economic factors. The reports concludes by providing policy recommendations for the short,
medium and long-term.
Finally, the realized result show that COVID-19 have affected purchasing behavior of consumers
of tourism product and it might require longer time before it can get back to normal or better.
KEYWORDS
COVID-19, tourism, framework, limitations, consumer, recommendations.
Table of Contents
ABSTRACT …………………………………………………………………………………………………………………………………………
CHAPTER 1.0
INTRODUCTION…………………………………………………………………………………………………………………………………………………. 4
THEORATICAL FRAMEWORK 4
STATEMENT OF THE PROBLEM 5
PURPOSE OF THE STUDY 5
SIGNIFICANCE OF THE
STUDY……………………………………………………………………………………………………………………………………..6
LIMITATION…………………………………………………………………………………………………………………………………… ……………………6
CHAPTER 2.0
LITERATURE REVIEW
INTRODUCTION……………………………………………………………………………………………………………………………………………… 7
INDEPENDENT VARIABLES:
AVAILIBILITY…………………………………………………………………………………………………………………………………………………7-8
DEPENDENT VARIABLE
TOURIST SATISFACTION………………………………………………………………………………………………………………………………………10
CHAPTER 3.0
RESEARCH METHODOLOGY
INTRODUCTION………………………………………………………………………………………………………………………………………. 10
RESEARCH DESIGN…………………………………………………………………………………………………………………………………….10
SAMPLING TECHNIQUE…………………………………………………………………………………………………………………………………….11
DATA COLLECTION…………………………………………………………………………………………………………………………………….12
CHAPTER 5.0
RECOMMENDATIONS
REFERENCES……………………………………………………………………………………………………………………………
CHAPTER 7.0
APPENDIX
HYPOTHESIS ………………………………………………………………………………………………………………………….
QUESTIONNAIRE…………………………………………………………………………………………………………………
INTRODUCTION:
This research is aimed at finding out how COVID-19 has affected consumer behavior with in
tourism sector. This study this study tends in discovering the areas tourism consumers behavior
has being affect for example in deciding to travel or in chosen tourism
Products. The plan of the examining the traveling lifestyle of tourism consumers before and after
COVID-19 outbreak.
The research problem of this thesis will be focused on identifying the level at which tourism
consumers have been affected, due to COVID-19 outbreak. Considering the size of the data to be
realized, this thesis author has decided to adopt a quantitative research method in the collection of
data. This is also planned to be achieved through preparing a questionnaire which will be shared
through social media to the respondents. The decision of the author to use electronic questionnaire
was due to the ongoing social distancing that is still in effect, also it is very useful as it is quick ,
does not require assistance and can be easily distributed to a large amount of population.
With the increased competitive scenario destination authorities are seeking each possible aspect
for attracting tourists while offering and serving quality services. Where tourists are looking for
new trends they also strive for qualities associated with them. Airports are the first place where a
tourist interacts with the destination’s service and its overall impression and has a major role to
play in destination satisfaction. To this, they are also looking for enhancing airport service quality
thereby affecting overall travel satisfaction considered the quality of service and consumer
satisfaction as critical determinants of strategic framework for determining any business
performance. In fact, the airports authorities around the world are now shifting towards such
service practices so as to generate more revenues by increasing the other non-aviation services.
Theoretical framework:
According different writers. And consumers decision making process will be analyzed
systematically. In analyzing consumer decision making process. Also, in the theoretical
framework, travel motives is systematical analyzed and the author of this have adopted theories
from different professional which are explained in full below.
Simply explains consumer’s behavior as a data that explains all the activities that consumers go
through before, within or after the use of the tourism products.
Consumer decision making process is the process at which consumers of tourism product undergo
before deciding on the tourism product to use, during their holiday. As individual differs
differently in choice, values and personality, so is the concept that surrounds their decision
making extremely complex, which identifies the fact that there can never be a complete model
that suits with all consumers.
According to the observation that was made by some of the brands owners within the tourism
industry, Self-image is seen as an assumption that consumers prefer to buy products that is similar
to their values. Self-image can also be defined as the sum total of an individual’s ideas, thoughts
and feelings about oneself. Self-image is a very big part that can never be disregard, because it
plays a very big significant role in the consumer research process.
There have been recently some opinions regarding family lifecycles and their effect to consumer
purchase decision. It is increasing complexity is been giving full concentration, which might also
be as a result by the breakdown of the traditional family into single-parents’ families, extended
cohabitation before marriage or groups of young people sharing the same house before affording
one of their own. Their reason for travelling is most often leisure or business and they generally
travel alone or with their family, depending on the stage of the family circle that they belong to.
Tourists and tourism has now emerged as a major industry which has a growth rate of 4-5% on
average. Tourism is also responsible for creating 8% of the GDP globally and around 10% of
employment in the world. But, on the other hand tourism industry is also very vulnerable to crisis
situations like natural disasters, pandemics, and crisis. Major components in tourism industry are
the airports which manage hundreds of flights on daily basis. Since, the complex airport settings
are significantly influencing tourist’s satisfaction, airport authorities have typically started
focusing on overall airports' performance by analyzing service gaps.
Tourism has been one of those industries which are most harshly disturbed by COVID-19.
The first response to tackle a pandemic like this is to shut down operations in airports to limit
human mobility. The present research is particularly conducted on Indian airports. Before the
closures due to COVID-19, Indian airports handled about 3,330 domestic and 580 international
departures per day, according to the approved schedule for flights until March-end. Being a third
largest aviation market in the world, inflows air transport industry reached US$ 1,817.23 million
in December 2018. Even in Bangladesh the percentage of flights being delayed because of the
pandemic.
This study contributes towards managerial implications by laying a foundation towards reacting
against the epidemic outbreak. It further helps the decision makers to make an appropriate an
immediate decision based on the forecasted of the values.
It is quite imperative that COVID-19 has also impacted the education sector. In this context,
programs and courses related to hospitality and tourism are affected with a smaller number of
students registering for those programs.
Again, there is more scope for social entrepreneur’s in this regard, thereby creating social
ventures, helping people solve social problems.
We wanted to study how behaviors have changed of tourist who travelled by in this COVID-19
pandemic. Though this study was conducted by students for an academic purpose but this study’s
finding have some significance to take decision. This study explore respondents age range,
income range, Education etc., so that a Manager can think about the market how people react or
behave in the COVID-19 situation regarding air travel. This study also tells that how can a
domestic airline company may satisfy their customers or what are the influence factors influence
the tourist who travel by air.
Limitation:
When doing a survey also there are some limitation which every researcher faces. Individual
surveys are not good at following trends in real time or over short periods of time. Because
surveys collect data at a single point in time, it is difficult to measure changes in the population
unless two or more surveys are done at different points in time. The limitations which we face
during the survey are
This study was done by the students of the course MKT 547 who are using the SPSS and
instruments like questionnaire for the first time and were not experts.
Error of leniency and central tendency occurred as some participants tend to give all neutral as an
answer which kept us in dark about the actual influence.
LITERATURE REVIEW:
INTRODUCTION:-
Finding out how COVID-19 has affected Flight for tourist in domestic air sector in Bangladesh. In
literature review there are 2 variables one is Independent another is Dependent. Both 2 hold some
components which are found through the survey.
Tourism is a way for most of the human movement in the modern world. According to WTO
(2020) the international tourism has showed continues growth for the 10th successive year
reporting 1.5 billion international tourist arrivals in 2019. It is projected to be reached by 1.8
billion international tourists by 2030. The tourism industry in Bangladesh is a growing economic
sector which is comprising 4.4 percent of total GDP in 2018 (World Bank, 2019). The
international tourism expenditure in Bangladesh was US$ 1208 million which is relatively
reasonable value among the South Asian countries.
Independent
Availability:
For each article, coders recorded whether there was a ‘data available’ statement, ‘data not
available’ statement or no statement related to data availability. We did not encounter any
‘data not available’ statements and the editorial team confirmed that they were not aware
of any case during the assessment period when authors requested exemption from the
policy (S. Sloman 22 January 2017, personal communication).
In Pandemic situation flights are not available in domestic airline. There are few
companies and they are plays their role for tourist and domestic people. But the companies
stop their business and help government to control the COVID-19 situation. Now airlines
are maintaining limited flight for their consumers. Bangladesh Latest News: All passenger
train services, all domestic flights suspended from 5 April (DDNews, 03.04.2021).
Bangladesh government imposes two-week quarantine on passengers arriving from
Europe (Xinhua, 30.03.2021) Published on 10.06.2020
Biman continues flight cancellations due to passenger shortage Published on 07.06.2020
Biman cancels all flights till Monday due to lack of passenger Fare increase and it is very
obvious at this situation. Yes fare increase and airlines company charge higher price than
regular. We are known this will be discontinued after this critical situation.
Italy was the first country to enforce a national lockdown (WorldAtlas, 2020) on March
9th 2020, after introducing on February 21st 2020 an initial measure confining only the
northern region of Lodi. Two days after Italy's lockdown announcement, on March 11th
2020, the United States banned non-US travelers who had been to China, Iran and 26
member states of the European Union (EU) to enter the US, and later extended the ban to
non-US travelers who had visited the United Kingdom and Ireland on March 16th 2020
(New York Times, 2020). The EU officially closed the external borders of 26 of its
member states to nearly all non-EU residents on March 17th 2020 (New York Times,
2020). On March 19th 2020, the US Department of State issued a Level 4 Global Health
Travel Advisory, which cautions all US citizens against international travel, still in place
as of May 6th 2020 (US Department of State, 2020).
The air transportation system is an essential system to understand and to study under
pandemic situations from various perspectives, e.g. the propagation of diseases inside
airplanes (Namilae et al., 2017), the propagation of epidemics via airplanes (Chinazzi et
al., 2020), or the effect of the travel restrictions on airline employment (Sobieralski, 2020).
This paper focuses on the effect of the pandemic on the attitude of passengers towards
airlines. In 2019, considering eight major US airlines and thirty-four major US airports,
Twitter users wrote a median of 13,255 tweets mentioning an airport and a median of
295,904 tweets mentioning an airline, indicating that users interact more with airlines than
with airports.
The IATA projects that global air transport revenue will be abridged by 11% in 2020,
which means a loss of US$163 billion dollars (IATA, 2020). More than two million flights
have been canceled until 30 June, 2020. Approximately 65.5 million jobs are associated
with the aviation sector, and the IATA (2020) forecasts that approximately 25 million
aviation-related jobs are at risk globally. Figure 3 shows the change in occupancy level of
luxury hotels in Bangladesh due to COVID-19.
The global airline industry of Bangladesh has suffered huge losses due to the COVID-19
pandemic. Concurring to the International Air Transport Association (IATA), revenue
losses could reach USD 252,000,000 for airlines this year compared with the earlier
$113,000,000 estimates, due to the COVID-19 Outbreak. The global outbreak of COVID-
19 has greatly affected airlines in Bangladesh. The global travel ban directly affected the
airlines and placed operators under extreme financial pressure. Global travel restrictions
have a direct impact on the airline industry and create extreme pressure on financial
conditions. Hossain (2020) identified that Biman Bangladesh Airlines, the national
flagship airline carrier of Bangladesh, experienced a loss of USD 30 million from January
to March 2020. This figure will be two to three times when including other domestic
airlines. Biman Bangladesh airlines have implemented some initiatives to reduce their
losses, including a 10% reduction of basic salaries for employees, the suspension of
overtime pay, and the reduction of all extra allowances. Biman representatives have stated
that Taka 270 crore had been from was lost between February to March this year (Hossain,
2020).
Research Methodology
Introduction
To identify the key purposes, both qualitative and quantitative form of method as well as primary
and secondary data has been used in this research. Later the data has been evaluated and effective
results leading to reliable conclusion has been acquired. The study area, number of respondents,
sampling technique and data collection are discussed further in the research.
Research Design
The research design for this study that has been used follows the steps of exploratory research
method initially and is later followed by conclusive research method. The data will be analyzed to
obtain experiential supports and distinct the identified variables.
Sampling Technique
In our research we have used non-probability sampling technique for accuracy and to be more
precise about the results the research comprises of 3 non-probability sampling techniques which
are
1. Convenience Sampling
2. Judgment Sampling
3. Quota Sampling
Unit: The research of our sample was done on the people who are familiar with the Air travel and
truism service. Most of the people were businessmen, job holder and few are students. There were
different age group who did the survey, but our focus was mainly age group from 18-22, 23-26
years, 27-32 years, 33-40 years and above. We prioritized more on the businessmen and job
holders as they are more likely to purchases air travel and truism service.
Size: The sample size of our survey is 200. Our survey included both male and female. The
questionnaire was mostly filled by businessmen and job holder in different places. Due Covid-19
We conduct our survey based on Internet. We use Google form for survey Questioners.
Procedure: The procedure for selecting the sample is a sampling of convenience that falls within
the non-probabilistic sampling category. The reason for choosing this procedure is that it was easy
to do the survey. Therefore, because we picked from different range of people such as (service
holders, students and businessmen). It was convenient for us to select these people and do the
survey as it was easy to get. We conducted our survey by providing questionnaire which was
provided manually to the samples.
Instrument design: We have conducted our research with a total of three(3) variables. There are
one dependent variables: Tourist satisfaction and Two independent variables: Availability, Safe
& Sanitize. In our survey for this research, we came up with valid some questions which helped
us to collect our required data for a successful research.
2= Disagree
5=Strongly Agree
Data Collection
We collected our data in a very cost effective and systematic way. Below we will describe how
the data was collected:
Primary data: For primary data, we did a survey in which we provided questionnaire to the
samples who purchasing online tourism service. In our research, we have used the Questionnaire
format. First, we have developed a questionnaire and after got the approval then we conduct our
survey.
Secondary data: For secondary data, we collected our data from internet, different research
articles, research Books, Journals, Wikipedia, and different websites.
In our research, we have displayed this model to showcase the relationship between the
Availability and Safe & Sanitize with Customer Satisfaction.
Availability
Customer
Satisfaction
Safe &
Sanitize.
Dependent
Independent Variable
variable
REFERENCES:
References
WHO (2020), “The COVID-19 risk communication package for healthcare facilities”.available at:
www.who.int/news-room/q-a-detail/qa-coronaviruses
Khatib, A. N., Carvalho, A. M., Primavesi, R., To, K., & Poirier, V. (2020). Navigating the risks of
flying during COVID-19: a review for safe air travel. Journal of travel medicine, 27(8), taaa212.
https://doi.org/10.1093/jtm/taaa212
Edelson PJ, Kozarsky PE, Brown C. Travel by Air, Land and Sea. In: Kozarsky, PE (ed). CDC
Yellow Book 2020.https://wwwnc.cdc.gov/travel/yellowbook/2020/travel-by-air-land-sea/air-
travel (6 August 2020, date last accessed)
Mangili, A., Vindenes, T., & Gendreau, M. (2015). Infectious risks of air travel. Microbiol Spectr 3.
Leung, N. H., Chu, D. K., Shiu, E. Y., Chan, K. H., McDevitt, J. J., Hau, B. J., ... & Cowling, B. J. (2020).
Respiratory virus shedding in exhaled breath and efficacy of face masks. Nature medicine, 26(5),
676-680.
Chughtai, A. A., Seale, H., & Macintyre, C. R. (2020). Effectiveness of cloth masks for protection
against severe acute respiratory syndrome coronavirus 2. Emerging infectious diseases, 26(10).
https://www.sciencedirect.com
https://www.mdpi.com
https://springerplus.springeropen.com
Hypotheses
From the literature review portion, several hypotheses can be developed. They are the followings:
H0: There is no availability of domestic airlines for tourist and also for commercial use in the
COVID-19 situation.
H1: Poor ratio of Available of domestic airline for tourist and also for commercial use in the
COVID-19 situation.
H0: Safe and Sanitize is not a big issue at the COVID-19 time in domestic airlines.
H2: Safe and Sanitize is a bid issue at the pandemic situation in domestic airline and authority
maintain all those very properly.
H0: Tourist satisfaction does not influence the domestic airlines at COVID-19 situation.
H3: Tourist satisfaction influences the growth of domestic airlines at COVID-19 situation.
QUESTIONNAIRE
The impact of covid-19 pandemic situation on tourist satisfaction in
domestic Airline Industry of Bangladesh.
Dear Respondent
You are cordially invited to participate in this survey of the impact of covid-19 on tourist satisfaction in
airline industry of Bangladesh. This survey is to find the satisfaction in this pandemic situation in
Bangladesh.
Please be rest assured that your identity will remain anonymous and your responses to the survey will be
held in strict confidence and used for academic purposes only. We do appreciate if you could take a few
minutes of your valuable time in completing this questionnaire. Your feedback is important and will
contribute towards enriching the knowledge and understanding the covid 19 management of airline
industry in our country. Thank you very much for your time and cooperation.
6. Marital Status
Single
Married
Divorced/ Widow
Section B: Availability towards customer’s satisfaction
Please read carefully the statements below and show the extent to which you agree or disagree with each statement.
Using the scale below, please choose and circle the relative items to indicate your answer on top management
support of the airline industry, ranging from 1= Strongly Disagree to 5= Strongly Agree.
Neutral
Disagree
Agree
Disagree
Strongly
AgreeStrongly
No. Description
Availability 1 2 3 4 5
Agree
Disagree
Strongly
AgreeStrongly
No. Description
1 2 3 4 5
Safe and sanitize
1 I feel safe and sanitize to travel by air which leads my satisfaction 1 2 3 4 5
2 For maintaining all the health issue, I feel very Safe and satisfied to 1 2 3 4 5
travel by air with my family
3 I found sanitizing equipment in the aircraft which leads my 1 2 3 4 5
satisfaction
4 I saw all the domestic Airport are properly disinfected which leads 1 2 3 4 5
my overall satisfaction
Agree
Neutral
Disagree
Disagree
Strongly
AgreeStrongly
No. Description
Satisfaction 1 2 3 4 5
1 I Satisfy with the decision of aircraft authority to improve 1 2 3 4 5
performance
2 Social distance ratio in aircraft is good enough 1 2 3 4 5
3 I am comfortable with domestic air travel in pandemic situation 1 2 3 4 5
4 I will suggest air travel to my friends and family during pandemic 1 2 3 4 5
5 I will travel by air in this pandemic 1 2 3 4 5