Case 6: Ahmad investigating the image of the Maldives as a destination among Chinese tourists Ahmad, a PhD student from the Maldives, is interested in finding out why there is a growing popularity among Chinese travellers visiting the Maldives as a destination. Ahmad, from his experience of interacting with Chinese travellers visiting the Maldives, learnt that sun and sea are not the preferred tourism products of Chinese travellers. He was told many times by Chinese tourists that they prefer sightseeing and shopping as tourist activities. Given this background, he decided to investigate Chinese travellers' perceptions of the Maldives image as a tourist destination. Questions 1) What would be the most appropriate data collection technique(s) to use for this study? Why? 2) Do you foresee any difficulties in conducting focus group discussions with Chinese travellers travelling to the Maldives? If yes, please discuss what these difficulties might be. 3) Design a preliminary semi-structured interview schedule in order to investigate this topic. 4) Design a preliminary questionnaire in order to investigate this topic

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