my proposal defence
DESCRIPTION
this is my most recent work. this slide was used in my proposal defence, the doctors need bullets on the slides, that's why there are too many words in it. however, i have use animation, color changing and underline to show the key point (you can see it only after you download it).TRANSCRIPT
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Rule Number One: don’t say thank you Rule Number One: don’t say thank you
to express the end of a presentation. to express the end of a presentation.
Rule Number Two: use academic Rule Number Two: use academic
language – You can’t lie with this language – You can’t lie with this
language as usual.language as usual.
Thank youThank you
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INTERNET USE FOR TOURISM (IUT):INTERNET USE FOR TOURISM (IUT):
An investigation of travel related internet use An investigation of travel related internet use
behavior of international college studentsbehavior of international college students
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Table of ContentTable of Content
Generalities of the Study Generalities of the Study
Review of Related Literature and StudiReview of Related Literature and Studies es
Research FrameworkResearch Framework
Research Methodology Research Methodology
Question and AnswersQuestion and Answers
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CHAPTER 1: Generalities of the CHAPTER 1: Generalities of the StudyStudy
Introduction Introduction
Background of the studyBackground of the studyOnline tourism and its evolutionOnline tourism and its evolution
Online tourism behaviorOnline tourism behavior
International student touristInternational student tourist
Statement of the problem & Research objectiStatement of the problem & Research objectivesves
Scope of the research & Limitation of the Scope of the research & Limitation of the researchresearch
Significance of the studySignificance of the study
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Introduction: what draws me to Introduction: what draws me to conduct this research?conduct this research?
How many people are there really use IUT? Not only for Air How many people are there really use IUT? Not only for Air
ticket or hotel booking, but also for ticket or hotel booking, but also for information gatheringinformation gathering and and
trip planningtrip planning. then, we will understand how much the tourism . then, we will understand how much the tourism
industry was influenced by internet.industry was influenced by internet.
Difficulty of online statistics.Difficulty of online statistics.
Why not just Why not just comparecompare the “number of click” to “tourist the “number of click” to “tourist
arrival”?arrival”?
What is “one click” still under discussion. What is “one click” still under discussion.
Too many websites, blogs, from many different countries. Too many websites, blogs, from many different countries.
Internet is in their blood: younger generationInternet is in their blood: younger generation
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Background of the study:Background of the study:Tourism website evolution & Online tourism behaviorTourism website evolution & Online tourism behavior
Simple and isolatedSimple and isolated
Interactive and Interactive and
integratedintegrated
Linked and dynamicLinked and dynamic
Online Online
ordering/bookingordering/booking
High-level, full-function High-level, full-function
and comprehensive and comprehensive
Access useful and up-Access useful and up-
to-date informationto-date information
Asks questionsAsks questions
Search for tourist Search for tourist
product cataloguesproduct catalogues
Online bookingsOnline bookings
Online paymentsOnline payments
Passively get travel Passively get travel
informationinformation
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Background of the study:Background of the study:International student touristInternational student tourist
Economic impactEconomic impact of of youth travelyouth travel is significant is significant for the global tourism industryfor the global tourism industry
Usually appreciate Usually appreciate changechange in their in their environmentsenvironments
Greater amount of Greater amount of disposable timedisposable time
Relative Relative absence of responsibilityabsence of responsibility
LackLack of mental and physical of mental and physical constraintsconstraints
They have received They have received little attentionlittle attention in tourism in tourism researchresearch
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Statement of the problem & Research Statement of the problem & Research objectivesobjectives
RQ1: What are the RQ1: What are the factorsfactors that that influenceinfluence the the international college international college student to student to employ IUTemploy IUT??
RQ2: To what RQ2: To what extentextent the the international college international college student are student are involved in IUTinvolved in IUT??
RQ3: What constitutes RQ3: What constitutes appealing featureappealing feature in a in a tourism related tourism related websitewebsite for for international college international college student users?student users?
To identify the To identify the factorsfactors influencing international influencing international college student (ICS) to college student (ICS) to use use internetinternet in their decision in their decision making behaviors.making behaviors.
To describe the internet To describe the internet use for tourism use for tourism (IUT) (IUT) behaviorbehavior of ICS. of ICS.
To identify the To identify the relationshiprelationship between the intensity of IUT between the intensity of IUT and users’ characteristicsand users’ characteristics
To understand the To understand the essential elementsessential elements in in developing the marketing of developing the marketing of IUT.IUT.
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Scope of the research Scope of the research
Assumption University Assumption University
Undergraduate students. Undergraduate students.
Both Hua Mak campus and Both Hua Mak campus and
Suvarnabhumi campusSuvarnabhumi campus
Summer school studentsSummer school students
Their most recently tripTheir most recently trip
Influencing factors & Influencing factors &
intensity of IUTintensity of IUT
Survey research using Survey research using
questionnaire questionnaire
95% level of certainty 95% level of certainty
The nature of AU students The nature of AU students may may differentdifferent from other from other international college international college students in Thailandstudents in Thailand
SummerSummer term students, term students, may have may have differentdifferent level of level of travel desire and different travel desire and different IUT behaviors from other IUT behaviors from other studentsstudents
Students may Students may pay little pay little attentionattention due to Summer due to Summer schoolschool
Memory error Memory error
&& Limitation of the research Limitation of the research
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Significance of the study: who will Significance of the study: who will benefit from this study?benefit from this study?
To To create awarenesscreate awareness in Thailand in Thailand tourism industry of the student’s IUTtourism industry of the student’s IUT
Enable the marketers to Enable the marketers to realizerealize the the dynamism of dynamism of ICS in tourism industryICS in tourism industry
To help To help developdevelop appropriate appropriate marketingmarketing measuresmeasures
Better improvement of Better improvement of web designweb design features features
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CHAPTER 2: Review of Related CHAPTER 2: Review of Related Literature and StudiesLiterature and Studies
Intensity of IUTIntensity of IUT
Mathieson & Wall Model on Five-Stage Mathieson & Wall Model on Five-Stage
Process of Travel-Buying BehaviorProcess of Travel-Buying Behavior
Empirical studies and critical analysis Empirical studies and critical analysis
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Intensity of IUTIntensity of IUT
Bonn, Furr and Hausman (2000)Bonn, Furr and Hausman (2000)
Request destination informationRequest destination information
Purchase travel-related services.Purchase travel-related services.
Cheyne, Downes and Legg (2005)Cheyne, Downes and Legg (2005)
Gathering general informationGathering general information
Planning tripsPlanning trips
Arranging trips.Arranging trips.
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Mathieson & Wall Model on Five-Mathieson & Wall Model on Five-Stage Process of Travel-Buying Stage Process of Travel-Buying BehaviorBehavior
Tourist Profile:Socioeconomic and behavioral characteristics
Tourist Profile:Socioeconomic and behavioral characteristics
Trip features
Trip distanceTrip distance
Trip pressureTrip pressure
Trip costTrip cost
Domestic pressureDomestic pressure
Party sizeParty size
Trip durationTrip duration
Confidence in travel intermediaries
Confidence in travel intermediaries
Perceived risk and uncertainty of travel
Perceived risk and uncertainty of travel
Travel desireTravel desire
Information search
Information search
Image ofDestination
(+ or -)
Image ofDestination
(+ or -)
Information search
continued
Information search
continued
Assessment of travel
alternatives
Assessment of travel
alternatives
Travel decisionsTravel decisions
Travel arrangements
Travel arrangements
Travel experience and
evaluation
Travel experience and
evaluation
Travel AwarenessTravel Awareness
Destination resources and characteristics
Primary resources
Primary resources
Tourist facilities and services
Tourist facilities and services
Political and economic and social structure
Political and economic and social structure
Geography and environment
Geography and environment
InfrastructureInfrastructure
Internal accessibility
Internal accessibility
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Empirical studies and critical Empirical studies and critical analysis analysis
Bonn, Furr and Hausman (2000): Bonn, Furr and Hausman (2000): Using Internet Technology to Using Internet Technology to
Request Travel Information and Purchase Travel Service: A Request Travel Information and Purchase Travel Service: A
Comparison of X’ers, Boomers and Mature Market Segments Visiting Comparison of X’ers, Boomers and Mature Market Segments Visiting
FloridaFlorida..
Cheyne, Downes and Legg (2005): Cheyne, Downes and Legg (2005): Travel Agent vs. Internet: Travel Agent vs. Internet:
What Influences Travel Consumer Choices?What Influences Travel Consumer Choices?
Hyde and Lawson (2003): Hyde and Lawson (2003): The Nature of Independent TravelThe Nature of Independent Travel..
Lu and Lu (2004): Lu and Lu (2004): Development, Distribution and Evaluation Development, Distribution and Evaluation
of Online Tourism Services in Chinaof Online Tourism Services in China..
Kim, Jogaratnam and Noh (2006): conducted the research of Kim, Jogaratnam and Noh (2006): conducted the research of
Travel Decisions of Students at a US University: Segmenting Travel Decisions of Students at a US University: Segmenting
the international marketthe international market..
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Bonn, Furr and Hausman (2000): Bonn, Furr and Hausman (2000): Using Internet Using Internet Technology to Request Travel Information and Technology to Request Travel Information and Purchase Travel Service: A Comparison of X’ers, Purchase Travel Service: A Comparison of X’ers, Boomers and Mature Market Segments Visiting Boomers and Mature Market Segments Visiting FloridaFlorida..
AgeAge group had definite influence on group had definite influence on
IUT.IUT.
Baby BoomerBaby Boomer traveler, are more likely traveler, are more likely
to use internet as a tool of travelto use internet as a tool of travel
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Cheyne, Downes and Legg (2005): Cheyne, Downes and Legg (2005): Travel Agent Travel Agent vs. Internet: What Influences Travel Consumer vs. Internet: What Influences Travel Consumer Choices?Choices?
The tourists, who visited the destination The tourists, who visited the destination for the for the second timesecond time, intended to use , intended to use internetinternet
Might reflect a Might reflect a subjective viewsubjective view of the of the sampling groupsampling group
The target of this research is The target of this research is not not studentstudent
LanguageLanguage is an important factor that is an important factor that influences the IUT behavior influences the IUT behavior
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Hyde and Lawson (2003): Hyde and Lawson (2003): The Nature of The Nature of Independent TravelIndependent Travel . .
Only a Only a minority of FITminority of FIT has a has a planplan on on
attractions, activities or travel routeattractions, activities or travel route
Most of the Most of the planningplanning activities activities
occurred occurred after arrivalafter arrival to the destination. to the destination.
The main source of their information The main source of their information
was was travel guides and brochurestravel guides and brochures. .
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Lu and Lu (2004): Lu and Lu (2004): Development, Distribution and Development, Distribution and Evaluation of Online Tourism Services in ChinaEvaluation of Online Tourism Services in China..
The The main respondentmain respondent of this research are of this research are studentsstudents. .
Success factorsSuccess factors of website of websiteHelpful, up to date Helpful, up to date informationinformation
High High speedspeed search search
Good Good interaction functionsinteraction functions between users and users and between users and users and suppliers are the top threesuppliers are the top three
Dissatisfy factorsDissatisfy factorsSlow searching speedSlow searching speed
Lacking of useful informationLacking of useful information
Lacking of trustLacking of trust
Difficulties such as low internet access speed and high fees Difficulties such as low internet access speed and high fees dominate dominate
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Kim, Jogaratnam and Noh (2006) Kim, Jogaratnam and Noh (2006) conducted the research of conducted the research of Travel Travel Decisions of Students at a US University: Decisions of Students at a US University: Segmenting the international marketSegmenting the international market..
Target: US university student travelers Target: US university student travelers
The student market is The student market is substantiallysubstantially concrete concrete
enough to provide the enough to provide the detaileddetailed studies studies
Seven push and six pull factors Seven push and six pull factors
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CHAPTER 3: Research FrameworkCHAPTER 3: Research Framework
Theoretical frameworkTheoretical framework
Conceptual frameworkConceptual framework
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Theoretical frameworkTheoretical framework
Travel desireTravel desire
IUT used on Information gathering
IUT used on Information gathering
IUT used on Travel
decisions
IUT used on Travel
decisions
IUT used on Travel
arrangements
IUT used on Travel
arrangements
IUT as a long term
consumer relationship
tool
IUT as a long term
consumer relationship
tool
Tourist Profile:Socioeconomic and behavioral characteristics
Tourist Profile:Socioeconomic and behavioral characteristics
IUT relatedTravel Awareness
IUT relatedTravel Awareness
Trip features Destination resources and characteristics
Trip distanceTrip distance
Trip costTrip cost
Party sizeParty size
Trip durationTrip duration
Confidence in IUT
Confidence in IUT
Key characteristics of the destination
Key characteristics of the destination
Tourist Profile:Socioeconomic and behavioral characteristics
Tourist Profile:Socioeconomic and behavioral characteristics
Trip features
Trip distanceTrip distance
Trip pressureTrip pressure
Trip costTrip cost
Domestic pressureDomestic pressure
Party sizeParty size
Trip durationTrip duration
Confidence in travel intermediaries
Confidence in travel intermediaries
Perceived risk and uncertainty of travel
Perceived risk and uncertainty of travel
Travel desireTravel desire
Information search
Information search
Image ofDestination
(+ or -)
Image ofDestination
(+ or -)
Information search
continued
Information search
continued
Assessment of travel
alternatives
Assessment of travel
alternatives
Travel decisionsTravel decisions
Travel arrangements
Travel arrangements
Travel experience and
evaluation
Travel experience and
evaluation
Travel AwarenessTravel Awareness
Destination resources and characteristics
Primary resources
Primary resources
Tourist facilities and services
Tourist facilities and services
Political and economic and social structure
Political and economic and social structure
Geography and environment
Geography and environment
InfrastructureInfrastructure
Internal accessibility
Internal accessibility
occupation, education, net income and age are taken out.
nationality , student’s identification number (ID), Grade Point Average (GPA) ,disposable money, total family income, living party, weekday internet use, weekend internet use, and push factors are added.
IUT relatedTravel Awareness
IUT relatedTravel Awareness
Key characteristics of the destination
Key characteristics of the destination
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Conceptual frameworkConceptual framework
Research objectivesResearch objectives
To identify the factors To identify the factors
influencing international college influencing international college
student (ICS) to use internet in student (ICS) to use internet in
their decision making behaviors.their decision making behaviors.
To describe the internet To describe the internet
use for tourism (IUT) behavior of use for tourism (IUT) behavior of
ICS. ICS.
To identify the To identify the
relationship between the intensity relationship between the intensity
of IUT and users’ characteristics.of IUT and users’ characteristics.
To understand the To understand the
essential elements in developing essential elements in developing
the marketing of IUT.the marketing of IUT.
Tourist ProfileTourist Profile
GenderGenderNationalityNationalityStudent IDStudent IDGPAGPADisposable moneyDisposable moneyTotal family incomeTotal family incomeLiving partyLiving partyWeekday internet useWeekday internet useWeekend internet useWeekend internet usePush factorsPush factors
Characteristics of Characteristics of the destinationthe destination
IUT related Travel IUT related Travel AwarenessAwareness
Travel desireTravel desire
Trip featuresTrip features
Trip distanceTrip distanceTravel partyTravel partyFamiliar about the tripFamiliar about the tripTrip durationTrip durationTrip costTrip costTransportationTransportationConfidence in IUTConfidence in IUT
Intensity of IUTIntensity of IUT
Not use IUT at allNot use IUT at all
IUT used on IUT used on Information Information gatheringgathering
IUT used on Travel IUT used on Travel decisionsdecisions
IUT used on Travel IUT used on Travel arrangementsarrangements
IUT as a long term IUT as a long term consumer consumer relationship toolrelationship tool
Factors that influence confidence of Factors that influence confidence of
IUTIUT
Rich information (a large amount Rich information (a large amount
of helpful, up-to-date and of helpful, up-to-date and
attractive information)attractive information)
PersonalizationPersonalization
Disintermediary (good interaction Disintermediary (good interaction
between users, and users and between users, and users and
suppliers)suppliers)
Unbiased adviceUnbiased advice
First languageFirst language
Refinement page and interface Refinement page and interface
designdesign
High speed searchHigh speed search
Ability to deal with complexAbility to deal with complex
IUT related travel awarenessIUT related travel awareness Advertising and promotion from Advertising and promotion from
internetinternet
Travel literature from internetTravel literature from internet
Suggestion/reports from other Suggestion/reports from other
travelers from internet (Blogs, travelers from internet (Blogs,
Chat room)Chat room)
Travel related website’s Travel related website’s
suggestions and recommendationssuggestions and recommendations
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CHAPTER 4: Research Methodology CHAPTER 4: Research Methodology
Respondents and sampling proceduresRespondents and sampling procedures
Collection of data/gathering Collection of data/gathering proceduresprocedures
Pre-testPre-test
Statistical treatment of dataStatistical treatment of dataDescriptive statisticsDescriptive statistics
Influential statistics Influential statistics
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Target Population:Target Population: 17,798
undergraduate AU students
Respondents and sampling Respondents and sampling proceduresprocedures
Sample Size:Sample Size:381
Sampling MethodSampling Method: non-probability
sampling
Pre-test:Pre-test: 30 tour operators
Research Instrument:Research Instrument: self-administered questionnaire
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Collection of data/gathering Collection of data/gathering proceduresprocedures
Totally 400Totally 400 questionnaires will be distributed questionnaires will be distributed
Distribute 300 questionnaires by hand in Distribute 300 questionnaires by hand in
Assumption University (Assumption University (200 in Hua Mak 200 in Hua Mak
campuscampus and and 100 in Suvarnabhumi campus100 in Suvarnabhumi campus).).
Another Another 100100 questionnaires will be questionnaires will be
distributed through distributed through EmailEmail to reach the to reach the
students who students who do not take summer schooldo not take summer school. .
The collection period is within The collection period is within April, 2008April, 2008..
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Pre-testPre-test
studentID
1 3.3 3.3 3.3
2 6.7 6.7 10.0
17 56.7 56.7 66.7
10 33.3 33.3 100.0
30 100.0 100.0
below 461
461--476
481--496
above 496
Total
ValidFrequency Percent Valid Percent
CumulativePercent
disposable money respondent has
2 6.7 6.7 6.7
11 36.7 36.7 43.3
12 40.0 40.0 83.3
1 3.3 3.3 86.7
4 13.3 13.3 100.0
30 100.0 100.0
below 3,000 baht
3,000--10,000 baht
10,001--25,000 baht
25,001--50,000 baht
above 50,000 baht
Total
ValidFrequency Percent Valid Percent
CumulativePercent
their familiarity of this place
18 60.0 60.0 60.0
11 36.7 36.7 96.7
1 3.3 3.3 100.0
30 100.0 100.0
one time only
2 times
5--6 times
Total
ValidFrequency Percent Valid Percent
CumulativePercent
intensity of IUT
16 53.3 53.3 53.3
14 46.7 46.7 100.0
30 100.0 100.0
no use IUT
arrange trip
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Intensity of IUTIntensity of IUT
Not use IUT at allNot use IUT at all
IUT used on IUT used on Information gatheringInformation gathering
IUT used on Travel IUT used on Travel decisionsdecisions
IUT used on Travel IUT used on Travel arrangementsarrangements
IUT as a long term IUT as a long term consumer consumer relationship toolrelationship tool
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Statistical treatment of data:Statistical treatment of data:Descriptive statisticsDescriptive statistics
Tourist profileTourist profile
Factors that influence confidence of Factors that influence confidence of
IUTIUT
Intensity of IUTIntensity of IUT
Ranking questionsRanking questions
Questions has more than one answerQuestions has more than one answer
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Statistical treatment of dataStatistical treatment of dataInfluential statistics Influential statistics
Chi-squareChi-square test will be conducted to analyze test will be conducted to analyze the influence of the influence of nominalnominal scale variables to the scale variables to the IUT behaviors IUT behaviors (gender, nationality, push factors, pull (gender, nationality, push factors, pull factors, travel party and transportation)factors, travel party and transportation)
ANOVAANOVA will be conducted to analyze the will be conducted to analyze the influence of influence of intervalinterval scale variables on the IUT scale variables on the IUT behaviors behaviors ((Student ID, GPA, disposable money, total Student ID, GPA, disposable money, total family income, living party, weekday internet use, family income, living party, weekday internet use, weekend internet use, travel desire, frequent traveler, weekend internet use, travel desire, frequent traveler, spend per year, trip distance, familiar about the trip, trip spend per year, trip distance, familiar about the trip, trip duration, trip cost and confidence in IUT)duration, trip cost and confidence in IUT)
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Question and AnswersQuestion and Answers