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Tourism Thailand

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by

Asha Baker

on 22 June 2014

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Transcript of Tourism Thailand

Marketing Tools
Marketing Concept
Marketing Concept
Introduction video
Introduction to Thailand
SWOT Analysis
Marketing Strategy
Marketing Concept
Marketing Tools
Marketing Aspects
Short Summary
Conclusion
Location: South-East Asia
50th largest country in the world
Population: Approx. 65 million
Capital: Bangkok (7 million citizens)
Official language: Thai
Religion: Buddhist
Marketing Effect
Thailand
Marketing
Marketing strategy
Marketing Strategy
Thank you for listening

Any questions ?
Introductory Video
SWOT
Promotional Videos
Tourism Thailand
Overview
INTERNAL
EXTERNAL
- Traffic
- Insufficient transport
- Instability (Political)
- 'Developing Country'
- Safety and Security
Weaknesses
Strengths
- Festivals
- Great Food
- Friendly People
- Rich Culture
- Expansion of
Suvarnabhumi Airport
Opportunities
- Attractions
- Outdoor Adventure
Threats
- Competition (Asian Countries)
- World Economic threats
- Natural Disasters
Events
Promotion and Advertising
Videos
Posters
Brochures
E-brochures
Print and Broadcast Media
TAT is a leader in online promotion.
Social media
Websites
(http://au.tourismthailand.org/home)
Application
Aims at:
- Public and Private sectors
- Domestic and International
- Unified strategy and
Reinforced Position in South East Asia
- TAT & Thai Airways Start Tourism Recovery Campaign with First Media Fam Trip (Feb 2014)
The objective is to help international media get a better understanding of the fact that the political demonstrations
- Monsoon Weddings and Incentives: Indian market to Thailand remains strong
Incentive groups, weddings and honeymoons have become one of the most popular niche tourist segments of Thailand’s tourism in recent years, and the Indian market makes up a large percentage of this in terms of numbers of visitors and money spent
Thailand
http://au.tourismthailand.org/See-and-Do/Events-and-Festivals
Environmental Issues
ISSUES

Rapid Industrialisation
Urbanisation
Intensified Agriculture Production and Fishing
Degrading of Land and Water Quality
ACTION

Launch new initiatives to improve Air and Water quality
Adopt energy efficient technologies and invest in pollution abatement schemes
'Green Fins', Scuba diving
Asia Low emission strategies development (LEDS) partnership - Low Carbon Cities
Employment
DIRECT CONTRIBUTION
In 2013 Travel & Tourism directly supported 2,563,000 jobs (6.6% of total national employment). This is expected to fall by 7.2% in 2014 and rise by 4.9% pa to 3,837,000 jobs (9.0% of total national
employment) in 2024.

TOTAL CONTRIBUTION
In 2013, the total contribution of Travel & Tourism to employment, including jobs indirectly supported by the industry, was 15.4% of total employment (6,011,500 jobs).
This is expected to fall by 51% in 2014 to 5,703,500 jobs and rise by 4.4% pa to 8,739,000 jobs in 2024 (20.5% of total)


Branding
What does Ideas come to mind when Thailand is mentioned?
Colourful
Happiness
Adventure
Landscapes
Culture
Locals



Income Tax
Thai Companies
A Thai company generally pays tax at 30% of net profit. However, some types of company are entitled to a rate reduction.
- Small business with paid-up capital less than 5 million baht 20% of net profit
- Company registered in the Stock Exchange of Thailand (SET) 20% of net profit
- Newly registerd company in the Stock Exchange of Thailand (SET) and Market for Alternative
Investment 20% of net profit for newly registered company for 5 consecutive accounting periods.
- Bangkok International Banking Facility and Regional Operating Headquarters 10% of net
profit from qualified income
- Association and foundations 2% - 10% on gross receipts

Foreign Companies
A foreign company carrying business in Thailand, whether it has a branch, an office, an
employee or an agent in Thailand shall pay 30% tax only on profit deriving from business in Thailand.
International transportation company shall pay tax at the rate of 3% on gross receipts.

Economy
Currency: Baht
Export: 60% of Thailand's GDP
e.g. agricultural products, fish, rice
Tourism: 7% of Thailand's GDP
Weather
Tropical climate
Range from 19-38 °C
Country divided into three seasons
TAT's visitors statistics
Target for 2014: 28.1 million visitors
2013: 26,735,583 visitors
Largest markets: China, Malaysia, India, Russia, Japan, Korea and Laos
Goals
Visitors to experience Thai way of living and culture
To distribute tourism arrivals
Reach a 2 billion baht revenue
Arise awareness of Thailand as a quality destination
Sponsoring
TAT, World Responsible Tourism Awards (best volunteering group)
Protect culture
Thai Cultural Policy
The Thai national cultural policy was formulated in 1981.

1. Support the preservation of the Thai culture in all aspects through education,
research, animation and development.
2. Disseminate the Thai culture to the Thai people at large enabling them to
understand and realize the values of their own culture and to translate these values into action.
3. Promote traditional local and ethnic culture.
4. Support and promote cultural exchange at regional and international levels with the
aim of creating international understanding
5. Support and promote coordination and cooperation among the government agencies
and private sectors engaged in cultural activities.

Partnership
Partnerships with Suppliers of products and services.....

Hotels
Service Apartments
Resorts/ Spas
Hostels
Home Stays
Camping and tent resorts
Cottage/ Bungalow
Villa
etc... In relation with website

Strategy
Concept
Tools
Effect
Positive Branding
Promotion & Advertising
Thailand tourism is both in a public-private partnership and the cooperation of the Tourism Authority of Thailand (TAT).

Is member of ASEAN (Association of Southeast Asian Nations)
Vision
Strongly organized at an international level
TAT is important for Thailand's security and economy
Key words for 2014: "Thainess" & "Balance"
Competitors
South-East Asia with similar characteristics
E.g. Malaysia, Indonesia, Cambodia
TAT's task: to enhance Thailand's position in the market
Product strategy
Divided into niches
Golf
Wedding and honeymoon
Green tourism
Health & wellness
Positioning
"Thainess"
"Amazing Thailand"
"Higher Revenue through Thainess"
Communication & distribution politic
Application: "Amazing Thaland for tourists"
E-Newsletter
E-Magazine
Balance: better distribution of visitors and promoting low season
Inviting international media to show that tourist can feel safe
In cooperation with Thai Airways
Price politic
Lonely Planet ranked Thailand as one of the 10 best value destinations in 2010
Want to bring in more middle-to-high income visitors
How to bring international travelers
Golf
Wedding and honeymoon
Green tourism
Medical & wellness
How to distribute domestic travelers
New campaign: "Dream Destination"
New Years countdown
Continue with campaign: "Amazing Thailand Countdown 2014"
Financing
TAT is a governmental organization
TAT's budget:
2012, 1.7 billion baht
2013, 2.7 billion baht
2014, 4.3 billion baht
"Thainess" & "Balancing"
Positioning
Specific event sponsorship with other companies
Marketing Politic
Full transcript