Tourism competitive strategies of thailand and gms countries

Tourism Competitive Strategies

of Thailand and GMS Countries

under China Outbound Tourism Expansion

Korawan Sangkakorn

Social Research InstituteChiang Mai University

Background

China outbound tourism is increasing.

UNWTO: China outbound would rank 4th in the

world after Germany, Japan, and United

States.

140 ADS agreements with destinations signed.

The purposes of Chinese travelling abroad are

visit relatives, business, MICE, and etc.

Thailand and other countries in GMS pay

attention with Chinese tourist market.

Objective

To study the tourism competitive

strategies of Thailand and the other GMS

countries,

To develop the tourism potential of

Thailand and the GMS,

To recommend strategies for Thailand’s tourism development.

China Outbound Evolution

1949 – 1966: Special Politic Activity,

Diplomacy Activity

1966 – 1978: Country Closed

1978 – 1985: Started Chinese Tourism

Industries

1986: Put in NESDB

2011: WTO

China Outbound Tourism 1995-2010

Source: China Travel Trends, 2012.

Chinese Outbound

Chart Title

Spend

Source: www.chinatraveltrends.com

Mill

ion

US$

Chinese Tourist to GMS

Sources: Kingdom of Cambodia Statistical, M. of Tourism Kingdom of Cambodia, Statistical Report on Tourism in Laos, The National Statistics Centre of the Lao PDR, Myanmar Tourism Statistics, Tourism Myanmar, Myanmar Travel Information, Vietnam National Administration of Tourism, Tourism Authority of Thailand

Millio

ns

Cambodia

Lao PDR

Mynmar

Vietnam

Thailand

CHINESE OUTBOUNDHalf year 2012 38.6 M

Others

Thailand

Chinese Tourists to THAILANDM

illio

ns

Thai

Route R3-A

Methodology

Data analysis

collected 559 Chinese tourist samples

in Thailand by questionnaires

Interviewed representatives from tourism

enterprises, tourism associations and the

government agencies which are involved

in Chinese tourism.

Phuket

Bangkok

Pattaya

Development of The physical services

Safety Average

@ Airport 6.72

@ Accommodations 6.52

@ Attraction Sites 6.36

Total 6.66

Source: Survey, 2008-9.

Development of Financial

Financial Average

Payment 5.30

Money Exchange 5.15

Credit Card Used 4.70

Total 6.45


Information Average

Tourists Attractions 4.85

Food and Catering 4.84

Accommodation 4.63

Total 6.42

Development of Information


Chinese Tourists Behavior in THAILAND

Sample Background%

Sex Male 42.7

Female 57.3

Age 25-34 yrs 48.9

35-44 yrs 27.3

Education Bachelor 62.6

Vocational/Higher

34.8

Occupation Private company employee

20.3

Sales person 14.5



Behavior %

First Time 51.0

Will Re-visit 93.8

Package 74.5

Travel With Single 26.7

Family 21.2

Friend 41.1

Group Tour 11.0

Travel objectives

:

Objective %

Relax 53.8

Study/ 10.7

Business 18.9

Government 3.6

Honeymoon 1.2

Thainess

Sun Sand Sea

Tourists Attractions

Shopping

Thai Food

SPA

Tourists Attractions

Historical/ Culture 52.9%

Nature 22.6%

Health/ Sport 18.9%

Tourism Style

Shopping 10.4

Night Life 6.1%

Tourism Style

Others City in GMS

Tourism Industry

Supporting

Tourism competitive strategies of thailand and gms countries

Documents

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