How to use marketing mix build Chang Rai province as a destination during winter season Abstract Historically Chiang Rai has always been overlooked. Political reasons are cited as the reason for its ignorance. Chiang Rai is situated in northernmost part of Thailand…
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This report highlights on the areas such as the marketing mix which can be adopted to make this place as a favorite tourist destination. The report also highlights the way by which a tourist spot such as Chiang Rai can be developed. Another important aspect of the research paper is that it will show how segmentation in tourism can be achieved. The key findings of the project are how marketing mix influences the decision of a tourist. The other important findings are the data which shows the number of visitors coming to Thailand in a calendar year and also the expected number of turnouts in the years to come. Table of Contents Table of Contents 3 Introduction 4 Literature Review 5 Research Question 10 Research Methodology 13 Conclusion 15 Reference 16 Bibliography 18 Appendix 1 19 Appendix 2 21 Introduction Siam was the name during 1940 to what we today know as Thailand. The country of Thailand resides in the heart of South East Asia. The country comprises of brilliant arts, green islands, an exciting nightlife and a tradition of openness towards the visitors. The nation is known to many as the home of some delicious cuisines, wonderful silks and some of the magnificent temples. These factors portray the great culture of the country. It has never been occupied by the European powers, possibly the only country in south- East Asia to have escaped it. The structure and geography of the country is that it is divided into 4 natural regions: the mountains and forests of the north; the vast rice fields in the central plains; the farm lands of the northern plateau and Tropical Island in the southern peninsula. Politically Thailand is again divided in 77 provinces such as Ang Thong, Mae Hong Son and Lop Buri, Chiang Mai and Chiang Rai among others. While the capital of Thailand namely Bangkok is not a provincial area but it is referred as a special administrative area (Central Intelligence Agency, n.d.). All the provinces are governed by a Governor who is appointed by the ministry of external affairs. The only contrary factor is that the Governor of Bangkok is chosen by its people through voting (Unescap, n.d.). A number of countries in Asia believe that tourism plays an important role in the economic and social development of a country. It generates foreign exchange earnings, employment and also assists in other factors. Tourism plays a major part in the economy of Thailand, contributing around 7% of the total GDP. Every year Thailand is visited by around 14 million visitors. The visitors come from different parts of the world (The Irrawaddy, 2010). The reason for this massive tourism development of the country is mainly due to the stable political situation and the availability of air transportation in Bangkok which serves as the gateway to this international venue. Industries like hotel and retail gets immensely benefited by the tourism industry. The Tourism Authority of Thailand has launched various programs to promote the tourism sector in their country as well as internationally with their catchy slogans like “Unseen Thailand” and “Amazing Thailand”. According to them there were nearly 19.09 million tourists who visited Thailand in 2011 which also means 19.8% growth as compared to the previous year. The tourism revenue generated around $23.08 million, which was the highest ever tourism revenue in a same calendar year. The tourists were mainly from Malaysia which accounts 2.47 million followed by China (1.76
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98 Pages(24500 words)Dissertation
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