Tourism Marketing of Thailand - Coursework Example

TOURISM MARKETING OF THAILAND Introduction Thailand’s political landscape in recent years has been tumultuous prominently the military coup in 2006 and growing dissatisfaction in its current political leader. Also, natural disaster beset the country in 2004 when its islands were ravaged by tsunamis. These political and natural environmental did not dampen the flourishing tourism industry in Thailand. Tourists are continuously attracted to revel in Thai culture, people, food, arts and islands. For years it is globally known as the tourism hub in Asia not only for leisure activities but also for aesthetic and medical tourism. Its tourism industry led to creation of employment and small businesses catering to needs of tourists. This project aims to explore the attractions of Thailand as a tourist destination and how it uses tourism marketing to highlight its image as an enticing tourist destination. It also analyses the effects of tourism to Thai people. Activities, environment, accommodation, transportation and food experience available for tourists are identified as well. Map of Thailand The political map of Thailand shows that the country’s geography is mainly comprised by the mainland in the North and the peninsula in the South. Bangkok is the prominent city located in the North while Phuket is the prominent island located in the South. Its geographical area is equal that of France and a bit smaller to that of Texas comprising 513,115 square meter (State Government, 2008). Surrounding its borders are Vietnam, Cambodia, Burma , Malaysia and Laos. Below is a copy of the political map of Thailand provided by the website Map of the World. tourism marketing Van Esterick (2002, cited in Berger, 2007, p. 3) stated that tourism marketing of Thailand is done through “tourist advertising, business and educational exchanges, films and news reports” which strengthened its “seductive appeal” (p. 3). These tools directly and indirectly market Thailand as a tourist destination. Films produced internationally that made Thailand as its central location are an indirect way of marketing Thailand. There are a number of Hollywood films shot in Thailand which helps widen its scope of marketing tourism to global tourists. Direct advertising of Thailand as tourist destination is heavily promoted by the country’s Ministry of Tourism and Sports with the support of Thai businesses and organizations. Eric Cohen (2007) studied the direct marketing strategy of Thailand as a tourist destination by way of representing Santa Claus in Christmas cards with Thailand tourist spots. Thailand is devoid of strong Christian lineage but Christmas is one of the celebrated consumer festivals among its urban population. Christmas cards manufacturers in the country have utilized the iconic figure of Santa Claus to market Thailand as an exotic and exciting tourist destination. It mainly depicts him as a tourist symbolized by the country’s transportation, environment, appearance and activities. Tourist Activities Land, water, cultural, spiritual, health, educational and shopping are activities available for tourists in Thailand. Land activities related to rock climbing, trekking, and playing golf can be explored by tourists particularly in the Northern parts of the country. Water related activities include diving, snorkelling, canoeing, kayaking, rafting, tubing, wind surfing, and jet skiing are mostly in the Southern part of the country. (Indigo Guide, n.d). Cultural activities include Thai classical dance, racing boats with a drummer, visiting temples, meeting Buddhist monks, visiting villages in producing handicrafts, and eating Thai food. The first two activities are commonly seen in Thai Christmas cards discussed in Cohen’s (2007) study. Medical tourism in Thailand has become popular through the years. Visits to spas and trying Thai massage are becoming popular as well as undergoing cosmetic surgery. Educational classes are also available for tourists who are interested to learn muay thai or boxing, cooking Thai cuisine, meditation, and massage. Shopping establishments from selling high end to affordable products are widely seen in Thailand particularly in Bangkok. Lastly, nightlife in urban areas particularly the metropolis gives tourists the opportunity to socialize with the locals and other tourists while enjoying what the bars, resorts and restaurants can offer. Natural Environment for Tourists Thailand is rich in natural resources which form part of its tourism marketing strategy. It is a “country of mountains, tropical rainforests and flat plains” (BBC News, 2008). Garret Nagle (1999) particularly mentioned the “large sandy coastal beaches such as those at Pattayaa and Phuket” (p. 123) as enticing Western tourists into the country. He further, shared the attractive countryside of Thailand cultivated with orchids and rice fields. Its tropical vegetation and presence of wildlife such as elephants offers exotic experience to tourists. Further, the country’s topography offers tourists to choose a range of water and land activities given the mountainous and coastal environment in the some parts of the country. Thai Society Thai society is almost mono cultural with Thai ethnic group comprising almost 90% of its population (Bureau of East Asian Pacific Affairs, 2008) while ethnic Chinese, Malay, among others comprised a minority of the population. Seventy percent of its population are within the age of 15 to 64 years old which means that majority are within working age (Library of Congress, 2007, p. 10). Thai language is predominantly spoken among its citizens since it also serve as its National language. However, 74 languages and numerous regional dialects are spoken among the various areas of the country. English serves as its second language and widely spoken and understood particularly in urban areas. (Library of Congress, 2007, p. 11) Theravada Buddhism is the predominant religion practiced by 94 percent of its population. Islam, Christianity, Hindu, Sikhs, among others are the other religions being practice by its population. Religion is entwined in the lives of its people and protected by its constitution and is required as part of primary and secondary school curriculum in public schools. (Library of Congress, 2007, p. 11). Buddhist temples abound Thailand as well as Buddhist festivals which are highlighted in tourism marketing. In fact, there are about 31, 200 Buddhist temples in Thailand. Tourists frequently visit Royal temples numbering to a total of 200. These temples are built or sponsored by the Royal monarch. (Thai Buddhist Website, n.d.) Agriculture and service industries employ more than three-fourth of Thai population wherein women comprised more than half of it (p. 15). On the other hand, the service and manufacturing sectors equally comprise more than 90% of the country’s Gross Domestic Product with the latter employing only less than one-fourth of its labour force (p.14). Rice production highlights the agricultural sector; hospitality industry highlights the service sector while automotive industry highlights the manufacturing sector. History of TOURISM IN Thailand Although Thailand has only started direct tourism marketing during the 1960s, its history showed indicators of tourism as early as the 7th century. Its early inhabitants, the Tai groups, travelled from China to set up a Kingdom; hence the country’s political name today as the Kingdom of Thailand. Various Kingdoms were set up in its history but the Kingdom of Ayutthaya created a landmark in the country’s culture by setting up Theravada Buddhism as its leading religion. (Bureau of East Asian and Pacific Affairs, 2008). The visits of European travellers mainly Portuguese, English, Dutch and French in 17th century marked the start of its international tourism. The presence of American servicemen in Asia started its mass tourism as a result of its entertainment industry which accounted for approximately one-third of tourist spending. Over a 13 year period, the industry posted higher rate of tourist arrivals resulting to increase construction of accommodation facilities. However, the country paid heavily for the economic gains it reaped from this booming industry by being known as the sexual capital of Asia. (Rodolfo, 2003, p. 26) It was this time that the government created the Tourism Organization of Thailand which was renamed as Tourism Association of Thailand in 1978 which was provided budget allocation to intensify tourism marketing. Thailand made its mark in Asia-Pacific region if not in the world for turning around its economy in short a period of time during the 1997 financial crisis by using tourism as an economic policy (WTTC, 2001, cited in Rodolfo, C.L., 2003, p. 13). The Thai Baht devalued against other currencies leading the economy into recession. Strong indicator of the role of tourism in its economic recovery was validated when the country ranked 19th among international tourist destinations in that same year. Cooperation of Thai business communities in offering affordable but high quality tour packages, valuable hotel service and effective tourism marketing campaigns are touted as the reasons for the robust tourism despite the financial crisis. (p. 31-32). In 1989, marketing Thailand as the shopping hub of Asia started with the promotion of Thailand Arts and Crafts (p.29). In the tourism development plan for the period 1992 to 1996, tourism marketing of Thailand was elevated to higher level by changing the image of the country from sexual haven to a destination conducive for families and cultural learning while abolishing sex tours and implementing land zoning in key regions at the same time controlling the spread of AIDS (p.30). In its tourism development plan for years 2002 to 2006, the Tourism Association of Thailand planned to develop and promote “tourism loops” (Rodolfo, 2003, p. 33) tour packages to allow visits of tourists in delicate communities at the same time targeting higher spending markets such as conventions and exhibitions. Overall, the tourism marketing platform of Thailand heavily lies on the coordinating role between the government and the private sector. The former laid down necessary infrastructure and promotions while the latter invested heavily in hospitality establishments to ensure that tourists are satisfied. Effects of Tourism As mentioned earlier, the tourism industry is key to the economic recovery of Thailand during the 1997 Asian financial crisis. Increased spending in tourism marketing, loosen rules on visa acquisition, increase inbound and outbound domestic and international flights through liberalization of airline industry, and coordination with other countries for tourism marketing were the salient economic policies followed by the country to combat the financial crisis. It resulted to increase in employment and earnings in foreign currencies and helped lower trade deficits at the same time improved foreign relations. Employment generated by tourism posted a growth rate of 27% from years 2004 and 2006 showing its key role in providing incomes to the labour force of the country. Tourism started to become the largest foreign exchange earner in 1982 leading to government granting tax breaks to promote hotel construction leading to occupancy rate increase between 1986 to 19990 (TAT, 1990 cited in Rodolfo, 2003, p. 27). Later on, the country’s tourism marketing shifted its focus on diversifying tourism revenues towards rural economies and address labour gaps during lean seasons in agriculture. It resulted to promoting rural handicraft and agro processing. However, Thailand’s success in mass tourism resulted to a negative impact to its environment and culture. Deterioration of coastal destinations is faced by islands such as such as Pattaya, Phi Phi Island and Koh Samu. Lack of knowledge of the local government and business establishments on how to conserve these destinations exacerbate this problem. (p.13). As early as 1986, coral reefs were reported damaged by pollutants (Mikula, J., Chon, K., & Singh, A., 1993, p. 10) by the National Environment Board as a result of dense population caused by tourism. The country ranked second most polluted and unsanitary nation in a survey conducted from 1990 to 1991 among 1,450 tourist agencies among 40 major cities in 26 countries (Kaosa-ard, 1994, cited in Rodolfo, 2003, p. 29). The rampant sex tourism industry resulted to increase cases of HIV/AIDS (United States Library of Congress, 2007, p. 15). The government, however, tried implementing measures to correct this problem by providing incentives to provinces in recycling garbage polluting its coastlines (Rodolfo, 2003, p. 30). Influencing Factors for Tourism Pull Factors. Availability of transportation, existence of world class hotels and resorts, affordable medical aesthetic services and affordable tour packages are some of the pull factors the influence tourism in Thailand. Travellers can easily travel across regions of the country with the available transportation such as railways, taxis, buses, ferries and airplanes. Also, tour packages offered by various travel agencies in Thailand are cheaper for Western travellers. Tourists from other countries, not only from Asia, can easily access travel flights to major cities in Thailand. Tokyo alone has 51 direct flights to Bangkok (Pacific Asia Travel Association, 2006, cited in Rodolfo, p. 34). Another pull factor is the non requirement of visa for travellers from South East Asian countries for up to approximately 30 days. Motivation Factors. Travellers who have passion for shopping are motivated to travel to Thailand due to its varied, fashionable, exotic but cheap products. Also, its tropical climate motivates Westerners to relax in its beach resorts and natural parks. Numerous spas in the country can entice health enthusiasts while adventurous individuals can engage into various water sports available in various resorts in the country. Those seeking to find themselves can immerse in spiritual retreats hosted by selected wellness organizers. A study conducted among 668 travellers to tsunami hit Phuket revealed that motivation to visit the island again is not hinged on the cheap tour packaged designed to lure tourist back to Thailand after the tsunami in December 2004. The beauty of the destination, welcoming attitudes of locals, quality of service and value for their money were the factors cited by majority of the tourists for visiting the area again (Cornell Hotel & Restaurant Administration, 2006). Promotion. The government since the 1960s has been supportive of the tourism industry by empowering the Travel Association of Thailand to promote the country as a leading tourist destination for world travellers. It allocates approximately 500 million Baht annually to improve tourist locations (Rodolfo, 2003, p. 46) as well as promote the tourist spots in the country. It continuously identifies tourism market and aggressively promotes Thai tourism to meet its inbound tourist targets. Recently, it had added India as its target market and allotted promotional and marketing resources targeting “family groups, incentive groups, wedding parties and honeymooners’ (TAT, 2008, par. 9). Hosting Bollywood film award ceremonies, and joint promotions with travel agents, supermarkets and retailers are the promotional activities it implemented to reach its goal. Cohen (2007) have intensively discussed the promotional tool used by Thai businessmen to entice world travellers to spend their Christmas holidays in Thailand by representing Thailand tourist spots and activities with Santa Claus in Christmas cards. Electronic brochures presenting various tourist destinations are available for quick transfers to potential tourists. Accommodation Varied types of accommodation are available in Thailand depending on the budget of individual travellers. Luxury hotels, hostels, bungalows, tents and resorts are the well known types of accommodation available to tourists. Types of accommodation and prices vary according to location; hence best hotels are located in prominent urban locations like Bangkok while simple accommodations are expected in rural areas (Tourism Thailand, n.d.). Transportation Tourism marketing of Thailand promotes local means of transportation to encourage tourists to experience local ways of living. Elephants, long tail boat and “tuk-tuk” (Cohen, E. 2007, p. 696), a motorcycle attached with a sit good for two people, are a novelty experience for tourists. The first two means of transportation are especially experienced in localised areas while the last are commonly used to go about urban streets. Taxis and car rentals are also widely available. Trains and bus are also available as public transport in going to different regions of the country. Various international and domestic flights are also available. Bangkok is easily accessible to the European, Americans and Asian markets. South East Asian countries like Singapore and Malaysia are connected to Thailand through its rail transit system. Gastronomic Experience Gastronomic experience is one of the highlights of tourism marketing of Thailand which is based on authentic and tourism oriented Thai cuisine. Authentic Thai dining experience mainly involved food sharing, sitting down on floors and spicy food. However, tourists that are not used to these aspects of dining were given consideration by food establishments letting them experience Thai food even in subdued version. Local eating places in Thailand are transformed into “tourism-oriented culinary establishments” (Cohen, E & Avieli, N., 2004, p. 767). The process of transformation was slow which started with a select group of tourists and become popular through word of mouth. Some restaurants in Chiang-Mai in the North and in beaches of the South have slowly adapted its local dishes to the taste of international tourists during 1970s particularly among backpackers (p. 768). Eventually it flourished into one of the tourist attraction of Thailand. The see through glass kitchen where diners can view how foods are cooked to show hygienic and authenticity in its preparation are also known gastronomic experience in Bangkok particularly in the Seafood Market (p.770). Tourists are offered the experience of adventure in dining particularly in food stall markets where cooks serve stir fry vegetables into servings plates “held the waiter or by volunteering customers at some great distance’ (p. 770). Conclusion Thailand has been very successful with its tourism marketing making it synonymous with travel to Asia. Further, it was successful in instilling into the minds of tourists the tourism images it associates with the country such as beaches, temples, shopping, and elephants, among others. These images are exactly what tourists experience when they actually visit the country which made it more attractive resulting to repeat visits by tourists. The country’s tourism marketing would not have been successful without the collaboration of the government and businessmen. REFERENCES 1. World Map, 2007. Thailand Political Map [Online]. Available at http://www.mapsofworld.com [accessed 16 October 2008] 2. United States Bureau of East Asian and Pacific Affairs, 2008. Profile of Kingdom of Thailand [Internet]. (Updated July 2008) Available at http://geography.about.com/gi/dynamic/offsite.htm?site=http://www.state.gov/r/pa/ei/bgn/2814.htm (accessed 6 October 2008). 3. Berger, A. A. 2007. Thailand and Tourism. Hadworth Press, Inc. Birmingham, New York. 4. Cohen, E. 2007. From Benefactor to Tourist: Santa on cards from Thailand. Annals of Tourism Research, 34 (3), p. 690-708. 5. Indigo Guide. n.d. Activities for Tourists in Thailand [Online]. Available at http://www.indigoguide.com/thailand/activities.htm 6. BBC News. 2008. Country Profile: Thailand [Online]. (Last update 22 October 2008) Available at http://news.bbc.co.uk/1/hi/world/asia-pacific/country_profiles/1237845.stm [accessed 22 October 2008] 7. Nagle, G. 1999. Tourism, Leisure and Recreation. Nelson Thornes. ISBN 0174447051, 9780174447054 8. United States Library of Congress-Federal Research Division. 2007. Country Profile: Thailand. 9. Thai Buddhist Website. n.d. Temples in Thailand [Online]. Available at http://www.thaibuddhist.com/temples.htm [accessed 23 October 2008] 10. Rodolfo, C. L. 2003. A Comparison of Tourism Policy Frameworks: Philippines and Thailand. Philipine APEC Study Center Network. 11. Tourism in Thailand. n.d. What types of accommodation are available in Thailand?[online]. Available in http://www.tourismthailand.org/faq/faq-detail-22.html [accessed 15 October 2008]. 12. Mikula, J., Chon, K., & Singh, A. 1993. Thailand’s Tourism and Hotel Industry [Online] Available at http://www.allbusiness.com/accommodation-food-services/378207-1.html [accessed 23 October 2008]. 13. Cornell Hotel and Restaurant Administration Quarterly. 2006. Tsunami recovery: A case study of Thailand’s tourism [Online]. Available at http://goliath.ecnext.com/coms2/gi_0199-6027685/Tsunami-recovery-a-case-study.html#abstract [accessed 23 October 2008] 14. Tourism Authority of Thailand. 2008. Multi-pronged marketing strategy targets one million Indian visitors [Online]. Available in http://www.traveldailynews.com/pages/show_page/27149 [accessed on 22 October 2008. 15. Cohen, E., & Avieli, N. 2004. Food in Tourism: Attraction and Impediment. Annals of Tourism Research, 31(4), p. 755-778. Read More