Upload
korawan-sangkakorn
View
764
Download
0
Embed Size (px)
Citation preview
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
Source: Survey, 2008-9.
Information Average
Tourists Attractions 4.85
Food and Catering 4.84
Accommodation 4.63
Total 6.42
Development of Information
Source: Survey, 2008-9.
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
Source: Survey, 2008-9.
Source: Survey, 2008-9.
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
Others City in GMS
Tourism Industry
Tourism Industry
Supporting
Supporting