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Towson University, MCOM 443 (International Advertising & PR), Thailand Tourism Analysis, Fall 2009

Towson University, MCOM 443 (International Advertising & PR), Thailand Tourism Analysis, Fall 2009

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  • 1. Thailand Tourism
    Nicole Bynum
    Jessica Fought
    Morgan Moultrie
    Ellen Underwood Antonio Viscomi
  • 2. Situation Analysis
    66 billion people in 76 Providences
    Board of Investors Division of Social Groups
    Central Thai – 36 percent
    Northeastern or Thai-Lao – 32 percent
    Northern Thai – 8 percent
    Southern Thai – 8 percent
    Ethnic groups include
    Thai – 75 percent
    Chinese – 14 percent
    Other – 11 percent
    Religious Groups
    Buddhism – 95 percent
    Muslim – 3.8 percent
    Christianity - .5 percent
    Hinduism - .1 percent
    (Thailand BOI, July 2008).
    (Thailand BOI, 2009).
  • 3. Situation analysis
    High power distance
    High uncertainty avoidance
    Tradition is highly valued
    Collectivistic culture
    Low context society
    Feminine country
    Improving literacy rates
    Education is the number one goal
    Male and female roles differ among couples
    Gone green
    (Enotes, 2000).
    (Innovation Platform, 2008).
  • 4. Situation Analysis
    With economic state many people are turning to overseas medical treatment
    Thailand offers cost-effective solutions
    Trend in medical tourism
    Cosmetic surgery options available
    Thailand one of the most popular choices for sex reassignment surgery.
    (Medical Tourism, 2009).
  • 5. SWOT - strengths
    Advertised as “land of the smiles”
    Legendary across Asia for hospitality
    Tsunami hit Thailand
    Put foreigners first
    “Thai Way”
    (Fuller, 2007).
    (Frankel, 2005).
  • 6. SWOT – weaknesses
    Not internet savvy
    Telecommunication infrastructure not where it should be
    Limitations set by the government on technology
    Zero-dollar tour
    Decline of Chinese group visitors from 77.3 percent in 2000 to 75.5 percent in 2004
    Increase in Chinese traveling on their own from 22.7 percent to 24.4 percent
    (Internet World Stats, 2007).
    (Hemtasilpa, 2006).
  • 7. SWOT – opportunities
    Government recently loosened restrictions on tourism rules
    Tourists given a 50 percent discount to national parks and historical sites
    Amazing Seven Wonders of Thailand
    Thainess – Experience the Art of Thai Living
    Nature – Encounter the sheer beauty of Thai nature
    Treasure – Land of Heritage and History
    Health & Wellness – Land of Healthy Smiles
    Beaches – Fun, Sun, Surf, and serenity of Thai beaches
    Trendy – Excite yourself with the myriad of Thai Trends
    Festivities – Enchant yourself with international Festivities in Thailand
    (Tourism Authority of Thailand, 2008).
    (Seven Amazing Wonders of Thailand, 2008).
  • 8. SWOT – opportunities cont’d
    World’s largest HIV/Aids trial
    Potentially effective vaccine
    Medical investments
    Receiving healthcare is more affordable
    Thailand has the potential to be known as the home of the cure for HIV/Aids
    (The Nation/Asia News Network, 2009).
    (Business in Asia, 2009).
  • 9. SWOT - threats
    Economy hit hard after United States recession in 2009
    Can support themselves 1st and 2nd quarter but will have difficulty in the 3rd and 4th
    Tourists with insufficient funds
    Bird flu sickness
    (Bovonboriharn, 2009).
  • 10. Target Audience
    Metrofessionals
    Caucasian women ages 35 – 44
    Graduated college and have pursued post education
    Professionals who earn $40 – 49K
    Most Married
    Live in metropolitan areas in Western civilization
    Speak English
    Heavy users of Internet
    Spend most of their time working
    Enjoy fashion
    Heavy purchasers of personal care and cleaning products.
    (Mediamark Reporter, 2008).
  • 11. Target Audience Cont’d
    Heavy Newsers
    Asian men ages 35 – 54
    Earn $75 – 149K
    Graduated college and pursued post education
    Much does not speak English
    Use newspapers heavily
    View professional basketball games
    Enjoy Sports Illustrated and Business/Finance
    Heavy purchasers of fast food and electronics
    Career requires a lot of time
    (MediaMark Reporter, 2008).
  • 12. Loss of Chinese Tourists
    Most noticeable loss of income is occurring in China
    Decreasing due to Thailand’s political upsets and lack of security
    Crucial to bring the Chinese back to Thailand
    Chinese men were a huge part of Thailand tourism
    China is globally ranked as the fifth strongest source market
    (Xu, 2008).
  • 13. TAT’s Current Campaign Strategy
    Facilitating charter flights between China and the southern part of Thailand
    Phuket, Krabi, and Samui
    Advertising campaign using Chinese media
    China Central Television (CCTV)
    Special promotional packages from Guangzhou to Thailand during October – December 2009.
    (News Room, 2009).
  • 14. TAT’s Current Campaign Strategy Cont’d
    Recently launched a campaign to target big-spending Chinese tourists.
    Wonderful Thailand 2008
    Trying to eliminate low-priced packages and attract higher spending Chinese tourists
    Thailand invited a select few of Chinese media to experience high-end offerings in
    Bangkok, Chiang Mai, and Phuket
    Use word-of-mouth to promote.
    (Tourism Authority, 2008).
  • 15. Communication Objectives
    Alleviate any qualms Chinese tourists may have of Thailand’s national security
    Increase awareness among Chinese tourist’s in the wake of its governmental support of outbound tourism
    Increase awareness of Thailand’s attractions to China’s elite by promoting word-of-mouth advertising
    To regain Chinese market by encouraging travel to Thailand through TAT Airways
  • 16. Big Idea
    Promote awareness while minimizing any uncertainty avoidance
    Close geographically, noted as “neighbors”
    Slogan: “Wonder what your neighbor is doing?”
    Wonder
    Correlates with TAT’s current campaign: Seven Wonders of Thailand
    Main idea: target wants to have a fun time they do not have to travel far
    A fun neighbor is just around the corner.
  • 17. Ad 1 - Billboard
    (Juniperimages, 2009).
  • 18. AD 2 - Print
    (Juniperimages, 2009)
  • 19. AD 2 - Print
    (Juniperimages, 2009)
  • 20. AD 2 - Print
    (Juniperimages, 2009)
  • 21. AD 3 – PR Event
    Basketball tournament featuring Yao Ming.
    Enter to win prizes as well as Thailand tour packages
    Pamphlets and brochures
    Representatives of TAT Airways available for questioning
    Informational compact discs
    Event creates awareness
    Media
    Bloggers
    Word-of-mouth
  • 22. Plan for Evaluation
    Monitoring Sales Figures
    Provide early insight to effectiveness of the campaign
    Chinese Digital Media Corporation
    Monitors China’s media usage
    Can monitor Sports Illustrated subscriptions and purchases
  • 23. References
    Business in Asia. (2009). Thailand Tourism still Favorable. Retrieved on October 9, 2009, from Business In Asia Web site: http://www.business-in-asia.com/asia/tourism_i n_thailand.ht ml
    Bovonboriharn, C. (2009, January 3). Special Report: Threats to Thailand’s Internal Security in 2009. Retrieved on October 1, 2009, from National News Bureau of Thailand Web site: http://thainews.prd.go.th/en/news.php?id=255201030029
    Enotes. (2009).Doing Business in Thailand, Retrieved on October 11, 2009, from Enotes Web site: http://www.enotes.com/biz-encyclopedia/thailand-doing-business
    Hemtasilpa, S. (2006). 'Zero-dollar' tours bad for Thai business. Bangkok Post, Retrieved on October 172009, from Thailand QA Web site: http://www.thailandqa.com/forum/showthread.php?t=10137
    Innovation Platform. (2009). Retrieved on October 13, 2009, from Innovation Platform Web site: http://innovationplatform.concordia.ca/thailand/hofstede2.html
    Internet World Stats. (2007). Thailand: Internet usage, broadband, and telecommunications reports. Retrieved on October 2, 2009, from Internet World Stats Web site: http://www.internetworldstats.com/asia/th.htm
    Juniperimages. (2009). Stock Images – Royalty Free Stock Photography Images and Photos at Juniperimage. Retrieved on November 15, 2009, from Juniperimages Web site: http://www.juniperimages.com
    “Mediamark Reporter -Spring 2008 Product: Travel, Foreign Travel - Countries or destinations visited, Last trip Southeast Asia.” (2008). Retrieved on September 30, 2009, from MediamarkRepoter Web site: http://www.mriplus.co m/account/home.aspx
    News Room of Tourism Authority of Thailand. (2009, October). Thailand seeks China market rebound at PATA Mart 2009 in Hangzhou. Retrieved on September 23, 2009, from Tourism Authority of Thailand Web site: http://www.tatnews.org/tat_release/detail.asp?id=4509
    Seven Amazing Wonders of Thailand. (2008, September 18). Welcome Amazing Seven Wonders- Thailand campaign. Retrieved on October 1, 2009, from Amazing Seven Wonders Web site: http://www.amazing7wonders.com/component/content/article/1-amazing-wonders-thailand/1-welcome-to-amazing-seven-wonders-thailand-campaign-
    Thailand Board of Investment, (2009). Cost of doing business in Thailand: Demographics Thailand: Retrieved from http://www.boi.go.th/english/how/demographic.asp
    Tourism Authority of Thailand targets affluent Chinese visitors.” (2008, July 28).  Retrieved on October 17, 2009, from Asia Travel Tips Web Site: http://www.asiatraveltips.com/news08/287-ThailandTourism.shtml
    Xu, Y. (2008). Chinese outbound tourism soars. Informally published manuscript, University of Southern California, Los Angeles, California. Retrieved on October 17, 2009 from the University of Southern California Web Site: http://www.uschina.usc.edu/Show