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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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    Thailand Presentation Thailand Presentation Presentation Transcript

    • Thailand Tourism
      Nicole Bynum
      Jessica Fought
      Morgan Moultrie
      Ellen Underwood Antonio Viscomi
    • 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).
    • 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).
    • 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).
    • 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).
    • 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).
    • 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).
    • 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).
    • 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).
    • Target Audience
      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).
    • 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).
    • 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).
    • 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).
    • 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).
    • 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
    • Big Idea
      Promote awareness while minimizing any uncertainty avoidance
      Close geographically, noted as “neighbors”
      Slogan: “Wonder what your neighbor is doing?”
      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.
    • Ad 1 - Billboard
      (Juniperimages, 2009).
    • AD 2 - Print
      (Juniperimages, 2009)
    • AD 2 - Print
      (Juniperimages, 2009)
    • AD 2 - Print
      (Juniperimages, 2009)
    • 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
    • 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
    • References
      Business in Asia. (2009). Thailand Tourism still Favorable. Retrieved on October 9, 2009, from Business In Asia Web site: 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:
      Enotes. (2009).Doing Business in Thailand, Retrieved on October 11, 2009, from Enotes Web site:
      Hemtasilpa, S. (2006). 'Zero-dollar' tours bad for Thai business. Bangkok Post, Retrieved on October 172009, from Thailand QA Web site:
      Innovation Platform. (2009). Retrieved on October 13, 2009, from Innovation Platform Web site:
      Internet World Stats. (2007). Thailand: Internet usage, broadband, and telecommunications reports. Retrieved on October 2, 2009, from Internet World Stats Web site:
      Juniperimages. (2009). Stock Images – Royalty Free Stock Photography Images and Photos at Juniperimage. Retrieved on November 15, 2009, from Juniperimages Web site:
      “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: 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:
      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:
      Thailand Board of Investment, (2009). Cost of doing business in Thailand: Demographics Thailand: Retrieved from
      Tourism Authority of Thailand targets affluent Chinese visitors.” (2008, July 28).  Retrieved on October 17, 2009, from Asia Travel Tips Web Site:
      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: