“รู้จักและเข้าใจกลยุทธ์ตลาด โอกาสความสำเร็จ”
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“รู้จักและเข้าใจกลยุทธ์ตลาด โอกาสความสำเร็จ”

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โดย นายชาญชัย ดวงจิตต์ ผู้อำนวยการสำนักงาน ททท. สำนักงานลอสเเองเจลิส ...

โดย นายชาญชัย ดวงจิตต์ ผู้อำนวยการสำนักงาน ททท. สำนักงานลอสเเองเจลิส จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ ปาร์ค กรุงเทพมหานคร

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“รู้จักและเข้าใจกลยุทธ์ตลาด โอกาสความสำเร็จ” “รู้จักและเข้าใจกลยุทธ์ตลาด โอกาสความสำเร็จ” Presentation Transcript

  • USA Tourism Market SituationFriday, 17 June 2011
  • Country Profile • Area: 9.8 million sq km (3.8 million sq miles) • Population: 317.6 million (UN, 2010) • The Ethnic Groups are: White 79.96%, Black 12.85%, Asian 4.43% American Indian and Alaska native 0.97%, Native Hawaiian and Other 0.18%. • Capital: Washington DC • Largest city: New York City • Major language: English • Major religion: Christianity • Protestant 51.3%, Roman Catholic 23.9%, Mormon 1.7%, Jewish 1.7%, Muslim 0.6%, Others 2.5% • Life expectancy: 78 years (men), 82 years (women)Friday, 17 June 2011
  • Country Profile • Basic Economic Facts • GDP Growth: -2.9% (2009), +2.8% (2010) Inflation: 0.2% (January 2010) Labour force: 154.5 million (includes unemployed 2009 estimate) Unemployment: 9.7% (January 2010) Major Industries: Leading industrial power in the world, highly diversified and technologically advanced; petroleum, steel, motor vehicles, aerospace, telecommunications, chemicals, electronics, food processing, consumer goods, lumber, mining.Friday, 17 June 2011
  • Country Profile ! City!! ! Million • New York City (New York) ! ! 8.17 • Los Angeles (California) ! ! 3.79 • Chicago (Illinois) ! ! ! 2.69 • Houston (Texas) ! ! ! 2.09 • Philadelphia (Pennsylvania) ! ! 1.52 • Phoenix (Arizona) ! ! ! 1.44 • San Antonio (Texas)! ! ! 1.32 • San Diego (California) ! ! ! 1.25Friday, 17 June 2011
  • Market Analysis  External Factors : As the US economy improves slowly (2011-2012) * GDP * Financial Sector & SME * Unemployment rate * Housing & Mortgage The overseas travel numbers are expected to also improve slowly.Friday, 17 June 2011
  • Market Analysis * The overseas travel numbers are expected to also improve slowly. *Passports 114 Million (less than 37% of the total population) *Influential Factors * Economy * Safety * Value/Pricing * Variety of ProductsFriday, 17 June 2011
  • Market Trend 2011 – 2012  Outbound • Polls from the top travel experts show the following trends: • Top reason for traveling: Seeking authentic experiences in new destinations. • Most frequent travel companions for clients: Spouse or partner • Most popular type of leisure trip being booked: International trip of 8 days or longer • Source:Travel Agent Central.comFriday, 17 June 2011
  • Market Trend 2011 – 2012  New Trend Biggest travel trend emerging: Family & multi-generational travelFriday, 17 June 2011
  • Market Analysis Asia is projected to be more choosing for long- haul destination in 2011-2012 that will produce double digit improvement. *Source: tinet.ita.doc.gov The change in consumer behavior from last year will continue through 2012. Consumers want more value for the $$$ spent.Friday, 17 June 2011
  • Market Analysis  Best selling destination in Short Haul Overseas for USA is Caribbean  Best selling destination in Long Haul Overseas for USA is Europe and AsiaFriday, 17 June 2011
  • Market Situation 2011 (Million) 2012 Total 31.0 +2.5% 32.0-32.5 +4.0% Overall Short - Haul Million Mexico 5.3 Caribbean 5.1 Canada 3.3 Long Haul Million * Europe 11.5 -12.0 * Asia 5.5 - 6.0Friday, 17 June 2011
  • Market Situation 2008-2009 Asia Country Million 1. China 1.5 2. Hong Kong 0.8 3. Japan 0.65 4.Thailand 0.62 5. Korea 0.56 6. Singapore 0.34Friday, 17 June 2011
  • Market Situation 2005 2006 2007 2008 2009 2010 585,476 640,674 623,638 648,699 599,475 596,432 +5.10 +9.43 -2.66 +4.02 -7.59 -0.51Friday, 17 June 2011
  • Market Situation USA Tourist Profile (2010) Tourist Length of Average Revenue Stay Expenditure 596,000 13.32 4,380 34,200 (Day) (Baht) (Million Baht)Friday, 17 June 2011
  • Market Situation USA Tourist Profile (2010) First Visit Re Visit 32% 68% FIT Group Tour 93% 7%Friday, 17 June 2011
  • Market Situation USA Tourist Profile (2010) Male Female 68% 32% Under 25 25-34 35-44 45-54 55&Over 10% 22% 20% 21% 26%Friday, 17 June 2011
  • Market Situation USA Tourist Profile (2010) Purpose of visit % Holidays 48 Meeting 15 Incentive 15 Convention 7 Others 15Friday, 17 June 2011
  • Market Situation USA Tourist Profile Main Bangkok & Beyond, Chiang Mai, Destination Phuket, Samui Potential Krabi, Chiang Rai, Pattaya, Ko Destination Chang, Hua Hin7 Cha Am, Kanchanaburi, AyuthayaFriday, 17 June 2011
  • Market Situation USA Inbound to Thailand *2011 is expected 630,000 +5.0% *2012 is expected 661,000 +5.0%Friday, 17 June 2011
  • Market Analysis • Internal Factors : • Thailand is still seen “as a great value destination”. • Thailand is still considered a ‘safe’ destination. • Thailand is still considered an “exotic” destination. • Thailand is still considered a “welcoming” destination.Friday, 17 June 2011
  • Market Analysis  Existing Product / New Product *The consumer wants authentic experiences. *They want to interact with the local people. *They want to give back to the country they visit by volunteering to help. *They want to enrich their lives with their travel. *They want to grow in their understanding of how other people live, work, play.Friday, 17 June 2011
  • Market Analysis Opportunities * Obama’s Healthcare Plan which goes into effect in 2014 * Boomers in the US coming to the age where travel is important and affordable in time and money, a market of 78 million. * Global acceptance and spread of the Social Media networks. ( 75-80% of American use Computer)Friday, 17 June 2011
  • Market Analysis Threats * Further protests that turn violent /Political unrest in Thailand * Increased Unemployment in U.S. * Weaker U.S. Dollar *Global climate change; - flooding, coral bleaching in Thailands south - Tornadoes & Flooding in USA etc.Friday, 17 June 2011
  • Market Analysis • Strategy 1. Building leisure tourism market. (First Visitor & Re-Visitor) 2. Strengthening Amazing Thailand brand. (Through social networks) 3. Expanding quality market by targeting upscale travelers (Increase Spending)Friday, 17 June 2011
  • Thank You!Friday, 17 June 2011