The document discusses various components of tourism supply and demand in Thailand. It provides statistics on visitor arrivals and tourism revenue in Thailand from 2000-2006. It then outlines targets for international and domestic tourism in 2007-2008, focusing on attracting visitors from Europe, East Asia, and the Middle East. The document also discusses changes in consumer behavior, readiness of Thai tourism products and services, and Thailand's brand image. It proposes themes and products to promote Thailand's tourism appeal.

1. 12. Tourism components and supply-revised by Ajarn Scott and Tata HTM 3102 Introduction to Tourism Management

2. NATURAL RESOURCES AND ENVIRONMENT BUILT ENVIRONMENT OPERATING SECTORS OF THE TOURISM INDUSTRY Travel Trade Sector Catalyst, Planning, Development, and Promotion Organizations Accommodation Sector Events Sector Transportation Sector Adventure & Outdoor Recreation Sector Food Services Sector Attractions Sector Entertainment Sector Tourism Services PEOPLE CLIMATE PHSYIOGRAPHY INFORMATION SUPERSTRUCTURE INFRASTRUCTURE CULTURE Industry -- Residents -- Visitors TECHNOLOGY GOVERNANCE SPIRIT OF HOSPITALITY

3. Supply components Natural resources and environment - including air and climate, physiography of the region, landforms, terrain, flora, fauna, bodies of water, beaches, natural beauty, and water supply for drinking, sanitation, and similar uses.

4. 2. Built environment (things that have been created by human) The infrastructure consists of all underground and surface developmental construction such as water supply systems, sewage disposal systems, gas lines, electrical lines, drainage systems, roads, communications networks, and many commercial facilities. The tourism superstructure includes facilities constructed primarily to support visitation and visitor activities. Primary examples are airports, railroads, roads, resorts, hotels, motels, shopping centres, etc.

5. 3. Operating sectors The transportation sectors is one of the most important components in the tourism industry because nothing happens until someone leaves home. Tourists need a place to stay and be fed, so the accommodation sector and the food service sector are important supply components. Attractions are the reason people travel.

6. 4. Spirit of hospitality and cultural resources The development of hospitality resources is perhaps the most important factor in tourism. The finest physical facilities will b e worthless if the tourist feels unwelcome. A favourable attitude toward the visitor can be created through programmes of public information and propagandas.

7. 4. Spirit of hospitality and cultural resources The social foundation of the destination- its culture, which consists of the language, customs, and religions of the residents of the region as well as their works and related leisure behaviours. It is the people and the cultural wealth of an areas that make possible the successful hosting of tourists. Cultural resources include; fine arts, literature, history, music, dramatic art, dancing, shopping, sports, and other activities.

8. Tourists are often more attracted by a facility designed in conformance with local architecture as a part local landscape than by the modernistic hotel that might be found at home because people often travel to immerse themselves in an environment totally different form their own.

9. Natural resources Probably the most noticeable factors are the pronounced seasonal variation of temperature zones, and the changes in demand for recreational use of such areas. To even out demand, the more multiple-use possibilities, the better. The closer and area is to its likely markets, the more desirable it is and the more likely to have a high demand.

10. Operating sectors Accommodations For successful tourism, accommodations must be available in sufficient quantity to match the demand of the travellers who arrive at the destination. Hotels vary tremendously in their physical facilities, level of maintenance, Cleanliness, and services provided. The hotels must provide the physical facilities, price ranges, locations, and services that meet the expectations, wants, and needs of the travellers.

11. Types of accommodation Hotels are of several types: commercial, resort, motor, airport, and residential. Condominium apartments-real estate management firms often manage such apartments or groups of condos within a building or complex and thus serve as agents for the owners. Timesharing is a technique of multiple ownership and/or use of resort and recreational properties. It permits purchasers to own or to have occupancy rights of a resort accommodation for a period of time each year for a fraction of the purchasing price of the entire unit.

12. Activities tourists enjoy most Dining at restaurants Shopping Visiting historical sites Visiting small towns Sightseeing in the city Touring the countryside Visiting art gallery/museum Visiting cultural heritage sites Etc.

13. Shopping Shopping is an important tourist activity and thus an essential element in tourism supply because it affects the success of the tourist destination area. The most important single element in shopping is the authenticity of the products offered for sale as they relate to the local area. Tourists can be encouraged to spend more money on shopping if displays are high quality, imaginative, and attractive.

14. Entertainment The most satisfying entertainment for visitors is native to the area. Not all forms of entertainment can be successfully described or illustrated in tourist promotional literature.

15. Formula to Calculate Number of Hotel Rooms Required R = T x P x L S x N T = number of tourists P = percentage staying in hotels N = total number of guest nights/number of guests R = room demand per nights/number O = hotel occupancy used for estimating; divide number of rooms needed at 100% occupancy by estimated occupancy S = number of days per year in business L = average length of stay Example T = 1,560,000 visitors P = 98% L = 9 days N = 1.69 0 = 70 % S = 365 days R = 1,560,000 x .98 x 9 365 x 1.69 R = 22,306 (rooms needed at 100% occupancy) at 70 % occupancy need R = 22,306/.70 = 31,866 rooms

16. Task analysis is the procedure used in matching supply with demand. The following steps are usually employed: Identification of the present demand A quantitative and qualitative inventory of the existing supply The adequacy of present supply with present demand Examination of present markets and the socioeconomic trends Forecast of tourism demand Matching supply with anticipated demand Task Analysis

17. Global Warning The World's Endangered Destinations

18. The Everglades, Florida: Perhaps no region of the USA is as vulnerable to climate change as Florida . Even a slight increase in temperature and water level could prove devastating to popular destinations like the Everglades, Miami Beach and the Keys

19. Dalian, China : Fast-growing China, shown here during a prolonged heat wave last year, is opening about one coal plant every day this year. Along with the U.S., China is one of the world's leading contributors to the greenhouse gases believed to be largely responsible for the increase in the Earth's temperature.

20. Manhattan, New York City : With high concentrations of population living just above sea level, New York and Los Angeles were listed in a recent report from the Intergovernmental Panel on Climate Change as being at risk of potentially catastrophic "megafloods" resulting from rising oceans and stronger storms in the next century

21. Halong Bay, Vietnam : With a high percentage of its population living along the coast, Vietnam faces considerable risk from the effects of global warming. Experts worry that developing nations may not have the resources available to thwart the dangers of climate change as readily as wealthier nations

22. Northwest Territories, Canada : Polar bears have become one of the more obvious victims of the impact of global warming. With about 23,000 square miles of Arctic sea ice melting every year, the bears' hunting grounds are shrinking rapidly. Some scientists predict polar bears will be extinct in the next century

23. Tokyo, Japan : Following Tokyo's first winter without snow in 131 years, the plum blossoms emerged three weeks earlier than normal this year. This occurrence is being echoed by migratory patterns and spawning cycles throughout the natural world

24. South Georgia Island : Rife with king penguins, seal, whales and albatross, South Georgia Island, located just north of Antarctica, has become a popular stopover for cruise ships in the south Atlantic. Studies have shown that both poles are warming at a rate far faster than the rest of the planet, leading to decreased ice thickness and an increase in ice shelf disintegration

25. What are the four (4) major components of supply? Give an example of each and briefly explain how each can influence an area’s attractiveness. Can supply components influence demand? Explain. Classroom Questions Pair work

26. Why do we suggest that government finance certain components? Are natural resources important for a destination like Bangkok?

27. In an area just developing tourism, which supply component should be created first? Last? Why? Identify hospitality/cultural resources for tourism in Thailand. How important are these? Are supply components generally expandable?

28. The Assumption University Hotel Company believes that there is an opportunity to build a profitable hotel in Anyburi but they are not sure whether to go ahead with the project. They have asked for your advice. After some research you have the following information. Based on that information would you recommend that they build? If so, how many rooms? (Show all calculations.)

29. Last year there were 1.5 million visitors to the area and it is expected to be the same this year. 75% of those visitors stayed in hotels. The average length of stay was 3 nights. Average number of persons in a room was 2. The average occupancy in the area last year was 70% and it is expected to be the same this year. Our hotel will be open 365 days per year. We believe our market share will be 10%. 8. Currently there are 5,900 rooms in the area.

30. R = T x P x L = 1,500,000 x .75 x 3 = 3,375,000 = 4,623 S x N 365 x 2 730 4,623 rooms needed for area @ 100% occupancy. 6,604 rooms needed for area @ 70% occupancy. at 10% market share = 660 rooms. Advice: Build – there is a need for 6,604 rooms and 5,900 exist. Build 660 rooms.

31. Why are more hotel rooms needed when estimating a 70 percent occupancy than a 100 percent occupancy? Why is 70 percent used?

32. Business leaders in Bangkok believe that the area has a strong potential to become a major tourism destination area because tourism has been increasing gradually over the past few years. They have asked you to analyze tourism supply and demand and advise them on what to do. Outline the steps you would follow to accomplish this task.

33. Provide some advantages and also disadvantages of securing foreign financing for tourism developments.

35. THAI TOURISM UPDATE

36. No. of visitors ( million ) Revenue ( mil. Baht ) 7.22 220,754 7.76 8.58 9.51 10.06 10.80 10.00 11.65 11.52 13.82 242,177 253,018 285,272 299,047 323,484 309,269 384,360 367,380 487,000 สึนามิ * SARS *  % = 8.39 % 40 - 45  % = 6.03 % 45 - 49 We met the target of 13.82 million visitor arrivals in 2006

37. Target for International market in 2007 2541 2542 2543 2544 2545 2546 2547 2548 2549 F 2550 F Revenue 54 7 ,500 million baht (+13.83%) No. of visitors 14.8 million (+8.42%) 7.76 8.58 9.51 10.06 10.80 10.00 11.65 13.80 11.52 14.8

38. Target for Domestic market in 2007 Revenue 377,800 mil. baht ( +8.00% ) No. of Thai visitors 82 mil. - trip ( +3.35% )

39. Target Market in 2008 . 985,000 mil. baht

40. Revenue 600,000 mil. baht +10% No. of visitors 15.7 mil. +6% Focus on Europe, East Asia and Middle East International Market 227,500 37.92% +11.39% 51,000 8.5% +3.45%

41. Revenue 385,000 mil. Baht +1.91% No. of Thai visitors 83 million +1.23% Domestic Market 3,800 0.63% +7.04% 160,300 26.72% +9.15% 81,300 13.55% +8.98% 22,000 3.67% +12.24% 3,800 0.63% +7.04% 35,100 5.85% +8.47%

42. BACK TO AMAZING THAILAND สร้างความชัดเจนในการสื่อสารการตลาด

43. ตอกย้ำ Brand อย่างต่อเนื่อง “ Be amazed by the varieties of Thailand’s attraction on creative print ads” “ Be amazed by trendy lifestyle & high value for money through trade show & event marketing” “ Be amazed by exotic cultural heritage via interactive media & internet” “ Be amazed by tranquility of nature & Thainess using below-the- line marketing” Wanna be there?

44. CHANGES IN CONSUMER BEHAVIOUR Social, cultural and economic factors are changing consumer behaviour More attention to the “value of tourism” Acquire new experiences Seeking to learn something new

45. CHANGES IN CONSUMER BEHAVIOUR More Global Warming Awareness More health consciousness Seeking closer relations with families and friends Price is a major deciding factor but still willing to pay for good quality products.

46. CHANGES IN CONSUMER BEHAVIOUR More flexible, personalised, individualised and tailor-made Automation and Information Technology will play a major role

47. READINESS OF THAI TOURISM PRODUCTS AND SERVICES ภาพลักษณ์ประเทศไทยในเวทีโลก 2006 ที่มา : www.futurebrand.com : กองกลยุทธ์การตลาด การท่องเที่ยวแห่งประเทศไทย

48. SEVEN AMAZING WONDERS THEME PRODUCTS นำเสนอสินค้าที่เป็นจุดแข็งของ Brand Enjoy the Sun Surf and Serenity Encounter the Beauty of Well ness and Wellbeing Experience the World’s Friendliness Culture Encounter the Beauty of natural wonders Excite Your Senses with unique trends Enjoy a Land of Year Round Festivities Explore a Land of Heritage and History

49. วิถีไทย หัวใจแผ่นดิน The World’s Friendliness Culture

51. Land of Heritage and History มรดกแห่งแผ่นดิน

52. Land of Heritage and History วัดใหญ่ไชยมงคล : พระนครศรีอยุธยา

53. Sun Surf and Serenity หลากหลายทะเลไทย

54. Sun Surf and Serenity ชลบุรี

55. The Beauty of Natural Wonders รักษ์ ห่วงใย ใส่ใจธรรมชาติ

56. The Beauty of Natural Wonders ภูกระดึง

57. สุขภาพนิยม The Beauty of Wellness and Wellbeing

58. The Beauty of Wellness and Wellbeing สปา

59. Your Senses with Unique Trends ชีวิตร่วมสมัย ความสุขใจที่แตกต่าง

60. Your Senses with Unique Trends

61. The Land of Year Round Festivities เทศกาลความสุข สีสันหรรษา

62. The Land of Year Round Festivities ปีใหม่ : กรุงเทพฯ

63. GEOGRAPHICAL MARKETS 18 main markets are mainly in the Asia-Pacific, East Asia and Europe. 20 Emerging markets include Vietnam, Philippines, Indonesia, Russia and CIS countries, East Europe, UAE and Saudi Arabia. New offices in Dubai, Moscow and Vietnam Working actively in China

64. INTERNATIONAL MARKETING ACTIVIES IN 2008

65. E- Marketing

66. Thailand Fan Club

69. Golf

70. Senior citizens

71. Family

73. ROYAL INITIATIVE DISCOVERY

75. DOMESTIC TOURISM

76. Keep Thailand Beautiful

78. Tourism Awards

79. Environmental Conservation

81. Special Offer Amazing Coupon

82. Thank you and Sawasdee