The document analyzes the tourism situation in Thailand, highlighting its demographics, culture, and economic challenges. It provides a SWOT analysis indicating strengths such as hospitality, weaknesses like limited internet infrastructure, and opportunities for medical tourism and reaching affluent Chinese tourists. Strategic campaign ideas are proposed to regain Chinese tourist interest and alleviate security concerns.

1. Thailand TourismNicole Bynum Jessica FoughtMorgan Moultrie Ellen Underwood Antonio Viscomi

2. Situation Analysis66 billion people in 76 ProvidencesBoard of Investors Division of Social GroupsCentral Thai – 36 percentNortheastern or Thai-Lao – 32 percentNorthern Thai – 8 percentSouthern Thai – 8 percentEthnic groups includeThai – 75 percentChinese – 14 percentOther – 11 percentReligious GroupsBuddhism – 95 percentMuslim – 3.8 percentChristianity - .5 percentHinduism - .1 percent(Thailand BOI, July 2008).(Thailand BOI, 2009).

3. Situation analysisHigh power distanceHigh uncertainty avoidanceTradition is highly valuedCollectivistic cultureLow context societyFeminine countryImproving literacy ratesEducation is the number one goalMale and female roles differ among couplesGone green(Enotes, 2000).(Innovation Platform, 2008).

4. Situation AnalysisWith economic state many people are turning to overseas medical treatmentThailand offers cost-effective solutions Trend in medical tourismCosmetic surgery options availableThailand one of the most popular choices for sex reassignment surgery.(Medical Tourism, 2009).

5. SWOT - strengthsAdvertised as “land of the smiles”Legendary across Asia for hospitalityTsunami hit ThailandPut foreigners first“Thai Way”(Fuller, 2007).(Frankel, 2005).

6. SWOT – weaknessesNot internet savvyTelecommunication infrastructure not where it should beLimitations set by the government on technologyZero-dollar tourDecline of Chinese group visitors from 77.3 percent in 2000 to 75.5 percent in 2004Increase in Chinese traveling on their own from 22.7 percent to 24.4 percent(Internet World Stats, 2007).(Hemtasilpa, 2006).

7. SWOT – opportunitiesGovernment recently loosened restrictions on tourism rulesTourists given a 50 percent discount to national parks and historical sitesAmazing Seven Wonders of ThailandThainess – Experience the Art of Thai LivingNature – Encounter the sheer beauty of Thai natureTreasure – Land of Heritage and HistoryHealth & Wellness – Land of Healthy SmilesBeaches – Fun, Sun, Surf, and serenity of Thai beachesTrendy – Excite yourself with the myriad of Thai TrendsFestivities – 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 trialPotentially effective vaccineMedical investmentsReceiving healthcare is more affordableThailand 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 - threatsEconomy hit hard after United States recession in 2009Can support themselves 1st and 2nd quarter but will have difficulty in the 3rd and 4thTourists with insufficient fundsBird flu sickness(Bovonboriharn, 2009).

10. Target AudienceMetrofessionalsCaucasian women ages 35 – 44Graduated college and have pursued post educationProfessionals who earn $40 – 49KMost MarriedLive in metropolitan areas in Western civilizationSpeak EnglishHeavy users of InternetSpend most of their time workingEnjoy fashionHeavy purchasers of personal care and cleaning products.(Mediamark Reporter, 2008).

11. Target Audience Cont’dHeavy NewsersAsian men ages 35 – 54Earn $75 – 149KGraduated college and pursued post educationMuch does not speak EnglishUse newspapers heavilyView professional basketball gamesEnjoy Sports Illustrated and Business/FinanceHeavy purchasers of fast food and electronicsCareer requires a lot of time(MediaMark Reporter, 2008).

12. Loss of Chinese TouristsMost noticeable loss of income is occurring in ChinaDecreasing due to Thailand’s political upsets and lack of securityCrucial to bring the Chinese back to ThailandChinese men were a huge part of Thailand tourismChina is globally ranked as the fifth strongest source market(Xu, 2008).

13. TAT’s Current Campaign StrategyFacilitating charter flights between China and the southern part of ThailandPhuket, Krabi, and SamuiAdvertising campaign using Chinese mediaChina Central Television (CCTV)Special promotional packages from Guangzhou to Thailand during October – December 2009.(News Room, 2009).

14. TAT’s Current Campaign Strategy Cont’dRecently launched a campaign to target big-spending Chinese tourists.Wonderful Thailand 2008Trying to eliminate low-priced packages and attract higher spending Chinese touristsThailand invited a select few of Chinese media to experience high-end offerings inBangkok, Chiang Mai, and PhuketUse word-of-mouth to promote.(Tourism Authority, 2008).

15. Communication ObjectivesAlleviate any qualms Chinese tourists may have of Thailand’s national securityIncrease awareness among Chinese tourist’s in the wake of its governmental support of outbound tourismIncrease awareness of Thailand’s attractions to China’s elite by promoting word-of-mouth advertisingTo regain Chinese market by encouraging travel to Thailand through TAT Airways

16. Big IdeaPromote awareness while minimizing any uncertainty avoidanceClose geographically, noted as “neighbors”Slogan: “Wonder what your neighbor is doing?”WonderCorrelates with TAT’s current campaign: Seven Wonders of ThailandMain idea: target wants to have a fun time they do not have to travel farA 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 EventBasketball tournament featuring Yao Ming.Enter to win prizes as well as Thailand tour packagesPamphlets and brochuresRepresentatives of TAT Airways available for questioningInformational compact discsEvent creates awarenessMediaBloggersWord-of-mouth

22. Plan for EvaluationMonitoring Sales FiguresProvide early insight to effectiveness of the campaignChinese Digital Media CorporationMonitors China’s media usageCan monitor Sports Illustrated subscriptions and purchases

23. ReferencesBusiness 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 mlBovonboriharn, 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=255201030029Enotes. (2009).Doing Business in Thailand, Retrieved on October 11, 2009, from Enotes Web site: http://www.enotes.com/biz-encyclopedia/thailand-doing-businessHemtasilpa, 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=10137Innovation Platform. (2009). Retrieved on October 13, 2009, from Innovation Platform Web site: http://innovationplatform.concordia.ca/thailand/hofstede2.htmlInternet 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.htmJuniperimages. (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.aspxNews 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=4509Seven 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.aspTourism 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.shtmlXu, 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