| Project Title: | Research on the development strategy of Thai International Tourism |
| Author: | Ms. Sun Haiyan |
| Advisor: | Doctor Titanan Sun |
| Degree: | Master of Business Administration |
| Major: | Business Administration |
| Faculty: | Graduate Schools |
| Academic year: | 2017 |
Citation
Sun, Haiyan. (2017). Research on the development strategy of Thai international tourism. (Independent study, Master of Business Administration). Bangkok: Siam University.
Abstract
Thailand is a one of majority tourism country in the world. With increasing of Thailand’s international tourism industry, it was dramatically earned income and contributes to foreign exchange receipt reach to country immensely. Under Economic Integration, both of goods and services are rapidly expanding followed in liberalization territories. Including movement of capital and labor between countries are increasing continuously as well as the cooperation economics of both national and regional. These phenomena were altered a number of trade and investment in various regions. Consequently, it has effect on trades and services tend to severely competitions. The Agreement on Trade in Service of China — ASEAN Free Trade Area, appears usefulness and toward to trade in tourism service directly. Therefore, China and ASEAN have mutual consent for cooperation the tourism marketing and expanding the tourism regional cooperation among two parties.
The establishment of CAFTA is a good opportunity for development of Thailand’s international tourism industry. This studying is focused on contemplation of effect CAFTA to Thailand tourism marketing accompany with investigates China tourism market. Consequently, Thailand’s International tourism industry in aspect to CAFTA conducted a good chance for industrial development. Among all positive tasks available for CAFTA environment of Thailand’s international tourism market. In this paper was studied Thailand’s international tourism opportunity and was analyzed Chinese tourism market. Then, computes Revealed Comparative Advantage indices of Thailand’s travel service as a proxy for tourism competitiveness, based on Porter Diamond Model this research also analyses determinants of competitiveness of the tourism industry of Thailand. Furthermore, SWOT analysis method was analyzed on the current situation of international tourism industry in Thailand. Also, investigated the advantages, disadvantages, opportunities and threats, and then determined the strategy for Thailand international tourism development by means of TOWS matrix toward to suggestions and valuable prospects to Thailand.
The establishment of the CAFTA, to be not offer the development opportunity for Thailand international tourism industry, it also makes international competition of the tourism industry more competitive at the same time. The government and relevant departments how to take countermeasures, in order to improve the international competitiveness of industry, and to the sustainable development, is an important subject of Thailand international tourism.
Keywords: Thailand, International tourism industry, Development Strategy, China-ASEAN Free Trade Area, SWOT-TOWS analysis.
Research on the development strategy of Thai International Tourism
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand