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Thailand Tourism,[object Object],Nicole Bynum ,[object Object],Jessica Fought,[object Object],Morgan Moultrie ,[object Object],Ellen Underwood Antonio Viscomi,[object Object]
Situation Analysis,[object Object],66 billion people in 76 Providences,[object Object],Board of Investors Division of Social Groups,[object Object],Central Thai – 36 percent,[object Object],Northeastern or Thai-Lao – 32 percent,[object Object],Northern Thai – 8 percent,[object Object],Southern Thai – 8 percent,[object Object],Ethnic groups include,[object Object],Thai – 75 percent,[object Object],Chinese – 14 percent,[object Object],Other – 11 percent,[object Object],Religious Groups,[object Object],Buddhism – 95 percent,[object Object],Muslim – 3.8 percent,[object Object],Christianity - .5 percent,[object Object],Hinduism - .1 percent,[object Object],(Thailand BOI, July 2008).,[object Object],(Thailand BOI, 2009).,[object Object]
Situation analysis,[object Object],High power distance,[object Object],High uncertainty avoidance,[object Object],Tradition is highly valued,[object Object],Collectivistic culture,[object Object],Low context society,[object Object],Feminine country,[object Object],Improving literacy rates,[object Object],Education is the number one goal,[object Object],Male and female roles differ among couples,[object Object],Gone green,[object Object],(Enotes, 2000).,[object Object],(Innovation Platform, 2008).,[object Object]
Situation Analysis,[object Object],With economic state many people are turning to overseas medical treatment,[object Object],Thailand offers cost-effective solutions ,[object Object],Trend in medical tourism,[object Object],Cosmetic surgery options available,[object Object],Thailand one of the most popular choices for sex reassignment surgery.,[object Object],(Medical Tourism, 2009).,[object Object]
SWOT - strengths,[object Object],Advertised as “land of the smiles”,[object Object],Legendary across Asia for hospitality,[object Object],Tsunami hit Thailand,[object Object],Put foreigners first,[object Object],“Thai Way”,[object Object],(Fuller, 2007).,[object Object],(Frankel, 2005).,[object Object]
SWOT – weaknesses,[object Object],Not internet savvy,[object Object],Telecommunication infrastructure not where it should be,[object Object],Limitations set by the government on technology,[object Object],Zero-dollar tour,[object Object],Decline of Chinese group visitors from 77.3 percent in 2000 to 75.5 percent in 2004,[object Object],Increase in Chinese traveling on their own from 22.7 percent to 24.4 percent,[object Object],(Internet World Stats, 2007).,[object Object],(Hemtasilpa, 2006).,[object Object]
SWOT – opportunities,[object Object],Government recently loosened restrictions on tourism rules,[object Object],Tourists given a 50 percent discount to national parks and historical sites,[object Object],Amazing Seven Wonders of Thailand,[object Object],Thainess – Experience the Art of Thai Living,[object Object],Nature – Encounter the sheer beauty of Thai nature,[object Object],Treasure – Land of Heritage and History,[object Object],Health & Wellness – Land of Healthy Smiles,[object Object],Beaches – Fun, Sun, Surf, and serenity of Thai beaches,[object Object],Trendy – Excite yourself with the myriad of Thai Trends,[object Object],Festivities – Enchant yourself with international Festivities in Thailand,[object Object],(Tourism Authority of Thailand, 2008).,[object Object],(Seven Amazing Wonders of Thailand, 2008).,[object Object]
SWOT – opportunities cont’d ,[object Object],World’s largest HIV/Aids trial,[object Object],Potentially effective vaccine,[object Object],Medical investments,[object Object],Receiving healthcare is more affordable,[object Object],Thailand has the potential to be known as the home of the cure for HIV/Aids,[object Object],(The Nation/Asia News Network, 2009).,[object Object],(Business in Asia, 2009).,[object Object]
SWOT - threats,[object Object],Economy hit hard after United States recession in 2009,[object Object],Can support themselves 1st and 2nd quarter but will have difficulty in the 3rd and 4th,[object Object],Tourists with insufficient funds,[object Object],Bird flu sickness,[object Object],(Bovonboriharn, 2009).,[object Object]
Target Audience,[object Object],Metrofessionals,[object Object],Caucasian women ages 35 – 44,[object Object],Graduated college and have pursued post education,[object Object],Professionals who earn $40 – 49K,[object Object],Most Married,[object Object],Live in metropolitan areas in Western civilization,[object Object],Speak English,[object Object],Heavy users of Internet,[object Object],Spend most of their time working,[object Object],Enjoy fashion,[object Object],Heavy purchasers of personal care and cleaning products.,[object Object],(Mediamark Reporter, 2008).,[object Object]
Target Audience Cont’d,[object Object],Heavy Newsers,[object Object],Asian men ages 35 – 54,[object Object],Earn $75 – 149K,[object Object],Graduated college and pursued post education,[object Object],Much does not speak English,[object Object],Use newspapers heavily,[object Object],View professional basketball games,[object Object],Enjoy Sports Illustrated and Business/Finance,[object Object],Heavy purchasers of fast food and electronics,[object Object],Career requires a lot of time,[object Object],(MediaMark Reporter, 2008).,[object Object]
Loss of Chinese Tourists,[object Object],Most noticeable loss of income is occurring in China,[object Object],Decreasing due to Thailand’s political upsets and lack of security,[object Object],Crucial to bring the Chinese back to Thailand,[object Object],Chinese men were a huge part of Thailand tourism,[object Object],China is globally ranked as the fifth strongest source market,[object Object],(Xu, 2008).,[object Object]
TAT’s Current Campaign Strategy,[object Object],Facilitating charter flights between China and the southern part of Thailand,[object Object],Phuket, Krabi, and Samui,[object Object],Advertising campaign using Chinese media,[object Object],China Central Television (CCTV),[object Object],Special promotional packages from Guangzhou to Thailand during October – December 2009.,[object Object],(News Room, 2009).,[object Object]
TAT’s Current Campaign Strategy Cont’d,[object Object],Recently launched a campaign to target big-spending Chinese tourists.,[object Object],Wonderful Thailand 2008,[object Object],Trying to eliminate low-priced packages and attract higher spending Chinese tourists,[object Object],Thailand invited a select few of Chinese media to experience high-end offerings in,[object Object],Bangkok, Chiang Mai, and Phuket,[object Object],Use word-of-mouth to promote.,[object Object],(Tourism Authority, 2008).,[object Object]
Communication Objectives,[object Object],Alleviate any qualms Chinese tourists may have of Thailand’s national security,[object Object],Increase awareness among Chinese tourist’s in the wake of its governmental support of outbound tourism,[object Object],Increase awareness of Thailand’s attractions to China’s elite by promoting word-of-mouth advertising,[object Object],To regain Chinese market by encouraging travel to Thailand through TAT Airways,[object Object]
Big Idea,[object Object],Promote awareness while minimizing any uncertainty avoidance,[object Object],Close geographically, noted as “neighbors”,[object Object],Slogan: “Wonder what your neighbor is doing?”,[object Object],Wonder,[object Object],Correlates with TAT’s current campaign: Seven Wonders of Thailand,[object Object],Main idea: target wants to have a fun time they do not have to travel far,[object Object],A fun neighbor is just around the corner.,[object Object]
Ad 1 - Billboard,[object Object],(Juniperimages, 2009).,[object Object]
AD 2 - Print,[object Object],(Juniperimages, 2009),[object Object]
AD 2 - Print,[object Object],(Juniperimages, 2009),[object Object]
AD 2 - Print,[object Object],(Juniperimages, 2009),[object Object]
AD 3 – PR Event,[object Object],Basketball tournament featuring Yao Ming.,[object Object],Enter to win prizes as well as Thailand tour packages,[object Object],Pamphlets and brochures,[object Object],Representatives of TAT Airways available for questioning,[object Object],Informational compact discs,[object Object],Event creates awareness,[object Object],Media,[object Object],Bloggers,[object Object],Word-of-mouth,[object Object]
Plan for Evaluation,[object Object],Monitoring Sales Figures,[object Object],Provide early insight to effectiveness of the campaign,[object Object],Chinese Digital Media Corporation,[object Object],Monitors China’s media usage,[object Object],Can monitor Sports Illustrated subscriptions and purchases,[object Object]
References,[object Object],Business 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 ml,[object Object],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: http://thainews.prd.go.th/en/news.php?id=255201030029,[object Object],Enotes. (2009).Doing Business in Thailand, Retrieved on October 11, 2009, from Enotes Web site: http://www.enotes.com/biz-encyclopedia/thailand-doing-business,[object Object],Hemtasilpa, 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=10137,[object Object],Innovation Platform. (2009). Retrieved on October 13, 2009, from Innovation Platform Web site: http://innovationplatform.concordia.ca/thailand/hofstede2.html,[object Object],Internet 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.htm,[object Object],Juniperimages. (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,[object Object],“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.aspx,[object Object],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: http://www.tatnews.org/tat_release/detail.asp?id=4509,[object Object],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: http://www.amazing7wonders.com/component/content/article/1-amazing-wonders-thailand/1-welcome-to-amazing-seven-wonders-thailand-campaign-,[object Object],Thailand Board of Investment, (2009). Cost of doing business in Thailand: Demographics  Thailand: Retrieved from http://www.boi.go.th/english/how/demographic.asp,[object Object],Tourism 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.shtml,[object Object],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: http://www.uschina.usc.edu/Show ,[object Object]

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Thailand Presentation

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