this is presentation on Thailand. You will find out a detailed information about Thailand. you may also find Butler's theory and SWOT analysis of Thailand

1. CASE STUDY BY SAITEJA GOLI AND AASHISH THOMAS B.VOC TRAVEL & TOURISM

3. INTRODUCTION
►Thailand is a wondrous kingdom, featuring Buddhist temples, exotic
wildlife, and spectacular islands.
► Along with a fascinating history and a unique culture that includes
delectable Thai food and massage, Thailand features a modern capital
city, and friendly people who epitomize Thailand’s “land of smiles”
reputation.

4. GENERAL FACTS
►Tag line: Amazing Thailand It begins with
the people.
►Country name : Kingdom of
Thailand
►National Anthem : "Phleng Chat Thai"
(National Anthem of Thailand)
►Population :66.7 million
►Religion : Buddhism & Islam
►Adult Literacy Rate : 96.43%
►Unemployment Rate : 0.9%
►Capital : Bangkok
►Official Languages : Thai
►Currency : Baht
►Religions :Thai Buddhism
►Official airline : Thai Airways international
►National emblem : coat of arms
►National animal : Thai elephant
►National flower : Ratchaphruek
►Thailand is a constitutional monarchy
►Thailand's current Prime Minister is Yingluck
Shinawatra, who assumed office as the first ever
female in that role on August 5, 2011
►Or the Pudding Piper Tree or the Indian Laburnum
►Thailand has only one time zone and is GMT plus
7:00 hours

5. INTERESTING FACTS
►Population of people :
►It is the only country in Southeast Asia that was never colonized by a
European nation.
► Bangkok is one of Asia’s top tourist destinations. In 2013, more than 26
million foreign tourists visited Thailand.
►World’s largest producer of tin.
►Home to the largest crocodile farm!
►13th friendliest country in the world!
►Elephant polo is a popular pastime.
Thai 75%
Chinese 14%
Others 11%

6. BANGKOK CLIMATE
►Bangkok has 3 seasons, hot, hotter and hottest. In April,
temperatures range between 27 and 36 degrees Celsius, by
August it has declined to 26 up to 33 degrees and the cooler time
is February when it is 22 up to 32.
►Bangkok is regarded as having the hottest average temperatures
of any capital city in the world.

7. MAJOR ATTRACTIONS IN THAILAND
► Chaophraya River.
►The Golden Buddha Temple (Wat Tri
Mit)
►Grand Palace
►Wat Phra Kaew
►Wat Arun
►Golden Buddha
►Pattaya Walking Street

9. MAJOR DESTINATIONS
CENTRAL AND EASTERN
SEABOARD
►Ayutthaya
►Bangkok
►Hua Hin
►Kanchanaburi
►Ko Chang
►Ko Samet
►Lopburi
►Pattaya
►Rayong
►Sriracha
NORTHERN THAILAND
►Chiang Mai
►Chiang Rai
►Lampang
►Mae Hong Son
►Nan
►Pai
►Santikhiri (Mae Salong)
►Sukhothai Historical Park

10. NORTHEASTERN THAILAND
►Buriram
►Khao Yai National Park
►Khon Kaen
►Nong Khai
►Phimai historical park
►Ubon Ratchathani
►Udon Thani
SOUTHERN THAILAND
►Hat Yai
►Khao Lak
►Ko Lipe
►Ko Samui
►Ko Tao
►Krabi
►Nakhon Si Thammarat
►Phang Nga
►Phuket
►Songkhla
►Tarutao
►Trang

11. EMERGING ATTRACTIONS IN THAILAND
►Emerging Beach Destination: Khanom, Thailand
►An Emerging Hub of Medical and Leisure Tourism
►Its relationship between medical tourism and leisure tourism in Thailand , an
Emerging Hub of Medical and Leisure Tourism Literature review
►- Typology of medical tourists
►- Methodology
►- Data analysis
►- Chi-square
►- Cross tabulation
►‘Dental tourism’

12. WHAT ARE THE PROBLEMS FACED BY THAILAND
►Tourists interests are changing and less people are coming to the
beaches
►Recent political instability (such as the military coup of 2006)
makes tourists wary of the country and worried about travelling
there
► The 2004 Tsunami significantly reduced the number of visitors
to Thailand’s beaches with fear it may happen again, although
large numbers are now returning.

13. ECONOMIC COLLAPSE AND SUBSEQUENT
GROWTH
►Following several years of unprecedented economic growth, Thailand's
economy, once one of the strongest in the region. collapsed under the
weight of foreign debt in 1997.
►The Thai economy's downfall set off a chain reaction in the region,
sparking the Asian currency crisis. The Thai government quickly accepted
restructuring guidelines as a condition of the International Monetary Fund's
$17 billion bailout.
►Thailand's economy, while far from completely recovered, continued to
improve over the next several years.

14. NEW STRATEGIES FOR THAI TOURISM
►Niche Holiday
►Medical tourism
►Golf holidays along the coastal strip to the west of the Gulf of
Thailand
►Eco tourism
►Community based tourism.

15. THAILAND’S TOURISM MARKETING PLAN 2016
►Thailand’s Tourism Marketing Plan 2016
►"Quality Leisure Destination through Thai-ness.”
►TAT cited the plan as the start of a new era for Thai tourism. The new strategy
indicates an end to decades of focusing on "quantity,” as measured by visitor
arrivals, and a total shift to "quality,” as measured by visitor expenditure, average
length of stay, and the overall quality of the visitor experience.
►‘Synergy for the Best’

16. DISCOVER THAINESS" TOURIST INITIATIVE
►"In order to reignite growth in Thailand's tourist industry The Tourism
Authority of Thailand (TAT) launched the “2015 Discover Thainess”
campaign, which incorporates the Thai government’s 12 national core
values – among which are “the promotion and preservation of Thai
traditions and culture” – with the aim to showcase the hospitable
character of the Thai people and the many cultural assets of the
country that make it a unique tourist destination. Thai junta leader and
Prime Minister Prayut Chan-o-cha wants all Thais to practice.
► TAT officials foresee a large increase in tourist numbers due to the
"Discover Thainess" campaign. Ms Somrudi Chanchai, Director of the
TAT Northeastern Office, has forecasted that tourists to her Isan
region will increase by 27.9 million [sic] visitors, generating 65 billion

17. THAI TOURISM SITUATION
►In 2012, Thailand achieved another record-breaking performance, crossing the 22
million mark for the first time.
►In fact, to give a fun and catchy name to their plan, they are calling it our DISCO Plan.
DISCO comprises five components
MARKET SOURCE ANNUAL ARRIVALS
CHINA 2 Million
MALAYSIA 2 Million
JAPAN 1 Million
RUSSIA 1 Million
SOUTH KOREA 1 Million
INDIA 1 Million

18. D.I.S.C.O
►D DigitalMarketing
►I ImageBuilding
►S Sustainability
►C CrystallizationandCrisisCommunication
►O OrganizationManagement

19. GDP CONTRIBUTION OF THAILAND
TOURISM

20. FOREIGN TOURIST ARRIVALS IN THAILAND

21. AWARDS IN 2015
The full list of six award categories this year included:
1. Hall of Fame (7 Awards)
2. Tourism Support and Promotion Organisation (14 Awards)
3. Tourist Attractions (13 Awards of Excellence and 31 Outstanding Awards)
4. Tourist Accommodation (7 Awards of Excellence and 8 Outstanding Awards)
5. Health Tourism (9 Awards of Excellence, 10 Outstanding Awards)
6. Tour Program (6 Awards for Excellence and 12 Outstanding Awards)
Hall of Fame: Award of Excellence, Awards for Tourist Attractions - Siam Niramit, Bangkok
Hall of Fame: Award of Excellence, Awards for Tourist Attractions – Siam Niramit, Bangkok
Hall of Fame: Award of Excellence, Recreational Attractions - Suphattra Land, Rayong
Hall of Fame: Award of Excellence, Recreational Attractions – Suphattra Land, Rayong
Rewarded excellence in green travel and tourism to Thailand of 2016

22. SWOT
STRENGTH
WEAKNESS
OPPORTUNITI
ES
THREATS

23. SWOT -ANALYSIS
STRENGTHS
►Extensive knowledge and experience in Agriculture-based industries (e.g.
Animals, Animal feeds, rice, rubber
►Global Kitchen
►Brand “Thai”
►Service Superior esp. in Spa, tourism, restaurant, health related services,
entertainment
►Good Quality Products
►Skilled Labour/Value added – GSP esp. in export-oriented processing
►Innovative and creative

24. WEAKNESS
►Lack of Language Competence
►No sufficient capital and very hard to get access to Financial Sources
►Lack of interest and/or capital to acquire new technologies e.g. automate
machines
►SME tend to produce OEM Products and has no own Brand
►Lack of opportunity and or interest in live long learning, training on new skills
►Lack of Int’l mind “Entrepreneurs” and lack of knowledge of neighbouring
countries policies and procedures
►Low level of knowledge and appreciation

25. OPPORTUNITIES
►Bigger Market to GMS to ASEAN to ASEAN +++
►More customers intake to Thailand to use Thai services and products
►Thai taste is known and appreciate by others – more chances to expand
market overseas
►Can move or expand production base to other countries in ASEAN to take
advantage of investment law and resources (land and labour)

26. THREATS
►High production cost in Thailand – make it less competitive
►Influx of cheaper goods
►Political Disability
►Thailand still lack of National Direction both at policy and
implementation levels

27. BUTLER’S THEORY OF TOURISM LIFE
CYCLE

28. Thankyou