Tourism Industry

World Tourism arrival is becoming major revenue for GDP in Thailand. Segmentation of tourism
market needs to divide into Product Format, Nationality, and purpose of visiting, age and income.
These all information is able to explain tourism’s characteristic.

Analysis a demographic of tourism in Thailand

1. Nationality

www.bccthai.com

From the graph is showing the majority of tourism group is Asia market with a highest rank.
The poll of Suvanabhumi indicated that 7 continents around the world are visited in Thailand by
following: East Asia, Europe, The American, South Asia, Oceania, Middle East and Africa. But
at the same time Europe and American zone is also increase following especially, Russian
country. Surprising Asian market is take turn to be less increase due to many factors as they are
more put effort to motivate a revenue into their country , noticing form the news as China is
investing lots of money for Olympic game and following with many project by dragging others
to visit their hometown too. For Russian is becoming more open country. Most revenue of
Russia comes from a heavy industry.
2. Income, expenditure and period of stayed

International
Tourist Avarage Average Expenditure Revenue
Number Change Length of Stay /person/day Change Million Change
(Million) (%) (Days) (Baht) (%) (Baht) (%)
7.76 + 7.53 8.40 3,712.93 + 1.12 242,177 + 9.70
8.58 + 10.50 7.96 3,704.54 - 0.23 253,018 + 4.48
9.51 + 10.82 7.77 3,861.19 + 4.23 285,272 + 12.75
10.06 + 5.82 7.93 3,748.00 - 2.93 299,047 + 4.83
10.80 + 7.33 7.98 3,753.74 + 0.15 323,484 + 8.17
10.00 - 7.36 8.19 3,774.50 + 0.55 309,269 - 4.39
11.65 + 16.46 8.13 4,057.85 + 7.51 384,360 + 24.28
11.52 - 1.51 8.20 3,890.13 - 4.13 367,380 - 4.42
13.82 + 20.01 8.62 4,048.22 + 4.06 482,319 + 31.29
/P /P /P
14.46 + 4.65 9.19 4,120.95 + 1.80 547,782 + 13.
www.2.tat.or.th

Length of stayed will be increasing following an income and also expenditure too
Amount of Visiting is also receiving an impact from economic, we can be able to say that the main
factor that vital to be able help Thai authority to estimate is economic before launching a market
campaign to foreigners. And, also there is an external which can’t be control is a political crisis.

3. Gender, age, and status

From overall an article, expansion rates of male and female tourist arrivals to Thailand were
slightly different. Male tourists still had a higher market share than females, at a proportion of
60:40%. There was also a slight difference of the 2 highest market shares of Tourist Arrivals by
Age, which belonged to the 25-34-year-old group and the 35-44-year-old one, resulting in an
average age of 39.61 years. The main Purpose of Visit was still for a holiday with a proportion of
89.26% or an increase of 8.59%. Most of the international tourist arrivals to the country as
classified by occupation were commercial personnel and labourers. Tourist arrivals to Thailand in
mostly stayed in hotel accommodation

Segmentation
From the point of segmentation will not include a nationality as tourism type is looking for two
purposes: sightseeing and business trip. From the research male is more than female as the
possibility of male nature is looking for challenging than female. In case of business trip male is
be also facilitate to travel alone. And, income that will divide only two levels: high and average
income.

1. 3.
Male and Female Male and female
High income Middle income
Teenager and adult Teenage
Spouse and Family Sightseeing and study aboard
Sightseeing aspects

2. 4.
Male and Female Male and Female
High and Middle income Spouse and Family and single
Adult Personal propose (Medical treatment)
Business trip
Single and spouse

From all information that I can be gathering, I will divide a market into four segments which can
be more easily to serving a campaign in the right segmentation. All over the segment are
including all nationalities if they are come into Thailand, they have a same purpose to see a
differently culture but the different point will be a service and product following their life styles. In
each segment has a different style and needs. However, Thai Tourism Authority is still need to be
a head factor to driven an attraction toward a foreigner to visit in Thailand.

Characteristic of each segment

- First segment characteristic is emphasizing on sightseeing trip, taking a vacation on their
holiday, mostly will be a family, spouse. And, also this segment has a high purchasing power. To
create a fit promotion to them that might need a high facility and also luxury style to them. This
segment needs to have a strong package from ticket airline, and some sightseeing package and
some spa.
- Second segment characteristic will be interested only an accommodation, transportation and
food and beverage. All Thai industry may offer a promotion of ticket airline and hotel which has
range 3-5 stars.
-Third segment characteristic will be a teenage which is having an objective for sightseeing or
studying aboard. This segment should be emphasis on entertainment and some low price of
accommodation and transportation. This may not really have to create a promotion as they are
taking a short period of stay to each place and some them who studying aboard will stay in
dormitory. And, they may look for sightseeing other aboard like sea, mountain or forest.
- Fourth segmentation characteristic which is coming as medical treatment, from the data support
percentage of this segmentation is rapidly increasing year by year. This might be a new ways for
Thailand to open an opportunity to earn more revenue.

The main role duty of TAT

The TAT’s marketing campaigns for 2011 is launching promotional channels including TV
commercials and vignettes, print advertising, out-of-home media, brochures, and posters. There
will also be an increased use of celebrity marketing, inviting popular actors and sports figures to
major events in Thailand, while also encouraging the movie industry to consider Thailand as a
shooting location.

And, also TAT needs to create a marketing communication to be able to reach a young market by
using E – marketing such as face book, icon in I-Phone.

Source: http://www.eturbonews.com/17139/amazing-thailand-always-amazes-you

Tour Company, Airline and accommodation

They need to bundle a promotion in order to be able answer all high level of income until low level
of income. And, also differentiate of hotel line. I would like to suggest to emphasizing on more
boutique collection hotel. This kind of hotel can be more telling a story and uniqueness as a
selling point.

Entertainment and leisure activity

Entertainment should be emphasizing on both side of Night life and also put more Thai culture as
other line by introducing a place that foreigners are able to be understanding more such as
Plearn wan market, floating market . This line still needs to put more variety and motivate tourism
more. Within one place should be covering all of service that visitors might need.

Food and Beverage

Special price by launching a coupon or deal with a credit card or with travel agent, all restaurant
or pub needs to be selective in term of quality and variety of menu. This ways might be needed a
handed from other organization in order to choose a famous restaurant and top hit of foreigner
favorite. This list should be provide all of information such as a direction, price and also
suggestion to do after having meal or even a time that visitors need to go to perceive most
pleasure time to them. This topic is interesting to add as icon in I-phone to attract especially
segment 1, 2, and 3.