DESTINATION MARKETING PLAN

Destination Marketing Plan for Thailand

Destination Marketing Plan for Thailand

Introduction

This report consists of a comprehensive destination marketing plan for Thailand. Thailand is famous for its exotic beauty and entertainment facilities making it a perfect vacationing spot. The major component of growth in the economy of Thailand is evidently the tourism industry and a source of the major export revenue over last few decades (Thitthongkam & Walsh, 2010, pp.138-141).

The development of tourism in Thailand in its early stage was allocated a huge budget by different concerned agencies of the tourism industry. In the modern or mass development stage of tourism, a lot of emphasis was given to appropriate marketing tools for promotion of tourism, as well as infrastructure development which caused Thailand to become one of the most advanced countries all over the world. A lot of focus was also given to facilities that are mandatory in tourism like hotels and accommodation, restaurants and entertainment facilities like the water games such as paragliding and jet skiing.

The history of Thailand is such that during a war attempt at Thailand four decades back the country was deprived of several young men. The country then was full of mostly women, which led to the business of prostitution to become very common (Muqbil, 2012, p.1). Hence a lot of visitors' going to Thailand are for the purpose of availing the escort facilities available at Thailand which led to it losing its global image for a tourism country for families or older people who might not be interested in such services. 

A paradigm in the industry of tourism was followed by the Earth Summit in Brazil in 1992, which suggested three aspects for maintaining a sustainable development of tourism in Thailand in the long run, since then tremendous efforts were made by the government and other agencies to promote and develop Thailand's tourism industry, after the 1992 Earth Summit in Brazil's Rio de Janeiro, where three aspects were proposed for long-term tourism development (Patawari & Sharma, 2011, pp.181-187).

Challenges being faced from Destination Marketing in Thailand

The challenges being faced by Thailand in maintaining a sustainable development in the tourism sector are quite a few in numbers, regardless of the fact that Thailand has been successful in the development of the industry for tourism for several years now it has been facing a downfall due to many limiting factors which are creating a hurdle for the tourism industry to grow further.

The biggest challenge that is being faced by Thailand is the incentives provision for attracting global tourists by the competing tourism country is a huge barrier in growth as there are hardly any barriers to entry in the tourism industry almost every other country is providing Thailand with competition due the fact that every country has its own competitive advantage. For e.g. Lijiang China is famous for its culture and traditionally historic sites which people all over the world go to see (www.tourismthailand.org).

It has also been evident that the distorted image of Thailand is caused from negative and ...