Tourism Authority of Thailand Researches Ways to Sharpen “Thainess” Campaign Imagery

 

  Bangkok July 27, 2012 - A broad-based destination image research study conducted across 14 countries by the Tourism Authority of Thailand has provided clear pointers on ways to sharpen the imagery and message of the country’s upcoming “Thainess” tourism campaigns.

Approved at the TAT’s annual Action Plan meeting in July 2012, the “Thainess” campaigns will highlight unique selling propositions such as Thai boxing, Thai cuisine, Thai health & wellness, Thai culture and heritage and many other such characteristics of the country’s identity.

Thailand has a broad range of products in each of these categories nationwide, and the TAT feels that they need to be given greater prominence as part of the marketing mix.

As all the categories of the “Thainess” campaigns lend themselves to powerful imagery, the research study was designed to identify the “trigger points” that will convince the potential visitors to move from “looking” to “booking.”

The countries included Malaysia, Japan, Taiwan, Hong Kong, United States, United Arab Emirates, Australia, China, South Korea, India, Russia, Germany, Sweden, and Italy. A total sample of 3,000 were surveyed including both those who were first time or repeat visitors.

The study used secondary and primary data and both quantitative and qualitative surveys. Interviews conducted included a broad cross-section of stakeholders, including Thais and foreigners, working both in and out of the industry.

TAT Governor Suraphon Svetasreni said, “The most important factor in the advertising message always has been the quality of the imagery. But with the many changes taking place these days, both the content and means of delivery of those images had to be re-examined within the context of our “Thainess” campaign strategies.”

He noted that some target groups felt attracted by a “story-telling” strategy. Others favoured a more static approach or responded to powerful images delivered via mobile devices. In all instances, the response differed depending on such factors as gender, age, location and the number of times the potential customers had visited Thailand.

“We found that some of the traditional perceptions of Thailand were still strong, such as those related to fun, excitement, good service, and hospitality,” Mr. Suraphon said. “This works well when trying to attract the family market, for example. Other images may need to be reinforced in other ways.”

He added, “Altogether, it has been an interesting and challenging exercise. We became much more aware of how the world is changing and the constant need to keep up with these changes in order to maintain visitor flows.”

Thailand fully prepared with Tsunami Warning System

 

 

 

 

 

 

 

 

 

 

 

   09 December 2010: There have been reports of some tourists being reluctant to visit Thai provinces along the Andaman Sea coast, including Phuket, Phang-Nga and Krabi, due to fortune tellers speculating that a major earthquake will take place around the end of December, triggering a tsunami. Such speculations have no basis in scientific fact. An earthquake is a random natural phenomenon that the global scientific community agrees cannot be predicted in advance. However, up to now the advance bookings for accommodations in the provinces along Thailand's Andaman Sea coast remain solid, with year-end international tourist arrivals expected to reach anticipated levels. Following the tsunami of 26 December 2004, the government of Thailand established the National Disaster Warning Center. http://www.ndwc.go.th/home/ The Center has initiated many measures including monitoring systems in the Andaman Sea, installing tsunami direct detection units, a tsunami warning alarm system, evacuation plans and routes, and periodic drills for communities located on the Andaman Sea coast. Thailand is very well prepared to protect visitors and residents in the unlikely event that another tsunami takes place. Data by Tourism Authority of Thailand, 09 December 2010

 

Phuket

       What comes into the mind of travellers when we talk about sea, sun and sand? Phuket must definitely be one of the answers. A number of exciting activities can be found on this island. In the early days of regional maritime trade, the cape of Phuket was locally referred to as Jung Ceylon, while locals called it Thalang, which evolved to be the name of the main town to the north of the island. As the perfect stopover sheltering traders from monsoons, Jung Ceylon welcomed merchants from India, Persia, Arabia, Burma, China, and also Siam. During the 16th century, the island was  a popular trading port for tin. In 1785, Thalang town was surrounded by Burmese troops who invaded the coastal area. It was under the leadership of Chan, the widow of the governor, and her sister, Muk, who united the local residents and successfully fought and drove the invaders out of Phuket. It took over 30 days for the defending troops of Phuket, under the command of Chan and Muk, to claim their victory. As a result of such heroic deeds, noble titles were granted to Chan and Muk as Thao Thep Kasattri and Thao Sri Soonthorn, respectively. They are still highly respected by Phuket residents even today. When the city was in a peaceful state, the development of mining was so unprecedented. Chinese businessmen and miners later migrated to Phuket and soon enjoy thriving wealth. The island's long history has shaped the Phuket of the present with its diverse ethnic groups, culture, architectural influence, and fine cuisine. These attributes have made Phuket a complete tourist destination that offers a lot more beyond its natural heritage of sea, sand, forest, and world-renowned diving sites. Sino-Portuguese architecture casts its spell delighting travellers to the city, while Phuket style of hospitality has never failed to impress visitors from all walks of life.

      Getting to Know: 1. Phuket is located approximately 862 kilometres south of Bangkok. 2. There are only two seasons in a year the green season (May to October) and the hot season (November to April). 3. Phuket is divided into 3 administrative districts: namely, Amphoe Muang, Amphoe Thalang and Amphoe Kathu.

One of the world's most exotic locations…

Over the last couple of decades Thailand has become one of the most loved travel destinations in the world. Each year many thousands of people visit Muang Thai (as it is known locally) for a travel experience they do not easily forget. Why though is Thailand such a popular destination? Why do visitors love this country so much? Perhaps the main reason for Thailand's popularity is its diversity - it doesn't matter which aspect of Thailand you consider, you are confronted by extremes wherever you look. Although there's no snow (unless of course you count artificial snow!), Thailand has many types of landscape on offer. The mountainous regions of the north with its valleys filled with swirling fogs and mists

create a stark contrast to the plains of central and northeastern Thailand. Eastern Thailand's plains and hills offer fertile land ripe for jungle and

agriculture, and as with southern Thailand, offers some of the most attractive beaches and islands on the planet. Of course, all this nature is set against Thailand's metropolitan areas; Thailand is home to some major cities, Bangkok, the country's capital, certainly the largest and the most formidable.
Culturally, Thailand is equally diverse as its geography. Unlike other countries in the region, Thailand has never been colonized and its history and culture have remained intact to develop a natural course. A predominantly Buddhist country, Thailand is a place of ritual and practice that are unfamiliar to most visitors and enhance the country's exotic appeal. Influences throughout the country (Chinese influence in the north; Islamic influence in the south, etc.) add further to the intrigue Thailand generates. Many parts of country are home to hill tribes and traditional peoples whose traditional ways of life remain untouched and present a fascinating insight into the development of this country.
Of course, Thailand's nightlife is legendary and a major attraction for visitors. The risqu? nightlife (go-go bars, etc.) on offer about the country has its place, but doesn't constitute even a fraction of what's on offer. Cabaret Shows and entertainment areas abound, even in the country's less touristy areas. Of course, Thailand's restaurants and bars help complete an irresistible package with some of the best cuisine and entertainment available.
Another reason for Thailand's popularity as a travel destination is likely its accessibility. Although steeped in tradition, history and culture, Thailand's infrastructure is one of the most modern in the region. Transport, banking, and telecommunications are all world class and help make even Thailand's remotest of regions convenient and easy places to visit. This accessibility helps Thailand draw a very diverse group of visitors to Thailand - budget travelers, business people, people taking training courses… they are all here in their masses!
By far one of the key reasons Thailand is such an attraction to visitors is the Thai people themselves. Thai people are blessed with a character and temperament that are often the exact opposite of those found in the 'west'. You see little in the way of confrontation between people here; the famous Thai smile replaces the temper and aggression that might be shown elsewhere. Despite the furry of modern life, Thais remain placid and calm amongst the turmoil creating a tranquility many visitors find infectious and an important part of their Thailand experience.
Whatever your reason for visiting Thailand, DiscoveryThailand.com hopes to give you the information you need to get the very best out of your trip… Get the most out of your Thailand experience with DiscoveryThailand.com…