A Model of Policy and Planning of Tourism Product Development in Thailand

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A Model of Policy and Planning of Tourism Product
Development in Thailand
World/regional Associations and Forums in
Tourism
Political/Legal Factors
Social cultural factors
Economic factor
Technological factor
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A Model of Policy and Planning of Tourism Product
Development in Thailand

• The model indicated a system of inter-related
  supply side and tourism products with marketing
  and transportation and communications play the
  linking role of the system. All elements of the
  system are working under uncontrollable factors,
  political/legal factors, world/regional
  associations and forums in tourism, social and
  cultural factors, economic factor, and
  technological factor. All of these factors
  provide both opportunities and threats to the
  system.

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A Model of Policy and Planning of Tourism Product
Development in Thailand

• How does the model work?
• The ultimate goal or vision of the tourism
  development was the starting point of the policy
  and planning process. This is supposed to be the
  needs and wants of local people, domestic and
  international tourists as indicated by party
  involved such as To improve regional quality of
  life, peace and prosperity (ASEAN Tourism
  Agreement) For the betterment of Asia and Asian
  peoples (ACD) Contribution to economic
  development, international standing, peace,
  prosperity, universal respect for human rights
  and fundamental freedoms (WTO).
• Demand factors were also determined by
  external environment

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A Model of Policy and Planning of Tourism Product
Development in Thailand

• The second step of Thai policy and planning of
  tourism product development is to scan external
  environment. Because of the external environment
  keep changing, so we can only provide some
  opportunities and threats for the model, for
  examples
• Political/Legal factors The ministry of tourism
  and sports outlined main principles of the
  tourism policy as, to develop as well as promote
  sustainable tourism, enhance the quantitative
  expansion, standardize tourism products, use Thai
  uniqueness as the countrys selling point,
  present the products from different points of
  view, promotion international sports events, and
  develop an integrated management of information.
• The top most target set by the government that
• Thailand will become the tourism capital of
  Asia within 3 years starting from 2003-2006.

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A Model of Policy and Planning of Tourism Product
Development in Thailand

• World/Regional Associations and Forums in
  Tourism
• World Tourism Organization (WTO) the Global
  Code of Ethics for Tourism,
• The Sustainable Tourism - Eliminating Poverty
  (ST-EP).
• APEC Tourism Working Group.
• The Greater Mekong Subregion (GMS) Tourism
  Working Group.
• The Pacific Asia Travel Association (PATA).
• United Nations Economic and Social Commission
  for Asia and the Pacific (UNESCAP).
• ASEAN Tourism Agreement.
• Asia Cooperation Dialogue (ACD) Tourism Business
  Forum.
• Economic Cooperation Strategy (ECS).

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A Model of Policy and Planning of Tourism Product
Development in Thailand

• Social Cultural factors Demand for tourism
  system can be explained to a certain extent by
  psychological factors and consumer behavior.
• Economic factor The general economic
  environments of the original country of tourists
  such as GDP trends, interest rate, money supply,
  inflation rates, unemployment levels, wage/price
  controls, devaluation/revaluation, energy
  availability and cost, disposable and
  discretionary income will determine the potential
  market tourism industry of the country.
• The Approach for Thai Tourism Product Planning
  and Policy
• 5 components of tourism products as indicated in
  Figure 1, tourism attractions and activities,
  accommodation, other tourist facilities and
  services, tourism infrastructure and institution
  elements are the main issues to be planned and
  managed within the guideline of policies. Figure
  2 explains this approach.

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Figure 2 The strategic implementation of
planning and policy for Thai tourism product model
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The adopted strategies to achieve a sustainable
tourism development

• The Challenges of the tourism market
• Globalization has changed the rules of the game
  from comparative advantages in natural resources
  to tourism products.
• The market competes in the light of competitive
  differentiation, service quality, and
  productivity.
• Tourists have more experiences, more expectations
  and need more value added products.
• The success of the industry depends on ensuring
  that the frontline staff in daily contact with
  the guests can adapt and respond in real time to
  demanding tourists.
• Asian countries have to work closely under the
  agreements of many associations for the synergy
  of tourism development, specifically, Thailand
  with neighboring countries.
• According to the constitution of the Kingdom of
  Thailand, local government administration
  organization plays very important role in
  planning and implementation of the plan.

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The adopted strategies to achieve a sustainable
tourism development

• The proposed strategies for policy and planning
  for Thai tourism product development
• The key success factor for policy and planning
  for Thai tourism product development is human
  resources because quality service, efficiency of
  operation and the responsiveness to guests are
  associated with ideas, with knowledge, innovation
  and creativity which need staff to be educated
  and trained. For this reason the strategic
  implementation model puts tourism education and
  training institutions as a central role to
  support all stakeholders in formulating policy
  and planning for Thai tourism product
  development.
• The proposed strategies are prioritize as follow

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Proposed Strategies for the Implementation of
Planning and Policy for Thai tourism Product
Development

• Strategy 1 Position Thailand to be a center for
  hospitality and tourism studies and
• training, located at the major tourist
  destinations.
• Policy Work closely with ASEAN member states,
  TWG, ACD, and ECS in
• human resource development.
• Setting up an international program in
  hospitality and tourism education at the major
  tourism destinations.
• Strategy 2 Adopting product-led type of tourism
  development by targeting at quality markets or
  special interest markets.
• Policy Matching opportunity available with
  tourism products in terms of authenticity and
• harmony with local heritage of each cluster
  destination. The products must have higher
  potential for linkage with other national
  economic sectors that provide more economic
  benefits to reduce poverty of local residents.

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Proposed Strategies for the Implementation of
Planning and Policy for Thai tourism Product
Development

• Strategy 3 Setting up preventive measures and
  assistance facilities for the safety, security
  and sanitation to tourists.
• Policy Providing an information on tourism
  safety, tourist health, as well as emergency
  medical assistance when needed for tourists.
• Strategy 4 Setting up Standard Procedure of
  Operation (SOP) for service providers in the
  hospitality businesses. Development standards and
  design guidelines for tourist facilities should
  be applied to ensure that tourism development
  is environmentally appropriate, and meets
  tourists and residents expectations.
• Policy All stakeholders in tourism industry must
  follow an operational philosophy of committing
  to customer satisfaction and continuous
  improvement of tourism products and services.

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Proposed Strategies for the Implementation of
Planning and Policy for Thai tourism Product
Development

• Strategy 5 Empowerment the local administration
  organization in managing
• tourism products.
• Policy Let local residents and local government
  administration participate in the process of
• tourism planning, implementation, and
  monitoring tourism activities in their own
  destinations.
• Strategy 6 Set up a collaboration organization
  for tourism development.
• Policy Adopt a collaborative process involving
  government at multiple levels, companies,
  teaching and research institutions and
  institution for collaboration as a model for
  setting p a cluster tourism organization to
  manage tourism development for each tourism
  cluster.

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