The study on the effectiveness of Thailand tourism strategy during 2004-2008

• 발행기관: 세계문화관광학회
• 저자명: Pornpimol Chongphaisal Navee Chiadamrong Pisal Yenradee Ruengsak Kawtummachai
• 간행물 정보: 『Conference Proceedings』8th International Joint World Cultural Tourism Conference 2007, 123~133쪽, 전체 11쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.11.30

영문 초록

The 5 target groups: tourists (Thai and foreigners), 19 related ministries, public and private operations that relate to tourism, entrepreneurs/owners of hotels/resorts, travel agents, and provinces and local administrative offices were surveyed to study how effective Thailand tourism strategy have been carried out during 2004-2006 (half strategic term). Yamane sampling technique has been adopted to sample large population group. Where specific data is needed, specific groups are chosen to get those data. 6 different sets of questionnaires were distributed to uncover different issues. Thailand's tourism industry's three main strategies are: (1) enhancing the competitiveness of Thailand tourism, (2) the development of product and services related to tourism, (3) the development of the integrated tourism management system. The findings from the survey and the secondary sources revealed good performance results but where we consider specific strategic goal independently, we could pinpoint to where the adjustment and improvement could be made. SWOT analysis has been done to capture the current situation of the tourism strategy and specific recommendations are rendered to resolve the problems and obstacles to implement these strategies.

목차

Abstract

Introduction

Performance management system for the MTS

Methodology

Survey method

Results

Discussion

Implications and directions for future research

References

키워드

performance management key performance indicators key performance index tourism management tourism industry measurement