Tourism Management Perspectives Review

This assignment provides a comprehensive review of tourism management perspectives, covering topics such as destination marketing, brand architecture management, and post-disaster recovery strategies. The review includes articles from various journals and books, showcasing the latest research and trends in the field. It highlights the importance of destination management organizations, social media marketing, and sustainable competitive advantage in tourism management.

STRATEGIC
MANAGEMENT FOR
TOURISM DESTINATIONS

Table of Contents
Introduction......................................................................................................................................1
Thailand Tourism Report.................................................................................................................1
Important aspects of internal and external environmental of Thailand’s tourism..................1
Direct impact of external environment on attractiveness of Thailand tourism......................3
Strategies to improve strengths and reduce weakness of Thailand tourism...........................4
ASEAN Tourism Strategic Plan......................................................................................................5
Identify the direct and indirect competitors of Thailand........................................................5
Most salient stakeholder of Thailand with respect to their threat and cooperation potential and
recommend strategies for managing the relationship with the stakeholders..........................6
Create a unique tourism experience to differentiate Thailand destinations from other ASEAN
countries.................................................................................................................................6
Health and Medical Tourism in Thailand........................................................................................7
Identify the motivational factors attracting medical tourists to visit Thailand.......................7
Compare the importance of wellness tourism and medical tourism in Thailand...................8
Suggest group of medical tourists that Thailand should attract to support the long-term growth
of this sector and possibility for Switzerland to develop "medical tourism sector"...............8
Individual Reflection about the Module SMTD..............................................................................9
Destination management concepts and tools..........................................................................9
Strategic management concepts and tools............................................................................10
Stakeholder management concepts and tools.......................................................................10
Case studies Saas-Fee, Lucerne, Whistler and Andermatt...................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

Introduction
Strategic management for tourism destinations refers to implement effective strategies to manage
overall operations activities related to tourism sector for maintaining their attractiveness. It
involves to apply advanced technologies, effective practices and well trained staff in respect of
providing desired facilities for visitors. However, tourist destinations should be maintained by
taking care of their originality, beauty and effectiveness which actually attracts new tourists
(Fuchs, Höpken and Lexhagen, 2014). It will provide support to increase in number of visitors
every year which results into improved profit of income and facilitate to boost up annual earning
of country in order to make it economically strong. The present report is based on Thailand
tourism including its attractiveness due to different beautiful tourism destinations. This
assignment will focus on internal and external factors for Thailand tourism along with strategies
to improve strengths. It will also include direct and indirect competitors of Thailand and strategy
for tourism to differentiate from others. The strategic management concepts and managing
stakeholder’s policies are given below.
Thailand Tourism Report
Important aspects of internal and external environmental of Thailand’s tourism
The internal and external environment has some factors which impacts on business
industries including tourism sector which are required to be analysed in proper manner. It is
necessary to determine opportunities and threats of tourism sector by analysing positive and
negative impacts of different elements of environment (Zeng and Gerritsen, 2014). The internal
factors include SWOT analysis whereas external elements refer to evaluation of PEST analysis
of Thailand which is explained further –
SWOT analysis of Thailand Tourism
Strengths Weaknesses
 The strength involves that Thailand has
seven wonders including Thainess,
nature, treasure, health & wellness,
beaches, trends and festivities which
are effective to attract more visitors
every year which increase income of
 There is no internet savvy which is
weakness for tourism and required to
overcome for avoiding its negative
impacts.
 The telecommunication infrastructure is
not available where it is needed so that

overall tourism industry.
 Advanced technology can be used for
providing better services to people for
completing their desires properly.
it creates problem many times.
 Limitations set by government on
technology which reduce effectiveness
of tourism services.
Opportunities Threats
 Government authorities loosened
restrictions on tourism recently which
facilitate to earn more profit by tourism
industry which is beneficial for
economy of Thailand.
 Tourism provides around 50 percent of
discount to national parks and historical
places which is helpful to attract more
visitors towards them.
 The threat of increasing pollution and
wastage of resources may take place
while dealing with increased number of
tourists (Volgger and Pechlaner, 2014).
 This may create issue of managing
services among people because it is
quite difficult to attend every customer
properly which impacts on their
satisfaction.
PEST analysis of Thailand Tourism
Political Factor – This can be described as government rules and regulations which are
required to be followed by tourism and it impacts on profitability of the same. The government
of Thailand become liberal and loosened certain restrictions which facilitate to earn more profit
by attracting more number of tourists with the help of effective strategies.
Economic Factor – The economic factor includes growth rate, inflation, interest rate,
taxation and many more elements which impacts on business production cost and make profit
margin accordingly (Datzira-Masip and Poluzzi, 2014). Favourable inflation and taxation rate is
helpful for Thailand tourism to enhance their profitability along with facilitating growth of the
same.
Social Factor – This involves sociocultural values and religious thoughts of people due
to which people make choices of their lives including visiting preferences to particular place in
Thailand. It is necessary for them to promote different tourist places by taking care of religious
beliefs of citizens so that it will impacts positively to motivate them for visiting.
Technological Factor – The technological factor includes criteria of utilising advanced
technology such as machines, equipment, software and applications which are helpful provide

proper services to customers along with maintaining records of them accurately (Kirillova and et.
al., 2014). In context to Thailand, government has strict rules of using technology as they create
limitations for the same which impacts negatively on productivity of tourism.
Direct impact of external environment on attractiveness of Thailand tourism
The external factors of environment refer to those elements which are outside of industry
but impacts in positive or negative manner accordingly. It involves different factors which has
their impacts on business of tourism so that it is very important analyse situation of overall
external component in order to take required actions. Thailand tourism should evaluate their
effects and establish more effective as well as efficient strategies to overcome of threats and grab
opportunities for achieving better outcomes. Some of these external factors are as under –
Political factors – The political factors involve different rules and regulations of
government authorities which should be obeyed by business organisations while conduct
operational activities or procedures. In context of Thailand, government loosened certain
restrictions which facilitate to reduce overall cost of production and they can increase their
earnings through attracting more customers in tourism.
Businesses – This can be described about other businesses which are considered as
competitors of tourism industry are required to be analysed thoroughly so that appropriate steps
can be taken for welfare of the same (Vellas, 2016). The Thailand tourism should evaluate
competitors’ strategies and take desired actions in order to overcome with forthcoming loss of
the same.
Economic factor – The economic factors can be considering inflation, growth rate,
taxation, interest rate and many more relevant aspects which impacts on operations of tourism
sector in Thailand. These components directly impacts on cost of production in Tourism industry
of Thailand which results into reduced profit margin so that favourable economic condition is
required for success.
Legal factors – This can be described as legislation and acts which are important to be
followed by business organisations in order to run it in legally correct manner. It is mandatory to
follow overall laws or acts in terms of avoiding legal punishment from legal authorities. The
tourism of Thailand should follow laws related to health & safety, equality and employment
while dealing in tourism to make services more effective for attracting new visitors.

Environmental factor – This can be described as to maintain safety for nature because it
may impact negatively on beauty and attractiveness of different type so tourist places, including
beaches, historical places, nature, treasure etc. In context of Thailand tourism, they are required
to adopt eco-friendly resources and operational procedures so that natural beauty of different
tourist places can be maintained in order to attract more visitors for increasing earnings
respectively.
Strategies to improve strengths and reduce weakness of Thailand tourism
There are different strengths and weaknesses of Thailand tourism which are necessary to be
analysed in proper manner as they may impact negatively as well as positively on tourism
operations in Thailand. It involves the criteria of utilising strengths in effective way in order to
boost up profitability on regular basis which facilitate to gain better profits (Mariani, Di Felice
and Mura, 2016). In addition to this, it is essential to make more effective as well as efficient
strategies which provide support to improve benefits from strengths and reduce negative impacts
of weaknesses of Thailand tourism accordingly. in context of Thailand tourism, they should
establish appropriate strategies of guidelines for welfare of tourism sector and some of them are
given below.
Strategies for improving strengths
 Thailand has beneficial strength of having seven wonder of tourism such as
Thainess, nature, beaches, treasure, health & wellness, trendy and festivities. They
can conduct more effective as well as efficient promotional activities or events of
such places which helps to attract people from different countries and facilitates to
earn much profit by Thailand tourism.
 The different types of advanced technology can use to manage people in proper
manner through providing required services accurately (Pearce, 2014). It can be
improved by implementing advanced applications or software to take order and
maintain records of customer which reduce chance of mistakes which facilitate to
achieve satisfaction of customers.
Strategies to reduce weaknesses
 There is weakness of Thailand tourism as they should obey various restrictions
whole adopting new and advanced technology for earning better profits. It can
reduce by making proper management by already established software so that proper

serving of facilities can be done. Limitations set by legal authorities create problem
for increasing productivity so that tourism sector of Thailand can permission for
specific duration of time when huge crowd of visitors to manage them properly.
 There is lack of telecommunication infrastructure where it is required as it is very
important to transmit and receive information with the help of electrical means
(Beritelli, Bieger and Laesser, 2014). It is necessary to establish appropriate
telecommunication infrastructure so that required data can be shared between people
working in tourism sector which facilitate to reduce many problems as well as results
into customer satisfaction respectively.
ASEAN Tourism Strategic Plan
Identify the direct and indirect competitors of Thailand
Thailand is a very famous tourism place along with its different beautiful destinations
which attracts more number of visitors every years and facilitate to generate a precious amount
of income. It involves the criteria of increase in visitors in several years high helps to gain better
profitability and growth respectively. However, it is also analysed that strong economic
condition of Thailand is just because of their successful tourism sector due beautiful tourist
places or historical areas. At the other hand, favourable terms & conditions of government
authorities provide support to attract different visitors from all over the world to enjoy originality
as well as attractiveness of destinations (Evans, 2015). In addition to this, Thailand has several
direct and indirect competitors but they put appropriate steps to gain competitive advantages in
proper manner.
Malaysia – This country is famous tourist destination and ranked on 9th place at global
level which is a strong competitor of Thailand who earns much income from their attractiveness.
Tourism can be considered as major contributor to economy of Thailand. Malaysia tourism
provides various services like shopping, birding, golfing, cruise, diving, bike tourism and many
more for attracting tourism and satisfy them by such appropriate services.
Singapore – The another competitor of Thailand is Singapore which is a successful for
attracting around 17.4 and maintain their tourist destinations by conserving nature and
conducting heritage conservations programs in order to preserve beauty of them. In contrary to

this, Thailand has seven wonders of tourism which helps to provide strength to attract different
types of visitors every year to earn more profit.
Most salient stakeholder of Thailand with respect to their threat and cooperation potential and
recommend strategies for managing the relationship with the stakeholders
The stakeholder can describe as an independent party or an individual who invest money or
provide resources of business and contain shares in profit (Gössling, Scott and Hall, 2015). They
have a right to interfere in business decisions and required to be invited for important meetings.
However, the tourism sector of Thailand has several stakeholders such as staff members,
government bodies, suppliers, creditors, directors and private shareholders. At the other hand, the
most important stakeholder is considering as government as they become liberal and loosened
several restrictions which facilitate to attract more number of visitors towards beautiful
destinations. Government should take care of every tourist destination to attract tourist which
facilitate to increase annual income of country which results into strong economy as well.
In addition to this, it is necessary to maintain effective and healthy relation with most
important stakeholder i.e. government authorities as they make favourable rules or regulations
which facilitate to welcome increased tourists every year. Initially, it is essential to obey their
overall rules and pay taxation in accurate amount on correct time which helps to establish
effective relationship with government (Avraham, 2015). Secondly, involve government officers
in to meetings or conferences and take suggestions from them to make correct decision for
welfare of Thailand tourism. Thirdly, it is required to make a schedule of periodic touch base
sessions and discuss about choices of visitors & make effective techniques to promote tourism.
Moreover, when some problem arise then discuss about the same with peaceful mid and sort out
them with mutual understanding and share new ideas with them which are required to be applied
for improving effectiveness of Thailand tourist destinations in appropriate manner.
Create a unique tourism experience to differentiate Thailand destinations from other ASEAN
countries
ASEAN (Association of Southeast Asian Nations) integration includes comprising ten
Southeast countries which promotes intergovernmental cooperation and facilitates economic,
political, security, military, education and socio- cultural integration among its members. There
are several countries which are involves in this integration such as Singapore, Thailand,
Vietnam, Malaysia, Indonesia, Philippines and many more. However, these countries have their

own strengths having different services of shopping, birding, golfing, cruise, diving, river rafting,
bike tourism etc. due to specific tourist destination in order to attract more visitors respectively.
In contrary to this, Thailand has seven wonder of tourism such as Thainess, nature, treasure,
health & wellness, beaches, trends and festivities which most significant strong point of this
place. It has strengths of having overall types of tourist places which provide support to attract
different types of visitors from all over the world and they will prefer to visit Thailand as it
consist various types of tourists places (van der Zee and Vanneste, 2015). Moreover, it involves
parks, beaches, health, fests and many more interesting things which motivate people to visit
again which make sure profitability of Thailand tourism.
Thailand tourism is required to use differentiation strategy with the help of utilising their
strength of seven wonder and put efforts to make more attractive and unique than other ASEAN
countries. They can improve make strategies to maintain originality of historical places along
with displaying then in an appropriate style which motivate tourists to visit again and again every
year. They can more efficient tourist places for researchers who feel comfortable and capable to
make effective results of their efforts. Additionally, it is necessary to make destinations different
from perspectives of different types of tourists including religious, cultural, adventurous, health
& medical and sport accordingly.
Health and Medical Tourism in Thailand
Identify the motivational factors attracting medical tourists to visit Thailand
There are different types of tourist which get attracted toward tourist destinations as they
have some purpose of visiting specific tourist destinations (Tribe, 2016). It involves religious-
tourist, cultural- tourist, adventurous- tourist, recreation- tourist, health & medical- tourist and
sport- tourist. However, all them has their own interest and desires of visit a particular type of
tourist destinations in Thailand so that they should make effective strategies to differentiated
their tourist destinations in order to attract various tourist every year. In context of medical
tourist, there are different factors which motivate medical tourists in Thailand and government of
country is required to focus on these elements to facilitate more such tourist visit in Thailand. It
involves several components such as lower cost treatments, getting medical visas easily,
surgeries done almost immediately, world class services & care, offer effective traditional
therapies and prime opportunity for travellers. In addition to this, government authorities focus

on these factors which provide support to attract medical tourists in effective as well as efficient
manner. Easy visa and effective medical services are majorly motivating health visitors in
Thailand along with increasing brand value of the same in appropriate way (Prebensen, Chen and
Uysal, 2018). It is helpful for them to gain desired health care service and facilitate to increase
brand value of Thailand at global level.
Compare the importance of wellness tourism and medical tourism in Thailand
The medical and wellness tourism both are relevant to health care of people living at global
level. It includes two different purpose and activities to be carried out and gain same outcomes of
improving health of an individuals. The medical tourism include tourist who visit in another
country like Thailand to get an effective medical treatment of medication for specific health
problem in order to become medically well. At the other hand, wellness tourism includes the
criteria of promoting health care in various nations including Thailand so that people get aware
about effective precautions in terms of achieving their health.
Comparison of wellness and medical tourism
Wellness tourism Medical tourism
 Wellness parading of health emphasis
on health promotion and disease
prevention which is important for
welfare of citizens of Thailand.
 Wellness tourist travel because they
want to maintain as well as improve
health of people at global level.
 This involves the biomedical paradigm
of health in which people visit Thailand
for curation of particular health
problem in proper way.
 Medical tourist travel from one place to
another in order to provide better
treatment to suffered person for
curation to make them healthy and fit
respectively.
Suggest group of medical tourists that Thailand should attract to support the long-term growth of
this sector and possibility for Switzerland to develop "medical tourism sector"
The medical tourist refers to people who travel from one place to another for providing cure
to infected individuals from severe disease in respect of rendering a healthy and comfortable
lives to them (Mair, Ritchie and Walters, 2016). It includes the criteria of attracting more number
of medical tourists which provide support to boost up health condition of citizens in Thailand as

well as make sure long term growth. The sufficient and perfect hospitals, equipment, machines
and many other required effectives resources for several fields of health care will available in
Thailand then they can attract group of medical tourist accordingly (Della, Corte and Aria,
2016). The group of medical tourist that can be attracted by Thailand includes psychiatrists,
neurologists, psychologists and surgeons for long term growth of tourism sector. Meanwhile, it is
necessary to provide them profits such as proper remuneration, further opportunities, easy visa
and other benefits which attract then to visit Thailand again and again.
In addition to this, increase in sufficient medical visitors will facilitate to develop a “medical
tourism sector” in Switzerland. It involves to select correct destination for health tourism as well
as perfect quality of relevant treatments or medications. At the other hand, they are required to
provide accurate care facilities at reasonable cost and give visa easily which facilitate to attract
more medical tourist in country. However, it will render support to develop an appropriate
“medical tourism sector” in Switzerland.
Individual Reflection about the Module SMTD
Destination management concepts and tools
The destination management refers to conduct proper maintenance of different tourist
destinations including their beauty and attractiveness which motivate people for visiting there
again (Dinnie, 2015). According to me, it is necessary to manage destinations by utilising more
effective as well as efficient tools so that effectiveness of tourist places can be maintained in
proper manner. In context of Thailand, they are required use system of measuring excellence for
destinations (SMED), utilise scientific research, monitoring destinations and public use plans
(PUP). I have analysed that SMED is helpful to conduct observations, surveys readings and
interviews of the area to create accurate report which facilitate to take correct actions for
managing tourist places. However, Scientific Research is helpful to conserved ecosystem of
various places and originality of historical areas of tourism in Thailand. In addition to this,
Monitoring includes to carrying out annual surveys of businesses, residents, foreigners and
domestic tourist to know about their experience as well as expectations. My analysis about PUP
is favourable as it creates a report and provide help to manage torrent of visitors in effective way
through considering volume of traffic, entry fees, protection of sensitive areas, housekeeping
facilities and cost of maintenance of sites.

Strategic management concepts and tools
Strategic managements can be described as continuous planning, monitoring, analysis and
assessment of overall necessary factors for tourism to meet its goals or objectives of increasing
visitors with profits. The strategic management concepts include people, distinct purpose,
changing environment and deliberate structure. I have studied that it is important follow strategic
concepts in order to manage people and concentrate on purpose to complete desired targets in
successful manner. In addition to this, it is significant to make an effective as well as efficient
plan of action to deal with crowd of visitors in proper manner through providing appropriate
services to them. As per records of bookings, the allocation of tasks or activities to staff members
can be one properly with strategies to solve issues immediately which facilitate to improve
experience of tourist in accurate way. As per my point of view, it is very important to focus on
three aspects including management, mission and measure which are essential to gain success in
context of Thailand tourism in desired way. Strategic management involves to make effectives
strategies to deal with changing environment in order to maintain profitability of Thailand
tourism and its accurate brand value at global level (Tuohino and Konu, 2014).
Stakeholder management concepts and tools
The stakeholders can be described as a party or person who has shares in investment and
profits of particular business. I analysed that it involves suppliers, customers, creditors, directors,
owners, shareholders, investors, staff members and government authorities. Every stakeholder
has their significant role in decision making along with participating in meetings to share their
appropriate suggestions accordingly. according to me, it is essential to manage healthy relation
with stakeholders and solve raised problems by peaceful discussion as well as mutual
understanding. In context to Thailand tourism, they can manage their stakeholders by organising
proper schedule of periodic touch base sessions and discuss about choices of visitors & make
effective techniques to promote tourism. I have analysed the necessity to involve then in
meetings and convey each required information to them along with providing their right & profit
in accurate manner. At the other hand, several concepts of stakeholder management which
should be followed in Thailand tourism are to make realistic goals, engage them for welfare of
tourism, communicate key information and agreeing on deliverables is also an important aspect.
Meanwhile, it is necessary to retain stakeholders by satisfying them through giving them desired

value and importance while making decision and involve them in essential meetings to improve
profitability in proper manner.
Case studies Saas-Fee, Lucerne, Whistler and Andermatt
According to case studies of Saas-Fee, I have analysed that it is rapidly growing due to
further development of the destination along with offering several interesting activities. They put
efforts and preserve the quality of picturesque which attract more visitors. It has another benefit
to establish connection with organisational networks for strong decision making which facilitate
to maintain beauty of this destination.
As per case of Lucerne. I have analysed that is very beautiful place to visit and feel about
some unique as well as interesting thing. It is a compact city in Switzerland which known for its
preserve medieval architecture sits amid snow-capped mountains on Lake Lucerne. It is an
amazing place having its colourful Altstadt that is bordered on north by 870m Museggmauer, a
14 century rampart.
On the basis of case scenario of Whistler, I feel that it is a resort municipality in the southern
Pacific Ranges of the Coast Mountains. It is attractive due to alpine skiing, snowboarding,
mountain Bikingat Whistler Blackcomb and its pedestrian village that won numerous design
awards.
According to case of Andermatt, I have evaluated that it is a mountain village and it is
located at centre of Saint- Gotthard Massif. It is interesting to visit as it has narrow streets line
with traditional chalets, one housing the folk museum and Talmuseum Urseum.
At last, it is analysed by me, overall these destinations have their own uniqueness and
beauty with attractive features and this will motivate people visit there for feel the actual beauty
of nature along with gaining knowledge about previous facts.
CONCLUSION
From the above report, it has been analysed that strategic management of tourism is an important
aspect for maintaining value of the same. It includes internal and external environment including
SWOT and PEST analysis of given destination to make effective strategies. However, it involves
the management of stakeholders by involving them in meetings and maintain mutual
understanding with them. Moreover, it includes concepts of managing destinations to maintain
its attractiveness respectively.

REFERENCES
Books and journals
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