Tourism in Global Context

This research evaluates the impact of various business environmental factors on the flow of tourists from TTGR to TDR in Bangkok. It considers the Leiper's model to understand various aspects related to the tourism system. Factors such as economy, politics, and facilities affect the destination image of Bangkok. Pull factors like food, luxury hotels, beaches, and nightlife attract Australians, while push factors like language barrier and negative perception act as barriers. The assignment also discusses the decrease in Australian visitors to Thailand and the economic growth of the tourism industry.

TOURISM IN GLOBAL CONTEXT

Question 1
Bangkok is a vibrant city that is popular for its tourism spots like beaches, vibrant city life
and historical monuments. Australians visit Bangkok for its beaches and delicious food
items. Majorly family persons and youths visit Bangkok from Sydney. These areas are
included within the tourism industry. Aim of this research is to evaluate impact of various
business environmental factors on flow of tourists from TTGR to TDR. In addition, this
assignment is considering the Leiper's model in order to understand various aspects related to
tourism system.
Different environmental factors such as, economy of traveling countries, political situation,
and other factors affect destination image of a location. Travelers take decisions on the basis
of different environmental factors like location, economy and other facilities (Rozelee et al.
2015, pp. 147). Different pull factors of Bangkok like food, luxury hotels, beaches and
nightlife attracts Australians. Different authentic foods and beeches like pattaya and pranburi
attract visitors from Sydney. Different sightseeing places like grand palace and temple of
Buddha attracts Australians. Different factors like traveling and accommodation cost in
Thailand can impact on flow of tourists. Moreover, different government policies and relation
between two countries also impact on tourism destination (Mowforth & Munt, 2015, pp.
257). However, different push factors also negatively acts in tourism of Bangkok, Thailand.
This includes language barrier, unhelpful tourist guides and bad perception of Thailand.
Violent crimes like murder, rape acts as push factors. False pricing in restaurants, poor
English of locals creates barriers for Australians to visit Bangkok (Inafarawayland.com 2019,
p.2).
Question 2
Tourists are facing various issues while traveling from Sydney to Thailand as environmental
factors are affecting the flow of Australian tourists to Thailand. Near about 800,000
Australian tourists visit Thailand in each year and this aspect has helped Thailand to
occupy the fourth position in the list of most popular tourist destination (Imtj.com. 2019).
However, Australia and Thailand have signed a free trade deal on 2005 and this deal has
significant effect on economic relationship of these companies.
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Figure 1: Tourist graph over years in Thailand
(Source: thaiwebsites.com, 2019)
Outbound result of Australia has decreased by near about 3.45 and number of Australian
visitors to Thailand is decreasing due to push factors. Language barriers are preventing them
to visit Thailand as most of the people of Thailand are unable to speak English. Current trend
includes increase of market of long haul tourism. Thailand encourages target tourists to visit
their place for gaining experience. In 2017, in revenue generation from tourism industry has
increased by approximately 9.09% (Tourismthailand.org, 2019). Near about 1.73 Trillion
Baht is being generated from the tourists and this amount has been increased by more than
7% in 2017. At present, UK, USA, China, India and Russia have are the main target market
for the tourism industry of Thailand. In spite of all of these barriers, Thailand is experiencing
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near about 4% hike in the number of tourists. In 2015, Thailand has experienced about 30
million visitors and this statistic has increased by approximately 6 million in the very next
year. Tourism sector of Thailand, at present, is contributing near about 8.6% to the GDP of
this country. Current trends of Thailand tourism are helping in economic growth of this
country (Imtj.com, 2019). Travel cost of this tourism has decreased over time as many new
companies have entered into this marketplace. It can be noticed that flight price has become
cheaper as many airline companies are competing with each other.
Figure 2: Contribution of Tourism industry to GDP of Thailand
(Source: Imtj.com. 2019)
As the number of tourist to Thailand is increasing it is affecting businesses related to tourism
industry. According to Leiper’s model, effective strategies are implemented in the TDR in
order to impact on tourists. TDR is the place where dramatic consequences take place and it
affects tourists' point of views towards the destination. Thailand is not getting more
expensive and this is the reason behind increasing number of tourist per year. However, Thai-
tourism industry needs to manage all aspects in order to maintain less expensiveness of this
place. In future, hospitality and transport companies may compete with each other in broader
way and tourists may spend holidays in Thailand in less expense. Cost of Thailand tourism is
near about $152 and this amount is less than tourism cost of other Asian countries
(Thaiwebsites.com, 2019). This aspect is one of the main reasons behind popularity of this
TDR.
Different new markets can be promoted to Thailand, which includes young executives,
student and tourist from Middle East and Latin America. Different markets segments like
wedding and honeymoon, health and beauty segments, adventure lovers can be explored in
future. Currently they advertise through thainess and unique local experiences campaign.
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However, improvement of technology and use of social media needs to be started.
Positioning must be done to get selected as a preferred destination. This can be done through
online platforms and creating social media ads.
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Reference list
Imtj.com. 2019, Thailand Tourism Statistics…10% Growth For 2019, 2019, on 10th may
2019, <https://www.imtj.com/news/thailand-tourism-statistics-10-growth-2019/>
Inafarawayland.com 2019, Push factors, Viewed 13th may 2019,
<https://www.inafarawayland.com/2014/11/13/7-reasons-why-we-won-t-be-returning-to-
thailand/>
Mowforth, M. & Munt, I., 2015. Tourism and sustainability: Development, globalisation and
new tourism in the third world. Abandon: Routledge.
Rozelee, S., Rahman, S. & Omar, S.I., 2015. ‘Tourists’ Perceptions on Environmental Impact
Attributes of Mabul Island and Their Relationship with Education Factor’. American-
Eurasian Journal of Agriculture & Environmental Science, vol. 15, pp.146-152.
Thaiwebsites.com 2019, Home, Viewed on 10th may 2019, <http://www.thaiwebsites.com/>
Tourismthailand.org 2019, Home, Viewed on 10th may 2019,
<https://www.tourismthailand.org/home>
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