Comparative Analysis: Tourist Destinations of London and Bangkok

This report provides a comparative analysis of London and Bangkok as tourist destinations, examining visitor profiles, historical data, and key tourist-generating countries. It analyzes destination trends, predicting future visitor numbers and profiles based on factors like currency value and inve...Read More

Tourist Destinations
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Table of Contents
Introduction...................................................................................................................3
Task 1 for LO 1:............................................................................................................4
A) Identify and analyse a world’s leading destination and compare it with a chosen
UK destination in terms of visitor profile and historic visitor numbers, income
generated and the key tourist generator countries (markets) to these destinations
[P1.1, M1]......................................................................................................................4
B) Using the data from the above, analyse destination trends for your chosen
overseas destination and the UK destination and predict future trends in visitor
numbers and visitor profile. [P1.2]................................................................................5
Task 2 for LO 2:............................................................................................................8
A) Identify the cultural, social and physical features of your UK destination, detailing
the appeal to tourists [P2.1]..........................................................................................8
B) Compare and contrast the cultural, physical and social features of the UK
destination with those of the chosen overseas destination [P2.2, M2, and D1]...........9
Task 3 for LO 3:..........................................................................................................12
A) Investigate and analyse (comparatively) the economic and political
characteristics of both destinations [P3.1, M3]. (Please refer to the appendix for PPT)
12
B) Critically evaluate how the cultural, economic, physical, political and social
characteristics of the UK destination affect its appeal to tourists. [P3.2, D2].............14
Task 4 for LO 4:..........................................................................................................16
A. Identify three issues that may affect the popularity of the UK destination as a
destination and compare and contrast them with the overseas destination chosen
[P4.1]...........................................................................................................................16
B. Critically discuss how your UK destination could sustain its appeal with an
emphasis on ‘Responsible Tourism’ [P4.2, D3].........................................................18
Reference List.............................................................................................................21
Appendix.....................................................................................................................24
2

Introduction
Tourism and travel management includes activities related to travel and hospitality
industries. In the report, the chosen UK destination is LONDON. London is one of
the most popular tourist destinations. Every year millions of tourists flock to London,
to enjoy its incredible museums, world-class theatres, several sporting spots and its
weather. It offers more green space than any other European city and serves as a
perfect destination for people who love to do shopping. The other chosen destination
is Bangkok, one of the best shopping capitals in south Asia. It is the capital of
Thailand, the most developed city in the country. The city offers unique features and
places for travellers to visit and enjoy. Bangkok is exceptionally famous for Thai
massages, sacred temples, quiet beaches and many other things.
In this report, a complete analysis of two different tourist destinations is done. This
report consists of evaluation of impacts of political, social, cultural and economic
characteristics of a tourist destination have on the appeal of customers. Ways in
which political and economic factors of the country help to enhance the buzz about
the place is elaborate in the assignment.
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Task 1 for LO 1:
A) Identify and analyse a world’s leading destination and compare it with a
chosen UK destination in terms of visitor profile and historic visitor numbers,
income generated and the key tourist generator countries (markets) to these
destinations [P1.1, M1]
Bangkok
One of the world’s leading destinations is Bangkok, which is located in South Asia.
Bangkok has rapidly risen to become so popular that it has surpassed London in
attracting travellers and tourists from different corners of the world. Bangkok is
actually called Krung Thep, mainly by its local residents, which means “city of
angels”. Tourists prefer to visit Thailand more as compared to any other city in the
world for complete relaxation and fulfilment of vacation (Ushakov, 2014). The city is
known for its beaches, mountains, temples, food, green spaces, forest and national
parks and many more attractions (Batra, 2017). The city recorded about 19 million
visitors in 2016, a little drop from the year 2015, which recorded marginally more
number of visitors. The city has highest number of craze among the residents of
United States of America, China and India. Tourists, alone from America, dropped in
the country to contribute about $42 billion towards the economy of the country.
Chinese travellers are regular visitors in the city and contribute about 83 million per
year. On average, a Chinese traveller spends nearly $160 during his visit to the city,
everyday. About 10, years ago the income generated from travellers contributed
about 6% towards the GDP of Thailand, whereas now in 2018, the number is
expected to have risen to 9-10%. The income from tourists is not just dependent on
foreign tourists, but the number of domestic tourists is also high, although they do
not spend so much.
London
London, once the top tourist destinations in the world, is now the fourth most
preferred tourist destination according to the reports gathered from various forums.
About half of the tourist population visiting United Kingdom visit London. City has
vibrant culture, friendly atmosphere that people of all age, race and religion love to
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feel and experience. The city has so much to offer to its visitors starting from historic
and medieval places to modern theatres and museums, diverse cultural and other
important places that a visitor feels baffled to decide which place to visit first (Medlik,
2016). According to findings and report, the capital of United Kingdom received
about 14 billion dollars, due to expenditure from foreign visitors. Tourism sector has
significant impact on the economy of the country and every year contributes to a
considerable percentage in the growth of GDP. The number of visitors in London
accounted to about 17.4 million in year 2014, considerable increase in from the
previous year, which recorded about 12.7 million visitors (visitbritain.org, 2018). The
number of visitors from China increased by whopping 33%, while the amounts spend
by them rising by 48%.
B) Using the data from the above, analyse destination trends for your chosen
overseas destination and the UK destination and predict future trends in
visitor numbers and visitor profile. [P1.2]
For London
London is expected to increase its appeal as a tourist destination among travellers
around the globe in upcoming years. The city has everything to offer its visitors in
order to deliver an adventurous and memorable experience, along with that city
keeps upgrading itself every year so much, so that the a traveller would have
something new to see or visit on every visit to London. Several factors are expected
to influence the key trends in travel and tourism industry of the city, which are:-
Fall in the value of pound: After the decision taken by UK citizens to exit European
Union, many factors have seen to affect the economy of the nation. One of the major
impacts has been on the currency of the nation, which is witnessing record low value
as compared to US, Canada and Australian dollars. This is driving many foreign
travellers to prefer visiting UK cities as their favourite vacation destination. The fall in
the value of pound, has compelled reduction in price and cost of travelling in the city.
The tourism sector of the country will continue to benefit as long as the value of
pound keeps falling. The city is expected to witness rise in the number of visitors in
2017, by 6.2% (visitbritain , 2018).
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Figure 1: Predicted growth in number of visitors and visitor spend
(Source: visitbritain.org, 2018)
Huge investment in tourism sector: The government of the United Kingdom
realises the fact that travel and tourism sector has significant impact on the economy
of the nation. Government has rolled out huge amount of funds and schemes in
order to develop infrastructure, telecommunication facilities, maintenance of existing
historic places and tourist attractions (Gunn, 2014). This is expected to create more
buzz among young travellers to visit London. Better connectivity of roads within the
city will help travellers to travel at much ease.
Improvement in Marketing Strategies:- Better marketing strategies and use of
online platform for promoting tourist attractions in the city can spread more
awareness among visitors around the world.
Figure 2: Predicted number of visitors to UK
(Source: visitbritain.org, 2018)
For Bangkok
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Bangkok attracts many visitors from almost all countries, irrespective of religion, race
and the background. The tourist destination has high amount of craze especially
among young travellers and tourists. As the city has amazing beaches, sites for
playing water sports, trekking and adventurous travel in dense forests and national
parks. Currency of Thailand is Baht, which is considerably low in value as compared
to currencies of Canada, USA and UK. Thus, a traveller with low budget can have
amazing experience at much a cheaper price. This is also one of the reasons; young
generations wish to travel to the city. Elderly people also wish to travel the city as it
offers one of the most relaxing and detoxifying Thai massages, the country is widely
famous for this reason. These factors are expected to continue pulling tourists into
the country in near future as well. The city is known as the shopping capital in South
Asia, it has one of the biggest shopping malls in the world. The city witnesses many
visitors from china who solely come to the city for shopping clothes and electronic
gadgets at a much cheaper price (Sangpikul, 2017). This trend is expected to grow
to newer heights in coming decades. Thailand witnessed about 8.8% rise in its
international visitors in 2017, the country is expected to witness similar growth in
upcoming year as well (Cohen, 2017). Although, the value of baht has risen in
comparison to US dollar, but still the trend in tourism sector of the country is positive.
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Task 2 for LO 2:
A) Identify the cultural, social and physical features of your UK destination,
detailing the appeal to tourists [P2.1]
Analysis of physical, social and cultural features of the UK destination that is London
is elaborated below:-
Physical
London is densely populated and an urban metropolitan city, with about roughly 13
million inhabitants. The city has many tourist attractions to create immense appeal
among visitors. Travellers with varied interests and profession visit London for
different destinations that they find amusing. The city keeps adding new places and
attractions within its boundaries that attracts not just foreign travellers but also
domestic visitors. Amazing museums like national gallery, science museum and the
British museum are all free for visitors all year round. National gallery is an art
museum, which is home to about 2300 paintings some of which date back to mid-
13th century. British museum is dedicated to human culture, history and art, while
Science museum is one of the oldest museums of the city, founded in 1857,
witnesses nearly about 3 million visitors yearly. The city attracts many sport fans
around the world, who love to visit the city because it is home to most prestigious
stadiums such as Lords (cricket), Twickenham (Rugby), Wembley Stadium (football)
and Wimbledon (lawn tennis). Other important tourist attractions in the city are
Trafalgar Square, Buckingham Palace, Globe theatre, London Bridge and so on
(Pappalepore et al., 2014).
Cultural
London is a dynamic city, full of high-spirited and energetic people from different
lands, background; race and religion stay in the city. The city is rich in different
cultures and heritage. Visitors from around the globe visit London to experience
different cultures and heritage places (Richards, 2016). The city has many cultural
institutions and immense collection of different objects from the world, which has
been studied and done intensive research about them. London is full of different
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cultures so much so that any visitor irrespective of country and religion will always
identify objects or paintings associated to their own culture and traditions, both past
and present in public museums and galleries (Rath, 2017).
Social
People from different cities and continents migrate to establish their life and career in
the city. This has favoured the city to become diverse and rich in different social
traditions, people in London speak more than 300 different languages (Hitchings and
Latham, 2017). The city has low crime rates, including assaults against women.
Women are treated with equal respect and status, both at home and corporate world.
The city is completely safe for women travellers and visitors travelling with family and
friends. People in London are very friendly and helpful, thus a visitor will always find
people who are ready to help and show direction. Some of the most famous singers
and artist stay in London such as Coldplay, Pink Floyd, The Rolling Stones and
many other artists are known everywhere in the world for their talent and work.
B) Compare and contrast the cultural, physical and social features of the UK
destination with those of the chosen overseas destination [P2.2, M2, and D1]
Destinations
Factors
London Bangkok
Cultural London boasts historic
museums, art galleries that
contain historic artefacts,
paintings and books for
visitors to view. The city is
full of different culture and
people from different parts of
the world (Nijkamp and Poot,
2015). Many artists born in
London are well known
around the globe for their
exceptional talent and work.
In comparison to other tourist
destinations, London offers
the best experience due to
Local people in Bangkok
mostly speak Thai, there are
different ethnic groups living
in the city. Few other
communities present in the
city are Urdu and Korean
speaking local groups. Most
potent national symbols
include king and images of
Buddhism. The grand
palace is one of the prime
tourist attractions in the city,
it contains architectural and
cultural designs of Buddhist
sculptures and temples.
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its vast collection of old and
ancient objects along with
medieval palaces and castle.
Temple of emerald Buddha
built in 14th century is also an
important tourist spot.
Physical This is the most attractive
feature of the city. London
has hundreds of tourist spots
related to medieval period,
modern tourist attractions,
museums, art galleries and
many more (Hughes, 2017).
The river Thames flows
through the city London that
adds to the attractiveness of
the city. Visitors can enjoy
beautiful riverside view and
take memorable pictures.
The city attracts hundreds of
tourists around the world. It
is the most developed city in
Thailand, but still manages to
keep its heritage and culture
at its core. The city has many
tourist spots such as Wat
Arun known as The Temple
of Dawn, floating markets,
Khao San Road. Youngsters
are immensely attracted to
Khao San road due its
vibrant nightlife and bars and
clubs lined across the street.
Chatuchak Weekend market
is the largest market; one
can find everything from rare
treasures, books,
handicrafts, pets, furniture,
clothes and so on
(Wejwithan et al., 2017).
Social London is a beautiful city,
where different communities
live together. Inhabitants of
the city speak 300 different
languages (Hodge, 2014).
London offers amazing food,
visitors from different area or
region can enjoy cuisines of
different places.
Travel and tourism is the
main source of income for
localities. People visiting the
city from different regions
spend huge sums of money
in the city; this has helped to
promote growth of small and
medium businesses. The
social strata of the city
comprise of middle class
Chinese, Europeans, Thai
nobles and lower income
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group that are usually
farmers.
Table 1: Comparison between two tourist destinations London and Bangkok
(Source: Created by the learner)
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Task 3 for LO 3:
A) Investigate and analyse (comparatively) the economic and political
characteristics of both destinations [P3.1, M3]. (Please refer to the
appendix for PPT)
The economic and political characteristics function as a cumulative aspect, which
influences the operational progress of the travel, and tourism sectors are of varied
and dynamic nature. The paradigms, which influence the travel and tourism sector,
are discussed in the table below:
Destination Economic Political
London The political happenstance
has affected the economy
of London to a massive
degree with the different
factors influencing the
functioning of the
organisation within the
economic domain of UK.
The depreciation of pound
against the Euro has
affected the functioning of
the different organisations
and business, which
operate in the UK. The
SMEs or the Small Medium
Enterprises have been
subjected to duress from
the economical narrative;
the effect has been of
overwhelming
consequences (Page and
Hall, 2014). The experts
opine that the deflation in
the times will mean a rapid
The citizens in the UK have
taken part in a referendum
for deciding on whether
they want to remain in the
European Union, with
majority deciding that
Britain should opt out. The
outcome of the referendum
has created major tremors
in the travel and tourism
sector, the freedom
ordained for countries to
traverse the distances in
between the countries will
be removed for UK freely.
The insecurity in the
political scenario, the
ensuing instability will have
a negative impact on the
travel and tourism sector.
The case of business in the
country will be affected with
the investments being
limited and the potential of
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inflation in the coming days
with some positive aspects
to it. The wages will be
appraised with the
depreciating in the
immigration. The
manufactures along with
the other business in the
supply chain logistics will
have incremental
enhancement of their
business portfolio with
cheap products and the
reduction of taxes in the
future
the businesses will be
massively hampered
(Sharpley, 2018). The
different aspects such as
the job creation and
productivity will also be
hampered as an ensuing
repercussion of the political
instability.
Bangkok Tourism industry is one of
the major driving forces in
the economy of Thailand,
bringing in large amount of
revenue. The Thai
government is focussed to
ensure that the tourist
experience and satisfaction
level is maintained. The
commitment is to ensure
that the tourist destination
is safe and friendly for the
tourist. The quantity of the
goods, which are being
exported, is increasing. The
small-scale enterprises are
immensely benefitted with
the large number of
travellers. The Thai baht is
appreciated in comparison
to the pound. The UK
The government of
Thailand is determined to
enhance the number of
footfalls in the country; the
emphasis is on making the
tourism sector more
profitable for the country.
The Government of
Thailand has reduced the
costs incurred while
applying for visa for the
Chinese and Indian tourists,
the procedures of applying
for a visa has been made
comparatively easy which
has helped the tourism
sector massively. The
government has effectively
waived the visa fees, the
visitors from 19 countries
could be allowed to stay for
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visitors will experience
more expensive pricing in
the case of travel.
30 days without the proper
documentation (Berger,
2014).
The government of
Thailand has built
tremendous infrastructure
in order to attract
customers, keeping in
consideration the different
goals and objectives of the
economical domain
Table 2: Comparison between the Economic and Political characteristics of
London and Bangkok
(Source: Created by the Learner)
B) Critically evaluate how the cultural, economic, physical, political and social
characteristics of the UK destination affect its appeal to tourists. [P3.2, D2]
Cultural
Travelling is seen as a leisure activity, usually associated with an adventurous and
enriching journey. Different people travel for different reasons and have their own
views and opinions. The cultural features of a tourist destination will attract people
who are interested and enthusiastic about knowing different cultures and beliefs that
exist in the world. People of all ages will feel attracted towards London due to its
amazing culture diversity.
Economic
London is a developed city, with high economic development and infrastructure
facilities. Tourists do not get attracted towards a city for its airports, train and
highways. However, infrastructure does play a significant role in creating appeal
among visitors and travellers. Better roads and highways, proper metro system
allows visitors to commute easily around the city. This shows the visitors, from
foreign land, about the country development status and its government policies and
strength.
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Physical
This is the most important feature of a tourist destination. Individuals get attracted to
a particular destination only because of it natural beauty, mountains, beaches or
other exceptional spots that is different and unique from everywhere else. London
has numerous such tourist spots to delight visitors of all ages. Thus, this is the
reason London is always listed in the top list of tourist attractions around the world.
Political
Political environment has significant impact on the travel and tourism industry.
Political stability ensures that there is peace and harmony in the nation. Political
environment is responsible for fostering tourism industry and taking steps for
maintenance of heritage and other important places (Sharpley, 2018). United
Kingdom has a stable and strong political structure, the framework of different
policies and laws in the city make sure that crime rates are low and nation constantly
progresses towards greater heights in development.
Social
The social norms and traditions of the place have considerable amount of impact on
tourists (Page and Hall, 2014). International tourists while travelling visit several new
regions and countries, traditions and beliefs that people of different land follow
creates a unique appeal and attraction in the minds of visitors. London has diverse
communities living in it; many of them speak different languages and follow different
religion. Women have equal status in the society and people of London are
moderately friendly and helpful.
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Task 4 for LO 4:
A. Identify three issues that may affect the popularity of the UK destination as
a destination and compare and contrast them with the overseas destination
chosen [P4.1].
Given below are the three issues, which affect the popularity of both the tourist
destination, London and Bangkok.
Factors London Bangkok
Brexit The crisis in the middle east
and the demand of UK being
a haven of job opportunities
has led to major numbers of
people migrating to the
country. The people in UK
voted for a referendum for
opting out of EU. This has
contributed to a major
number of labour deficits,
which used to add to the
overall country GDP. The
country is plagued with
issues pertaining to the
economic scarcity and the
legislative amendments have
contributed further to that.
The small scale and medium
scale industries are facing
productivity loss and
consequently low revenue
generation. This has been
further accentuated by the
different political factors (Gatt
and Falzon, 2014).
Bangkok lies nowhere close
to the vicinity of European
Union and will be spared
from the ensuing
repercussions. The decisions
will have effects on a global
scale though Thailand will
have negative consequences
(Nasa and Hassan, 2016).
Economy The different aspects The prime resource
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associated with the political
act of leaving the EU drew a
mixed response from the
economic sector at large.
The function of the
companies will be restricted
within a more demarcated
domain. The economical
outlets will be constrained
with the specification of the
policies; the exchange of
capital is restricted as an
ensuing repercussion
(Árnason, 2017).
The amendments in the
legislative policies following
the change in the political
framework will influence the
travel and tourism sector as
well.
generating avenues of
Thailand are the food
processing industry,
agriculture and tourism. The
economy of Thailand is
majorly concerned with the
tourism industry; the
legislative policies, which are
implemented in the country,
facilitate the ease of tourism
with the visa regulation
policies and providing utmost
travel satisfaction. The
Government of Thailand has
initiated major reforms to aid
travel and tourism in the
country (Saarinen, 2017).
Terrorism The different terrorist
activities, which plague the
regions of tourist interest,
have caused a concern
among the customer base.
The concerns of safety for
the lives and belongings
deter many tourists who are
willing to take a tour in the
specified regions. The fall in
the number of the tourists
who are willing to engage
with the British Tourism
sector has deteriorated with
the recent terrorist attacks
Thailand has witnessed
some major terrorists attacks
on the soil, the repercussion
of the activities have resulted
in the depreciation in the
tourism industry and
restricted the inbound and
the outbound flow of the
tourists. The concerns of
safety and credibility of
Thailand as a tourist
destination has been
deteriorated (Sharafuddin,
2015).
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(Roca, 2016).
Table 3: Factors affecting the popularity of London and Bangkok
(Source: Created by the Learner)
B. Critically discuss how your UK destination could sustain its appeal with an
emphasis on ‘Responsible Tourism’ [P4.2, D3]
The government of UK has brought forth some major rules and regulations in order
to ensure that the tourist operations in the country are conducted in a systemic
approach with a sustainable outlook. The onus has been on promulgating the
responsibility and the advantages of sustainable tourism. Initiatives like Sustainable
Tourism Development were conceived with the objective of addressing the different
issues pertaining to the tourism industry and the aspects, which are associate with it.
The advent of a globalised narrative and the proliferation of better knowledge sharing
among the customer base have ensured that the customer is acquainted with the
different attributes and the consequence of tourism. In order to push for a more
sustainable and even model of development, the government has incorporated
certain objectives pertaining to the tourism sector namely, building forth an
organisation, which will function on a permanent basis and enable the different
functionaries in the sector to engage and implement the sustainable tourism models
in their respective businesses. The domestic tour operators are encouraged the
following and practising of ideas which will help the agencies to work together in
order to address an issue. The idea behind a revised model is the inclusion of a
more profitable approach without compromising on the ecological and socio-
economic factors associated. The tourism industry will drive more revenue in the
direction of the overall GDP of a country, which will enable the government to
function with a better efficacy. The more the tourist footfalls, the more foreign
exchange will be generated, effectively providing a boast to the economy of region
by providing more jobs and employment to the local people. The different institutions,
which are associated with the sector, must ensure that the proper guidelines are met
and thus a sustainable and ecological framework of operation is adopted (Trax et al.,
2015).
The customers are more aware of the different effects, which the tourism industry
brings to a particular region. The misappropriation of the culture, extensive
18

commercialisation of the different cultural aspects and the ecological effect in the
region because of excessive use of resources are to be effectively minimised. The
investments must be considered along the lines of a sustainable and ecological
framework, providing a more revised and intricate business model. The conceiving of
a more sustainable model of business will help the firm to create a more appealing
image and thus enhance the business acumen of the organisation. The policies of
the firm must be considered along the lines of contextual basis of a customer centric
and eco-friendly model (McDowall and Lin, 2015).
19

Conclusion
The different aspects and the attributes of the tourism industry have been analysed
and compile forth in this assessment in order to arrive at a more conclusive and
comprehensive assignment. The advent of a globalised market narrative has been
provided impetus with an increasing standard of living and the customer potential for
expenses. The travel and tourism industry functions as a cumulative multiple of
different attributes, which affect the functioning. The different features related with
tourism such as the sustainability and the adoption of a business approach, which
takes in consideration the ecological aspects, is of primary significance. This
assignment enables us to grasp the different features of the tourist destinations, UK
and Thailand, and formulate a more revised and intricate approach with the effective
inclusion of the appealing features which would help further the business acumen of
the organisation. The fir must function with the market dynamics in contextual
background and bring forth services and products, which comply with the standards
and thus help to satiate the demands of the customers with better efficacy. This
study will be incremental for the learners to gauge the effects of tourism and adopt
measures, which will heighten the morality and ethics involved.
20

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documents/England-documents/visitengland_future_trends_report.pdf [Accessed 9
Jun. 2018].
Wejwithan, A., Knoflacher, H. and Frey, H., 2017, September. Impacts of
Sustainable Transportation on City Tourism: a case of Chatuchak Market in
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Appendix
For task 3.1
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