Changes in the Market Structure and Opportunities of Thai Tourism in the Main Foreign Tourist Markets

Abstract

The first objective of this article is to evaluate the advantages and positions of the competitiveness of Thai tourism in comparison to competitors in the ASEAN region. While the second objective is to analyze the situation, market trends, and opportunities of Thai tourism in the important foreign tourist markets after the change in market structure and the chaos situation in Thailand. This study applied the competitive advantage ratio (CAR) in both static and dynamic as well as applying shift-share analysis (SSA) to analyze the data during the period 2009-2012 (after the market structure changes) and 2015-2017 (after the coup).

The results from the study showed that the ASEAN market is still a market in which Thailand has no competitive advantage. The only market in which Thailand and the ASEAN region are able to attract lower is the European market. While the Chinese market is a market in which Thailand has an ability to attract less than the ASEAN region. However, Russia and India are the two markets in which Thailand has an ability to attract more than ASEAN. The major market expansion during the period 2015-2017 has been granted due to distinctive factors such as the together ability to attract tourists of the ASEAN countries or the special expertise and tourism competitiveness of Thailand. In addition, each main tourist market has distinct market situation trends. Therefore, different marketing strategies should be used. The three markets in which Thailand does not need to change marketing strategies are the European, Russian and Indian markets. Thailand should devote more attention to the ASEAN market to create special expertise. The Chinese market is the market that Thailand should continue to fucus to enhance the competitive advantage.

Regarding the results of the study, Thailand should use different marketing policies in each foreign tourist market according to the dynamic changes that occur. Simultaneously, they should continuously monitor and analyze the changes in their tourism competitiveness and special expertise in each market in order to be able to implement policies in accordance with and keep up with the current rapid changes.