External Environment Affecting Thailand’s Tour Business and Guidelines for Adjustment of Tour Business in Changing Situation

Abstract

Thailand's tourism business today is very challenging because it is facing various changes according to the mega trends such as global aging society, economic reversal to BRICs countries (Brazil, Russia, India and China), which are the most populous and most consuming countries in the world, technology and innovation society and the awareness of the environment, safety and security. These situations directly affect the behavior of tourists and they change the taste of travel. Domestic situations, including the intense competition of domestic tourism business and unstable political situation, affect the tourism business as well. This article aims to present an analysis of the external environment affecting Thailand’s tourism business and to find guidelines to adjust the domestic tourism business to successfully run in the changing circumstances in the future.