Balanced Scorecard for Assessing the Success of Tourism Promotion by Pinyapat Muneekaew, Narathip Wattanaparb, Dhouchatorn Itthiophakorn and Korakot Montrisuksirikul
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Abstract
Thailand’s tourism industry is considered as one of the nation’s key promotional strategies to develop its tourism as an economic tool fundamental for the country. The National Tourism Development Plan No. 2 (2060-2021) has been developed to drive tourism development. In order to visualize the development of the Thailand Tourism Vision, 2036 stated that “Thailand will be a World leading quality destination, through balanced development while leveraging Thainess to contribute significantly to the country’s socio-economic development and wealth distribution inclusively and sustainably.” Balanced Scorecards have been utilized to evaluate the success of tourism promotion in accordance with the goals set out in the tourism development strategies. The four perspectives are Financial perspective, Customer perspective, Internal perspective, and Learning and Growth perspective. These elicit the development plan; emphasizing on four dimensions that will greatly contribute to the development of tourism in the field of tourism and wisdom for tourists’ needs.
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