Scribd

Upload a Document
Search Books, Presentations, Business, Academics...
Explore
Tri_11x6
Documents
* Books - Fiction
* Books - Non-fiction
* Health & Medicine
* Brochures/Catalogs
* Government Docs
* How-To Guides/Manuals
* Magazines/Newspapers
* Recipes/Menus
* School Work
* + all categories
*
* Featured
* Recent
People
* Authors
* Students
* Researchers
* Publishers
* Government & Nonprofits
* Businesses
* Musicians
* Artists & Designers
* Teachers
* + all categories
*
* Most Followed
* Popular
* Vidushi Khare
Tri_11x6
Account
o Home
o My Documents
o My Collections
o My Shelf
o View Public Profile
o Messages
o Notifications
o Settings
o Help
o Log Out

1
First Page
Previous Page
Next Page
/ 22
Sections not available
Zoom Out
Zoom In
Fullscreen
Exit Fullscreen
Select View Mode
View Mode
BookSlideshowScroll
Readcast
Add a Comment
Embed & Share
Readcast
Reading should be social! Post a message on your social networks to let others k
now what you're reading. Select the sites below and start sharing.
Check_27x27Transparent
Check_27x27Transparent
Check_27x27TransparentLink account
Readcast this DocumentTransparent
Readcast Complete!
Click 'send' to Readcast!
edit preferences
Set your preferences for next time...Choose 'auto' to readcast without being pro
mpted.
Vidushi Khare
Vidushi Khare
Link account
AdvancedCancel
Add a Comment
View commentsSpinner_24x24
Share & Embed
Add to Collections
Download this Document for Free
Auto-hide: on
Marketing Management
Master of Business Administration
Siam University
Project Goal:
To Develop a Sustainable Marketing Plan
for
Thailand s Home-Stay Operators
A Part of Thailand s Pro-Poor Tourism Policy
Group Members:
Peter Masters
5117192001
Feng Zhou
5117190017
Shunhai Li
5217192008
Executive Summary
The Long Tail theory refers to the behavior of economic sectors that provide pro
ducts in relatively low volume, but are able to make a profit by providing a gre
ater variety of products in aggregate. This is in contrast to the short head sec
tors where profit is based on a more narrow range of products selling in much hi
gher volume. From a tourism perspective, the short head is the cash-cow destinat
ions that are widely known and attract large numbers of visitors, while the long
tail is the specialty niche destinations (Lew 2008). Most tourist s visiting Thai
land have destinations like Bangkok,
Pattaya, Phuket, Koh Samui, and Chiang Mai on their itineraries, these represent
the short head sector, while the focus of this plan is marketing a sustainable
home-stay industry within the long tail of Thailand tourism.
Currently, there is no coordination amongst the home-stay properties in Thailand
and this
project will develop a home-stay network with the Tourism Authority of Thailand
(TAT)
having a central role by providing a link between the supply-side (the home-stay
providers)
and the demand-side (the tourist market). The aim is to develop a web presence v
ia the TAT
website that includes e-Home-stay, an intelligent decision support system, which
offers a
unique selling proposition because it allows tourists to choose authentic Thai a
ccommodation
and activities in accordance with their preferences and expectations. Consumers
are seeking
more personalised tourism products and services, and are expecting intelligent a
nd proactive
access to relevant high quality information and services rather than mass market
ed solution
(Henley Centre HeadlightVision/Amadeus 2009). Thailand s home-stay industry can de
velop
into a major factor to improve many people s economic situation, especially those
who have
never considered the possibility of being involved in commerce, let alone e-comme
rce .
However, to ensure the sustainability of the home-stay industry in Thailand, tou
rists must
have access to a sufficient quantity of relevant information regarding individua
l home-stay
properties, allowing them to match their preferences and requirements with the a
ppropriate
home-stay experience. There is a wide variety of properties within Thailand s home
-stay
industry, ranging from truly authentic village based properties to relatively up
-market
home-stay properties. Home-stay has the potential to satisfy many of the life-styl
e needs of
neo-consumers and e-Home-stay represents an appropriate form to engage with them
, for
promotion, marketing and information exchange as well as for sales transaction p
rocessing.
e-Home-stay represents a potentially potent force in tourism development since t
he search
for new and novel experiences is one of the major engines driving the tourism li
fe cycle and
e-Home-stay opens up new experiences that match those sought by consumers.
Marketing for sustainable pro poor tourism involves the same process and element
s used by all businesses and destinations though the orientation is quite differ
ent. Sustainable tourism marketing stresses the following:
o
Meeting the needs and goals of the local community and then targeted customers
o
Matching locally supported products to appropriate segments (e.g. niche marketin
g)
o
Attracting high-yield and high-quality visitors
2
o
Cultivating the right image to convey environmentally and culturally sensitive
messages, employing unique selling propositions
o
Communicating effectively with and educating all visitors
o
Employing environmental and cultural interpretation
o
Managing the visitor and encouraging the adoption of codes of conduct
o
Achieving efficiency by avoiding high peaks of demand and overuse
o
Research into appropriate segments, and communication
o
Building repeat trade (e.g. brand loyalty).
(www.unescap.org/ttdw/Publications/TPTS_pubs/Pub_2265/pub_2265_ch6.pdf)
3
Home-stay Marketing Plan 2010 2014
Scribd
Upload a Document
Search Books, Presentations, Business, Academics...
Explore
Tri_11x6
Documents
* Books - Fiction
* Books - Non-fiction
* Health & Medicine
* Brochures/Catalogs
* Government Docs
* How-To Guides/Manuals
* Magazines/Newspapers
* Recipes/Menus
* School Work
* + all categories
*
* Featured
* Recent
People
* Authors
* Students
* Researchers
* Publishers
* Government & Nonprofits
* Businesses
* Musicians
* Artists & Designers
* Teachers
* + all categories
*
* Most Followed
* Popular
* Vidushi Khare
 Tri_11x6
Account
o Home
o My Documents
o My Collections
o My Shelf
o View Public Profile
o Messages
o Notifications
o Settings
o Help
o Log Out

1
First Page
Previous Page
Next Page
/ 22
Sections not available
Zoom Out
Zoom In
Fullscreen
Exit Fullscreen
Select View Mode
View Mode
BookSlideshowScroll
Readcast
Add a Comment
Embed & Share
Readcast
Reading should be social! Post a message on your social networks to let others k
now what you're reading. Select the sites below and start sharing.
Check_27x27Transparent
Check_27x27Transparent
Check_27x27TransparentLink account
Readcast this DocumentTransparent
Readcast Complete!
Click 'send' to Readcast!
edit preferences
Set your preferences for next time...Choose 'auto' to readcast without being pro
mpted.
Vidushi Khare
Vidushi Khare
Link account
AdvancedCancel
Add a Comment
View commentsSpinner_24x24
Share & Embed
Add to Collections
Download this Document for Free
Auto-hide: on
Marketing Management
Master of Business Administration
Siam University
Project Goal:
To Develop a Sustainable Marketing Plan
for
Thailand s Home-Stay Operators
A Part of Thailand s Pro-Poor Tourism Policy
Group Members:
Peter Masters
5117192001
Feng Zhou
5117190017
Shunhai Li
5217192008
Executive Summary
The Long Tail theory refers to the behavior of economic sectors that provide pro
ducts in relatively low volume, but are able to make a profit by providing a gre
ater variety of products in aggregate. This is in contrast to the short head sec
tors where profit is based on a more narrow range of products selling in much hi
gher volume. From a tourism perspective, the short head is the cash-cow destinat
ions that are widely known and attract large numbers of visitors, while the long
tail is the specialty niche destinations (Lew 2008). Most tourist s visiting Thai
land have destinations like Bangkok,
Pattaya, Phuket, Koh Samui, and Chiang Mai on their itineraries, these represent
the short head sector, while the focus of this plan is marketing a sustainable
home-stay industry within the long tail of Thailand tourism.
Currently, there is no coordination amongst the home-stay properties in Thailand
and this
project will develop a home-stay network with the Tourism Authority of Thailand
(TAT)
having a central role by providing a link between the supply-side (the home-stay
providers)
and the demand-side (the tourist market). The aim is to develop a web presence v
ia the TAT
website that includes e-Home-stay, an intelligent decision support system, which
offers a
unique selling proposition because it allows tourists to choose authentic Thai a
ccommodation
and activities in accordance with their preferences and expectations. Consumers
are seeking
more personalised tourism products and services, and are expecting intelligent a
nd proactive
access to relevant high quality information and services rather than mass market
ed solution
(Henley Centre HeadlightVision/Amadeus 2009). Thailand s home-stay industry can de
velop
into a major factor to improve many people s economic situation, especially those
who have
never considered the possibility of being involved in commerce, let alone e-comme
rce .
However, to ensure the sustainability of the home-stay industry in Thailand, tou
rists must
have access to a sufficient quantity of relevant information regarding individua
l home-stay
properties, allowing them to match their preferences and requirements with the a
ppropriate
home-stay experience. There is a wide variety of properties within Thailand s home
-stay
industry, ranging from truly authentic village based properties to relatively up
-market
home-stay properties. Home-stay has the potential to satisfy many of the life-styl
e needs of
neo-consumers and e-Home-stay represents an appropriate form to engage with them
, for
promotion, marketing and information exchange as well as for sales transaction p
rocessing.
e-Home-stay represents a potentially potent force in tourism development since t
he search
for new and novel experiences is one of the major engines driving the tourism li
fe cycle and
e-Home-stay opens up new experiences that match those sought by consumers.
Marketing for sustainable pro poor tourism involves the same process and element
s used by all businesses and destinations though the orientation is quite differ
ent. Sustainable tourism marketing stresses the following:
o
Meeting the needs and goals of the local community and then targeted customers
o
Matching locally supported products to appropriate segments (e.g. niche marketin
g)
o
Attracting high-yield and high-quality visitors
2
o
Cultivating the right image to convey environmentally and culturally sensitive
messages, employing unique selling propositions
o
Communicating effectively with and educating all visitors
o
Employing environmental and cultural interpretation
o
Managing the visitor and encouraging the adoption of codes of conduct
o
Achieving efficiency by avoiding high peaks of demand and overuse
o
Research into appropriate segments, and communication
o
Building repeat trade (e.g. brand loyalty).
(www.unescap.org/ttdw/Publications/TPTS_pubs/Pub_2265/pub_2265_ch6.pdf)
3
Home-stay Marketing Plan 2010 2014
Goals
The first goal of this marketing plan is to position Thailand s Home-stay industry
as the
ideal niche tourism sector for the TAT Policy and Marketing Plan 2008-2012 targe
ted
visitors. This provides the opportunity to gain substantial leverage from TAT s ma
rketing
efforts, and allows the Home-stay sector to focus on their micro issues.
A second goal is to assist in building a sustainable world-class tourism product
by
providing educational and training opportunities to Thailand s village based Home-
stay
tourism sector to support the growth of a tourism destination offering an authen
tic and
positive tourist experience.
The primary goal is to provide a mechanism for the members of Thai society that
currently
are not receiving direct benefits from Thailand s tourism to gain economic and soc
ial
opportunities from tourism at the village level.
Objectives
A traditional village-based Thai Home-stay will maintain and share a traditional
way
of life and its values, provide traditional food, be based on eco-friendly conce
pts and
require small amounts of investment for renovation not building .
With the above definition as a guiding concept, Thailand s e-Home-stay Project see
ks to:
1. Ensure that hosts-
o
Offer an authentic Thai village experience
o
Obtain a fair return for their services and investment
2. Ensure that e-Home-stay contributes to conserving local cultural and natural
heritage
and that hosts and their guests are aware of the links between tourism and local
cultural and natural resources
3. Creates an authentic, reliable, tourist experience and accommodation for visi
tors
Strategic Approach
The strategic approach of the e-Home-stay Project is based on its sustainability
, thus its
success will be assessed by its ability to achieve the stated objectives, and vi
sitors, hosts and
other parties maintaining interest in the project over the long term.
Our strategy involves a carefully planned, step by step process, building on suc
cesses and
keeping participants expectations in perspective. The activities require investm
ents in data
collection, skills development and building reliability during the first two yea
rs, and
increasing the focus on promotion and expansion in the following two years.
Skills development of the home-stay operators (building capacity to manage, adap
t
and innovate;
4
Building reliability in the services and methods used, (monitoring, manuals, mar
ket
research methods, operator and visitor feedback),
Creating a network of home-stay operators allowing them to have easy and mutuall
y
beneficial contact
The promotion and expansion of services and products must proceed in a carefully
considered way allowing for the right tourists to be attracted to a reliable, au
thentic product
so they provide a positive response. Word of mouth will be our most effective lo
nger term
promotion, but reliability and access to correct information will be critical to
ensuring a
successful and sustainable home-stay industry.
It is imperative that TAT act as a 'Convener' as this will provide credibility f
or the small,
village based home-stay operators. TAT must provide the portal for marketing, pa
yments,
consumer and operator education, as the small unknown operators have very little
experience
or knowledge, either of successful marketing strategies nor of effective managem
ent. Jantarat
and Williams s study (2000) of the role of the Tourism Authority of Thailand (TAT)
as a
convener in the development of the Amazing Thailand Campaign found that the reason
the
campaign enjoyed wide acceptance was because TAT (a national tourism organizatio
n) was
perceived to have expertise, had a recognized brand and was government-mandated.
Situation Analysis
Tourism Authority of Thailand Policy and Marketing Plan 2008-2012
These objectives address the overall objectives of the Tourism Authority of Thai
land
Policy and Marketing Plan 2008-2012 in the following ways:
Poverty reduction through increase in income for village households from tourism
operations and livelihood options
Reducing rural to urban migration through increasing livelihood options within r
ural
settlements

Protection of cultural and natural heritage through the promotion and pride of
providing traditional accommodation and related services such local guide servic
es
that generate incentives to protect resources for income generation
According to Tourism Authority of Thailand (TAT) Policy and Marketing Plan 2008-
2012, TAT wants to promote the tourism industry as a key to dealing with the cou
ntry s
economic problems by creating jobs for people and at the same time increasing pu
blic
revenue. In order to create jobs, TAT have been focusing on promoting and the de
velopment
of proactive marketing to increase expansion into new markets as well as develop
ing niche
market opportunities. Furthermore, TAT aims to attract a far greater number of t
ourists to
regions with minor tourism type attractions, which currently do not appear on ma
in-stream
tourist programs while preserving community, cultural and environmental values.
TAT has introduced an important strategy with the focus being placed on quality ov
er
quantity , thus attracting quality visitors to a quality destination. Quality visitor
defined as those who are socially and environmentally aware, and are responsible
travellers
with a keen interest in learning about the places and communities they visit. As
a result, they
are more likely to have a longer average length of stay. This policy is also hig
h on the
5
government s priorities for Thailand s economic recovery and as a way to assist in t
he
economic equality for all of Thailand s population.
TAT s main role is be to build a bridge between supply (the home-stay operators) a
nd demand (the tourist market), the supply-side requires substantial development
prior to the targeting of major markets.
Commercial problems (gateway): The connection of local firms to international
markets in order to ensure the marketing of tourism products is carried out toda
y
largely due to Internet and to Web sites. However, many home-stay operators do n
ot
have access to the Internet that enable them to get into contact with tour opera
tors and
especially with individual customers who buy their tourism products directly on
line.
Indeed, creating an Internet website does not ensure that it will be visited and
that it
will be able to generate sales in an adequate quantity.
Operational problems (on-line or not on-line): Access to the Internet supposes
that sufficient user s have sufficient knowledge and that adequate information, in
real
time, together with video/photographs of individual properties and of tourism
activities is provided. For that, it is essential to have an ADSL Internet netwo
rk at
high speed, which is not the case in many home-stays as they are often located f
ar
from large cities, therefore technological education in tourism marketing remain
s
limited for the majority of potential, authentic home-stay operators.
Issues and Trends
o
Technology such as the internet has made booking travel-related products easy an
d convenient, empowering the consumer to be less reliant upon the traditional to
urism supply chain. This disintermediation opens many possibilities for consumer
-direct marketing and distribution.
o
Demand is rapidly increasing for niche tourism products that are customised to s
atisfy
the tastes of an increasingly discerning traveller, particularly among business
and
affluent leisure travellers. Many of these new niches are narrowly defined, but
should
not be overlooked.
o
Increasing numbers of experienced travellers are seeking more innovative, unusua
l and
finely targeted products which match their lifestyles, perception of their lifes
tyle,
interests and needs. The traditional annual holiday of one to two weeks, purchas
ed
through a travel agent from a mass produced brochure, will no longer be the norm
.
o
Consumers continue to be heavily influenced by the image created by branding and
advertising which establishes market position, defines value-added consumer bene
fits
and builds confidence in tourism products. This trend is likely to continue, wit
h
destinations and operators using the brand image to create a unique appeal to mo
re
pinpointed markets and groups.
o
New product development to appeal to individualized aspects of demand (e.g. heal
th
and wellness tourism) will see further growth, as niche products aimed at specif
ic
groups with these interests are developed.
6
o
An increased awareness and consciousness among travellers of the social and
environmental impacts of tourism which is fuelling a rapidly increasing interest
in
responsible, sustainable and green tourism.
o
Increasing numbers of travellers are seeking responsible tourism, aimed at suppo
rting the
sustained development of local cultures and protection of the environment. These
travellers desire authentic experiences while at the same time foster benefits f
or the local
people and their environment.
As tourist s preferences change with evolving technologies and lifestyle trends, i
t is essential
that Thailand s tourism products and marketing adapts to these changes.
Tourism Life Cycle ~ Thailand and Vietnam
Thailand tourist industry is 20 years ahead of the Vietnams tourist industry, so
it is more developed according to TJ Grundl-Hong, Chief Sales Officer & MD Busine
ss Development of Six Senses, however this has negative as well as positive infe
rences when Tourism Life Cycle is considered.
Kotler, Bowen & Makins (2006) describe the fourth stage of a product s life-cycle,
Maturity , as a period of slowdown in sales growth because the product has achieved
acceptance by potential buyers. Profits level off or decline because of increase
d marketing
outlays to defend the product against competitors. While Butler (1980) defined s
pecific life
cycle stages in his resort life cycle model (Fig 1.), and to these stages he ass
igned various
descriptive criteria. The stages were labelled exploration , involvement , development ,
consolidation , stagnation and decline and/or rejuvenation . The fifth stage, known as
the stagnation stage, is when peak visitor numbers have been reached and capacity l
evels
exceeded for many variables resulting in environmental, social and economic prob
lems . The
region has become well known and well established, but is losing its tourism app
eal. A large
number of manufactured attractions may start to outnumber the natural and cultur
al
attractions that were responsible the initial development of international touri
sm interest.
Figure 1
Hypothetical Evolution of a Tourist Area (Resort Life Cycle Model)
Source: Butler, R. W. 1980.
7
Butler suggests that the type of tourists will change to the organised mass tour
ism market,
and this leads to the final stage, when the area will either decline or be rejuv
enated. In the
decline stage there will be an inability to maintain market share. However, it is
possible
that the region can go through a process of rejuvenation , which requires a complet
e change
in the attractions on which the resort is based. The model provides two ways tha
t
rejuvenation can be achieved: first, using manmade attractions such as casinos;
and second
taking advantage of previously untapped natural resources. (Berry 2001)
Environmental Analysis
Political and Economic Analysis
Economic and political issues that may influence the perceptions of potential to
urists must be
given serious consideration while developing this marketing plan. This should in
clude
scanning international and local factors as the long term sustainability of Thai
land s Home-
stay industry will be influenced by both international and local issues.
International perceptions of the suitability of Thailand as a tourist destinatio
n are being
influenced by the on going political problems, an example is the damage caused b
y the PAD
irresponsibly forcing the closure of the international airports in late 2008, wh
ich has had
serious negative affects on Thailand s very important tourism industry. Added to t
he above
has been the fall in tourist numbers due to the widespread economic slowdown cau
sed by the
global financial crisis and the concerns regarding the H2N2 flu virus.
Existing Regional Markets
For Cambodia and Vietnam the top ten source markets are clearly predominated by
travelers originating from Northeast Asian countries, particularly Korea, Japan
and China
(PRC). While there is difficulty in obtaining tourism data and related informati
on have
limited coverage of Myanmar, and in some cases, Guangxi Zhuang Autonomous Region
and
Yunnan Province of the PRC., it appears that after the considerable demand gener
ated by
domestic Chinese visitors, there is strong interest among numerous North America
n and
European markets. Tourism demand for Laos is highly slanted to cross boarder vis
itors from
neighbouring Thailand. Thailand s tourism demand is well balanced with no single m
arket
predominating except Malaysia due to heavy cross border activities in the south
of the
country. While tourism arrivals to Myanmar remain relatively low at just over a
quarter of a
million visitors there is strong penetration into a variety of markets with cons
iderable interest
by high yield visitors.
8
Thailand Home-Stay Marketing Plan
Download this Document for FreePrintMobileCollectionsReport Document
Report this document?
Please tell us reason(s) for reporting this document
Spam or junk
Porn adult content
Hateful or offensive
If you are the copyright owner of this document and want to report it, please fo
llow these directions to submit a copyright infringement notice.
Cancel
This is a private document. Question_small
Info and Rating
Reads:
424
Uploaded:
08/24/2010
Category:
Uncategorized.
Rated:
home stay
homestays marketing
marketing strategy
strategies
homestay marketing
analysis
tourism marketing
(more tags)
home stay
homestays marketing
marketing strategy
strategies
homestay marketing
analysis
tourism marketing
promoting homestays
thailand tourism
cultural
(fewer)
expatpete
Ads by Google
Middle East Business
Gain insights about the business
climate in the Middle East. Read on
www.iesingapore.gov.sg
100 Hotels Patong Beach
Book your Hotel in Patong Beach.
Save up to 75% on your reservation.
www.booking.com/Patong-Beach
Luxury Villa In Phuket
Serene and Graceful Thai Residence
Set In its Own Lush Tropical Garden
www.thehimmaphanresort.com
Share & Embed
More from this user
PreviousNext
1.
22 p.
61 p.
28 p.
2.
12 p.
143 p.
17 p.
Recent Readcasters
Vishwas T Mahadevaiah
Yogesh Yadav
Stefler Aof
Raj Pradhan
Kay Raetong
Add a Comment
Spinner_trans_gray
Print this document
High Quality
Open the downloaded document, and select print from the file menu (PDF reader re
quired).
Add this document to your Collections
This is a private document, so it may only be added to private collections.
Transparent
Name:
Description:
Collection Type:
public locked: only you can add to this collection, but others can view it
public moderated: others can add to this collection, but you approve or reject a
dditions
private: only you can add to this collection, and only you will be able to view
it
Cancel
Finished? Back to Document
Add this document to your Collections
This is a private document, so it may only be added to private collections.
Transparent
Name:
Description:
Collection Type:
public locked: only you can add to this collection, but others can view it
public moderated: others can add to this collection, but you approve or reject a
dditions
private: only you can add to this collection, and only you will be able to view
it
Cancel
Finished? Back to Document
Icon_archives_35x35
Scribd Archive > Charge to your Mobile Phone Bill
Upload a Document
* Follow Us!
* scribd.com/scribd
* twitter.com/scribd
* facebook.com/scribd
* About
* Press
* Blog
* Partners
* Scribd 101
* Web Stuff
* Scribd Store
* Support
* FAQ
* Developers / API
* Jobs
* Terms
* Copyright
* Privacy
scribd. scribd. scribd. scribd. scribd. scribd. scribd. scribd. scribd.
Icon_download_35x35
Download this document
Icon_pdf_54x56
pdf

Icon_doc_54x56
doc

Icon_txt_54x56
txt
36335252-Thailand-Home-Stay-M....pdf - 230.3 KB
Readcast:
Icon_archives_35x35
The Scribd Archive
This document was uploaded by someone just like you and is now part of The Scrib
d Archive*. Give back to the community and gain 24 hours of download access by u
ploading something of your own.
Processing...
Queued: Uploading: You have uploaded: Upload failed:
Document URL:
This document is: PrivateThis document is: Public
Cancel Upload
Make it easier to find your new document!
Title:
Category:
Tags: (separate with commas)
Description:
Share:
Or_divider_550x7
Subscribe to The Scribd Archive and download as many documents as you'd like.
1 Month Pass
Most Popular
$9
1 Day Pass
$5
1 Year Pass
$59
Choose payment optionSecure_checkout
Pay with Credit Card
Pay with PayPal or Credit
Charge to your mobile phone bill
* The Scribd Archive is a collection of millions of documents, including researc
h reports, best-selling books, news source materials, and more. Read the Scribd
Archive FAQ for more information.
Icon_download_35x35
Thanks for uploading! Download this document as
Icon_pdf_54x56
pdf

Icon_doc_54x56
doc

Icon_txt_54x56
txt
36335252-Thailand-Home-Stay-M....pdf - 230.3 KB

8
Thailand Home-Stay Marketing Plan
Download this Document for FreePrintMobileCollectionsReport Document
Report this document?
Please tell us reason(s) for reporting this document
Spam or junk
Porn adult content
Hateful or offensive
If you are the copyright owner of this document and want to report it, please fo
llow these directions to submit a copyright infringement notice.
Cancel
This is a private document. Question_small
Info and Rating
Reads:
424
Uploaded:
08/24/2010
Category:
Uncategorized.
Rated:
home stay
homestays marketing
marketing strategy
strategies
homestay marketing
analysis
tourism marketing
(more tags)
home stay
homestays marketing
marketing strategy
strategies
homestay marketing
analysis
tourism marketing
promoting homestays
thailand tourism
cultural
(fewer)
expatpete
Ads by Google
Middle East Business
Gain insights about the business
climate in the Middle East. Read on
www.iesingapore.gov.sg
100 Hotels Patong Beach
Book your Hotel in Patong Beach.
Save up to 75% on your reservation.
www.booking.com/Patong-Beach
Luxury Villa In Phuket
Serene and Graceful Thai Residence
Set In its Own Lush Tropical Garden
www.thehimmaphanresort.com
Share & Embed
More from this user
PreviousNext
1.
22 p.
61 p.
28 p.
2.
12 p.
143 p.
17 p.
Recent Readcasters
Vishwas T Mahadevaiah
Yogesh Yadav
Stefler Aof
Raj Pradhan
Kay Raetong
Add a Comment
Spinner_trans_gray
Print this document
High Quality
Open the downloaded document, and select print from the file menu (PDF reader re
quired).
Add this document to your Collections
This is a private document, so it may only be added to private collections.
Transparent
Name:
Description:
Collection Type:
public locked: only you can add to this collection, but others can view it
public moderated: others can add to this collection, but you approve or reject a
dditions
private: only you can add to this collection, and only you will be able to view
it
Cancel
Finished? Back to Document
Add this document to your Collections
This is a private document, so it may only be added to private collections.
Transparent
Name:
Description:
Collection Type:
public locked: only you can add to this collection, but others can view it
public moderated: others can add to this collection, but you approve or reject a
dditions
private: only you can add to this collection, and only you will be able to view
it
Cancel
Finished? Back to Document
Icon_archives_35x35
Scribd Archive > Charge to your Mobile Phone Bill
Upload a Document
* Follow Us!
* scribd.com/scribd
* twitter.com/scribd
* facebook.com/scribd
* About
* Press
* Blog
* Partners
* Scribd 101
* Web Stuff
* Scribd Store
* Support
* FAQ
* Developers / API
* Jobs
 * Terms
* Copyright
* Privacy
scribd. scribd. scribd. scribd. scribd. scribd. scribd. scribd. scribd.
Icon_download_35x35
Download this document
Icon_pdf_54x56
pdf

Icon_doc_54x56
doc

Icon_txt_54x56
txt
36335252-Thailand-Home-Stay-M....pdf - 230.3 KB
Readcast:
Icon_archives_35x35
The Scribd Archive
This document was uploaded by someone just like you and is now part of The Scrib
d Archive*. Give back to the community and gain 24 hours of download access by u
ploading something of your own.
Processing...
Queued: Uploading: You have uploaded: Upload failed:
Document URL:
This document is: PrivateThis document is: Public
Cancel Upload

Make it easier to find your new document!

Title:
Category:
Tags: (separate with commas)
Description:
Share:
Or_divider_550x7
Subscribe to The Scribd Archive and download as many documents as you'd like.
1 Month Pass
Most Popular
$9
1 Day Pass
$5
1 Year Pass
$59
Choose payment optionSecure_checkout
Pay with Credit Card
Pay with PayPal or Credit
Charge to your mobile phone bill
* The Scribd Archive is a collection of millions of documents, including researc
h reports, best-selling books, news source materials, and more. Read the Scribd
Archive FAQ for more information.
Icon_download_35x35
Thanks for uploading! Download this document as
Icon_pdf_54x56
pdf

Icon_doc_54x56
doc

Icon_txt_54x56
txt
36335252-Thailand-Home-Stay-M....pdf - 230.3 KB

Strengths
Weaknesses
o
Wide range of Home-stay properties available
o
Unique range of nature based and cultural attractions
o
Low number of promotions
o
UNESCO World Heritage
sites
o
Promotional funds thinly spread across markets
o
Fascinating indigenous cultures and traditions
o
Limited focus of TAT market the Home-stay sector
o
Generally friendly and hospitable local population
o
Low community awareness of Home-stay sector
benefits
o
Well established and spectacular cultural events
o
Lack of market research/weak statistical base
o
Extraordinary natural environments
o
Weak provincial tourism bureaus and associations
o
Excellent accessibility through international hub
o
Limited private sector involvement in Home-stay
marketing
o
Comprehensive air and land transport network
o
Relatively unspoiled environment
o
Increasing support from government for tourism
o
Strong country branding in key markets