Research On Marketing Strategies Of Thai Tourism Based On 4P Combination Strategies

The tourism of Thailand is so famous all over the world owing to the long historic culture and graceful natural landscape. In 2012, the total amount of reception of tourist arrived more than 22 million and the total income of tourism exceeded 106 billion Thai Baht, which promote the communication and connection between the Thai and the whole world. However, with the rapid development of the tourism, many problems have become more and more seriously, such as the destroying ecological environment and cultural relics, wide spreading porn industry and so on. In order to promote healthy development of Thai tourism, and expand oversea tourism market and international cooperation, it’s necessary to make research on the Thai tourism market, including the present situation, problems, and further developing strategies.This paper focus on the marketing strategies of Thai tourism based on 4P marketing combination theory. Firstly, the current conditions have been analyzed, including tourists’ structure and 4P theory(product, price, place and promotion). After then, empirical researches have been made on Chinese tourists who come to Thai for tour, based on the methods of literature searching and integration of Internet information. After descriptive analysis, 4P marketing combination strategies have been deeply studied by questionnaire investigating, including products analysis, price analysis, place analysis and promotion analysis. Thirdly, based on the above analysis, the existing problems of Thai tourism have been proposed, including no innovation in product design, unwise price-war with worse service, wide spreading porn industry, insufficient marketing exploring, and so on. Fourthly, corresponding countermeasures have been proposed based on 4P marketing combination theory, including promoting tourism product quality, constructing in-depth tourist route bands, adopting multiple pricing methods such as penetration pricing method, differential pricing method and discount pricing method, developing internet place for information providing, in order to attract as many foreign tourists as possible based on the maximum acceptable capacity. At last, conclusions and shortcomings of this paper have been listed, accompany with further research interests.This article is based on theoretical study and practical research, to make an objective analysis of Thailand tourism market, and on this basis, to put forward solving strategies from price, product, distribution and promotion, to promote the development of Thailand tourism product in the Chinese market.Research on marketing strategies of Thailand tourism is of great significance, especially based on 4P marketing combination strategies. Exploring existing problems and adoptive innovating strategies from product, price, place, promotion, not only meaningful for exploiting Thai tourism, but also significant for the development of the tourism of other countries.