The Development And Strategic Planning Of Thailand Tourist Industry

Tourism is a hot industry in the society at present.The development of tourism plays an important role in Thailand's economic.Tourism is not only an important source of foreign exchange income for Thailand,but also creates more employment opportunities for local people.In addition,the development of tourism will also drive the development of the transportation industry,promote trade activities and investment by domestic and foreign enterprises.tourism can help the country quickly recover its economic system.In recent years,Thailand's tourism industry has developed rapidly,and its rich tourism resources and unique cultural customs have attracted a large number of Chinese people to visit Thailand.According to the data,China ranks first in the number of foreign tourists in Thailand,with an annual tourist population of nearly 10 million and tourism revenue of nearly 500 billion baht.In order to better promote the development of tourism in Thailand,this paper takes this as the direction and carries out research.Firstly,based on previous studies,this paper summarizes the basic model of tourism development strategy and development strategy,analyses the basis of tourism development in Thailand from the aspects of location,physical geography,history,humanities and social economy,and summarizes the current situation of tourism development from eight aspects such as tourism transportation.On this basis,this paper carries out a questionnaire survey on Chinese tourists' satisfaction with Thailand's tourism industry,summarizes tourists' satisfaction with Thailand's tourism industry from nine aspects.The survey results showed that only tourism traffic was judged as moderate in nine aspects of satisfaction,while the rest eight aspects in tourism accommodation,catering,landscape,shopping,entertainment,service,convenience and security were judged as "satisfied".On the basis of the survey data,this paper makes a fuzzy evaluation of the satisfaction degree,and analyses what factors can affect the satisfaction degree of Chinese tourists and the existing problems of Thai tourism industry.At the same time,this paper analyses the strategic environment of Thai tourism market in China,including macro environment analysis,industry environment analysis,Thai tourism competitive advantage analysis and SWOT analysis.Finally,this paper puts forward the overall strategy,which includes country alliance strategy,sustainable development strategy and government-led strategy.In addition,based on SWOT Matrix Analysis which make four strategy,First the growth strategy(SO)mainly strengthens and improves the advantages of Thailand's tourism industry,besides the competitive strategy focuses on developing tourism products and developing specialization in the growth strategy so as to realize the development of specialization and branding.Second,the reversal strategy(ST)is mainly to use external opportunities to supplement the inadequacies of Thailand's tourism industry.Third,the diversification strategy(WO)is mainly to enhance publicity and visibility.Fourth,the defense strategy(WT)is to adopt green marketing to promote environmental image.And,in the last the paper puts forward the development strategy and specific measures and suggestions for the Chinese market of Thai tourism from nine aspects.