tat12014.pdf

| Low Carbon Tourism

| Pop Culture Tourism SOFT CONTENT

| Tourism @ AEC AEC

:

| Tourism Seminar World Travel & Tourism Council

The Asia Summit : Staying Ahead of Tomorrow

| Tourism Talk

| From the Cover -?

| Tourism Situation

- 2556

| Tourism Trend WTM Global Trends Report

Hostel Part 2

C o n t e n t

Tourism Authority of Thailand1600 New Phetchaburi Road, Makkasan, Ratchathewi,Bangkok 10400, Thailandtel: +66 2250 5500 ext. 2620-2fax: +66 2253 7468email: [email protected]: etatjournal.comebook: www.issuu.com/etatjournalwww.ebooks.in.th/etatjournaltwitter: @etatjournal

EPO (EcoPaque Offset)

-- 3.0

Tourism Journal 1/20141600

10400

: 0 2250 5500 2620-2

: 0 2253 7468

| Tourism Research

6-15 25-30

41-48

49-5556-61

62-73

16-19

20-24

31-40

PANKs, Happiness Index, Low

Carbon, Pop Culture, Soft Content

(UNWTO) 2 TedQual Network

.

6 | Tourism Journal

T o u r i s m S i t u a t i o n

- 2556

: .

9 2556 23 19.67 853,122 ( )

9 93

37

500,000 14-40

2 20 40

.

13

.

2556

17

26.26 1.18

20

6 | Tourism Journal

7|Tourism Journal

15 9 3

9 30 City Airways - 7 / 32 TransAsia Airways -

2 / -


9 35 12.08 3 36

: 9 2556

51 6.74

93 3.74 9 3

83

- China Southern Airlines - 14 / -, Hainan Airlines

- 4 /, Shenzhen Airlines - 14 / 8

26

12 9

2556 Korean

Air - 4 7 / Asiana Airlines - 7 14 /

7|Tourism Journal

8 | Tourism Journal


: 9

19 2555 3 27

14 20 9

4

- 64 70 / 2-18 - 19 26 / Jetstar Asia -

25 / 33 /

9 40 3

Garuda Airlines - 4 /

- 7 14 /

9 11 3 21

Cebu Pacific - 3 /

38 9

Bangkok

Airways - 4 / - 3 / - 7 / 9 8 25

9 2556

4.42

13

37 24 11 8 1 0.57

8 | Tourism Journal

9|Tourism Journal

/CIS

(-)

(-) ,

, ,

Thomas Cook, TUI Thomson, TUI Nordic

(Cruise)

(-) Norwegian Air -

- 3 /

21

- 3 4 / -

4 5 /


9 8

8 5

19

18

9

1 5

9|Tourism Journal

10 | Tourism Journal


2555 12

9 5

Associated Chamber of Commerce and Industry

of India

9 12 7 4 3

9 3

4 3 2

2

9

9 2

9

2

31 26 2 5

1

9

-

Gulf

Cooperation Council (GCC)

(Ramadan) ( 9 -)

9

. Etihad Corporate/ Incentive Medical

3

50


11|Tourism Journal


: 30-50

1 2556

4

(Golden Week 1-7 2556) 30-50

50-70

- 40-50

4

4 JATA

-

() - 4 2556

27 2556

3

:

( 40% ) 2556 - 2557

65 50-55 ( : )

96.9 ( ) 95.3 ( )

17 1

. Road Show

11|Tourism Journal



:

1-16

ForwardKeys

Abacus, Amadeus 3

2557

:

()

. 2556

30-37

www.yatra.

com 63

37

The Best Golf

Destination Safari India National Tourism Awards 2013

Best Wedding Destination Hospitality India Awards

2013 /

4 2556

Jetstar - 2 / 14 2556

.

2556 Thailand Medical & Wellness Tourism Trade

and Media FAM Trip 2013 40

10

: Emirates

- 35 / 42 / . 2556 Road Show

: - - 4 3 / Low Season (Short

Haul)


13|Tourism Journal


:

1. 2556

( ) 2. 2555 eTAT Journal 1/2013 2555

2555

Lost in Thailand

2 2555 2 2558 3 2555 2.2

2556

3. 2556

2556

2556

80 2556

13|Tourism Journal


100,000 1,500 1 5 500,000

2556

(Self Drive)

2

2555

2.7 1

2556

4

. eTAT Journal 4/2556

2556 50,000

2 ( ) . Better Samed

eTAT

Journal 4/2556



15|Tourism Journal

2555 3 .. . (.) 5 5 1 24 2555

2555

2556 2555 2556

(.)

. 1 24 2556

2557

4. 2557 . 28 136.8 / 2 2557 Higher Revenue Through Thainess

2556 Marketing 3.0 (Value) (Co-creation)

(Share)

15|Tourism Journal



T o u r i s m R e s e a r c h

: (.) TAT Tourism Poll

3

.

: 2,000 600 1,400 6

: 21 28 2556


17|Tourism Journal


1.1

98.3% 1.7% 5.7% 70% 38.8% 11.3 %

75.8% 64.3% // 3.9%

5

: .

1.2

l (59.5%)

n 63.1%

n 41.1%

n 40.5%

1

1.

2.

3.

4.

5.

12.2% 8.2% 6.4% 6.1%

5.2%



l (40.5%)

n 61.3%

n 47.9% n 42.1%l -

80%

l 85.6% 14.4%

n 82.4% n 15.9% n / 12.9%

l

n 50.0%

n 48.3%

n 44.0%

2.1 6

5 58.4% 33.8% 32.9% 27.3% 26.3%

2

Walk-in

.. 2555 .. 2556

37.0%

35.3%

27.3%

0.5%

17.7%

7.5%

17.2%

57.5%

35.8%

35.6%

27.4%

1.2%

21.8%

7%

20.8%

21.8%

19|Tourism Journal


2.2

57.1%

31.6%

l 3

n 40.2% n Gift Voucher 27.7% n 21.9%l 7.9% 92.1%

l 3

n 45.2% n 32% n 30.2%

71%

l n 52.0% n / 49.7% n / 7.2%l 5

n 39.2%

n 32.7%

n 29.2%

n 26.3%

n 25.5%

l 5

n 76.2%

n 52.3%

n 36.3%

n

31.3%

n 30%


F r o m t h e C o v e rF r o m t h e C o v e r


21|Tourism Journal

F r o m t h e C o v e r

3

-

3

1,600

4

..2547-2548- Over Manicured

5 2

-?

Historic Town of Sukhothai and Associated

Historic Towns .. 25342

3

3 43,750

( 2518) 28,217 ( 2531) 2,114

( 2511)3


l:.1 ll:l

21|Tourism Journal

1 [email protected]

2http://whc.unesco.org/en/list/574

3

4..2556(.)

5RussellStaiff(2013).LostinTranslation?Conversingacrossculturesatheritagesites.

2556(ICOMOSInternationalCulturalTourismCommitteeWorkshopandSukhothaiInternationalCulturalTourismExpertSymposium2013),7-112556.



6

7

()

(SenseofPlace)

8




6 InternationalCharterfortheConservationandRestorationofMonumentsandSites(TheVeniceCharter1964)

www.icomos.org/charters/venice_e.pdf7 TheNaraDocumentonAuthenticity(1994)www.icomos.org/charters/nara-e.pdf

HistoricUrbanLandscape(HUL)whc.unesco.org/document/1235708 (CreativeIndustries)UNCTAD4Heritage,Arts,MediaFunctional

Creationshttp://unctad.org/en/Pages/DITC/CreativeEconomy/Creative-Economy-

Programme.aspx

23|Tourism Journal


(

)-

...

()10

3 200

..2555-2556 2

(.)

PATA(PacificandAsiaTourismAssociation

)22

11

9

Sightseeing

Checklist


23|Tourism Journal


9 RussellStaiff(4)

Uluru-KataTjuta

10(3)

11http://www.pata.org/press/pata-announces-the-grand-and-gold-award-winners

http://www.tatnews.org/tourist-attractions-sukhothai-win-pata-gold-awards/



(.)

312

3 13

14

15

-

16

-

Repeater


123--

http://www.dasta.or.th/th/procurement/1539-1539.html13GlobalStatusReportonRoadSafety2013http://www.who.int/violence_injury_prevention/road_

safety_status/2013/en/index.html

www.twoonfourwheels.com14..2550

()

15Pokharatsiri,J.(2012).BangkokOldTowninDissonance:Heritage,Tourismand

Gentrification.NAJUAJournalofFacultyofArchitecture,SilpakornUniversity,Vol.9(September2012-October2013),121-135.

9(2555-2556)16(3)

T o u r i s m T r e n d

1. Americas : PANKs A New Demographic PANKs Professional Aunt, No Kids

2. UK : Travel Happiness Index Routehappy.com Happiness Score

(Commoditised)

3. Europe : Next Generation Peer-to-Peer Airbnb, HouseTrip HomeAway (Car Sharing) Avis Zipcar

Global Trends Report :

Euromonitor International World Travel Mart 2013 (WTM 2013) 4 2556

25|Tourism Journal


4. Middle East : Low-Cost Goes Upmarket Jazeera Flydubai

5. Africa : The Big Five with Your Little One Madagascar Lion King

Volunteerism

6. Asia : Fight for Cruise Control in China (Cruise) 2 2017 2013 200,000 (Royal Caribbean)

2013 Marine

Tourism Year 5

7. India : The Travel Social Shake-up 12 Facebook Facebook 82 Facebook 3 70

8. Travel Technology : Mobile Concierge

(Real-time) (Customisation)

2012

8.4 524 9.5 5

9. Global Village : Vacancy on DemandChasing the 24-hour Traveller

Microstays

(Day-use)



Hostel part

:

Torture Porn

Hostel (2005)

2 2

27|Tourism Journal


Souvenirs Opening Credits Hostel 2

l

l ROME Souvenir

l

l Pilgrimage

Phallus Torture Porn !

Exotic

F_ck

Worldview

2

Taiwan Thailand

1

2

3



Coming of Age Hostel 2

2 -

Midlife Crisis Exotic Coming of Age

Midlife Crisis

Theme 2

Pseudo Place Hostel 2 Theme Concept

Boutique Hotel Hip Hotel

Pseudo Place

Romanticized

l Hostel

l -

l Romanticized

Romanticized -

4 5

6

7

29|Tourism Journal


Commoditization Com- moditization - Refurbish -

Dog Eat Dog

l

l Identified

l 4

l

Castration - -

( )

2. Hostel

2

Penetrate

Hostel

8

9

: December 24, 2008

http://theaestheticsofloneliness.blogspot.com


31|Tourism Journal

T o u r i s m S e m i n a r

RT Hon. Tony Blair (1997-2007)

:

World Travel & Tourism CouncilThe Asia Summit : Staying Ahead of Tomorrow

World Travel & Tourism Council (WTTC) 10-11 2556 Lotte Keynote Speaker - Theme Staying Ahead of Tomorrow 7

6 70 2023 2 3 47

150


Session 1 : Asia-Powerhouse of the World Economy (Connectivity)

3 2020 1,700

WTTC

36.89 GDP266


Asia2050:RealizingtheAsianCentury

GlobalEconomicsPaperNo:99GoldmanSachs

33|Tourism Journal


DarkTourism

MiddleIncomeTrap

1. 2.3.

(Bio-medical,SmartEco-City,

GreenIndustry) (Service BigBang)



2005

60

25

80 OldAsia

EducationTourism

AECAEC+6

Session 2 : Asia Powering Global Travel & Tourism

Speed 1 : Old Asia Speed 1 : Old Asia Japan 2005 Japan 1995 Republic of Korea 2024 Republic of Korea 2015 PRC 2032 PRC 2020Speed 2 : Young Asia Speed 2 : Young Asia Thailand 2039 Indonesia 2030 Indonesia Post 2050 Thailand 2040 Viet Nam Post 2050 India 2040 Bangladesh Post 2050 Viet Nam 2040 India Post 2050 Bangladesh 2045Speed 3 : Very Young Asia Speed 3 : Very Young Asia Pakistan Post 2050 Pakistan Post 2050 Afghanistan Post 2050 Afghanistan Post 2050

Source : United Nations Statistics Division, 2011Korea Economic Research Institute

Mature economies together with young and fast-growing economies

< Inflection Years >

Total population Working Age Population

35|Tourism Journal


(CulturalSustainability)

BiggestSpender Segment

GoWestPolicy

80

BottleNeck

CathayPacific

JapanAirlines JapanAirlines

1

2013-2023

759

1

LCCs expand in SE Asia

LCC Capacity Share With SE Asia, 2001-2012(%ofseats)

0

10

2001 2004 2007 20112002 2005

3.3%4.6% 4.0%

9.8%13.6%

18.1%

23.2%26.8%

30.9% 30.7%32.4%

52.0%57.4%

2008 20122003 2006 20102009 Jan-Aug2013

20

30

40

50

But very slowly in NE Asia

LCC Capacity Share With NE Asia, 2001-2012(%ofseats)

0

2

4

6

8

2001 2004 2007 20112002 2005

0.4% 0.4% 0.3%0.6% 0.8%

1.8%

2.7% 2.7%3.9%

6.8%

9.5%9.2%

2008 20122003 2006 20102009 Jan-Aug2013

10

CAPACenterforAviation

5.9%



IT

IT

ShoppingTourism-

(Buying)

(CulturalSensitivity) (Threat) (Opportunity)

(LearningProcess)

12556

Session 3 : Korea, Huge Potential Innovative Ideas 12

GroupTour

37|Tourism Journal


37 3

MedicalTourism

MedicalTourism

BestService8

200

Hub Self-Check-in

CulturalAirport

AirportCity

25

KoreanWave +

KoreanWave15

MySassyGirl

20

YoungGeneration

KoreanWave

UCC(UserContentCreator)YouTube

Content

60



LotteWorldTower

556 123 ..2558(1-6) (7-60)(61-85)(86-119)

(120-123)

(CulturalSensitivity)

BusinessTourist

(Public-Private

Partnership)

(VisaBarrier)

(National

SecurityOrganization)

Mindset

(ASEAN) SingleVisa

Hardware

(HospitalityServiceProvider)

(Travel)(Trade)

Session 4 : Removing the Barriers

Session 5 : Tourism for Tomorrow WTTC

3PPeople()

Planet(, ) Profit()

-GenY (Non-conventional

WorkingHour)

-BabyBoomerWork-lifeBalance

5

Framework

39|Tourism Journal

Ministers : Travel & Tourism in the Trade Arena

1

2012125

1.3

ASEAN

Co-opetition

ASEAN MekongSub-region

Theme(SilkRoad

Project)


Session 6 : Growing Capacity Sustainably through Infrastructure Development

()

(CruiseShip) 13

2020

WHEREDO CHINESE TRAVELERS FLY TO?

11

12

13

14

15

16

17

18

19

20

04

03

05

06

07

08

09

10

01

02

VANCOU-VER

LOS AN-GELES

HONOLULU

LONDON

PARIS

KUALA LUMPUR

TOKYO

OSAKA

TAIPEI

MILAN

ROME SINGAPORE

SYDNEY

SAN FRANCISCO

NEW YORK

LAS VEGAS

HONGKONG

BANGKOK

SEOUL

PHUKET


Asia and the Pacific,

the Middle East and Africa to

Increase their shares

Europe63%

Europe51%

Europe41%

Africa

3%

Africa

5%

Africa

7%

Asia and the Pacic

8%

Middle East

3%

Middle East

6%

Middle East

8%

Americas23%

Asia and the Pacic

22%

Asia and the Pacic

30%

Americas

16%

Americas

14%


ADS(ApprovedDestinationStatus)

2(Inbound

&Outbound)

Session 7 : Trending Now (and Tomorrow)

TourismLaw

(RightofIndividualTourist)

Expedia.com CTrip,

MakeMyTrip 15

Southwest

AirlinesRyanairAirAsia

Expedia

Experiential-basedser-

vice

21

1.

2.

3. Wi-Fi

4. (Data) Application

NFC(NearFieldCommunication)

45-65

(Connectivity) NewGeneration

GoogleGlass

1980 (277 mn)

2010 (940 mn)

UNWTO

2030 (1.8 bn)

41|Tourism Journal

T o u r i s m T a l k

1

:

2 ..

.

Creative City Mice City

Host

41| 41|Tourism Journal

43|Tourism Journal


2

.

3

43|Tourism Journal



.

.

40

. OTOP

3Little Chiang Mai

45|Tourism Journal


-

Suffer

4

47|Tourism Journal


Working Group

547|Tourism Journal



Mass Niche .

2555 6.57

16.05 4.37 20.86 2.19

7.51 3.24 2,976.06

53,863.72

6


49|Tourism Journal

:

I love going to flea markets

especially when I am traveling, because

I love seeing the stuff of other cultures,

handicrafts and things with historical

content.

1

,

-

,

?

L o w C a r b o n T o u r i s m



2

Flea Market

(

)

Flea Market

18

Fly Market

Flea Market

Flea Market

march aux puces market

where one acquires fleas

Siphonaptera

Flea Market

Flea Market

-

!

-

Greens Lane -

1850

- ?

3

51|Tourism Journal


-

!

4



!

Car

Boot Sales Boot Fairs

,

!

Car Boot Sales

Car Boot Sales

Car Boot Sales

Omni Center

4

,

!

Car Boot Sales

50 p

25

5

1-5

10-20

1

40 !

55

53|Tourism Journal


6 Car Boot Sales Garage Sale Yard Sale

Garage Sale Yard Sale

Car Boot Sales



,

Flea Market, Car Boot Sales

Garage Sale ?



7 -

(

)

(

Car Boot Sales

) Tourist Attraction

Freecycle

()

Landfill

Freecycle

Freecycle

Oxfam Freecycle

,

Freecycle Changing the World One Gift at a Time

Gift Economy

()

Barter System

Gift Economy

Jumble Sale Rummage Sale

, -

55|Tourism Journal


8

,

!

:

P o p C u l t u r e T o u r i s m


()

Infographic 5

(

)


57|Tourism Journal

Iron Man 3 (Thai Sweded by FEDFE) Sweded

Sweded Titanic

(

)

Sweded

Sweded Iron Man 3

FEDFE Iron Man

Sweded Iron Man

FEDFE

, Iron Man

(

)

World Wide

Harlem Shake 2012 Harlem Shake

Social Media 24

Harlem Shake

5 Harlem Shake



Politics Harlem Shake

Politics

Politics

Politics (

)

()

(

)

3 ( ,

)

()

(

)


59|Tourism Journal

69

(

)

4



1,000

( )

Line

(

)

(

)

10


61|Tourism Journal


T o u r i s m A E C

AEC

AEC 24-25 2556


:

63|Tourism Journal

T o u r i s m A E C

7

1)

2) AEC :

3) AEC

4)

5)

6) Lean Thinking AEC

7) AEC

AEC

63|Tourism Journal


T o u r i s m A E C

(Tourism Situation and Trends) Global Tourism

Newcomer

AEC :

:

(ASEAN Economic Community : AEC) :

Global Tourism Risks

Eurozone Crisis, Egypt Civil War, Arab Spring, Syrian Civil War, North Korea vs South Korea Eurozone

Competitors in the Region

2012 2011 1

5

DOs & DONTs

.

Future Tourism

Well- Being 5S Sport (

) Snow () Silk Road () Safari ( Green Tourism Eco Tourism) Space ( )

ICT

(Free Trade Area-FTA) (Counter Trafficking in Persons-CTP)

ASEAN

9

.

Product & Service Friendliness,

Culture Smile

Lifestyle Succeeder Reformer

65|Tourism Journal

T o u r i s m A E C

AEC

AEC

Value Creation

Brand

/ /

/

AEC .

()

(Financial / Non-Financial)

Decision Making Core

Value = Benefits - Cost 2 Value

3

AEC

Case

Studies, Demonstration, Role Playing, Business Game, Simulation/

In-Basket Training

PDCA (Plan) (Do) (Check) (Act)

4


T o u r i s m A E C

Hub

(Accessibility) (Connectivity)

580 7 7

ASEAN Community

(Bargaining Power)

AEC

2556

30-40%

Lost in Thailand

Connectivity

Trade Show

Associate

Marketing Group Road Show .

(Standard)

(Tourism Logistics : Concepts and Technique) .

(Logistics)

Alexander the Great

(Supply Chain Management - SCM)

67|Tourism Journal

T o u r i s m A E C

2 (Logistics of Tourists)

(Logistics of Tourism Services)

Flows () Physical Flow

Information Flow Financial Flow

(Flow)

( )

(Tourism Supply Chain)

l (Defining the Tourism Industry) :

# Hospitality Industry Clubs, Food Service

# Tourism Industry Train, Ferries, Airline

# Travel Industry Commuters

l (Specify Special Characteristics of Tourism)

(Demand, Seasonality, Volatility)

l (Outlining Flow and Process)

Before the Trip : Trip Arrangement

During the Trip : Passenger Transport (Air/Land)

After Trip : Feedback 1. (Design) Customer Value, Competitive Advantage, Inventory

2. (Relationship) 4 Service Provider, Tourists, Tour Agency

Input Provider

3. (Performance Measurement) External (Customer Satisfaction), Financial

-,

, , ,

/

Value Stream Mapping (VSM)

Global Supply Chain Management Real Madrid FC Barcelona


T o u r i s m A E C

69|Tourism Journal

T o u r i s m A E C

Lean Thinking AEC .

= -

(Customer Value)

/ ( 4

)

2 (Market

Qualifiers) (Order Winners)

:

l That One Size Doesnt Fit All

l Lean = Do Less For More = Waste Elimination

l Agile = Flexibility and Responsiveness

l Lean + Agile = LeAgile

Seven Wastes

(TIMWOOD) 7 Transport, Inventory,

Motion/Movement, Waiting, Over Processing, Over Production

Defects

Marks and Spencer

1990

The LeAgile Approach

From Mass Production to Mass Customisation

Mass Production

Mass Customisation M&M DELL

Lean 1. (Identify Value)

2. (Map the Value Stream)

3. (Create Flow)

4. (Establish Pull)

5. (Seek Perfection)

Lean Agile LeAgile


T o u r i s m A E C

Logistics and Connectivity AEC ..

(Understanding Regional Economic Integration) GMS-Greater Mekong Subregion

3

1.

2.

3.

Gateway

(Mutual Recognition Agreement - MRA)

AEC

.. 2015 AEC


71|Tourism Journal

T o u r i s m A E C

.. 2383

:

:

(Vicinity)


T o u r i s m A E C

.. 2505

.. 2505

-

()

()

( 3) .. 2376 .. 2389 [ () 3 .. 122 .. 2514]

( )


73|Tourism Journal

T o u r i s m A E C

2

(The New

Nations)

-

2

- -

.. 2505

.. 2505

(Joint Development Area - JDA)

JDA

- - (Joint Cultural Development Area) JCDA

(Joint Tourism Areas) JTA

-

(

)

...

...

...

JCDA

JTA -

!

73|Tourism Journal

[email protected] http://tourismlibrary.tat.or.th

25532554

2555

(

)

Honeymoon & Wedding

2 (

)

(Eco & Adventure Tourism)

()

(Golf, Honeymoon

& Wedding)

tat12014.pdf

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