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Page 1: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Chapter 2 Tourism Marketing Chapter 2 Tourism Marketing Environment Environment

Page 2: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Chapter 2 Tourism Marketing Chapter 2 Tourism Marketing EnvironmentEnvironment

TopicTopic

Environment Environment

Marketing EnvironmentMarketing Environment

Macro &Micro Environment Macro &Micro Environment

Marketing Environment ModelMarketing Environment Model

SWOT ANALISISSWOT ANALISIS

Page 3: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Chapter 2 Tourism Marketing Chapter 2 Tourism Marketing EnvironmentEnvironment

Page 4: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Chapter 2 Tourism Marketing Chapter 2 Tourism Marketing EnvironmentEnvironment

Page 5: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Chapter 2 Tourism Marketing Chapter 2 Tourism Marketing EnvironmentEnvironment

Page 6: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Tourism marketing environmentTourism marketing environment

External Tourism marketing External Tourism marketing environmentenvironment

macro micromacro micro

Internal Tourism marketing Internal Tourism marketing environmentenvironment

Page 7: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

Macro Macro DemographicDemographicEconomicEconomicPolitic/ lawPolitic/ lawTechnologyTechnologyCulture ,norm, fashionCulture ,norm, fashionNatural resourceNatural resourceWarWarEpidemic Epidemic Etc Etc

MicroMicroIntermediariesIntermediariesCustomer/touristCustomer/touristCompetitorCompetitorSuppliers = tourism Suppliers = tourism businessbusiness

Page 8: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism marketing External Tourism marketing environmentenvironment

MacroMacro

Demographic Demographic

PopulationPopulation

birth ratebirth rate

age age sex or gendersex or gender

occupationoccupation

Page 9: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

MacroMacro

economic economic

fuel pricefuel price

currency currency

interest interest

growth rate gdpgrowth rate gdp

tourismtourism

labor informationlabor information

Page 10: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

อั�ตราดอักเบี้��ยเงิ�นฝากสำ�าหร�บี้บี้�คคลอั�ตราดอักเบี้��ยเงิ�นฝากสำ�าหร�บี้บี้�คคลธรรมดาธรรมดา  ขอังิธนาคารพาณิ�ชย�ขอังิธนาคารพาณิ�ชย�((%%) ) ประจำ�าประจำ�า

วั�นที่�% วั�นที่�% 22 สำ�งิหาคม สำ�งิหาคม 25562556Bank of thailandBank of thailand

Deposit InterestDeposit Interest

อัอัมที่ร�พย� อัอัมที่ร�พย� 0750.0750.

ประจำ�าประจำ�า 33 เด&อันเด&อัน -1625. -1625.

200 200

ประจำ�าประจำ�า 2424 เด&อัน เด&อัน 2625 2625

Loan interest Loan interest

ปกต�ปกต� 7.007.00 สำ(งิสำ�ด สำ(งิสำ�ด 16.0016.00 ผิ�ดน�ด ผิ�ดน�ด 2300. 2300.บี้�ตรเครด�ต บี้�ตรเครด�ต 20.0020.00

Page 11: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Labor infoLabor info

64.46 64.46 ล*านคนล*านคนวั�ยแรงิงิาน วั�ยแรงิงิาน 39.4139.41

ม�งิานที่�า ม�งิานที่�า 38.9438.94

เกษตรเกษตร//นอัก เกษตร นอัก เกษตร 15.43/23.5115.43/23.51

300 bath300 bath

25,128 bath25,128 bath

Page 12: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Gross domestic propensityGross domestic propensity

Page 13: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Gross domestic propensity/capitalGross domestic propensity/capital

Page 14: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Tourism Marketing EnvironmentTourism Marketing Environment

Tourism thailand.orgTourism thailand.org

marketing databasemarketing database Tourism balanceTourism balance International touristsInternational tourists Outgoing Thai touristsOutgoing Thai tourists Number of hotel roomNumber of hotel room Tourism resouces Tourism resouces

Page 15: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

International Tourist Arrival to International Tourist Arrival to ThailandThailand

20112011 20122012 %% 20132013

Jan - juneJan - june

19,230,47019,230,470 22,353,90322,353,903 16.2416.24 26,546,72526,546,725

Page 16: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Tourism balance 2012Tourism balance 2012

20122012 tourismtourism

receiptreceipt

TourismTourism

expenditurexpendituree

Tourism Tourism balancebalance

%%

Grand Grand total total

983,528983,528 137,861137,861 846,066846,066 29.3429.34

Page 17: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model
Page 18: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Tourism balance 2013Tourism balance 2013

20132013 tourismtourism

receiptreceipt

TourismTourism

expenditurexpendituree

Tourism Tourism balancebalance

%%

Grand Grand total total

1,207,141,207,145.82 5.82

146,410.70 146,410.70 1,060,7351,060,735.12 .12

25.37 25.37

Page 19: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

macromacro

politic politic

law law

warwar

crimecrime

TechnoTechno

Page 20: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

MicroMicro

tourists customers tourists customers

Page 21: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

Micro/competitorMicro/competitor

Page 22: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

Micro Micro

SuppliersSuppliers

Page 23: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

micromicro

Page 24: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

micro/agentmicro/agent

Page 25: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

Micro / Online AgentMicro / Online Agent

Page 26: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Internal Tourism Marketing Internal Tourism Marketing EnvironmentEnvironment

Management resourceManagement resource

man money materials managementman money materials management

marketing management marketing management

marketing mix 7Psmarketing mix 7Ps

Page 27: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Hotel Marketing DepartmentHotel Marketing DepartmentSale coordinatorSale coordinatorSale executiveSale executiveSale managerSale managerSenior sale Senior sale managermanagerAssistance director Assistance director of saleof saleDirector of sale Director of sale Director of sale n Director of sale n marketingmarketing

Asst director of Asst director of marketing room, marketing room, mice mice Director of Director of marketingmarketingDirector of Director of marketingmarketing regionalregional

Page 28: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model
Page 29: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

MacroMacro

TechnologyTechnology

digital lifedigital life

digital marketingdigital marketing

Page 30: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

Page 31: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

External Tourism Marketing External Tourism Marketing EnvironmentEnvironment

Page 32: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

digital marketingdigital marketing

Page 33: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Marketing Environment ModelMarketing Environment Model

Page 34: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model
Page 35: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Swot analysis

Page 36: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Swot analysis

Page 37: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Swot analysis

Page 38: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

Swot analyesis

Page 39: Chapter 2 Tourism Marketing Environment. TopicEnvironment Marketing Environment Marketing Environment Macro &Micro Environment Marketing Environment Model

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