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The Branding Strategy of Thailand

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ACADEMIA DE STUDII ECONOMICE BUCUREŞTI
FACULTATEA DE MANAGEMENT ŞI ADMISTRATIE PUBLICĂ

Strategia de branding a Thailandei

Conf. univ. dr. POPESCU Ruxandra Irina

Studenti: Defta Catalin-Ghorghe
Comoroschi Daniel Antonio
Grupa 219, Seria A

Bucuresti, 2013
Cuprins

1.Prezentarea Thailandei………………………………………………………………………………………………………………….3
2.Prezentarea brandului……………………………………………………………………………………………………………………4 2.1.Contextul crearii brandului……………………………………………………………………………………………..4 2.2.Prezentarea logo-ului si sloganului…………………………………………………………………………………5 2.3.Actorii implicate……………………………………………………………………………………………………………..6
3.Strategia de marketing…………………………………………………………………………………………………………………..6 3.1.Campaniile de promovare derulate in timp……………………………………………………………………7
4.Grupurile tinta………………………………………………………………………………………………………………………………11
5.Efectele strategiei de marketing…………………………………………………………………………………………………..12
6.Structura de primire turistica………………………………………………………………………………………………………..12 6.1.Prestigiul……………………………………………………………………………………………………………………….16
7.Concluzii……………………………………………………………………………………………………………………………………….17
8.Bibliografie……………………………………………………………………………………………………………………………………17

1.Prezentarea Thailandei

Forma statala : Regatul Thailandei
Imn naţional: Phleng Chat
Forma de guvernamânt: monarhie constituţională
Suprafaţa: 514.000 km²
Populaţia: 62.354.402 locuitori
Limba oficială: thailandeza
Religie: 95% budism himalayan, 3% islamism, crestinism, hinduism
Capitala: Bangkok
Moneda: baht (THB)
Ziua nationala: 5 decembrie (aniversarea zilei de naştere a regelui)
Fus orar: GMT +7
Domeniu Internet: .th
Prefix telefonic: 00 66

Thailanda , oficial Regatul Thailandei (în limba română este întâlnită şi forma „Tailanda”) este o ţară în Asia de sud-est, învecinată cu Cambodgia la est, Golful Thailandei şi Malaezia la sud, şi cu Marea Andaman şi Myanmar la vest. Capitala statului este Bangkok.
Thailanda, numită şi „ţinutul celor liberi” se poate mândri că, de-alungul celor 800 de ani de istorie a regatului, etnicii thai sunt singurul popor din Asia de Sud-Est ce nu a fost supus colonizării. Cunoscut în trecut sub numele de Siam, regatul poartă numele de Thailanda din 1939. De-a lungul secolelor, popuaţia locală a fost influenţată de diverse culturi: indiană (religia budistă, codul de legi, literatura, astronomia, arhitectura, limba sanscrită), în secolul al III-lea, mon şi khmeră (sec. IV-VIII), care a lăsat numeroase sanctuare de piatră în nord-est şi birmană. Din 1767 la conducerea regatului se află dinastia Chakri, cea care stabileşte capitala la Thonburi şi apoi la Bangkok (în timpul lui Rama I, 1782-1809, perioadă înfloritoare din punct de vedere cultural).
Populaţia este de peste 62 milioane locuitori, cei mai numeroşi fiind etnicii thai (80%), urmaţi de chinezi (10%), malaezieni (4%), laoţieni, mons, khmeri, indieni şi birmani. Religia dominantă este budismul, învăţăturile lui Buddha fiind urmate cu sfinţenie de 93% din populaţie, călugării budişti fiind foarte respectaţi. Fiind o religie deschisă, oricine poate poposi într-o mănăstire pentru a se iniţia în tainele budismului.
Peste 40% din populaţia Thailandei este ocupată în agricultură, ţara fiind pe primele locuri în lume la producţia şi exportul de tapioca, orez, cauciuc, ananas, ton, creveţi, porumb sau zahăr. Din punct de vedere politic, Thailanda este o monarhie constituţională, regele având o autoritate morală puternică, fiind considerat unul dintre cei trei piloni ai societăţii thailandeze (monarhia, religia şi naţiunea).

2.Prezentarea brandului

Thailanda a recunoscut nevoia de a-si dezvolta brand-ul de tara pentru a putea concura pe piata globala competitiva.
Proiectul “Branding Thailand” a fost initiat de Guvernul Thai pentru a afla cum vad oamenii din toata lumea punctele forte si punctele slabe ale tarii. Cea mai mare problema a Thailandei, cea care o plaseaza intr-un real dezavantaj este imaginea turismului sexual.
Pentru a corecta imaginea negativa trebuie subliniate aspec tele pozitive prin campanii care sa promoveze ospitalitatea locala, frumusetea naturii etc.

2.1 Contextul creării brandului

Scopul proiectului a fost determinarea perceptiilor oamenilor din toata lumea, cu privire la Thailanda, in special la domeniul turismului.
Cercetarea a durat un an (din aprilie 2002 pana in mai 2003) si au fost chestionat un esantion semnificativ de persoane, care folosesc sau nu produsele si serviciile thailandeze. Au existat si intrebari ca de exemplu: 'Care sunt primele cuvinte care va vin in minte atunci cand va ganditi la Thailanda?' Raspunsurile la acest gen de intrebari, care cer asocierea cu anumite cuvinte sunt, in general, pozitive (“exotic”, “oameni prietenosi”), dar au existat si comentarii negative (sex, prostitutie, saracie) Cele mai multe raspunsuri reprezentau perceptii amestecate, pozitive si negative, ale Thailandei.

Raspunsuri la intrebarea: 'Care sunt primele cuvinte care va vin in minte atunci cand va ganditi la Thailanda?

Rezultatele cercetarii au ajutat la identificarea atat a punctelor forte cat si a punctelor slabe ale tarii dintr-o perspectiva de marketing.

Fun, Fulfilling, Friendly, Flexible Pentru definirea unui brand s-au identificat 4 caracteristici majore ale “spiritului Thai”.

Bazate pe perceptiile clientilor despre Thailanda, acestea sunt:

Friendly
Fun
Fulfilling
Flexible

Aceste personalitati ale brand-ului ilustreaza un amestec de caracteristici ale stilului de viata Thailandez si ale locurilor din Thailanda.
Notiunea de 'Fun' (amuzant) denota o experienta vibranta si a vibrant and distractiva pe care oamenii o percep in stilul de viata thailandez, in cetatenii thailandezi care au o viata dinamica ce include distractie si sarbatoare.
'Fulfilling' este perceput ca impresia de evadare din realitate sau pace a mintii evocata prin stilul de viata relaxat si locurile linistitoare ale Thailandei
'Friendly' (prietenos) este expresia cea mai utilizata de consumatori cu referire la Thailanda ca la un mediu confortabil.
'Flexibility' (flexibilitate) a fost exprimat cand consumatorii s-au referit la relatiile relaxate dintre oameni foarte diversi, locuri si situatii din Thailanda.

2.2 Prezentarea logo-ului si sloganului

Elementele si caracteristicile pozitive ale Thailandei trebuie sa fie comunicate atat turistilor, cat si rezidentilor deoarece imaginea unui loc este influentata de valorile percepute prezentate clientilor
Campaniile turistice poarta de obicei un slogan care sa unifice si sa sublinieze valorile si identitatile locului promovat.
Campania turistica a Thailandei a avut succes in ceea ce priveste constientizarea publicului, folosind conceptul 'Amazing Thailand', in special avand in vedere ca multor turisti le place ideea de a experimanta ceva nou, exotic, diferit de mediul de acasa sau de viata de zi cu zi.
Cu toate acestea, in alegerea cuvintelor pentru a reprezenta si a pozitiona imaginea tarii, trebuie acordata atentie oricaror posibilitati de a implica conotatii negative. Cu toate ca studiul “Branding Thailand” arata ca 'exotic' este cuvantul cel mai frecvent asociat cu imaginea Thailandei, si exprima foarte bine un caracter definitoriu al tarii, acest cuvant trebuie sa fie evitat avand in vedere ca poate duce cu gandul la turismul sexual, una dintre cele mai mari probleme de imagine pe care le are brand-ul Thailanda.

2.3Actorii implicati
Guvernul Thai a initiat Proiectul “Branding Thailand” pentru a afla cum vad oamenii din toata lumea punctele forte si punctele slabe ale tarii. Acest proiect a fost initiat de Guvernul Thailandei in 2001, cu ajutorul a doua importante scoli de business, Sasin Graduate Institute of Business Administration de la Universitatea Chulalongkorn (Thailand) si The Kellogg School of Management at Northwestern University(USA)
Cercetarea a durat un an (din aprilie 2002 pana in mai 2003) si au fost chestionat un esantion semnificativ de persoane, care folosesc sau nu produsele si serviciile thailandeze

3. Strategia de marketing
Printre motivele pentru creştere a turismului, în anii 1960, au fost atmosfera politica stabila şi de dezvoltare a Bangkok-ului ca o răscruce de transport aerian internaţional. Industria hotelieră şi industria de retail s-a extins rapid, ca urmare a cererii turistice. Acesta a fost, de asemenea, amplificat de prezenţa soldaţilor americani care au început să sosească în anii 1960 pentru odihna si recuperare (R & R), în timpul războiului din Vietnam perioada. Corespunzător, turismul de masă internaţional a crescut puternic în aceeaşi perioadă ca urmare a standardului creşterii a standardului de viaţă, mai multe persoane care achiziţionează mai mult timp liber şi, datorită îmbunătăţirii tehnologiei acest pot să călătorească mai mult, mai rapid, mai ieftin şi în număr mare.
Numărul de turişti a crescut de la 336000 de vizitatori străini şi 54000 R & R soldaţi în 1967 , la peste 14 milioane de vizitatori internaţionali care vizitează Thailanda, în 2007. Durata medie a şederii lor în 2007 a fost de 9.19 zile, generând un procent estimat de 547,782 de milioane de baht thailandez , în jurul valorii de 11 miliarde de euro . În 2007, Thailanda a fost a optsprezecea cea mai vizitata ţara din cu 14.5 milioane de vizitatori.
În anul 2008 Bangkok se afla pe pozitia a 3 a în spatele Londrei şi New York-ului în Euromonitor International lista e de "Destinaţii de top - oraşe", cu 10,209,900 vizitatori, Pattaya 23 cu 4,406,300 de vizitatori, Phuket 31 cu 3,344,700 de vizitatori, şi Chiang Mai clasat pe locul 78, cu 1,604,600 de vizitatori.
Potrivit Autorităţii pentru Turism din Thailanda , 55% din turişti în 2007 a venit din regiunea Asia-Pacific, japonezii şi malaezienii care sunt cele mai mari grupuri. Cele mai mari grupuri de turisti occidentali provin din Marea Britanie, Australia, Germania, Statele Unite şi Scandinavia. Numărul de turişti care sosesc din Orientul Mijlociu şi Rusia este în creştere. Aproximativ 55% din turistii din Thailanda sunt vizitatori care se întorc. Perioada de vârf este in timpul Crăciunului şi de sărbătorile de Anul Nou cand turistii occidentali fug de frigul din tara lor.
Turismul intern, de asemenea, a crescut semnificativ în ultimul deceniu. Veniturile din turism intern au plecat de la 187,898 milioane de baht în 1998 la 380,417 milioane de baht (aproximativ 7.8 miliarde Euro) în 2007
3.1Campaniile de promovare derulate in timp
Promovarea prin postere

Marketing Media - Travel Poster
Thailand: Among Amazing Float
Sursa: http://www.tatnews.org/AWARDS_WON_BY_TAT/4004.asp

Marketing Media - Travel Poster
Thailand: The Rhythm of Refreshment,
Mae Taman Elephant Camp
Sursa: http://www.tatnews.org/AWARDS_WON_BY_TAT/4004.asp

Promovarea prin timbre

Sursa: http://www.siamstamp.com/catalogue/index.php?id=848
Promovare prin aplicatii mobile

Sursa: http://aboutourism.wordpress.com/tag/amazing-thailand/

Sursa: http://iphone.mythailandblog.com/category/thailand/page/3/

Sursa: http://iphone.mythailandblog.com/category/thailand/page/3/

Promovare outdoor

Sursa: http://southeastasean.blogspot.com/2009/09/air-asia-liveries.html

4. Grupurile tinta

Locul | 1998 | 1999 | 2000 | 2001 | 2002 | 1. | Japonia | Japonia | Japonia | Japonia | Malaysia | 2. | Malaysia | Malaysia | Malaysia | Malaysia | Japonia | 3. | Singapore | China | Singapore | Singapore | China | 4. | China | Singapore | China | China | Singapore | 5. | Hong Kong | Taiwan | Taiwan | Taiwan | Korea | 6. | Taiwan | USA | United Kingdom | United Kingdom | United Kingdom | 7. | Germania | United Kingdom | USA | USA | Taiwan | 8. | USA | Germania | Korea | Korea | USA | 9. | United Kingdom | Hong Kong | Hong Kong | Hong Kong | Hong Kong | 10. | Australia | Korea | Germania | Germania | Germania | 11. | Franta | Australia | Australia | Australia | Australia | 12. | Korea | Franta | India | India | India | 13. | India | India | Franta | Franta | Franta | 14. | Suedia | Suedia | Suedia | Suedia | Suedia | 15. | Italia | Italia | Indonezia | Indonezia | Indonezia | 16. | Elvetia | Indonezia | Olanda | Olanda | Olanda | 17. | Olanda | Elvetia | Italia | Italia | Italia | 18. | Indonezia | Olanda | Elvetia | Elvetia | Elvetia | 19. | Canada | Laos | Philippine | Philippine | Philippine | 20. | Philippine | Denmarca | Canada | Canada | Canada | Locul | 2003 | 2004 | 2005 | 2006 | 2007 | 1. | Malaysia | Malaysia | Malaysia | Malaysia | Malaysia | 2. | Japonia | Japonia | Japonia | Japonia | Japonia | 3. | Singapore | Korea | Singapore | China | China | 4. | Korea | Singapore | United Kingdom | Korea | Korea | 5. | China | China | China | Singapore | Singapore | 6. | United Kingdom | United Kingdom | Korea | United Kingdom | United Kingdom | 7. | Hong Kong | USA | USA | USA | USA | 8. | USA | Hong Kong | Germania | Germania | Australia | 9. | Taiwan | Taiwan | India | Australia | India | 10. | Germania | Germania | Australia | India | Germania | 11. | Australia | Australia | Taiwan | Taiwan | Laos | 12. | India | India | Hong Kong | Hong Kong | Taiwan | 13. | Franta | Franta | Franta | Franta | Hong Kong | 14. | Suedia | Suedia | Suedia | Suedia | Franta | 15. | Indonezia | Indonezia | Laos | Vietnam | Suedia | 16. | Olanda | Vietnam | Vietnam | Laos | Russia | 17. | Vietnam | Olanda | Indonezia | Indonezia | Indonezia | 18. | Elvetia | Philippine | Philippine | Philippine | Vietnam | 19. | Philippine | Elvetia | Olanda | Olanda | Olanda | 20. | Laos | Italia | Elvetia | Russia | Italia |
5.Efectele strategiei de marketing

An | Internaţional | | Turisti | Avarage | Cheltuieli medii | Venituri | | Număr | Schimbare | Durata de şedere | / Persoană / zi | Schimbare | Milioane | Schimbare | | (Milioane) | (%) | (Zile) | (Baht) | (%) | (Baht) | (%) | 1998 | 776 | 753 | 840 | 3,712.93 | 112 | 242,177 | 970 | 1999 | 858 | 1,050 | 796 | 3,704.54 | -23 | 253,018 | 448 | 2000 | 951 | 1,082 | 777 | 3,861.19 | 423 | 285,272 | 1,275 | 2001 | 1,006 | 582 | 793 | 3,748.00 | -293 | 299,047 | 483 | 2002 | 1,080 | 733 | 798 | 3,753.74 | 15 | 323,484 | 817 | 2003 | 1,000 | -736 | 819 | 3,774.50 | 55 | 309,269 | -439 | 2004 | 1,165 | 1,646 | 813 | 4,057.85 | 751 | 384,360 | 2,428 | 2005 | 1,152 | -151 | 820 | 3,890.13 | -413 | 367,380 | -442 | 2006 | 1,382 | 2,001 | 862 | 4,048.22 | 406 | 482,319 | 3,129 | 2007 | 1,446 | 465 | 9.19 / P | 4,120.95 / P | 180 | 547782 / P | 1,357 |

6. Structura de primire turistică

DURTA MEDIE DE SEDERE A TURISTILOR INTERNATIONALI SOSITI (NOPTI) | IANUARIE-DECEMBRIE | | | | | | Tara de resedinta | 1997 | 1998 | 1999 | 2000 | Asia de Est | 5.83 | 5.80 | 5.46 | 5.23 | ASEAN | 4.24 | 4.59 | 4.36 | 4.31 | Brunei | 5.21 | 4.55 | 4.02 | 4.08 | Indonesia | 4.87 | 6.17 | 4.01 | 3.89 | Laos | 11.63 | 12.54 | 13.59 | 14.09 | Malaysia | 3.55 | 3.72 | 3.46 | 3.45 | Philippine | 9.22 | 8.14 | 7.20 | 7.23 | Singapore | 4.67 | 4.50 | 4.34 | 4.18 | Vietnam | 8.12 | 6.72 | 6.72 | 6.41 | China | 7.79 | 6.63 | 6.38 | 6.37 | Hong Kong | 5.07 | 4.86 | 4.64 | 4.50 | Japan | 6.70 | 6.55 | 6.16 | 5.91 | Korea | 5.14 | 6.34 | 5.15 | 4.82 | Taiwan | 7.50 | 7.30 | 6.48 | 5.86 | Altele | 14.05 | 9.11 | 7.58 | 8.02 | Europa | 12.93 | 12.89 | 13.05 | 12.89 | Austria | 14.82 | 14.91 | 15.07 | 14.71 | Belgia | 13.79 | 13.50 | 13.43 | 13.50 | Denmarca | 14.45 | 13.89 | 14.06 | 13.89 | Finlanda | 12.74 | 12.91 | 13.09 | 13.43 | Franta | 11.46 | 11.38 | 11.30 | 11.37 | Germania | 15.04 | 16.21 | 15.84 | 15.66 | Italia | 10.71 | 11.42 | 11.55 | 11.55 | Olanda | 14.07 | 14.84 | 14.70 | 14.87 | Norvegia | 13.71 | 13.54 | 13.94 | 14.14 | Russia | 11.58 | 11.73 | 11.14 | 11.43 | Spania | 9.17 | 9.07 | 8.84 | 8.66 | Suedia | 14.09 | 14.26 | 14.38 | 14.25 | Elvetia | 15.10 | 15.20 | 15.00 | 14.97 | United Kingdom | 12.49 | 11.08 | 11.79 | 11.48 | Europa de Est | 11.20 | 10.86 | 11.43 | 11.73 | Altele | 8.49 | 8.09 | 8.69 | 9.33 | Americile | 9.81 | 9.17 | 8.76 | 8.88 | Argentina | 8.51 | 8.30 | 8.69 | 8.74 | Brazilia | 6.83 | 7.57 | 7.82 | 7.69 | Canada | 10.97 | 9.81 | 9.63 | 9.67 | USA | 9.72 | 9.13 | 8.64 | 8.81 | Altele | 7.84 | 7.33 | 7.01 | 7.02 | South Asia | 14.11 | 9.56 | 8.66 | 8.10 | Bangladesh | 9.15 | 6.95 | 5.71 | 5.88 | India | 17.06 | 10.74 | 9.32 | 8.33 | Nepal | 12.17 | 10.63 | 9.80 | 8.83 | Pakistan | 9.92 | 8.59 | 8.89 | 9.70 | Sri Lanka | 7.96 | 5.94 | 5.96 | 5.40 | Altele | 7.68 | 6.19 | 7.32 | 6.93 | Oceania | 9.68 | 9.71 | 9.47 | 9.10 | Australia | 9.54 | 9.61 | 9.34 | 9.09 | Noua Zeelanda | 10.44 | 10.32 | 10.13 | 9.22 | Altele | 9.30 | 7.41 | 7.95 | 7.90 | Orientul Mijlociu | 10.88 | 11.35 | 10.63 | 10.61 | Egipt | 8.03 | 9.23 | 7.78 | 6.51 | Israel | 11.23 | 12.15 | 11.21 | 11.91 | Kuwait | 12.26 | 11.16 | 10.90 | 10.56 | Arabia Saudita | 10.41 | 10.42 | 9.69 | 9.18 | U.A.E. | 11.40 | 11.85 | 11.10 | 10.90 | Altele | 10.32 | 10.58 | 9.97 | 9.34 | Africa | 9.99 | 9.16 | 9.56 | 9.54 | Africa de Sud | 7.52 | 6.86 | 6.69 | 7.29 | Altele | 12.23 | 10.95 | 11.62 | 11.16 | Total general | 8.33 | 8.40 | 7.96 | 7.77 | Source of Data: Immigration Bureau, Police Department. | |

DURTA MEDIE DE SEDERE A TURISTILOR INTERNATIONALI SOSITI (NOPTI) | IANUARIE-DECEMBRIE | | | | | | | | | Country of Nationality | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | Asia de Est | 5.27 | 5.27 | 5.31 | 5.44 | 5.43 | 5.60 | 6.08 | ASEAN | 4.45 | 4.49 | 4.57 | 4.66 | 4.87 | 5.06 | 5.09 | Brunei | 4.08 | 4.34 | 4.28 | 4.33 | 4.40 | 4.40 | 4.57 | Cambodia | 6.88 | 6.89 | 5.86 | 5.73 | 5.29 | 5.33 | 5.54 | Indonesia | 3.89 | 4.14 | 4.38 | 4.47 | 4.39 | 4.53 | 4.47 | Laos | 14.09 | 12.55 | 13.06 | 12.21 | 10.92 | 8.20 | 7.78 | Malaysia | 3.45 | 3.43 | 3.55 | 3.61 | 4.06 | 4.19 | 3.98 | Myanmar | 9.29 | 9.07 | 9.99 | 12.98 | 11.89 | 12.06 | 12.67 | Philippine | 7.23 | 7.07 | 6.81 | 7.01 | 6.80 | 6.78 | 7.59 | Singapore | 4.18 | 4.38 | 4.39 | 4.48 | 4.43 | 4.38 | 4.38 | Vietnam | 6.41 | 6.18 | 6.03 | 5.74 | 5.83 | 7.13 | 7.81 | China | 6.37 | 5.86 | 6.18 | 6.53 | 6.38 | 6.36 | 6.32 | Hong Kong | 4.50 | 4.41 | 4.48 | 4.29 | 4.21 | 4.09 | 4.15 | Japan | 5.91 | 6.24 | 6.25 | 6.96 | 6.74 | 6.78 | 6.51 | Korea | 4.82 | 4.79 | 4.88 | 5.00 | 4.56 | 4.71 | 8.65 | Taiwan | 5.86 | 5.88 | 6.02 | 6.29 | 6.41 | 7.40 | 7.01 | Altele | 8.02 | 9.24 | 11.14 | 8.40 | 8.35 | 9.25 | 7.37 | Europa | 12.89 | 13.14 | 13.37 | 13.67 | 13.63 | 13.41 | 13.70 | Austria | 14.71 | 14.50 | 14.90 | 14.96 | 14.73 | 14.28 | 14.72 | Belgia | 13.50 | 13.60 | 13.87 | 14.35 | 14.36 | 14.18 | 14.22 | Denmarca | 13.89 | 14.01 | 14.27 | 14.52 | 14.54 | 14.46 | 14.97 | Finlanda | 13.43 | 13.69 | 13.71 | 13.99 | 14.02 | 13.89 | 14.17 | Franta | 11.37 | 11.47 | 11.68 | 12.15 | 12.03 | 11.89 | 12.45 | Germania | 15.66 | 15.57 | 15.83 | 15.91 | 15.55 | 15.07 | 15.32 | Italia | 11.55 | 11.82 | 12.06 | 13.21 | 12.74 | 12.42 | 12.91 | Olanda | 14.87 | 15.31 | 15.43 | 15.73 | 15.31 | 15.07 | 15.32 | Norvegia | 14.14 | 14.51 | 15.13 | 15.73 | 15.73 | 15.74 | 16.15 | Russia | 11.43 | 11.65 | 11.83 | 11.66 | 12.18 | 12.27 | 12.27 | Spania | 8.66 | 8.71 | 8.62 | 9.63 | 9.16 | 8.44 | 8.78 | Suedia | 14.25 | 14.51 | 14.88 | 15.44 | 15.52 | 15.37 | 16.09 | Elvetia | 14.97 | 14.94 | 15.15 | 15.84 | 15.60 | 15.31 | 15.57 | United Kingdom | 11.48 | 11.80 | 12.36 | 12.29 | 12.75 | 12.43 | 12.65 | Europa de Est | 11.73 | 11.57 | 11.30 | 12.31 | 12.02 | 12.26 | 12.02 | Altele | 9.33 | 10.02 | 10.05 | 10.94 | 10.53 | 10.58 | 10.66 | Americile | 8.88 | 9.55 | 9.77 | 10.21 | 9.87 | 9.87 | 10.13 | Argentina | 8.74 | 9.07 | 11.12 | 12.10 | 10.62 | 10.23 | 10.15 | Brazilia | 7.69 | 8.22 | 7.66 | 9.81 | 9.57 | 9.77 | 9.78 | Canada | 9.67 | 10.39 | 10.48 | 10.61 | 10.22 | 10.22 | 10.58 | USA | 8.81 | 9.48 | 9.75 | 10.12 | 9.85 | 9.85 | 10.09 | Altele | 7.02 | 7.02 | 7.09 | 9.38 | 8.17 | 7.89 | 8.33 | South Asia | 8.10 | 7.70 | 6.99 | 7.34 | 6.91 | 6.87 | 6.79 | Bangladesh | 5.88 | 6.05 | 6.38 | 6.80 | 6.55 | 6.75 | 6.87 | India | 8.33 | 7.91 | 7.16 | 7.84 | 7.09 | 7.00 | 6.86 | Nepal | 8.83 | 8.59 | 7.82 | 7.98 | 7.57 | 7.11 | 7.53 | Pakistan | 9.70 | 8.96 | 7.03 | 6.88 | 6.70 | 6.84 | 7.01 | Sri Lanka | 5.40 | 5.87 | 5.83 | 5.03 | 5.57 | 5.58 | 5.40 | Altele | 6.93 | 6.72 | 6.56 | 6.75 | 6.82 | 7.00 | 7.10 | Oceania | 9.10 | 9.19 | 9.52 | 9.46 | 9.32 | 9.30 | 9.46 | Australia | 9.09 | 9.26 | 9.67 | 9.62 | 9.45 | 9.41 | 9.59 | Noua Zeelanda | 9.22 | 8.87 | 8.84 | 8.78 | 8.72 | 8.75 | 8.72 | Altele | 7.90 | 7.25 | 7.35 | 9.38 | 8.82 | 8.69 | 9.06 | Orientul Mijlociu | 10.61 | 10.97 | 10.65 | 11.04 | 10.78 | 10.35 | 10.76 | Egipt | 6.51 | 7.02 | 7.62 | 8.59 | 7.51 | 7.62 | 7.33 | Israel | 11.91 | 12.63 | 13.54 | 13.43 | 13.52 | 12.67 | 13.50 | Kuwait | 10.56 | 10.58 | 10.56 | 11.10 | 9.94 | 9.49 | 9.84 | Arabia Saudita | 9.18 | 10.13 | 9.74 | 10.82 | 10.77 | 10.67 | 11.20 | U.A.E. | 10.90 | 10.85 | 10.64 | 10.09 | 10.46 | 10.19 | 10.26 | Altele | 9.34 | 9.36 | 7.52 | 8.99 | 8.54 | 8.54 | 8.97 | Africa | 9.54 | 9.28 | 9.29 | 9.07 | 8.96 | 8.88 | 8.98 | Africa de Sud | 7.29 | 7.37 | 7.94 | 7.99 | 8.42 | 8.16 | 8.36 | Altele | 11.16 | 10.61 | 10.18 | 10.07 | 9.42 | 9.40 | 9.44 | Total general | 7.77 | 7.93 | 7.98 | 8.19 | 8.13 | 8.20 | 8.62 | Source of Data: Immigration Bureau, Police Department. | | | | | |

6.1 Prestigiul

1. GRAND TRAVEL AWARD 2012
THAILAND WINS THE NORWEGIAN GRAND TRAVEL AWARD FOR “THE WORLD’S BEST TOURIST COUNTRY 2012”
2. THE MOST FAVOURITE VIETNAM BRANDS AWARD 2011:
THAILAND IS VOTED "THE MOST FAVOURITE FOREIGN TOURIST DESTINATION"
2010 NORWEGIAN ‘GRAND TRAVEL AWARD’ FOR ‘WORLD’S BEST TOURIST COUNTRY’ AND ‘BEST INTERCONTINENTAL AIRLINE’

3. GOOGLE TREND AWARD 2010:
THAILAND WINS 2010 GOOGLE TREND AWARD FOR ‘TOURIST DESTINATION OF THE YEAR’

4. HOTEL CLUB AWARDS 2009
THAILAND IS ‘MOST POPULAR DESTINATION’

5. ASIA SPA AWARDS 2009
THAILAND VOTED 'ASIAN SPA CAPITAL OF THE YEAR'

6. THAILAND WINS 2008 IRISH TRAVEL TRADE NEWS (ITTN) AWARD FOR
“BEST ASIA/AUSTRALASIA DESTINATION”

7. TODAY’S TRAVELLER PLATINUM AWARD FOR BEST INTERNATIONAL FAMILY HOLIDAY DESTINATION OF 2008

8. 2008 TRAVEL AGE WEST WAVE AWARDS:
THAILAND WINS THE 'BEST OF THE BEST TRAVEL AGE WEST WAVE AWARD FOR DESTINATION WITH HIGHEST CLIENT SATISFACTION – ASIA'

9.TOP DESTINATION FOR HOSPITALITY FOR THE 2007 WORLD TRAVELLER AWARDS BY WORLD TRAVELLER MEDIA (CHINA) IN DECEMBER 2007

7. Concluzii

Regatul Thailandei este destinatia constrastelor incredibile si a peisajelor extraordinare. De la jungla luxurianta a Triunghiului de Aur in Nord, strabatand stravechile ruine ale civilizatiilor pierdute si Bangkok, capitala cosmopolita in inima regatului, la splendidele plaje ale peninsulei Malay si insulitele inconjuratoare, Thailanda are intr-adevar ceva pentru fiecare.
Aceste lucruri fac din Thailanda una dintre cele mai atractive destinatii turistice din lume. Datorita deosebitelor sale peisaje si campaniilor de promovare Thailanda si-a creat un brand in turismul mondial , astfel o mare parte din turistii internationali aleg sa reviziteze aceasta minunata tara si peisajele sale spectaculoase.

8. Bibliografie

www.thailanda.ro/thai/ro/ ro.wikipedia.org/wiki/Thailanda www.thailandsuperdeal.com www2.tat.or.th/stat/web/static_tts.php?Year=2007 www2.tat.or.th/stat/web/static_tex.php?Year=1999 www2.tat.or.th/stat/web/static_download.php?Rpt=als www.thailanda.ro

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...able of Content…………………………………………………………………2 1. Abstract……………………………………………………………………...3 1.1 Conclusions……………………………………………………………...3 1.2 Recommendations……………………………………………………….4 2. Introduction……………………………………………………………….…5 3. Background to AirAsia……………………………………………………..6 3.1. Organization Definition………………………………………………..6 3.2. Looking at the Organization…………………………………………… 4. Industry Framework Analysis……………………………………………….. 4.1. Porter’s 5-Forces Model………………………………………………… 4.2. External factors using a PEST analysis………………………………… 4.3. Internal factors using a SWOT analysis………………………………… 5. Conclusion and Recommendations………………………………………….. 5.1. PEST 5.2. Task 2: Technological Change……………………………….. 5.2.1 Analyze Policies and Decision Making 5.2.2 Evaluate Effectiveness and Response 5.2.3 Demonstrate Areas of Improvement 5.3. SWOT………………………………………………………………… 6. References…………………………………………………………………. 7. Appendices………………………………………………………………… Appendix 1 Porter’s 5 Forces Model………………………………………….. 1. Abstract This report consists of an internal and external analysis of AirAsia using various methods including a PEST, Organization analysis, SWOT analysis and Porter’s 5 forces model. The main outcomes of the report are: 1.1 Conclusions reached: 1.2 Recommendations reached: 2. Introduction The company chosen for this report was AirAsia. The assignment required that: • A management report of 3,500 to 4,000 words is written on an organization. The report should describe, analyze and assess...

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Critical Assessment of Marketing Communication Strategy

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